eyeplus
Website Rebuild + LINE Health Booking + Digital Marketing Integration
As VP of Marketing Operations, led a full digital infrastructure rebuild for a 14-location chain ophthalmology brand in northern Taiwan, including LINE health insurance booking integration
INSIGHT
eyeplus is a chain ophthalmology brand in northern Taiwan with 14 locations spanning both eye clinics and optical stores. Despite its physical footprint, the brand's digital touchpoints lagged behind competitors — the overall appointment process remained heavily dependent on manual labor. The core challenge: how to turn paid keyword traffic and organic search into real conversion outcomes.
STRATEGY
Build a closed-loop digital patient journey — from brand discovery (website) to action (LINE booking). Website rebuild focused on service clarity, physician trust-building, and improved search conversion efficiency. LINE system integration brought health insurance booking into Taiwan's most familiar communication channel, reducing front-desk workload. Cross-branch digital SOPs standardized brand communication across all 14 locations.
EXECUTION
Led full website rebuild (information architecture redesign, UI/UX optimization, SEO foundation), LINE Official Account integration with health insurance booking system API, and automated appointment confirmation and reminder flows — eliminating manual phone and key-in dependencies. Established cross-branch digital marketing SOPs across all 14 locations, and drove paid keyword and organic search performance improvement.
Performance Metrics
LINE Booking Digitized
100%
Front Desk Efficiency
↑顯著提升
Website Rebuilt
全面重構
Duration
2025–2026
The Brand Challenge
eyeplus is a chain ophthalmology brand in northern Taiwan with 14 locations spanning both eye clinics and optical stores. Despite strong physical presence, its digital touchpoints lagged significantly behind competitors: the website lacked clear information architecture, affecting conversion; health insurance appointment bookings relied entirely on manual phone calls and staff key-in forms; paid keyword and organic search performance fell short of targets; LINE Official Account was completely disconnected from the booking system — resulting in appointment processes heavily dependent on front-desk labor and high operational costs.
Strategy: Close the Digital Booking Loop
The core strategy was a closed-loop digital patient journey — from brand discovery (website) to action (LINE booking). Website rebuild focused on service clarity, physician trust-building, and improved search conversion efficiency. LINE system integration brought health insurance booking into Taiwan's most familiar communication channel, reducing front-desk workload. Cross-branch digital SOPs standardized brand communication across all 14 locations.
Creative Execution
Led full website rebuild (IA redesign, UI/UX, SEO), LINE health insurance booking API integration, and automated appointment flows — eliminating manual phone and key-in dependencies. Simultaneously drove a media partnership program with financial KOL radio placements (Xia Yunfen, Yu Meiren, Li Xiumei, Wu Ruoquan) to build brand trust and reach. Word-of-mouth strategy centered on myopia control topics drove significant organic community discussion and sharing.
Strategic Outcomes
LINE booking captured 13–23% of all clinic appointments. Monthly online bookings peaked at 2,163 (October 2025). Brand social buzz grew from 580 annual mentions to 1,321 in just six months (nearly 3x). Media FB advertising reach hit 142,177 views — 275% growth over 2024. The digital loop strategy successfully improved patient experience, brand visibility, and operational efficiency simultaneously.