Every day within the walls of Wills Eye Hospital, world-renowned physicians treat the most difficult and complex eye diseases, restoring sight and preserving hope. Our work elevated their brand and reputation by advancing the status of this oft-overlooked—yet often life-saving—subspeciality.
Our strategy? Pitch key trade publications for a co-branded survey of ophthalmologists, most significantly landing a partnership with Ocular Surgery News, one of the industry’s most well-read and well-respected publications. Karma developed the survey aimed at discovering the field’s biggest challenges and its most promising possibilities. More than 200 ophthalmologists responded to the survey, which revealed daily realities and forward-looking trends that impact the specialty.
The survey results became fodder for earned media, event talking points and branded collateral throughout the year. These frequent reinforcements of Wills Eye’s leadership position in a subspecialty of rising prominence helped distinguish Wills Eye as the world’s home for curing the most complex eye diseases. This simple but powerful idea—Believeing is Seeing—became a rallying cry within the halls of the hospital and an external positioning brought to life through paid media.