Big LASIK Day campaign wins ESCRS marketing prize
Colin Kerr
Published: Saturday, October 1, 2016
Paul Rosen, chairman ESRS Practice Management and Development Committee with competition winner Dr. Rahil Chaudhary and competition judge Kris Morrill.[/caption]
The finalists for the 2016 ESCRS Practice Management and Development Marketing Competition featured two very different approaches to marketing campaigns, which was reflective of where these practices are located. One entry, from the Neovize-DuoVize group based in Czech Republic & Slovakia, presented a patient education campaign designed to grow word of mouth about the practices. The second, from Eye7 Hospital in New Delhi, India, featured a much more advertising heavy approach as a way to leverage the hospital’s 25th anniversary.
In the end, the judges selected the “Big LASIK Day” entry from Eye7 Hospital as the 2016 winner. They said that while certainly not a typical approach that is used by ophthalmic centres in Europe, the campaign that the Eye7 Hospital conducted was a great example of how a practice can turn a milestone into a promotional event that can generate coverage in local media and better patient awareness.
Dr. Rahil Chaudhary, of the Eye7 Hospital, presented their case study after ESCRS Practice Management and Development Committee Chairman, Mr Paul Rosen, announced the winning entry.
Dr. Chaudhary will receive a €1,000 bursary to underwrite his travel to the 2017 annual meeting in Lisbon, as well as an invitation to present on the Practice Management and Development programme at the XXXV Congess of the ESCRS.