Inspiring the Ultimate Eye Doctor Community
Challenge
With over 2,000 members and a variety of big brand vendors, IDOC was faced with the task of simultaneously providing value and promoting solutions. The members wanted more than just the power of a buying group and the vendors wanted access to the eye doctors in a non-invasive platform.
Approach
The leadership at IDOC was interested in using content to engage with their community, but they had concerns about the value of the channels. They have discovered that social networks were not necessarily where ODs were spending time and they wanted something that would have some staying power.
We proposed a quarterly magazine, appropriately named The Quarterly, to both IDOC and their vendor partners. The idea was to use organic content and native advertising in the form of spotlights to enlighten and update the members on vendor solutions.
Results
- 2020 marks the 5th year of The Quarterly.
- Consistent investment in the program from vendors like CooperVision, Bausch & Lomb and Alcon.
- 2019 Gold MarCom Award for print media magazines.
- 2017 Gold Hermes Award for publications and 2019 Honorable Mention
- Membership has grown by 5%
