CAMPAIGN
Chu Vision —
Full Spectrum
A world-class vision correction practice with two drastically different patient demographics. A national medical conference for the country's top optometrists and vision correction specialists. One role. I built all of it.
Project Year :
2018–2020
Role :
Brand & Content Lead
Scope:
Event Identity · UI · Campaign Creative
Approach:
Audience Segmentation · Creative Direction
Problem :
Chu Vision Institute isn't a typical clinic. Dr. Ralph Chu has performed over 150,000 procedures, led more than 100 FDA clinical trials, and introduced SMILE surgery to Minnesota. The practice needed marketing creative that matched that reputation.
That meant patient-facing content compelling enough to convert two completely different demographics. And professional outreach sophisticated enough to hold the room at a national medical conference. High bar across every channel.
Solution :
I led creative across the full scope of the practice's marketing needs.
For patient acquisition, I built segmented content strategies for each procedure. Distinct visual language, tone, and channel approach for LASIK targeting younger audiences and cataract surgery targeting older patients. UGC and testimonial campaigns drove authenticity. Engagement programs built a following that actually converted.
On the B2B side, I developed creative for partner optometry clinics and led the full visual identity for OCU 2020. A national conference with 200-500 optometrists and clinicians. Print and digital advertising, promotional materials, day-of collateral, and a custom guest app with interactive floorplan, speaker itinerary, sponsor map, and live event features. Art directed by me, built with in-house and contracted technical teams.
Challenge :
Healthcare creative has rules most industries don't. Every patient-facing claim is regulated. Every testimonial has compliance implications. Content has to be credible to a medically sophisticated audience while still moving a consumer to act.
Doing that across two patient demographics while producing a professional event for national clinicians required real creative range. Not just execution skills. Strategic judgment about what each audience needed to see, feel, and trust.
Summary :
I led creative across the full scope of the practice's marketing needs.
For patient acquisition, I built segmented content strategies for each procedure. Distinct visual language, tone, and channel approach for LASIK targeting younger audiences and cataract surgery targeting older patients. UGC and testimonial campaigns drove authenticity. Engagement programs built a following that actually converted.
On the B2B side, I developed creative for partner optometry clinics and led the full visual identity for OCU 2020. A national conference with 200-500 optometrists and clinicians. Print and digital advertising, promotional materials, day-of collateral, and a custom guest app with interactive floorplan, speaker itinerary, sponsor map, and live event features. Art directed by me, built with in-house and contracted technical teams.
