With over 200 years of experience, Moorfields Eye Hospital is the world-leading expert in eye care and a flagship of the NHS.

But when it comes to the Private side of their business, enquiries and appointments were in decline as people looked to the high street or Harley street for their eye care needs.

Our challenge was to create a new level of recognition for Moorfields Private that would increase awareness and uplift leads by 20%.

THE THINKING

Research uncovered the core problem; Despite having world-class private facilities, people assume that Moorfields is where the NHS send you for serious eye problems – they just don’t think Moorfields do private.

But we also uncovered a more fundamental challenge – Eye surgery is really scary.

There’s a lot of procrastination as people put it off and cope with bad eyesight.

However, every single person we spoke to who had undergone surgery, from cataract to cosmetic to all manner of laser, shared one sentiment in common – “I wish I’d done it sooner”.

Because eye surgery makes people’s lives better. From watching TV and reading, to swimming and jogging, the way they live their lives had changed and improved.

We put this at the heart of our thinking, concentrating on the small everyday ways that better eyesight improves people’s lives.

THE WORK

Creatively we focused on the people, and the true, real, simple, everyday moments that potential patients/customers will relate to.

Conducting socially-distanced interviews with real customers we developed a series of testimonials. Each one focuses on a simple way that Moorfields have made each individuals life better and comes back to the same truth – “I wish I’d done it sooner”.

We brought these real-life moments to life, with treatment-specific executions running across targeted digital channels, whilst the full testimonial story takes pride of place on the Moorfield site.

Now live, the ‘I wish I’d done it sooner’ campaign is running across digital and owned media channels, with other media planned for later in the year.

We’re can’t wait to see where our vision for Moorfields takes us next.