Florida Eye Institute (FEI) partnered with Ironside to rebuild its reputation and reintroduce its brand to the community with a focus on warmth, trust, and clinical excellence. Despite delivering life-changing care, public perception had lagged behind. Ironside developed a holistic, multi-year strategy built around emotional storytelling, targeted advertising, and brand alignment across platforms.

We produced a library of physician spotlights and patient testimonials, including powerful stories of vision restored. These were used across social media, in waiting rooms, and as part of digital advertising campaigns. Vertical-form reels were created for organic reach, while programmatic video ads amplified key service lines—like laser cataract and macular degeneration—to specific age groups.

A key initiative within this broader strategy was the launch of a Spanish-language campaign, designed to reach Hispanic patients aged 45–64+. Through Spanish-language video content and culturally relevant messaging, we expanded access and built trust within this growing population. Campaign performance was tracked and refined through Google Analytics and conversion data.

All assets—from email content to rack cards—were coordinated to reflect a unified brand voice grounded in compassion and expertise.