Case Study: Pacific Vision Institute

Pacific Vision Institute is the leading advanced vision correction facility in the San Francisco Bay Area.

Background

Pacific Vision Institute is the leading advanced vision correction facility in the San Francisco Bay Area. Built on innovation, leadership, and a passion for perfection in all eye surgery procedures, the institute offers the industry’s newest diagnostic and treatment technologies and technical advancements to its patients.

Pacific Vision Institute hired Karbo Com to help the company showcase its procedural offerings and differentiators and to boost local and national awareness. Karbo Com set the goal to increase this awareness through local and national broadcast, radio and vertical press.

Objectives

Increase local and national awareness for Pacific Vision Institute through strategic thought leadership and bold narrative development in media.
Increase advocacy of Pacific Vision’s procedural offerings and differentiators among eye care professionals.
Expand thought leadership and authority for Dr. Ella Faktorovich, Founder and Director of Refractive and Corneal Surgery, driving conversations with key media around eye care and vision health.

Execution

At the beginning of the partnership, Karbo Com strategically positioned Dr. Ella Faktorovich as one of the best ophthalmologists in the San Francisco Bay Area. Karbo Com immediately developed programs based on proactive campaigns and thought leadership with a focus on surgeries provided and technological advancements at the Institute.

Proactive campaigns are a vital component of this PR program. In an effort to position Faktorovich as a leading ophthalmologist in San Francisco and across the wider United States, Karbo Com began pitching introductory press briefings.

Trends, news and research are constantly evolving in the ophthalmology field, so the Karbo team knew that capitalizing on timely news items will be crucial. To further position Dr. Faktorovich as a leading ophthalmologist, Karbo Com offered reporters bold thought leadership on timely eye care topics to expand awareness within trade, national, and local media, building on previous broadcast wins. For example, leading up to the cannabis-centric 4/20 holiday, Karbo Com conducted outreach to trade and cannabis outlets offering bylines authored by Dr. Faktorovich to discuss how the use of cannabinoids in medical applications has expanded to the field of eye care. As a result of our outreach, Karbo Com secured interest in publishing bylines from two prominent trade publications, The Ophthalmologist and Corneal Physician.

Results

Within weeks, Karbo secured broadcast coverage with CBS News Bay Area where she shared eye safety tips for people wanting to observe the solar eclipse. The news clip aired on the Friday edition of CBS News Bay Area.To supplement Dr. Faktorovich’s’s expertise in eye surgery, Karbo secured commentary in a WebMD article where she provided insight into the cataract surgery complications for patients with past radial keratotomy. Karbo also secured commentary in U.S. News & World Report sharing the doctor’s insight on eye vitamin side effects, precautions and how to select the best options.

Consistent media wins are crucial to this PR program to expand her network of referring doctors, and in recruiting new patients to her practice.

A sampling of media that have featured Pacific Vision Institute: