American Refractive Surgery Council

Just about everyone in America has heard of LASIK and knows at least vaguely what it is. But for those researching the procedure, there is a myriad of conflicting information online — much of it inflammatory and some plain false. Misinformation was the enemy of rational decision-making, which meant we needed to rethink how we’d get unbiased, factual information to consumers.

We understood that, when faced with crises of confidence, users turned immediately to Google Search, so we built a robust content strategy that delivered consumers the facts about LASIK where and when they were needed most. We developed a proprietary user conversation and search analysis tool to identify hotspots and created and syndicated content to address the issues. Over the past six years, ARSC has dramatically reduced the effect of fear and inflammatory messaging on the market.

Client: American Refractive Surgery Council
Project: LASIK
Assignment: Content Marketing
Role: Content Strategy Lead
Agency: Consulting