Case Study:
Dry Eye January
Leading a nationwide awareness campaign across consumer and clinical audiences
The Challenge:
Dry Eye January is an annual awareness initiative designed to educate people living with dry eye and encourage more proactive conversations with eye care professionals.
I was brought in to lead the campaign strategy, content creation and overall delivery – with a clear goal: expand its reach, strengthen its impact, and make it work for both consumers and practitioners.
There were multiple moving parts to consider – from social media and website content to practitioner engagement and live webinars – but no clear, cohesive strategy tying everything together. Messaging needed to resonate with two very different audiences: dry eye sufferers looking for support, and eye care professionals looking for credible resources to share with their patients.
At the same time, the campaign needed to do more than just inform. It needed to:
- Empower sufferers with accessible, easy-to-understand education
- Position practitioners as trusted, knowledgeable voices
Increase visibility and participation year after year
With no defined strategy, timeline, or campaign plan to guide delivery, the team knew what they wanted to achieve, but didn’t have the capacity or clarity to map out how to get there – that’s where I came in.
The Strategic Approach
1. Campaign Strategy & Project Management
I developed the full campaign plan, including:
- Strategic messaging framework
- Content pillars
- Campaign timeline
- Deliverables schedule
- Stakeholder communication plan
I managed all project workflows to ensure deadlines were met and each asset was delivered on time across multiple platforms.
This included overseeing:
- Website landing pages
- Email campaigns (B2C and B2B)
- Webinar registration systems
- Ongoing campaign communications
2. Social Media & Website Content
I created all campaign-related:
- Social media content
- Website copy
- Educational blog content
- Promotional materials
Content was designed to:
- Educate dry eye sufferers
- Encourage practitioner engagement
- Drive webinar registrations
- Increase overall campaign visibility
Social ads were implemented to amplify reach and increase webinar attendance.
3. Practitioner Resource Pack Development
A key differentiator of this campaign was empowering practitioners to actively participate.
I developed a comprehensive, ready-to-use resource pack including:
- Blog content
- Social media templates
- Posters and flyers
- Waiting room games
- Staff badges
- Educational resources
This enabled over 250 practitioners to promote Dry Eye January within their practices – extending reach beyond digital channels and into clinical settings.
4. Educational Webinar Series
Another core campaign element was a series of educational webinars for dry eye sufferers. To facilitate these, I:
- Managed webinar planning and booking systems
- Created promotional content
- Ran paid social campaigns
- Provided promotional toolkits to practitioners
- Coordinated communications to maximise attendance
This strengthened practitioner positioning as trusted educators while providing accessible education to patients.
I also ensured these served as lasting educational content by clipping up for social media, website and even podcasts.
Measurable Impact
The campaign successfully expanded awareness, increased participation, and strengthened collaboration between sufferers and practitioners.
The Bigger Picture
Dry Eye January evolved from a seasonal awareness campaign into a structured, scalable initiative with real national reach.
This project highlights the impact of combining clear strategy, strong content, and thoughtful execution – especially when working across multiple audiences in a healthcare space.
Because when campaigns are built properly, they don’t just raise awareness. They create momentum. I look forward to working on this campaign again next year.
Hear What They Have to Say
Testimonial incoming…
– Maxine Green, Co-owner & Sales Director