Objectives & ApproachAn Online Brand & Campaign Worthy of an Industry Leader
The Chu Vision Institute came to Studio 3 as a respected market leader and go-to for cataract and lens replacement procedures. The problem was the institute’s website appeared outdated and fell short of representing their brand reputation for innovation and preeminence.
Beyond how the website looked, a previous marketing vendor had implemented dubious SEO tactics, including “keyword stuffing” (overly-repetitious use of keywords in an effort to artificially boost search rankings). This not only compromised the brand expression and website user-experience (UX), it was also undermining the institute’s online visibility. Other eye clinics with less experience and expertise seemed to outperform in attracting new patients for some procedures simply because their internet marketing was more aggressive.
Studio 3’s mandate was to retool the institute’s digital marketing strategy, create visually impactful content, and design a new showpiece website that reflects the excellence, compassion, and care that Dr. Ralph Chu and his team provide.
Patients as Heroes
From market research, it was identified that competitor websites were leading with stock images of cityscapes or photos of doctors to market themselves. Aligning with Dr. Chu’s brand values for innovation and patient-centered eye care, Studio 3’s creative strategy focused on imaginative design elements and positioning patients upfront as the heroes of the Chu Vision brand story.
Visually Impactful Content
To authentically capture the patient experience and tell the institute’s story through their eyes, the S3 Media team filmed two days on location in Minneapolis, interviewing several of Dr. Chu's actual patients. The Studio 3 Art Director personally took on designing the new website, crafting custom animations to visually portray the patient journey — from blurry visions to seeing clearly and living fully.
SEO for People > Search Engines
The first priority was to get the brand right. The homepage, About Us pages, as well as key procedure pages that hadn’t been organically ranking well in SERPs were all revised or rewritten entirely with users in mind. Dozens of new pages were also produced for SEO lead generation purposes. The SEO team scrubbed the entire site for excessive (spammy) use of keywords and implemented a new search strategy, focused on the main procedures the institute specializes in.
