Gruppo Refrattivo Italiano: Multi-channel Social Editorial Plan for refractive surgery.

The Italian Refractive Group unites two centers of excellence dedicated to refractive surgery. When we got into the game, we designed and launched a multi-channel publishing engine with a single direction: planning, production, platform adaptations and analytics. Objective: to increase awareness of refractive surgery and accompany the user towards the booking. The program began in the last quarter of 2024 and continued throughout 2025.

context & Objectives

We speak to people with visual impairments such as nearsightedness, farsightedness, astigmatism, and presbyopia, as well as caregivers and health-conscious users who are looking for reliable information. With GRI we have set three goals:

• build a clear and recognizable group positioning
• to put in place a constant and sustainable production of content
• reduce the barriers (fears, false myths, doubts) that slow down the decision to undergo surgery.

Strategy

We started with an initial analysis of the existing ecosystem: channels, tones, frequencies and results. From this basis, we defined a positioning strategy shared with the spokesperson surgeons and a monthly editorial plan that governs all channels. Each content is born from simple and repeatable briefs, is produced in bulk and then adapted (cuts, subtitles, graphics) for the target platform. In this way, we reduce publication time, maintain consistency on messages and clinical vocabulary and make each step measurable.

Editorial ecosystem and channels

On Meta (Facebook and Instagram) we publish a neat calendar that combines shot videos, animations and static graphics. TikTok hosts short, vertical content, created for the platform or derived and optimized from Meta content. On YouTube we index the productions with the greatest informative value, while the blog offers in-depth articles that are also useful for intercepting organic searches. 

Formats that educate and convert

• Facts, not legends: video column (ironic and assertive tone) that demystifies false myths with clinical data and clear explanations
• Double interview: comparison between doctor and patient 
• Points of View: In a relaxed atmosphere, the doctors of the structure tell anecdotes about curious/unusual/complex cases, which offer the opportunity to give advice/insights.
• Video review: patient testimonials to reduce the perception of risk and generate social proof.
  Anniversaries: useful for bringing out brand values and positioning.
  Baby Tips: video of the houses and themes related to children.
• New life: static post that highlights the benefits of permanently eliminating glasses/contact lenses through everyday situations that show the before/after.
• Let's take a closer look: infographics with data-driven insights, also selected in order to reassure/debunk clichés.
• Let's open our eyes: in-depth analysis of the aspects of great relevance for potential patients.
  

Workflow and governance

The project lives in a simple and repeatable workflow:

• bulk content production in 4 shootings per year
• Monthly PED
• Mounting and adaptation by channel
• Publishing content
• Community management
• monitoring and reporting.