In mid-2015, CooperVision set out to develop a program to reinforce its dedication to celebrating and advocating for the eye care profession. McDougall Communications collaborated with CooperVision and other partners to conceive Best Practices, an initiative recognizing how eye care professionals demonstrate innovation and expertise in their practices every day.

With a multifaceted approach, we brought continual media and industry attention to the program during its initial announcement, its application period, the announcement of the inaugural class, and throughout the year to the program’s honorees.

The now annual Best Practices program has been an overwhelming successful. As one veteran editor remarked, “Best Practices is distinctive in its unbranded focus on dedicated eye care professionals with interesting stories—it spotlights honorees while allowing CooperVision to shine in the background.”