.

REGISTER ONLINE HERE

Deadline: 31 October 2025

Strategic Marketing for Ophthalmology Practices

Join us from 07-09 November in Trinity College Dublin for a 2-day workshop

Strategic Marketing for Ophthalmology Practices is a dynamic, practice-driven workshop designed for ophthalmologists and practice managers in private or hybrid healthcare. Delivered by Trinity Business School faculty and healthcare marketing experts, the programme combines strategic insight, ethical frameworks, and hands-on learning.

Participants will leave with a 12-month marketing strategy tailored to their practice, underpinned by real-world tools an examples. Practical sessions use accessible AI tools4including ChatGPT Plus or Team, Microsoft Copilot, Gemini, and Google AI Studio4to demonstrate how clinicians and managers can apply new technologies in an ethical, effective way.

An application for accreditation for the Leadership, Business & Innovation Practice Management Weekend, Dublin, Ireland, through European Accreditation Council for Continuing Medical Education (EACCME®) has been made.

Workshop Programme

Led by Dr Eamonn O’Raghallaigh, a Teaching Fellow at Trinity Business School, attendees will explore the evolving role of marketing in modern ophthalmology. Sessions include deep dives into traditional vs. digital marketing, brand visibility, ethical collaboration with industry, and the smart use of social media platforms. Real-world case studies and expert-led discussions will help participants understand how to promote their services without compromising patient trust or professional integrity.

Whether you’re just starting in private practice or looking to refine your current approach, this workshop provides the roadmap, insights, and peer learning needed to take your marketing to the next level.

What you will gain from this workshop:

  • Equip participants with practical marketing knowledge and tools
  • Explore branding, digital strategy, and ethical visibility
  • Enable participants to develop a 12-month marketing roadmap
  • Encourage collaboration between clinicians and practice managers
  • Build confidence in using everyday AI tools for marketing research, planning, and content

Marketing in European Healthcare: Current Perspectives & Future Trends

Introduces foundational concepts, explores why strategic marketing matters in private ophthalmology, and prepares participants with a pre-work audit of their current marketing assets. Introduces the AI tools that we will be using in the course and provides guidance on how to access.

Arrivals by 6pm

  Session Title Learning Objectives
18:30-19:30 Fireside Chat - Brand Like A Luxury Leader: What Ophthalmology Can Learn From High-End Brands 

Explore brand identity strategies from luxury industries and their applicability to premium healthcare services.

Identify principles of exclusivity, trust, and perception in luxury branding and how they translate to private practice.

 

 

Session Title

 Learning Objectives
09:00- 10:30

 

Modern Marketing in Clinical Practice: Strategy Frameworks for Healthcare

 

Explores frameworks such as SOSTAC, 7Ps, and STP, showing how they can be adapted for ophthalmology to connect strategy with patient experience and practice growth.

Practical: Using accessible AI tools (ChatGPT, Copilot, Gemini) to conduct market research.
10:30-11:00 Coffee break  
11:00-12:30 Knowing Your Patient & Products: Buyer Personas, Product Positioning & the Patient Journey

Guides participants in creating buyer personas, understanding product positioning, and mapping the patient decision-making journey to identify key marketing touchpoints.

Practical: Using AI tools to conduct consumer research and draft buyer
personas.
12:30-13:30 Lunch  
13:30-15:00 Building the Engine: Research, Data & Digital Foundations

Covers research methods, AI tools, data collection and analysis, key digital channels, content marketing, and website best practice to create strong, patient-centred marketing foundations.

Practical: Market and competitor research using accessible AI tools.
15:00-15:30 Coffee break  
15:30-17:00 Ethical & Legal Marketing in Healthcare (Pan-European focus)

Examines EU and UK advertising regulations, GDPR and consent requirements, and how to maintain trust through ethical marketing messages.

Practical: Drafting an AI policy for safe and compliant marketing.

 

  Session Title Learning Objectives
09:00-10:30 AI in Marketing: Opportunities and
Boundaries for Ophthalmology

Introduces how AI is reshaping healthcare marketing through practical tools for research, content creation, and patient engagement. Highlights risks, ethical boundaries, and how to integrate AI responsibly into day- to-day marketing.

Practical: Developing a simple custom AI marketing assistant for your organisation and building brand intelligence documentation.
10:30-11:00 Coffee break  
11:00-12:30

Finding Your Voice Online: Social Media for Clinical Practice

Assesses the major platforms, their relevance to healthcare, and how to develop safe, professional, and effective strategies.

Practical: Creating a social media playbook using accessible AI tools.
13:30-15:30 Developing Your 12-Month Marketing Plan A capstone session where participants integrate learnings into a practical 12-month marketing strategy. Includes situational analysis, objectives, strategy, tactics, budgets, and KPIs.

 

Registration and Accommodation

Registration

625 EUR per attendee (+VAT)

Fee includes:

  • Course and course materials
  • ESCRS & Trinity College Certificate of completion

Conference Hotel and other Accommodation

Hotel: Trinity City Hotel. 2 minutes walk from the Trinity Education Centre

Other accommodation: 

  1. The Alex  -  8 minutes’ walk from the Trinity Education Centre
  2. The Davenport  -  9 minutes’ walk from the Trinity Education Centre
  3. The Mont -  8 minutes’ walk from the Trinity Education Centre

Please reference: ESCRS WEEKEND when booking your room

 

REGISTER ONLINE HERE

Deadline: 31 October 2025