LBI Dublin Workshop

Strategic Marketing For Growth

Strategic Marketing for Growth

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

Patients increasingly begin their eye-care journey online. This programme helps ophthalmologists and practice managers harness strategic marketing and ethical communication as tools for patient trust and sustainable practice growth.


Delivered by Trinity Business School faculty, the workshop combines evidence-based strategy, practical digital frameworks, and everyday AI tools. Participants will leave with a 12-month practice growth and patient engagement roadmap tailored to their clinic.

Workshop Programme

Led by Dr Eamonn O’Raghallaigh, 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.

Programme objectives:

  • Equip participants with strategic marketing knowledge and evidence-based tools
  • Explore branding, digital strategy, and patient communications with professional integrity
  • Enable participants to develop a clinic-ready growth roadmap
  • Encourage collaboration between clinicians and practice managers
  • Build confidence in using accessible AI for practice efficiency and education

Dr. Eamonn O’Raghallaigh, Teaching Fellow, Trinity Business School

Dr. Eamonn O’Raghallaigh is a Teaching Fellow at Trinity Business School and Managing Director of Digital Strategy Consultants Ltd. He holds a PhD in Digital Marketing (Trinity College Dublin), an MSc in Neuroscience (Royal College of Surgeons in Ireland), an MSc in Digital Marketing (UCD Smurfit), and a BSc(Hons) in Pharmacology (UCD).


With over 20 years’ professional experience, Eamonn advises organisations of all sizes on digital marketing strategy, generative AI applications, and online consumer behaviour. At Trinity Business School, he lectures on MSc and executive programmes in digital marketing and strategy, bridging academic research with real-world practice.


For this ESCRS programme, Eamonn will lead participants through a structured, evidence-based process to create a practice-specific growth and patient engagement roadmap, using frameworks and tools tailored to the healthcare context.

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
18:45-19:30 Fireside Chat - Conversations with Chris Upton the Chief Executive Havas Dublin

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- 11:00

 

Strategic Planning for Practice Health

 

Apply frameworks like SOSTAC and the 7 Ps of Service Marketing in a clinical context. Live AI demo: using simple prompts for market data and patient insights.
11:00-11:10 Coffee break  
11:10-12:45 Understanding the Modern Patient

Build patient archetypes and trace decision pathways. Translate clinical excellence into meaningful patient benefits. AI practical: draft a patient archetype with guided prompts.
12:45-13:30 Lunch  
13:30-15:00 Building the Engine: Research, Data & Digital Foundations

High-level view of digital marketing essentials: GA4, CRM basics, website credibility. AI practical: competitor website analysis.
15:00-15:10 Coffee break  
15:10-16:45 Marketing with Integrity

Navigate advertising regulations, GDPR and professional standards. Case study review + AI practical: drafting an AI ethics policy for your practice.

 

  Session Title Learning Objectives
08:45-10:15 Generative AI for Practice efficiency

Live demos of AI for patient comms and admin. Build a simple custom GPT using your clinic's materials
10:15-10:20 Coffee break  
10:20-11:40

Social Platforms for Professional Education

LinkedIn, YouTube, Instagram strategies for patient education and professional reputation. AI practical: design a 3-month editorial calendar.
11:40-12:05 Lunch  
12:05-14:05 Capstone Workshop Integrate all learnings into your 12-month practice growth & patient engagement roadmap. Guided construction + peer feedback.
14:05-14:15 Recap on learnings and evaluation  

 

Why attend this workshop?

  • Translate proven business strategy frameworks into the language of clinical practice
  • Develop a clinic-specific 12-month roadmap for growth and patient engagement
  • Gain confidence in everyday AI tools for communication, research, and administration
  • Learn how to market responsibly — upholding patient trust and professional integrity
  • Access templates, AI prompt packs, and lecture slides for immediate use in your practice

Registration and Accommodation

Registration

625 EUR per attendee (+VAT)

15% discount for ESCRS members

50% discount if you bring a colleague (terms & conditions apply)

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