The Quarterly
Inspiring the ultimate eye doctor community through content
The Challenge
With a growing network of over 2,000 independent eye care professionals and a roster of major brand partners, IDOC needed a strategy that delivered value to both sides. Members wanted more than group buying power—they sought inspiration, education, and connection. Meanwhile, vendors like CooperVision, Bausch + Lomb, and Alcon wanted a way to reach doctors through a trusted, non-intrusive channel.
Read an issue
Approach
IDOC’s leadership believed in the power of content but had valid concerns. Traditional social platforms weren’t resonating with their members, and email fatigue was real. What they needed was a high-quality, sustainable way to create engagement that aligned with the rhythm of their business and the needs of their community.
We proposed the creation of a quarterly print and digital magazine, aptly named The Quarterly. This platform would serve as a conduit for education, inspiration, and connection. Featuring vendor spotlights, organic storytelling, and original practice owner Q&As, The Quarterly has grown into the most robust content vehicle in the independent eye care space.
To deepen engagement, IDOC added new supplements like “5 to Watch,” highlighting rising stars and standout practices across the country—adding a personal, celebratory touch that resonates deeply with readers.
Awards
Results
- 2025 marks the 8th year of The Quarterly
- “5 to Watch” supplement added to recognize top-performing practices
- 60+ eye care owners interviewed, building credibility and community
- 5% membership growth, supported by regular, value-driven content
- Platinum and Gold Hermes Creative Awards
- Gold MarCom Awards for excellence in print publications
- Continued vendor investment from top brands year after year
What started as a simple content strategy has evolved into a trusted and essential touchpoint—strengthening IDOC’s brand, boosting vendor visibility, and most importantly, uniting a vibrant community of eye care professionals.