Case Study /
Dello Russo Laser Vision
Establishing Dello Russo Laser Vision as the Premier LASIK Authority in the Northeast
Client
Dello Russo Laser Vision
Locations
Manhattan, NY Brooklyn, NY Long Island, NY New Rochelle, NY Woodbridge, NJ | Bergenfield, NJ Stamford, CT Secaucus, NJ Passaic, NJ Queens, NY |
Background
Dello Russo Laser Vision, led by Dr. Jeff Dello Russo, sought to position the practice as the leading LASIK surgery authority in the Northeast and NYC metropolitan area through high-impact media placements and celebrity collaborations.
The Challenge
Dello Russo Laser Vision, a family-run practice with over 20 years of expertise, faced intense competition in the saturated NYC eye care market. Despite pioneering cutting-edge LASIK technology, they lacked national visibility. Goals included:
- Establish credibility as the regional LASIK leader.
- Secure tier-1 media coverage to reach affluent urban audiences.
- Leverage celebrity influence to amplify trust.
Strategy
Precision Media Targeting + Star Power
MB and Associates deployed a dual-track approach:
Thought Leadership Campaign
- Pitched Dr. Dello Russo as an expert source on emerging eye care trends, innovative LASIK techniques, and preventative vision health.
- Developed data-driven narratives around seasonal topics (e.g., “Summer Dry Eye Risks,” “Post-Pandemic Screen Fatigue”).
Celebrity-Driven Social Proof
- Collaborated with high-profile clients Jennifer Lopez and Mary J. Blige (who underwent successful LASIK at the practice) for exclusive testimonials.
- Positioned these icons as advocates for “life-changing vision freedom,” targeting lifestyle and health verticals.
Execution
Securing Unprecedented Press Dominance
1. National Media Hits
MB and Associates secured placements in 9 elite outlets, including:
- ABC News & Inside Edition: Breaking segments on LASIK advancements, featuring patient success stories.
- Forbes & Time Magazine: Expert commentary on the $4B vision-correction industry and tech innovations.
- Health.com & Medical News Today: Debunked LASIK myths with evidence-based guides.
- Glamour & The Strategist (NY Mag): Style-focused angles (“Crystal-Clear Vision for Runway-Ready Eyes”).
- Health Digest: “Top 5 Signs You’re a LASIK Candidate” (featuring Dr. Dello Russo’s checklist).
2. Celebrity Amplification
- Jennifer Lopez: Shared her “20/20 freedom” journey via a Glamour Magazine exclusive, driving 500+ new website inquiries.
- Mary J. Blige: Featured in Health.com discussing LASIK’s impact on stage performance, reaching 2M+ viewers.
3. Hyperlocal Credibility
Simultaneously secured regional coverage in:
- The New York Times (Metropolitan section), NJ.com, and NY1 News, positioning the practice as the Northeast’s go-to LASIK destination.
Results
Brand Authority
- 300% increase in “LASIK leader” organic search terms in NYC.
- 92% patient referral rate citing “media recognition” as a trust factor.
Business Impact
- 55% surge in consultations (2022–2023), with 40% attributing awareness to press features.
- Celebrity collaborations drove a 28% uptick in high-net-worth clientele.
Media Dominance
- 1.2B+ total impressions across all placements.
- Practice featured in 100% of target outlets within 18 months.
MB and Associates’ blend of scientific storytelling and cultural relevance transformed a local practice into a household name. By aligning Dr. Dello Russo’s expertise with celebrity narratives and timely health trends, they dominated both niche medical and mainstream media landscapes.