We sold the morning after, not the machine.
How a 75-day FEMTO LASIK launch, timed to Tamil Nadu's holiday homecoming, turned 450 enquiries into 100 procedures for a 35-year-old eye hospital.
In shortDr. Anil Kumar Eye Hospital has served Sivakasi for nearly 35 years and recently opened a branch in Madurai. When it installed a new FEMTO LASIK machine in December 2025, STYL planned a 75-day launch across Meta Ads, organic social media, a launch offer, and local influencers and channels, timed to the December–January holiday season when people return home. The ads spoke about one thing: quick recovery. ₹85,000 in spend brought 450 enquiries and 100 LASIK procedures, celebrated with an event on 1 February 2026.
A new machine, and a grand launch to plan.
The hospital was founded by Dr. Anil Kumar and is now led by Dr. Praveen Kumar and Dr. Rasmi Praveen, a paediatric ophthalmologist. In December 2025 they installed a FEMTO LASIK machine at the Madurai branch and wanted a launch to match.
The easy launch is an ad about the machine. But LASIK is elective. Nobody needs it this week, so people postpone it. A launch had to give people a reason to act now.
The barrier wasn't the technology. It was time off.
What patients worry about (Trust). People who want to be free of glasses don't ask which laser is used. They ask how long they will be away from work or college. So the ads talked only about quick recovery and getting back to routine.
When patients can act (Visibility). In Tamil Nadu, December and January are holiday season. People working in Chennai, Coimbatore, Bengaluru and abroad come home to Sivakasi and Madurai. They have family around and days off. That is the window to launch an elective procedure.
Advanced FEMTO LASIK technology, now in Madurai.
What the hospital can give.
Glasses off. Back to your routine the next day.
What the patient wants.
Four channels, one message
Integrated launchQuick recovery. Back to routine the next day.
A person who saw the ad and then opened the hospital's page found the same story there. Each channel made the others work harder.
How the launch was built.
- 01
Choose the launch window
We recommended launching in December so the campaign covered the holiday homecoming through to Pongal, and planned every activity around those weeks.
Visibility - 02
Build the Meta campaign around one benefit
Ads ran on Facebook and Instagram, targeted by location around Sivakasi and Madurai and by age groups most likely to be LASIK candidates. Every creative said one thing: quick recovery.
- Formats: short videos for reach, static posters for clarity, all pointing to an easy enquiry.
- Retargeting: people who watched the videos or engaged with the page saw follow-up ads with the offer.
- Optimisation: budget moved weekly to the creatives and audiences producing real enquiries, not just clicks.
- 03
Turn the organic feed into a LASIK channel
From December to February, all organic posters and videos were about LASIK. Anyone checking the hospital's page after seeing an ad found answers instead of unrelated posts.
- 04
Extend reach through local voices
The approved ad creatives were shared with local influencers and local channels, reaching people who don't follow a hospital page.
- 05
Give the launch a finish line
On 1 February 2026 the hospital held an event to celebrate 100 LASIK procedures on the new machine. The milestone became proof for the people still deciding.
TrustAuthority
450 enquiries. 100 procedures.
Campaign timeline
Dec 2025 – Feb 2026Bar positions are approximate until exact start and end dates are confirmed.
From enquiry to procedure
Drawn to scaleWhere the ₹85,000 went
Spend splitPatient information has reached so many local people through STYL's efforts in content creation.
People asked one question: how soon can I get back to my life? The hospital answered it clearly, at a time when they were home and could act, and then celebrated the 100th patient with them.
An ad should talk about what the patient wants, not what the hospital or doctor can give.
Questions this case answers
- When should we launch a new procedure or machine?
- When your audience has time to act. For elective procedures in Tamil Nadu, the December–January holiday window brings people home with days off.
- Should our regular social posts change during a campaign?
- Yes. Align organic content with the campaign so anyone who checks your page after an ad finds the same story.
- Are local influencers worth it for a hospital?
- For a launch, sharing approved creatives through local creators and channels extended reach for 24% of the spend. Keep control of the message.
- Which number should we judge a launch on?
- Procedures done. Here, ₹850 of spend per LASIK procedure.
Try this at your hospital
- Write down the one thing a patient wants from this procedure. Make every ad about that.
- Check the festival and holiday calendar before setting a launch date.
- Plan three months of organic posts around the launch topic.
- Pick a milestone (the 50th or 100th patient) and plan a moment to mark it.