Marketing plastic surgery and cosmetic procedures to women
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The launch of Charleston Eyeworx, a medical and cosmetic practice
Charleston physician Galin Spicer, MD, specializes in surgery and treatment of the skin around the eye, including the eyelid. As both a cosmetic and reconstructive oculoplastic surgeon, she has logged many hours in emergency rooms helping victims of car accidents and other traumas, but she also enjoys helping everyday women feel better about their appearance.
The problem? Dr. Spicer's reconstructive patients and many referring physicians were unaware of her cosmetic expertise, and her cosmetic patients did not know of her reconstructive expertise. Many of the physicians who referred patients to her were also unclear about the services she offered... and for some, purely cosmetic procedures carried a slight stigma.
Dr. Spicer addressed all three issues at once. To highlight her cosmetic expertise, she rebranded a portion of her practice under the name Charleston Eyeworx and brought us in to design her logo, business cards, and marketing collateral.
We designed her logo and business card with enough of a "wow" factor to woo women consumers (and some men) in need of purely cosmetic procedures, but to address her more traditional physician audience, we included conservative elements as well: the logo is set in a classic serif font, the business card features a formal layout on a thick paper, and Dr. Spicer's title on the card is her medical one.
For consumers, the tagline "the eyelid experts" explains in just a few words what Charleston Eyeworx does. All elements on the card were produced using a raised matte foil in a fashionable light blue set against the chocolate brown of the elegantly textured paper. (The colors chosen mirror two common colors of the human eye: brown and blue.) The business card attracts both audiences without alienating either one.
In partnership with Dr. Spicer, we addressed the service awareness problem by designing marketing collateral that could be quickly customized to different audiences. We enclosed loose sheets in a pouchette, staggering page heights so the title could always be read even if a particular page were behind others; the cover sheet was always a letter from Dr. Spicer addressing the recipient's particular needs—two for different types of referring physicians and one for patients. The approach was elegant and low-key in keeping with the primary goal for the piece: simply educating recipients about the services offered.
The result? In our experience, Dr. Spicer's business card has never failed to elicit a "Wow" or a compliment from the recipient, and the tagline immediately elicits an understanding of her expertise. We've sent several people Dr. Spicer's way once they viewed her card.
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