Case Studies


Wills Eye Health System recognized greater competition for ophthalmologic services in the Greater Philadelphia market and wanted to increase public awareness of its services. Ross Associates conducted an analysis of its competition in the marketplace and found that its competitor organizations were outspending Wills Eye on advertisements and event sponsorships by an average of 5 to 1.

What Ross Did

Audience Sensitivity

With the increase in eye care options available to consumers, Ross Associates recommended a rebranding campaign in 2007 that would focus on increasing awareness of Wills Eye’s national ranking as a leader in ophthalmologic care, its state-of-the-art facilities, its top notch doctors and its network of surgical centers throughout the region. While Wills Eye’s competitors focused their ads on technology, Wills’ award-winning campaign, “Only Wills,” focused on people.

Multi-faceted Communications

Ross Associates’ advertising campaign included television, radio, print and billboard advertisements and promotional items for the Wills Eye staff and clients. Ross then set out on the second phase of the multi-tiered plan – developing the promotional materials for the Wills Eye Brand. To coincide with the advertising schedule, Ross developed a welcoming event for Wills Eye’s new Ophthalmologist-In-Chief, including a broadcast media interview tour and placed welcome ads in print media.


Increase in Patients

Upon executing a $1.2 million dollar advertising and branding campaign, the Wills’ Eye brand became synonymous with service. As a result, the Wills Eye Call Center went from 40 to 400 calls daily; bringing in a strong increase of appointment request and referrals.

We did it for Wills Eye; we can do it for you!



The Bethesda Project wanted to increase the attendance of their annual gala and auction; most importantly, they wanted to see an increase in donations and funds raised. In 2011, they hired Ross Associates to secure all media relations and heighten the event’s exposure.



What Ross Did

Ross Associates conducted a multimedia tour for the event. Event spokespersons Joe Piscopo (“Saturday Night Live” alum) and Bernie Parent (Flyers Hall of Fame goaltender) were featured on “Good Day Philadelphia,” “The 10! Show,” KYW 1060 and Philadelphia Inquirer; to name a few. The tour spanned across several radio and television programs, newspapers and online publications. Ross created a strategic plan with messaging for all mediums to grasp the goal and cause of the event.


Increase in Exposure and Funds Raised

The Bethesda Project’s 14th Annual Gala and Auction was an off-the-charts success. The organization surpassed their monetary goal by over $80,000. The event was covered by all appropriate media and received the exposure that it deserved.

Ross gains exposure for our clients. Let us make you relevant.

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