Contact Lens Institute: See Tomorrow Initiative

Facing untapped opportunities in contact lens adoption, the Contact Lens Institute (CLI) partnered with McDougall Communications to better understand patient behaviors and translate those insights into action for eye care professionals (ECPs). Through two major 2025 research efforts—an analysis of digital search behaviors and a large-scale generational survey—CLI uncovered key drivers of contact lens consideration, including a Gen Z usage gap and evolving purchase motivations.

These insights extended the multi-year, award-winning See Tomorrow initiative, a phased campaign designed to help ECPs attract and retain more contact lens patients. By combining original data, partnerships with leading industry organizations, and a network of influential clinicians, the program delivered a steady stream of high-value content across conferences, media, and digital platforms.

The results were significant. Earned media reach nearly doubled its goal, social reach more than doubled, and content engagement far exceeded expectations. The impact extended beyond metrics, with widespread adoption of CLI insights across the global eye care community—ultimately contributing to renewed industry confidence and continued program expansion into 2026.