Every eye clinic hears the same questions daily: how long an examination takes, whether driving is possible after dilation drops, when cataract surgery is needed, how often a child’s glasses should change. Each of these questions is a content opportunity.
We recommend collecting questions from call centre staff, receptionists and doctors for a few weeks, then grouping them into preparation, decision, concern and aftercare questions. Each group suits a different format: short guides, comparisons, symptom articles or printable patient notes.
Audiences change with age. Parents describe symptoms, young adults research screens, lenses and refractive options, and older patients and their relatives look for clear, step-by-step information about cataract, glaucoma and diabetic eye care. Writing should be accessible: short sentences, explained terms, descriptive alt text and subtitles.
Because health promotion is restricted in Turkey, content should explain rather than sell, include who may not be suitable, describe recovery honestly and name the reviewing doctor. A seasonal calendar and repurposing each guide into video and social posts keep the effort sustainable.
Talk to Racoun: we are based in Istanbul and work with brands across Türkiye. Message us on WhatsApp or email ekip@racoun.com.
