ICON Eye Care | Patient Education Videos
Pre-consultation educational videos designed to improve patient understanding, support surgical discussions, and protect valuable clinician time.
The Challenge
Cataract consultations often require surgeons to repeat the same foundational explanations with every patient — what cataracts are, how surgery works, and which lens options are available.
While these conversations are essential, they can consume valuable in-room time and leave less space for personalized discussion around patient preferences, lifestyle, and surgical upgrades.
ICON Eye Care wanted to improve the patient experience while also supporting operational efficiency — without sacrificing the human connection between doctor and patient.
The Insight
ICON recognized an opportunity to move standardized education earlier in the patient journey.
By shifting the foundational cataract conversation into a surgeon-specific patient education video that patients watch before the surgeon enters the room, doctors could spend their in-person time focused on what matters most: personalized guidance, decision-making, and trust.
The Approach
Big Pictures Media partnered with ICON Eye Care to design and produce a series of clear, engaging, surgeon-led patient education videos.
The videos were carefully structured to:
Explain cataracts and surgical options in accessible, patient-friendly language
Introduce lens and upgrade options in a clear, non-salesy way
Preserve the warmth, credibility, and individuality of each surgeon
Integrate seamlessly into the in-clinic exam flow
Each video was designed specifically for in-clinic playback, using patient wait time as a meaningful educational moment rather than passive downtime.
Examples from the In-Clinic Cataract Conversation Video Series
Each video opens with a brief introduction from Dr. Nadia Verani, Senior Vice President of Operations, followed by a surgeon-led segment tailored to each doctor.
Cataract Conversations | Dr. Stiverson
Cataract Conversations | Dr. Fliney
The Impact
While formal metrics are still being developed, early feedback has been overwhelmingly positive. There’s been big excitement around the video internally from the ICON surgeons who feel these videos are leading to more personalized conversations and more effective time in the lane with patients.
The patient education video series is successfully meeting its core objectives:
Supporting surgical discussions
Patients enter consultations better informed, allowing for deeper and more personalized conversations.Facilitating upgrades
By introducing IOL and surgical options before the surgeon enters the room, conversations shift toward patient preferences and value.Improving doctor time-in-lane
A top operational priority for ICON, with early reports confirming more effective use of in-room time.Strengthening brand awareness
Videos play on digital screens throughout exam lanes, reinforcing ICON’s commitment to Experience, Expertise, and Innovation at the point of care.
The videos have been deployed across five clinics on Colorado’s Front Range, with plans to expand to additional regions and new surgeons joining the practice.
Client Perspective
“We’ve been very happy with the ICON Cataract Conversation Video Series. This was a high-priority initiative aimed at optimizing the patient experience and driving surgical upgrades.
The videos are laying the groundwork for more personalized conversations and more effective time in the lane with patients. There has been big excitement internally from our surgeons, and we’re actively planning expansion to other regions.”
What This Work Demonstrates
Patient education is most effective when it supports real human interactions, rather than trying to replace them.
Well-designed patient education videos can:
Improve patient understanding
Protect clinician time
Support complex decision-making
Build trust at critical moments in the care journey
★★★★★
“Tom and Big Pictures Media helped us create a series of surgeon-led videos to support patient education, and the experience couldn’t have gone more smoothly. They were organized, flexible, and made everyone feel comfortable on camera! The final videos were clear and perfectly aligned with what we needed to support our in-clinic communication. Highly recommend!”
Kendall Byram Nowak, Senior Brand Marketing Manager, EVP EyeCare
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