Brand, campaign and a sold-out summit
Surgery is learned at the table. Not in the lecture hall.
LidSUMMIT is a three-day, hands-on course in eyelid and corneal surgery at the Institute of Clinical and Functional Anatomy of the Medical University of Innsbruck. Twenty surgical stations, two surgeons per station and 13 faculty from cornea, oculoplastics, plastic and reconstructive surgery and clinical anatomy – plus 3D-printed eyelid models that extend what human donor tissue alone can offer.
The first two editions relied on partner channels: many seats went out free or at reduced rates, and the first edition drew participants from just two countries. For the third edition, LidSUMMIT Tirol 2026, we took over brand, platform and marketing together with the LidSUMMIT team – with one goal: fill the room with the right surgeons, from everywhere.
The result: all 40 seats sold ten weeks before the course, participants from 13 countries, and a waitlist that is already filling the next edition.
Thirteen countries. One destination: Innsbruck.
We positioned LidSUMMIT as exactly what it is: university-level surgical training with real anatomy, real instruments and real cases – no congress, no sales show. One line carries the brand from the website to the last ad: “Surgical training, taken seriously.”
The campaign is built on the people who teach. The faculty were filmed in the historic anatomy museum of the Medical University of Innsbruck, and from the interviews and lab footage we cut a library of short social creatives made to work without sound – solo clips, promos and a compilation, each carrying one message: real tissue behaviour, small groups, 3D-printed models, practice-driven training.
Edition 3 was the first run entirely on our own marketing, with no dependency on partner channels. Every creative was tested and optimised week by week:
- 692,811 ad impressions
- 23,982 website visits
- 676 waitlist leads
- ROAS 14
- Cost per lead down 68% while scaling
- Proven interest beyond Europe: USA, UK and Canada
A platform, not a throwaway website.
Every earlier edition got a new website – built once, then thrown away. It was replaced with a platform that grows with every summit:
- lidsummit.com – programme, faculty, venue, booking and waitlist in one place
- Faculty Hub – personal schedules and branded lecture decks, generated per topic
- Participant Hub – programme, logistics and preparation, always up to date
- Live programme sync – one change in Notion is live on the site within ten minutes
- Insights and newsletter – faculty portraits and stories, written by us
- CRM and real-time visitor tracking – every lead and contact in one place
- SEO and GEO – llms.txt and schema markup, so AI assistants such as ChatGPT, Perplexity or Google’s AI Mode can recommend LidSUMMIT when surgeons look for eyelid surgery training
40 of 40. Ten weeks early.
LidSUMMIT Tirol 2026 (8–10 October) was fully booked ten weeks before the course. 62 people were on site, including faculty, volunteers and guests, and the course carries 24 EACCME®-accredited ECMEC® credits. The waitlist has been running ever since.
The machine keeps running. The next edition in Innsbruck in spring 2027 is sold to the waitlist and alumni first: waitlist members get the booking link 48 hours before the public launch and vote on the programme topics. In parallel, LidSUMMIT Europe invites partner universities to host the format – same brand, same platform, same models, same quality bar.
From two countries to thirteen. From giving seats away to a waitlist. That’s what building a brand looks like.
Stories we had time to turn into content
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