Healthcare & PharmaWellington Eye Clinic × Claire McLaughlin — Ambassador
Wellington Eye Clinic partnered with Sport Endorse to build trust in laser eye surgery through an authentic athlete-patient ambassador with genuine medical credibility.
Overview
The campaign
Wellington Eye Clinic partnered with Sport Endorse to build trust in laser eye surgery by connecting with Irish international rugby player and medical doctor Claire McLaughlin. Through the Sport Endorse platform, the clinic sourced an authentic ambassador whose personal experience, sporting background and clinical credibility created a highly trusted healthcare marketing campaign
The challenge
Wellington Eye Clinic wanted to raise awareness of its laser eye surgery services through an ambassador who could communicate the benefits of treatment with genuine authenticity while also benefiting from the treatment themselves. As a consultant-led clinic operating in a highly regulated healthcare sector, credibility was more important than celebrity.
The ideal ambassador needed to do more than simply promote the clinic. They needed to demonstrate first-hand experience of laser eye surgery while reassuring prospective patients about safety, professionalism and outcomes. Finding someone who was active in the sports arena and who would benefit from, and extol the virtues of, laser eye surgery presented a significant recruitment challenge through traditional talent sourcing methods.
The Sport Endorse solution
Using the Sport Endorse platform, Wellington Eye Clinic created a targeted ambassador brief focused on identifying athletes whose lifestyle genuinely aligned with the benefits of laser eye surgery.
Sport Endorse managed the ambassador sourcing process from discovery through to activation. The clinic was able to review suitable athlete profiles, assess brand alignment and communicate directly throughout the selection process before finalising agreements securely through the platform.
Claire McLaughlin emerged as the ideal ambassador. As an Irish international rugby player, practising A&E doctor and experienced rugby broadcaster, she offered a unique combination of sporting performance, clinical knowledge and public credibility.
Following consultation and treatment at Wellington Eye Clinic, Claire documented her own patient journey, sharing authentic insights into the consultation process, laser eye surgery procedure, recovery and life after treatment. Her experience became the foundation of a trusted campaign that educated prospective patients while reinforcing Wellington Eye Clinic's reputation for consultant-led care.
Athlete fit
Claire McLaughlin represented an exceptionally strong brand fit because her story reflected the real challenges faced by many prospective laser eye surgery patients.
Having worn glasses and contact lenses for more than 20 years, Claire understood the frustrations of balancing long hospital shifts, elite sport and everyday life while relying on corrective lenses. Her experience as an emergency medicine doctor also meant she approached treatment with a high level of clinical scrutiny, asking detailed questions before deciding to proceed.
This combination of professional medical expertise and elite sporting performance created a level of authenticity that conventional celebrity endorsements rarely achieve. Rather than delivering scripted promotional messaging, Claire shared a genuine patient experience that resonated with healthcare professionals, active adults and sports participants alike.
Deliverables
- Targeted ambassador campaign brief created through the Sport Endorse platform
- Athlete sourcing based on healthcare, lifestyle and sporting criteria
- Ambassador selection and contracting managed securely
- Laser eye surgery patient journey documented
- Professional ambassador testimonial produced
- Lifestyle imagery created for ongoing marketing use
- Authentic written case study documenting treatment experience
- Brand testimonial from Wellington Eye Clinic leadership
- Multi-channel marketing assets for digital and PR activity
- Ongoing ambassador relationship management by Sport Endorse
Results
The Trusted Quote:
"My experience in the Wellington Eye Clinic was fantastic. From start to finish, the whole team were professional, friendly, and completely put me at ease. I have worn glasses and contact lenses for over 20 years, and have gotten increasingly frustrated with the discomfort of lenses, and the hassle of wearing glasses. With my work shifts in A&E, and all my training, it meant I could be wearing my contact lenses for 12+ hours, which I knew was not good for the health of my eyes.
I had considered getting laser eye surgery for a number of years, and decided to go for it, after looking into Wellington Eye Clinic, and asking a lot of questions, which the team in the clinic were incredibly well able to answer. I found the whole process fascinating, and was so impressed by how quick and streamlined it all was. The laser eye surgery itself only lasted around 15 minutes, and by my consultation the next morning, my vision was 20/20! I still can't quite believe how perfect my vision is- it's honestly been life changing for me, in my job, my sport and in everyday life."
Claire McLaughlin⏐International Rugby Player
"Speaking about working with an ambassador, Dr Arthur Cummings, Medical Director of the Wellington Eye Clinic said, "It has been a fantastic and beneficial experience working with the team at Sports Endorse. Declan and Manav are always available to assist us with any questions and have taken time to understand our business and requirements when working with an ambassador. They are a super partner to work with in assisting us in our goals to find the perfect ambassador for the Wellington Eye Clinic and we look forward to working with them all again soon."
Dr. Arthur Cummings| Consultant Ophthalmic Surgeon & Medical Director
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