Since the early days of Media MICE, CEO Matt Young often traveled solo to cover ophthalmic conferences worldwide.
That changed in 2017 at the 35th Congress of the European Society of Cataract and Refractive Surgeons (ESCRS) in Lisbon, Portugal, when he brought two team members to attend the congress and distribute printed copies of PIE Magazine Issue 3—fittingly themed The Anterior and Posterior Segments are Better Together.
But what were we doing at ESCRS?! After all, PIE (Posterior Segment – Innovation – Enlightenment) is obviously focused on the posterior segment, and we didn’t even have a booth. Instead, we shared our magazine through a client’s booth (huge thanks to Tiago Guerreiro,of Ophtec, for that wonderful collaboration!).
The response was overwhelming—all 2,000 copies disappeared on the very first day.
Adding to the buzz, Matt and a young colleague (Timmo Gunst) turned heads in their fruit suits—an early glimpse of the playful wardrobe that would soon become Matt’s trademark.
From that modest three-person voyage in 2017, Media MICE has grown into a steady presence on the European ophthalmic stage, attending ESCRS and EURETINA every year since.
The journey came full circle in 2023, when Media MICE became the Official Digital Media Partner of ESCRS.
And tomorrow, as the doors of the Bella Center in Copenhagen open for ESCRS 2025, our 45-strong crew will arrive like modern-day Vikings—ready to conquer the congress grounds!
Follow our conference coverage page for live updates straight from the frontline.
Better yet, visit Media MICE at Booth #C3.038, say Hi, and grab your copy of CAKE Magazine Issue 27! (Yes, the 27th issue already—CAKE [Cataract – Anterior Segment – Kudos – Enlightenment] was born just two years after Lisbon—our perfect match for the anterior segment and the ESCRS stage.) See you there!
Editor’s Note: The 43rd Congress of the European Society of Cataract and Refractive Surgeons (ESCRS 2025) is being held from 12-16 September in Copenhagen, Denmark.