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“Precision” is the current buzz word in medicine. It means applying an individuals precise genetic makeup to their healthcare. Some of today’s most innovative medical treatment and research is conducted at Columbia University Medical Center, where they are pushing this frontier in Ophthalmology—thus the title of this book, Precision Ophthalmology™. By studying patients’ unique genetic profiles, novel research and care can be pioneered to address a myriad of ophthalmalogic disorders, from glaucoma to color blindness. CUMC’s Department of Ophthalmology needed a book to highlight these exciting new initiatives. The challenge was to convey complex research and its implications on patient care in an attractive and accessible way.
We illustrate the convergence of genetics and ophthalmology with sophisticated design and heavy reliance on typography. One widely known way of depicting genetic sequencing (ATCG) Is introduced on the cover along the spine and as the background from which an eye emerges. This sequencing runs throughout the center of the book as the base element of the design. The airy, Swiss-style layout lightens the dense science, breaking it into easily digestible chunks of information, demarcating captions, introductions, and scientific passages. The use of diagrams, infographics and beautiful photomicrographs adds further visual impact. 2017 is the departments 150th anniversary, so we begin with a timeline across three spreads, showing the department’s impressive history of innovation.
The book was handed out to participants as they arrived at a weekend-long international conference in New York City last December. It represented CUMC’s Department of Ophthalmology’s work in precision medicine so well that the department chairman began his introduction to the conference by walking the audience through the book in it’s entirety. Everyone loved the intriguing image & the unusual soft-tough laminate on the cover, and found the contents to be interesting and accessible, given the highly specific science involved. The report has been a huge success in calling attention to the prestige of the department and CUMC as a whole. Over 6,000 copes were distributed by mail and the response has been uniformly enthusiastic.