years, the dry form accounts for 90 percent of all
examples and promises to be the focal point of
researchers’ attentions for the foreseeable future.
SPREADING THE WORD
To limit Moorfields’ knowledge and reputation to just
the UK is something that Pelly percieves as a waste, and
using the leverage that the brand brings globally, he
has spent the last four years establishing an
influence overseas.
“
We opened our branch in Dubai in 2007 and the
reasoning behind that was a recognition that Moorfields
did have this extraordinarily good reputation and
a recognised brand,” Pelly says.
“
We’re now there for the long term and the questions
for us are whether to replicate that again in the Middle
East or maybe further afield.”
Moorfields’ philanthropic influence is also ensuring
the future of eye care on an international scale, with
the aim of providing a legacy of quality treatment not
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September 2012
eye care standards
