In its early years, Media MICE was primarily a project-based marketing and consulting company; but before long, it would grow into a full-fledged medical marketing agency and publisher, specializing in global ophthalmic and optometric communication.

Media MICE hit one of its many milestones with the launch of PIE magazine, which stands for Posterior segment, Innovation and Enlightenment. Now quite well known in the industry, PIE was created at the urging of Media MICE clients who wanted to lend a voice to a very specific industry segment: posterior segment ophthalmologists in Asia-Pacific.

Media MICE CEO Matt Young has a long history with eyeballs. Like all of us, he was born with them … but it wasn’t until his foray into Asia-Pacific, where he spent more than a decade covering them, that he realized his true passion — and that’s ophthalmic marketing, communications and projects.

Thus, Media MICE was born in 2009, when CEO Matt Young decided to strike out on his own. He set up his office in Singapore and quickly began attracting talent from Asia-Pacific, Europe and Africa, as well as his home country, the United States.

“You may know us from PIE. You may know us from CAKE… and now, we are thrilled to present the latest ‘bun’ from our editorial eye care oven: COOKIE—short for Cool Optometry, Optics, Kudos, Innovation and Enlightenment. As my latest brainchild, COOKIE completes our ‘menu’ of educational—and decidedly funky—publications devoted to eye care,” wrote Matt Young on the premiere issue of COOKIE in October 2020. Launched in the midst of the global pandemic, COOKIE was born from Media MICE’s conviction that eye care works best when ophthalmology and optometry move forward together. And yes, we’re unapologetically more “funky” than the traditional eye care magazine or journal—think of us as the publication with extra sprinkles. By that measure, COOKIE fits the full funky bill perfectly. Now more than ever, COOKIE brings optometry and ophthalmology together, closing gaps in clinical practice to ultimately improve patient outcomes.