Alcon_DX | A Curious Sort

The Client

Alcon is the global leader in eye care, dedicated to helping people see brilliantly. With an over 75-year heritage, they are the largest eye care device company in the world, with complementary businesses in Surgical and Vision Care. They work in 60 countries and serve patients in more than 140 countries. They also have a long history of industry firsts, and each year commit a substantial amount in Research and Development to meet customer needs and patient demands.

The Challenge

Alcon faced the challenge of launching its innovative VerifEye+ Technology within the ORA System to eye surgeons globally. The technology’s on-demand, intraoperative insights through a dynamic reticle revolutionized decision-making and workflow efficiency in the OR. Reaching over 140 countries, the campaign required universally resonant messaging that addressed cultural nuances and unique surgeon needs. Balancing technical precision with clarity, the materials were adapted for multiple languages to ensure the VerifEye+ value proposition was understood worldwide.

The Strategy

The "Don’t You Wish You Had Diagnostics for Real Life?" campaign employed a comprehensive strategy to connect with eye surgeons and their teams in over 140 countries. Central to the campaign was a dynamic photo and video shoot that brought universally relatable scenarios to life, emphasizing foresight and precision. These visuals were seamlessly integrated across print and digital ads, banner ads, emails, and sales playbooks, creating a consistent and compelling message. To ensure global reach and resonance, all materials were translated and adapted for diverse languages and cultural nuances, demonstrating the campaign’s commitment to clarity and connection on a worldwide scale.

The Strategy

The "Don’t You Wish You Had Diagnostics for Real Life?" campaign employed a comprehensive strategy to connect with eye surgeons and their teams in over 140 countries. Central to the campaign was a dynamic photo and video shoot that brought universally relatable scenarios to life, emphasizing foresight and precision. These visuals were seamlessly integrated across print and digital ads, banner ads, emails, and sales playbooks, creating a consistent and compelling message. To ensure global reach and resonance, all materials were translated and adapted for diverse languages and cultural nuances, demonstrating the campaign’s commitment to clarity and connection on a worldwide scale.

The Creative

The "Don’t You Wish You Had Diagnostics for Real Life?" campaign was designed to resonate with eye surgeons and staff across 140+ countries, overcoming language and cultural barriers. Using relatable scenarios—a biker avoiding a pothole, a runner dodging an exploding hydrant, and a businessman evading construction—it highlighted the value of foresight and precision, mirroring advanced diagnostics in eye surgery. The campaign’s simplicity and humor ensured the message was clear and impactful, creating a global connection with its diverse audience.