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 complex challenge of launching its innovative VerifEye+ Technology within the ORA System to eye surgeons across the globe. The technology’s ability to provide on-demand, intraoperative information via a dynamic reticle visible through the right ocular revolutionized decision-making and workflow efficiency in the operating room. However, with a presence in over 140 countries, effectively communicating these advanced features—including enhanced functionality, usability, and connectivity—required messaging and creative that resonated universally while addressing the unique needs and cultural nuances of surgeons in diverse regions. Additionally, with the need to deliver materials in multiple languages, the campaign had to balance technical precision with clarity and adaptability to ensure the value proposition of VerifEye+ Technology was understood and embraced worldwide.

The Strategy

The "Don’t You Wish You Had Diagnostics for Real Life?" campaign employed a carefully crafted strategy to resonate with eye surgeons and their staff from over 140 countries, transcending language and cultural barriers. Understanding the global nature of the audience, the campaign leveraged universally relatable scenarios—a biker swerving to avoid a giant pothole, a runner dodging an exploding fire hydrant, and a businessman steering clear of open construction. These visuals illustrated the importance of foresight and precision, mirroring the value of advanced diagnostics in eye surgery. The creative’s simplicity and humor ensured the message was clear and impactful, regardless of cultural or linguistic differences, making it a truly global campaign that connected with its diverse audience.

The Strategy

We created an integrated campaign strategy (ICA) with unique messaging across four personas to target 50 1:Few accounts and five 1:1 accounts. By deeply understanding Vizient’s target audiences and content, we moved prospects through the buyer's journey using hyper-targeted social ads, nurture emails, and persona-specific landing pages.

To align sales and marketing, we developed a sales playbook to drive engagement and results. Vizient provided monthly reporting with engagement scores and intent data, while we crafted a high-value offer (HVO) to foster 1:1 conversations with Vizient experts, ultimately positioning the brand as a healthcare thought leader.

The Creative

The "Don’t You Wish You Had Diagnostics for Real Life?" concept cleverly resonated with eye surgeons by drawing a parallel between everyday challenges and the precision required in surgery. The campaign featured people engaged in routine activities—biking, running, walking to work—obliviously encountering big obstacles like giant potholes, construction zones, and an exploding fire hydrant. These scenarios illustrated how, without proper guidance, it’s easy to miss critical details. This creative metaphor emphasized the launch of a comprehensive surgical system that uses real-time data to ensure a seamless process, providing surgeons with assurance at every step. The campaign delivered a powerful message: just as planning and insight can transform daily challenges into manageable tasks, this system empowers surgeons to navigate complex procedures with precision and confidence.