The Product
Alcon, the global leader in eye care, offers surgeons The ORA System with AnalyzOR Technology, a tool used during cataract surgery to provide real-time measurements of the eye, aiding surgeons in optimizing intraocular lens (IOL) placement for better vision correction. It works by analyzing the eye's refractive state after the cataract has been removed, providing crucial data for selecting the appropriate IOL power and ensuring accurate astigmatism correction. The combination of preoperative measurements and ORA is a powerful tool for optimizing patient outcomes.
The Challenge
Alcon was launching a major technology update to their ORA System called AnalyzOR. In the world of refractive eye surgery this was a game changer. However, whether upgrading your current system or switching to Alcon can be a significant financial undertaking and many professionals worry about downtime with training. We needed to showcase how AnalyzOR pros far outweighed any concerns.
The Strategy
Our strategy was designed to generate excitement and anticipation ahead of the product launch at AAO, one of the industry’s largest and most prominent conventions. We implemented a multi-channel approach featuring targeted digital ads, engaging emails, and a dedicated landing page. To support the campaign, we developed an array of sales materials—including playbooks, posters, fact sheets, and brochures—that spotlighted our striking "precision measurement eye" imagery.
At the convention, we elevated the experience with interactive stations that showcased the technology in action. Additionally, we hosted exclusive events for Key Opinion Leaders (KOLs), fostering valuable connections and amplifying the product’s impact.
The Strategy
Our strategy was designed to generate excitement and anticipation ahead of the product launch at AAO, one of the industry’s largest and most prominent conventions. We implemented a multi-channel approach featuring targeted digital ads, engaging emails, and a dedicated landing page. To support the campaign, we developed an array of sales materials—including playbooks, posters, fact sheets, and brochures—that spotlighted our striking "precision measurement eye" imagery.
At the convention, we elevated the experience with interactive stations that showcased the technology in action. Additionally, we hosted exclusive events for Key Opinion Leaders (KOLs), fostering valuable connections and amplifying the product’s impact.
The Creative
We decided to break away from what our target audience might normally see in marketing and focus on the main thing we knew our surgeons loved—precise measurements in the eye. However, it was almost impossible to take a photo of the measurements in the eye, so we created a large and incredibly life-like simulation of what a doctor would see in surgery. This had never been done before. We focused messaging around being empowered in real-time with data verification, an innovation that was groundbreaking.
Client: Alcon
My Role: Writer, concepts, strategies
ACD: Meredith N.
