Launching the lens that changed cataract surgery
An integrated patient campaign with optimism
Situation
Marketers and healthcare professionals have generally kept the complicated cataract replacement lens conversation away from the patient audience. But for the U.S. consumer launch of the AcrySof® IQ PanOptix® Trifocal Lens – the first intraocular lens in the U.S. to truly offer a full range of vision without compromise or unnecessary complexity – Alcon wanted to empower patients to ask for the lens by name.
Solution
To position cataract surgery as something to look forward to and introduce the PanOptix® Lens as a once-in-a-lifetime chance to take control of their future, we created an unforgettable word designed to support brand name recall: “PanOptimism.” The campaign challenges perceptions of cataract surgery and Baby Boomers alike by telling a colorful story of bold, active cataract patients empowered by their new vision to fully engage in life.
From consultation to post-surgery, the PanOptimist campaign activation spanned a critical portion of the patient journey and all associated channels. We relaunched MyCataracts.com, built automated direct-to-consumer emails, scripted and developed educational videos, and created an in-office magazine designed to reinforce the benefits of cataract surgery and motivate patients to ask for the PanOptix® Lens by name.
Success
The goal was for the PanOptix® Lens to gain leadership of the U.S. PCIOL market in six months. It only took six weeks. For this incredible achievement, the PanOptix® Lens team won Alcon’s annual internal awards for “Best Launch” and “Big Impact.” Enthusiasm for the patient campaign has even spilled over onto the healthcare professional side, with cataract surgeons adopting the #PanOptimist hashtag across social channels.
The campaign won the 2020 PM360 Award for best “Direct-to-Patient Campaign,” the 2020 MM&M Gold Award for best “Branded Website for Consumers,” and the Alcon team won the 2020 MM&M Silver Award for best “Marketing Team.”
