Advancing global healthcare brands.

Alcon PanOptix® Trifocal Lens Patient Launch

Driving consumer demand for a revolutionary lens.

Cataract surgery isn’t at the top of anyone’s bucket list, but maybe it should be. By offering the possibility of clear vision at all distances and less reliance on glasses, the AcrySof® IQ PanOptix® Trifocal Lens allowed 2e and Alcon to set the precedent for consumer cataract lens marketing – and to take market leadership in just six weeks.

The Challenge

The PanOptix® Lens is the first intraocular lens in the U.S. to truly offer a full range of vision without compromise or unnecessary complexity. Alcon needed to help patients understand why this advanced trifocal lens was worth the investment versus a reimbursable monofocal (single-distance) option.

Alcon entrusted 2e with this unprecedented launch, which was designed to drive product awareness, empower patients to ask for the lens by name and help Alcon take the PCIOL (presbyopia-correcting intraocular lenses) leadership position within the first six months of launch.

Our Approach

Today’s cataract patients live more active lifestyles and see themselves as young. These patients want vision that reinforces their feelings of confidence, independence and control.

To boost awareness and affinity for the PanOptix® Lens, we decided to rebrand cataract surgery as an opportunity for optimism – and position the PanOptix® Lens as a once-in-a-lifetime chance to seize life with new vision. We did it under the umbrella of an unforgettable new word designed to support brand name recall: “PanOptimist.”

From consultation to after surgery, the PanOptimist campaign activation spanned a critical portion of the patient journey and all associated channels.

The Impact

The PanOptix® Lens launch was not only heralded at Alcon as the “Best Launch of 2019,” but it has also been described by leadership as the most successful launch in Alcon’s 75-year history, having smashed through its “six months to market leadership” objective in a mere six weeks.

 Enthusiasm for the patient campaign even spilled over onto the healthcare professional side, with cataract surgeons adopting the #PanOptimist hashtag across social channels.

Within the first six months of launch, the campaign had achieved:

171MM+

total direct-to-consumer reach

32.4K+

uses of the MyCataracts.com surgeon locator

576K+

MyCataracts.com site visitors

10.3K+

searches for the term “PanOptix IOL”

3.3MM+

Facebook impressions

31.5%

average email click-to-open rate vs 14.4% industry average

845K+

paid media clicks

620K+

orders for patient materials from practices

Best Launch

Alcon Internal Recognition, 2020

Big Impact

Alcon Internal Recognition, 2020

2e is an agency focused on the advancement of global healthcare brands.


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