AcrySof IQ PanOptix Trifocal Lens U.S. Consumer Launch Campaign (Alcon, 2e)
More than 20 million people in the U.S., age 40 and older, have cataracts, which are generally treated by removing the eye’s cloudy natural lens and surgically replacing it with an intraocular lens (IOL). However, marketers and healthcare professionals have generally kept complicated cataract replacement lens conversations away from patients. That is until Alcon and 2e aimed to change the conversation with the AcrySof IQ PanOptix Trifocal Lens.
Adults between the ages of 62-74 who are two to three months away from cataract surgery are not the cataract patients of the past. These patients want vision that reinforces their feelings of confidence, independence, and control. So the companies decided to rebrand cataract surgery as an opportunity for optimism, and even created a new word to do so: “PanOptimism.”
Launched in October 2019, the “PanOptimist” campaign challenges perceptions of cataract surgery and baby boomers alike by telling a colorful story of bold, stylish, active cataract patients who are empowered by their new vision to fully engage in life. Additionally, the teams 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.
The goal was for the PanOptix Lens to gain leadership of the presbyopia-correcting intraocular lens (PCIOL) market within six months. It only took six weeks. For this achievement, the PanOptix Lens team won Alcon’s internal awards for “Best Launch” and “Big Impact” for 2019.