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Alcon AcrySof® IQ IOL Platform
Challenge
Alcon needed to reinforce its position as the market leader in premium intraocular lenses (IOLs) for cataracts. They partnered with HC&B to reinforce the perception of quality and trust among surgical ophthalmologists. The strategy was an integrated campaign leveraging the implicit brand promise, while emphasizing Alcon’s competitive strengths.
Solution
A deep dive into market research data revealed that when operating on a loved one, surgeons had the most trust in the AcrySof® IQ IOL brand, choosing to implant it over other brands when it really mattered most. We took this rich data point and crafted an impactful story around the feeling of complete confidence – and an integrated campaign grounded in research.
Results
The campaign began running in Q3 2009, and the AcrySof IQ lens market share remains in the top position with over 50,000,000 IOLs implanted globally as of 2010.
