Providing a valuable educational tool can boost brand loyalty in a changing competitive landscape.
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Alcon’s AcrySof® IQ Toric IOL is the world’s leading brand of toric intraocular lenses that correct astigmatism at the time of cataract surgery. Since the technology is still relatively new, some surgeons are hesitant to implant toric IOLs because they don’t feel adequately trained to do so.
With competition gaining speed on developing their own toric IOLs, Alcon knew they had to act quickly to not only help surgeons feel more confident implanting the lenses, but also make their lenses the brand of choice.
Capitalizing on Alcon’s reputation of partnership with surgeons, HCB mapped out a detailed program designed to recruit and engage surgeons with a learning platform to help them master the procedural steps of implanting toric IOLs. The result was the “Connect the Dots” website.
The Connect the Dots site launched late January 2014. While hard numbers are still pending, feedback has been overwhelmingly positive and Alcon is already using the “Connect the Dots” platform to reengineer and rebrand their learning seminars.