Inside Alcon's mission to make cataract diagnosis more emotionally engaging
Alcon and Iris Germany have won the Healthcare and Pharma category at The Drum Awards for Creativity. Here is the award-winning case study.
Check out the award-winning campaign here
Being diagnosed with cataracts can feel like being condemned to old age. It can leave patients feeling helpless and resigned. Worse still, when they are diagnosed, lack of understanding the lens options can lead to a shortcut decision to a basic lens. The standard option is replacement with a monofocal lens (which may require glasses1,2,3 for near and intermediate distances). But patients actually have much more choice than that. In fact, Alcon offers a range of options that can have eye-opening results.
Extended Vision Lens from Alcon provides excellent distance and intermediate vision, as well as functional near vision, reducing the dependency on glasses1.2.3. And their physical benefits can have a very emotional impact. It's surgery that not only fixes people's vision, it can also reignite their zest for life.
Strategy and Creative Solution We brought this realization to life in our launch campaign. We showed a series of activities that would have been near-on impossible before the surgery, such as painting a landscape on location; gardening with precision in a greenhouse; picking a pathway up a tricky mountain hike, and more. Then we captured the renewed ‘joie de vivre’ of that moment in a beautiful typographic rendering of a single, emotionally-driven word against a burst of vibrant colour. It was an emotional approach that resonated brilliantly with our audience across digital, social and print media.
Results Results in our initial key market, Germany, showed that elevating the story beyond product efficacy and making an emotional connection really resonated with people. The campaign is now running globally but it’s too early for results in other markets.
Campaign results have met or exceeded expectations. This is the very first Direct to Patient (DTP) campaign for an Intraocular Lens (IOL) Alcon has undertaken, and therefore there are no benchmarks or previous campaign learnings to leverage.
96% new website users, driven by campaign activity
+96% efficiency in CPA
93% VTR vs 80% benchmark
0.99% CTR vs 0.15% benchmark