setting a new standard with a revolutionary launch

case study
SETTING A NEW STANDARD WITH
A REVOLUTIONARY LAUNCH
How we helped a leading vision care company beat
itself at its own game.
Phacoemulsification is the leading technique used by ophthalmic surgeons to remove
cataracts. In 2003, Alcon launched its INFINITI® Vision System, winning over cataract
surgeons with its “intelligent phaco” approach. Since then, the INFINITI® Vision System has
dominated the cataract surgery market and set the standard for phaco technology.
When Alcon was ready to debut their new CENTURION® Vision System in 2013, they knew
they had to prove it was not just an evolution, but a revolution. HCB Health rose to the
challenge of creating a platform to successfully launch CENTURION® while differentiating it
from Alcon’s own INFINITI® product.
Who
Alcon Global Surgical
What
A memorable product launch
that changed the way cataract
surgeons approached surgery
How
Integrated campaign with
promotional events, ads and
interactive experiences that
presented an accessible view of a
complex technology
Results
Sales that exceeded goal; 52%
increase in phaco system interest
How we did it.
• We attended hands-on demos, consulted surgeons, met with advisory boards and pored
over the clinical studies.
• We positioned the brand so surgeons could instantly identify how CENTURION® would
change their lives and those of their patients.
• We crafted an easy to digest story that had audience-sticking power.
• Our integrated campaign included target-specific messaging spanning the sales journey,
from demand generation to deal-closing tools.
• We developed sales aids, journal ads, an interactive iBook and an immersive iPad
sales application featuring virtual product demos and surgeons from all over the world
discussing their experiences using CENTURION®.
• We launched CENTURION® globally at the 2013 European Society of Cataract and
Refractive Surgeons exhibition. We hosted a launch event introducing the “Era of
Centurion,” which included a live HD surgery broadcast feed that showcased the
technology. Over 1,000 surgeons from around the world attended.
Results? Initial sales well above forecast.
At launch, the campaign messages were so impactful that they changed how surgeons
thought about how they performed cataract surgery, driving a 52% increase in phaco
systems interest. Market research revealed that CENTURION® was the most interesting
phaco technology with those planning to purchase new cataract equipment in the next one
to two years. In fewer than six months, Alcon sold 275 CENTURION® units, greatly exceeding
the client’s expectations.
701 BRAZOS, SUITE 1100, AUSTIN, TX 78701 | 512.320.8511 | [email protected] | WWW.HCBHEALTH.COM
case study | ALCON CENTURION ® LAUNCH
Trade Show Walls
Print Campaign
“Era of Centurion” Event
Bag Drop Mailer
701 BRAZOS, SUITE 1100, AUSTIN, TX 78701 | 512.320.8511 | [email protected] | WWW.HCBHEALTH.COM