Longtime client Alcon asked us for help in strengthening their relationship with LASIK audiences — which is exactly what we did, in addition to fostering a new relationship with the next generation of LASIK patients and providers.
Published by Alcon, SEEN magazine is an educational publication that helps potential patients find information and answers regarding LASIK procedures. The magazine had experienced a good level of success in the market, but Alcon thought there could be more. Looking to 2e, the global eye-care giant tasked us with finding a solution that would speak to all of its target LASIK audiences. SEEN should excite the internal sales force about championing the company’s innovative LASIK technology, WaveLight. It should engage physicians and lead them to view Alcon as a trusted LASIK partner. And most importantly, SEEN should educate individuals considering LASIK, with a specific focus on the coveted Millennial demographic.
In approaching our challenge, it was vital that we understood and maintained the balance between our target audiences. While Millennials are continuously growing in power and influence, many members of our clinical audiences — the physicians and internal sales force — fall outside this demographic. It was our goal to be both magnetic to Millennials and engaging to everyone else (read as: no Miley). To do this, we knew we had to create something fresh, fun, and innovative, but still within ALCON organizational standards and the cultural standards of our non-Millennial audiences. We also needed to ensure we saw Millennials not as an age range or stereotype, but as an energy and style that permeates our physician and sales audiences.