Gold | Branded Website for Consumers, 2020 – MM+M Awards – MM&M

Alcon and 2e

AcrySof IQ PanOptix Trifocal Lens U.S. Patient Website

Some might think getting cataract surgery is just one more problem that comes with aging. But Alcon’s introduction of the AcrySof IQ PanOptix Trifocal Lens turns that surgery into a revolutionary opportunity. The lens offers unprecedented vision enhancement for people with cataracts, giving them control of their health by investing in their vision. 

Calling this sense of renewed possibility “PanOptimism,” the team started with an existing site, MyCataracts.com, an unbranded website with generalized surgery information. And it transformed it into a branded place that could drive conversation about the benefits of clear, complete vision.

Starting with extensive research and insights, including a study on the willingness to pay for advanced technology intraocular lenses, 2e worked closely with SEO and digital partners to combine analytics and competitive analysis with messaging strategy. It dove into patient mindsets, consumer search behavior research, companion digital media strategy and content planning.

A key insight? That adults between the ages of 62 and 74, two to three months before cataract surgery, want a life that makes them feel uncompromised and fully engaged. And they’re willing to pay a premium to get it. So rather than simply providing answers to cataract-surgery questions, it offers an emotional connection to renewed vision. It uses a branded story to educate patients on the opportunities of cataract surgery, fully realized by the PanOptix Lens.

With a vision simulator, surgeon locator, educational and testimonial videos, downloadable resources and an inspirational focus on possibility, it is the essence of “PanOptimism.”

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