Best Medical Integrated Ad Campaign

Problem: Cataracts are the “silent thieves” of vision as we age. Many patients with cataracts are unaware of lens replacement, much less the options that are available to them. Alcon provides advanced technology lenses that not only get rid of cataracts, but also potentially provide the patient with better vision than they had prior to cataracts. HCB Health built an integrated direct-to-consumer campaign to create awareness of the family of advanced technology lens options from Alcon and generate excitement about the possibilities of taking control and restoring youthful vision.

Solution: The Independence Day DTC integrated campaign includes national print ads, digital banner ads, paid search, a dedicated web site (http://freedomfromcataracts.com) and more. The campaign’s straightforward and uplifting messaging and imagery conveys how modern cataract surgery can restore not only clear vision, but personal independence as well. Print and digital ads, along with paid search, drive consumers to the dedicated web site, where they are invited to download a free Cataract Info Guide, view patient testimonials, sign up for an informative newsletter or find an eye surgeon.

Contributors:

Michele Evans:	Art Director
Anne Pratt:	Copywriter
Steve Miller:	Creative Director
Kim Carpenter:	Account Director

HCB HEALTH

Location: USA