The Case for Ideopia Medical Marketing

Haag-Streit LENSTAR

Launch of Breakthrough Biometer

Brand Strategy, Video, Print Advertising, Tradeshow, Email, Landing Site, Email, Market Research, Public Relations

Situation: LENSTAR is an innovative device for cataract surgeons. The instrument calculated nine critical measurements for intraocular lenses in one test. Before LENSTAR, surgeons would require at least four different devices to obtain this biometry, and the results were not trusted. This skepticism slowed the adoption of intraocular implants.

Challenge: Right up to the launch window, the FDA vacillated about which features of the new device would be approved.

Solution: Based on reproducible keratometry measurements, we developed a strategy focused on the confidence LENSTAR would give a surgeon to start using multifocal implants.

Results: The launch was very successful, and doctors quickly adopted the instrument.