Pictor, the World’s First Portable Retinal Camera
Brand Strategy, Research, Print Advertising
Situation: Volk Optical is known worldwide for its high-quality diagnostic and surgical lenses, but not for high-tech imaging.
Challenge: Doctors were skeptical about the quality of a portable retinal camera.
- Focus on markets outside of ophthalmology, such as emergency medicine, mission work and nursing homes, where the retinal camera’s portability was crucial.
- Leverage Volk’s sterling reputation for fine optics.
- Offer use of the instrument on a trial basis.
Results: The program generated nearly 500 leads, and dozens of trial instrument placements over several months.