Surgeons have many procedural options when caring for patients, and treating glaucoma is no different. Despite the numerous procedures and tools available for ophthalmologists, they each have the same goal: to treat their patients most effectively.
So, when OMNI® launched their new 2.0 device, which has functional advantages over other similar products on the market, we had to communicate the benefits this new device had over its competition.
An Evolved Device Needs an Evolved Campaign
Efficacy is what uniquely sets OMNI apart from other glaucoma treatment options available to surgeons. Beyond efficacy, the new OMNI device provides patients with a more acceptable risk level, addressing all three points of the conventional outflow pathway. While other procedures and devices focus treatment on a single point of resistance. The OMNI Surgical System allows surgeons to treat all severities of open-angle glaucoma, empowers them to intervene in combination and standalone procedures, and provides surgeons with the ability to treat glaucoma with versatility. All of these product advancements ultimately empower surgeons to treat their patients with a more efficacious approach with confidence and provide patients with a higher level of ocular treatment.
It’s All About Efficacy
OMNI’s brand awareness is strong and based on a functional message that resonates with ophthalmologists, cataract surgeons and glaucoma specialists. But we needed to evolve their position from function, that was established during the first generation of the device, and move into a more benefit-driven message that emotionally connects surgeons to their patients. To achieve that, efficacy had to be brought to the front and center of the campaign messaging. Additionally, we had to communicate that no other device addresses all three points of resistance in the conventional outflow pathway.
The concept, “Go for Three,” alludes to taking a three-point shot in basketball. It puts the ball in the hand of the surgeon and empowers them to make the choice. This tagline nods to the new OMNI device being the highest-scoring option available on the market, and encourages surgeons to choose the option that is better than the rest. Why settle for a 2-point layup when you have a wide-open shot at a 3-pointer? This active metaphor was a way to invigorate and engage the target audience with something unique in a crowded device market and simply position OMNI as a shot worth taking.
Results
- Reached an all-time high in sales
- Accelerated the brand in a very successful direction
- Made a huge splash in the industry, even amid the Covid-19 pandemic
- Evolved campaign expanded into a sales aid, educational materials, website, and into more multi-media placements
