HOW DO YOU GET SENIORS TO BUY WHAT MEDICARE WILL GIVE THEM FOR FREE?
If you live long enough you’ll get cataracts. If you live to 65, Medicare will pay for your surgery and new lenses. But these lenses only have a single focal point and you’ll probably still need readers.
Alcon developed PanOptix, the first tri-focal interocular lens that gives cataract patients focus at all three focal points: far, intermediate and near. However, PanOptix is an out-of-pocket expense for patients of about $2500 for each lens, and nothing is covered by Medicare.
The insight was that cataract surgery didn’t have to be an old-age hassle, but rather an opportunity for optimism. So we created PanOptimism. Now patients could achieve the visual freedom they loved to see at all distances as they led their busy, active lives. And they are willing to pay for that.
The campaign included video, print, digital, HCP and patent education materials. Alcon achieved its six-month sales goal for PanOptix in its first six-weeks on the market.