HOW DO YOU SHIFT A PARADIGM AND INTRODUCE A REVOLUTION IN RETINAL SURGERY?
The standard way to visualize retina surgery is through oculars attached to a microscope. This excellent, if constrained, view requires surgeons to maintain a rigid posture which leads to an increased prevalence of severe back pain; and is the leading reason for their early retirement.
NGENUITY changes how surgeons view procedures and how the entire surgery is experienced in the OR. A 55-inch, HD screen displays the procedure and data so the surgeon and staff have an expansive and detailed view. And the surgeon is able to move about, dramatically improving the ergonomics and reducing pain.
Our campaign illustrates how Alcon and NGENUITY redefine retina surgery, and they are at the leading edge of advancing every aspect of it. In its first year, NGENUITY exceeded its sales goal and expanded its market to medical schools.