Technology Adoption

Changing Behavior in a 50-year-old procedure

01. Issue

Eye surgeons have ultrasonic phaco for the past 50 years to perform cataract surgery. ianTECH’s miLOOP device offers a way to improve safety for the patient and time efficiency for the surgeon and facility. The challenge was to convince surgeons that an already outstanding procedure could yield even better results, especially when the new technology adds cost and is not reimbursed.  

02. Solution

SM2 worked closely with the management team to develop a marketing plan to generate awareness as well as PR buzz for the new device and provide surgeons the chance to try it in surgery and see for themselves.  Digital and print ad placements, social media, podium presentations, articles, and webinars were all employed during the launch year. 

03. Result

The technology received widespread coverage in 61 print articles and direct marketing efforts generated over 1,000 leads from interested surgeons and resulting in over 300 customers. The company’s technology platform was acquired by Zeiss in December 2018 for an undisclosed sum, just 16 months following commercial introduction. 

Related information

“You must understand what business you’re really in if you want to bond with your customers.