Intralase’s femtosecond laser to improve LASIK results was struggling to gain acceptance as they promoted a new procedure called “Intralasik”. It was not gaining traction and proved confusing to surgeons as well as to the 3 existing laser manufacturers that perform the 2ndstep in laser vision correction. Intralasiksounded neat but had no inherent meaning to patients.
Working with the company’s ad agency DuPuis, SM2 recommended the company shift positioning from a procedure to an “ingredient” that enhances the brands for the LASIK procedure being promoted by the 3 existing manufacturers.
Adoption greatly improved as the companies embraced the added ”ingredient” to their version of the LASIK procedure. Confusion was eliminated as practices had a clearer idea as to how to promote this new technology to patients. Use of the femtosecond laser grew from 3% (2002) to over 50% (2009) and is the standard of care in LASIK today. Intralase went public in 2006 and was subsequently acquired by AMO (now Johnson and Johnson Vision) in 2007 for approximately $900 million.
“The experience you offer customers is the only sustainable means of differentiation.”
About SM2 Strategic
SM2 helps clients be better and smarter in the marketing of elective self-pay procedures. Founder Shareef Mahdavi has worked with numerous medical device companies and start-ups and has advised thousands of doctors over his career.