Seeing Is Believing

Originally Published MX July/August 2004

ADVERTISING, DISTRIBUTION, & SALES

Some innovations have to be experienced to be understood. When that isn't possible, communications must recreate the brand experience.

In the case of the first and only accommodating intraocular lens, developed and manufactured by eyeonics Inc. (Aliso Viejo, CA), that meant showing how the lens works—in the eyes of patients, as well as in the hands and practices of physicians.

To demonstrate the product visually, BLVDwest (Newport Beach, CA) developed materials that illustrate how the eyeonics lens instantly accommodates from near to intermediate to distance vision and back again. With this lens there is no starting or stopping point, as patients' vision works to take in their entire surroundings. By demonstrating the act of accommodation, the lens was clearly differentiated from all other intraocular lenses.