The messaging concept for the introduction of the new CT LUCIA from ZEISS was developed on the basis of scientifically substantiated analyses in collaboration with the ZEISS product management and the R&D department and intensive dialogue with ophthalmological key opinion leaders.
The three main USPs of the new lens were defined in a joint workshop with experienced KOLs and R&D, moderated by 3We, and translated into a 3-phase messaging concept. 3We developed content and visualisation ideas for the landing page using this as a basis. The 24-page compendium provides interested physicians with scientifically sound information on the performance of the lens, technical data, implantation guidelines and allows users to have their say. Implemented as both a print version and interactively – for speed of navigation, inc. testimonial videos and handling instructions for the physician.
An animated video made with “The Marmalade” is used to illustrate the superior visual acuity results compared to competitor products. Banners, eBlasts und study spotlights were presented online to the specialist target groups.
Carl Zeiss Meditec AG is one of the world’s leading providers of medical technology. The company supplies innovative technologies and application-based solutions for the diagnosis and treatment of eye diseases, including implants such as intraocular lenses for the treatment of cataract patients, diagnostic devices, surgical microscopes and medical lasers.
