An attention-grabbing campaign for a breakthrough surgical ophthalmology device
We are pleased to announce that HCB Health will be launching the first integrated global advertising campaign for the Alcon EX-PRESS® Glaucoma Filtration Device, a groundbreaking device that revolutionizes the way glaucoma surgeries are performed.
As experts in medical device advertising, we welcomed the challenge of launching an integrated global campaign. Already, this has been an exciting opportunity for us to showcase both our creativity in marketing medical devices and our acumen in turning modern media outlets into effective communication tools for devices as innovative and detailed as the EX-PRESS® Glaucoma Filtration Device.
Inspiring change through innovation
Inspiring behavior change is never an easy marketing task – particularly when the behavior is something that has been taught and practiced for decades. Such is the case with EX-PRESS®. For more than 40 years, ophthalmologists have performed trabeculectomy procedures to treat glaucoma and Alcon’s device modernizes and improves that entire procedure.
Apple recently updated the iPad in Business section of their website to feature two iBooks developed by HCB Health for Alcon Global Marketing: The WaveLight® iBooks as best-in-class to showcase the capabilities of their iBooks Author. According to our Apple insiders, the internal sales force has downloaded the WaveLight® iBooks and will use them in future discussions with their potential customers to showcase their technology.
We’re very proud of our entire team for continuing to do groundbreaking work at HCB Health. We also appreciate our highly collaborative partners at Alcon.
Looking for more info around iBooks? Here’s a recent blog we wrote about the five ways that iBooks can improve your medical device marketing.
Have an idea for an iBook or another project that you’d like us to work on? Contact us! We’d love to work with you.
Boston. Home of the Freedom Trail. This colonial revolutionary city where AdvaMed 2012 was hosted actually has quite a bit in common with the largest medical technology trade association in the world. Just as the citizens of Boston regularly celebrate freedom and opportunity, so did every corporate stakeholder with a voice at this conference—an underlying theme of this year’s meeting. Freedom to operate a healthy, successful Med Tech organization within the guardrails of regulation. Freedom to fight for less taxation for the start-ups who drive innovation. Opportunity for all to benefit from the collective wisdom and experience showcased in every breakout session.
C-Level Collaboration and Insight
It was rather striking how many C-level executives from behemoth companies like Covidien, Alcon, Medtronic, Smith & Nephew and Philips were willing to get on stage and open the vest—sharing their wisdom and advice, as well as their industry frustrations and burdens. True collaboration in action. Competitors letting their guards down for the collective benefit. Continue reading »
Last month, HCB Health was featured four times in three different leading healthcare marketing publications. Here is a brief overview of the four features:
PM360′s Greatest Creators Showcase
Our campaign for Alcon Surgical was featured in this annual showcase. The campaign was designed to inspire confidence in Alcon’s phakic lens while evoking strength, trust and confidence in this industry leader.
PM360: Solving Your Content Problem
HCB Health’s expertise in interactive design and content strategy was showcased in this feature article, highlighting four simple tactics for shaping patient and provider conversations online. Continue reading »
Earlier this week, HCB Health’s Nancy Beesley was featured in an MM&M article about what makes great medical device agencies and clients. Co-written with Steve Speares, Vice President and global franchise head of Alcon Laboratories, Inc., the article highlights many of the reasons that Alcon and HCB Health have worked so well together over the past several years.
The key feature of a great device agency is the ability to understand devices and the high level of accountability associated with them. Everything begins with that understanding.
One of my favorite challenges as an advertising agency production manager is the sourcing of unique, one-of-a-kind items. We recently had two such projects here at HC&B; in each, we wanted to celebrate successful ad campaigns by giving our clients campaign-related gifts. Here’s what we did. Continue reading »