• MITCHELL EYE CENTRE

  • Professional Services
    Awareness

  • Professional Services
  • Awareness

BACKGROUND

Mitchell eye centre (MEC) invested in a new technology called lipiflow, the only FDA cleared medical device that can “cure” dry eye. MEC needed to be first to market with the news that they had a treatment for dry eye.

CHALLENGE

In a relatively dry (no pun intended) category, make the mec brand synonymous with dry-eye treatment.

APPROACH & SOLUTION

Through our discovery process, we learned that chronic dry-eye sufferers fail to produce the oily film that helps to keep tears from evaporating. Meaning — in essence — they don’t have tears to spare. We used humorous juxtapositions to illustrate how dry-eye sufferers can’t get a good cry going like the rest of us. The media plan targeted professionals, focusing largely on highly visual channels supported By a series of four radio spots.

RESULTS

Months after the successful launch campaign wrapped, patients continue to reference the creative when booking appointments. This success has established lipiflow dry-eye treatment as a core treatment in the practice.