Case studies | staar surgical
Staar Surgical | EVO
Drive awareness, consideration and adoption in a category with established leader: launching a new EVOlution in vision correction.
EVO is a new, life-changing implantable lens designed to fix distance vision problems (nearsightedness) and help people break free from contacts and glasses.
EVO received FDA approval in Spring 2022 and was launching at a time when LASIK has been the trusted, gold-standard for medical vision correction for more than 20 years.
Primary objectives included raising mass awareness, education and consideration of EVO among both potential patients (target: young women/men ages 21-35) and ophthalmologists.
case studies | staar surgical
Results
Our Mandate
- Raise mass awareness, education and consideration for EVO among potential patient target (young women/men ages 21-35) and ophthalmologists.
- Establish EVO as the new, modern procedure for vision correction as preferred by notable celebrity and social influencers.
- Establish EVO as a ‘cool’ brand in the eyes of younger consumers through relevant partnerships
- Change consumer behavior from “I want LASIK” to “I want EVO”
Our Approach
Launch EVO with a high profile celebrity (Joe Jonas) who appeals to the target audience and became the first US top-tier celeb to receive EVO; document his vision journey through a 360 advertising, PR and social / digital campaign.
Continue driving awareness and validation for EVO within professional sports by working with a NBA player Max Strus to further prove EVO safety, efficacy
Empower top doctors/KOLs across the U.S. to educate other ophthalmologists and potential patients through media and social content highlighting successful outcomes and key differences vs LASIK
Layer in an additional and diverse group of mid-tier social influencers to create shareable content documenting their life-changing vision journey (before, during and after EVO)
Developed and managed professional social/Linkedin program for parent company STAAR surgical to boost visibility among doctors and the ophthalmology industry
Widespread consumer/lifestyle, medical/health and trade/industry media outreach
Helped establish EVO as the new “LASIK” which it has since surpassed in procedures
Our Execution
Our campaign execution goal was two-fold: 1) generate widespread awareness and education to help consumers and media understand and consider EVO, and 2) boost credibility for EVO among the ophthalmic industry while providing tools and resources to help key doctors attract new patients in their practice. Our program leveraged authentic, real-life celebrity influencer content and testimonials, a network of top U.S. ophthalmologists, and a provider-focused visibility program to help EVO breakthrough in an industry that traditionally was “laser-focused” on LASIK.
Celebrity Ambassador EVO Correction Program:
For each celebrity, we conducted a production day to create real-life testimonials for media, social content, EVO website, local doctor websites, and printed / digital collateral / brochures.
- Global mass awareness launch with millennial favorite global pop-star Joe Jonas. Creative 360-integrated marketing campaign entitled “In Joe’s Eyes” talking about life changing EVO benefits
- Breakthrough to the sports category by partnering with NBA player Max Strus to prove EVO’s safety and performance
- Sustain momentum by reaching Gen Z/millennial actress, model and beauty entrepreneur, Peyton List
Social Influencer Program
Partnered with six hand selected mid-tier social influencers who documented their vision journey with real-life, authentic content inspiring others to learn and consider EVO for themselves.
KOL-focused Consumer Media Outreach
Leveraged a network of top ophthalmologists for media interviews to provide understanding, trust and credibility among prospective patients. Efforts produced both widespread national and local-market coverage.
Professional Program
To drive industry recognition, awareness and credibility among ophthalmic
industry:
- PR and Social Toolkit: created a toolkit to provide tips, resources and templated materials to help local doctors promote EVO in their practice
- Doctor Media Training: Program: provided group and one-on-one media training sessions to prepare doctors for media interviews
- Trade media outreach: conducted ophthalmology trade outreach leveraging KOL and executive interviews; created and published industry bylined articles
- Industry event support: conducted on-site media interviews and event planning for several key meetings including ASCRS, AAO and the U.S. Surgeons Summit
- Experience Center Event: launched a EVO medical doctor training center in Southern California with key executives, local doctors and media
- Corporate LinkedIn program: developed a new corporate social media strategy to boost visibility and provide education on STAAR Surgical and EVO ICL news among new and existing KOLs and STAAR employees
Featured in:
Our Impact
GOAL: Generate more than 1 billion impressions within the first year and with high-profile, top-tier press
- 2.3 Billion total impressions
- +400 earned media placements with 100% positive coverage in top-tier outlets including TODAY.com, Popular Science, People, Pop Sugar, Access Hollywood, E! Online, The Insider, ESPN Radio, SheKnows, NewBeauty, and more
GOAL: Recruit a minimum of three celebrity and influencer ambassadors to experience the EVO procedure and share their experience
- Three celebrity ambassadors
- 6 mid-tier social influencers
- 36 pieces of content, 54% average engagement rate (above 3%-5% industry average), 1.3M campaign reach, drove 2K+ visits to the EVO site
GOAL: Generate media interview opportunities for each of our 10 core U.S. KOL doctors -
- CBS News Segment syndicated to 170+ stations; local TV and print placements in each market
GOAL: Boost our footprint and presence in the ophthalmic industry; double our U.S. core KOL network from 10-20 doctors
- KOL network grew from 10 doctors to 40 in one year
- 97 articles including 7 bylined articles and 8 video interviews in 2022 – the most trade media coverage STAAR received in the company’s history
- 40+ on-site media interviews and KOL meeting sessions
GOAL: Increase the “Doc Finder” traffic by 75% from March to December 2022
- +5,000 New STAAR US Doc Finder Requests; 607% Year-Over-Year Increase
GOAL" Increase LinkedIn audience growth by 50%
- 150% audience growth; 5.2% engagement rate (above 3.16% is industry average)
An Award Winning Approach
Our work with STAAR Surgical won six top industry awards against some of the largest global brands and agencies from fourt different marekting orgaizaitons. We were recognized for our exceptional creativity, strategic approach, business and category impact.
Best Use of Influencer Marketing (MM&M)
Marketing Campaign of the Year / RX (American Business Association Stevie Award)
New Product Introduction of the Year (American Business Association Stevie Award)
Marketing Campaign of the Year, Healthcare / Pharma and Consumer Product Launch of the Year (PR News Platinum Awards)
Healthcare PR Campaign of the Year (Ragan’s PR Daily)