Case Studies

No Small Sales Strategy for Cataract Surgery

Challenge: Ophthalmic surgeons, while interested in the new sub-2mm cataract incision procedure, baulked at spending $100,000 on the required technology.
Strategy: Ethical Strategies advised that a level of ‘professional rivalry’ and ‘patient demand’ was required to motivate surgeons. With this objective in mind we worked with two leading eye surgeons to demonstrate the new technology to media in two key markets. Television networks were provided with broadcast quality footage of the technology in action, as well as access to the doctors involved and their patients.
Results: The company received 25 calls from surgeons requesting further information or the opportunity to trial the technology as a result of the media coverage generated.