Medical Device Link.

Originally Published MX July/August 2004

ADVERTISING, DISTRIBUTION, & SALES

Attitude, with a whisper. That was the key strategy developed by Stratagem Healthcare Communications LLC (San Francisco) for the U.S. launch of the Allegretto Wave excimer laser manufactured by WaveLight Laser Technologie AG (Erlangen, Germany).

In 2003 the Allegretto Wave launched into a challenging market—one largely dominated by the major players in the ophthalmic market—Visx, Bausch & Lomb, and Alcon. With their deep pockets, such companies can blanket the refractive surgeon and consumer audiences with communications that tout the multiple benefits of their respective refractive lasers.

The Allegretto Wave "Right. From the Start." promotion piece developed by Stratagem Healthcare Communications (San Francisco) communicates confidence in superior technology. (click to enlarge)

But the Allegretto Wave offered a technological breakthrough for refractive surgery, producing clinical results achieved by no other refractive laser. So, when faced with launch, the strategy was not to shout, but to generate a buzz by quietly and confidently creating a mystique surrounding the company's new technology. To launch this pioneering German technology, Stratagem adopted a Porsche-like approach, taking an elegant and slightly arrogant attitude that positioned the laser as not for everyone—only the best.

Initial promotional materials were high end in nature and purposely limited to the top 100 opinion leaders in the field of refractive surgery. The theme of "Right. From the Start." communicated that from its roots in superior and proven WaveLight technology, the Allegretto Wave was designed to truly advance the boundaries of technological and ergonomic possibility.

The whisper was heard across the nation: annual sales goals were achieved just six months after the Allegretto Wave was launched.

Copyright ©2004 MX