Creating early demand for a product launch
MacuLogix® is a medical device company that equips eye care professionals with the technology, tools and education needed to help identify and manage age-related macular degeneration (AMD) patients before irreversible vision loss occurs. As MacuLogix® prepared a second-generation flagship device for launch, they needed to get a lead generation campaign in market ahead of the competition.
The AdaptDx Pro® is a radically different version of an existing MacuLogix® device. Messaging needed to communicate more than the new features and benefits. It had to make a business and medical case to eye doctors to invest in the latest technology while igniting confidence in technicians wary of AI.
We identified key audience and competitor insights to create a product launch campaign that matched the innovation of the product and set it apart from other devices vying for attention. Ahead of the trade show season, we delivered targeted, audience-specific messaging using direct and digital channels as well as a unique virtual experience. The campaign generated early awareness with prospects, drove interest with existing AdaptDx® owners and gave the sales team the momentum to convert qualified leads.