Alcon, the global leader in eye care, has launched a patient education campaign, ‘See Brilliantly, Live Brilliantly’, to increase awareness of the benefits of cataract surgery. Cataract surgery removes the cloudy cataract lens and replaces it with an artificial lens known as an intraocular lens, or IOL. The campaign highlights that the procedure presents a once-in-a-lifetime opportunity to restore vision to pre-cataract clarity while also correcting refractive errors such as presbyopia and astigmatism and reducing the need for glasses. A recent Alcon Eye on Cataract Survey shows that globally, many patients do not know they can choose from several types of IOLs to fit their unique needs, and in India, more than 1 in 2 people stated they feel older because of wearing glasses, highlighting a gap in patient understanding.
The key element of Alcon’s campaign is a brand film that captures relatable moments in everyday life of four aging adults whose life experiences are compromised because of cataract. The film goes on to show how their quality of life improves after cataract surgery with the use of advanced cataract solutions.
Commenting on the launch of this campaign, Amar Vyas, Country Franchise Head & Country Manager of Alcon India, said, “The Alcon Eye on Cataract global survey showed that globally and in India, vision is the most important aspect as people age. For adults aged 50+ years, cataract is the most common vision condition. Those awaiting cataract surgery look forward to going about everyday activities such as reading, driving, and using electronic devices with ease. Our campaign highlights that today, cataract surgery and advanced cataract solutions offer patients clarity of vision while reducing the need for glasses and positively impacting their lives.”
The campaign, conceptualized by Edelman India and Alcon, captures patients’ emotions when cataract gets in the way of pursuing their passions or cherishing life’s precious moments with family. Adhitya Veeraraghavan, Health Sector Head, Edelman India said, “The insight that drove this campaign is that cataract surgery is one of the most performed procedures, and yet, patients do not always understand the various lens options available or how choosing the right lens can affect the quality of vision and life post-surgery. Cataract surgery is a once-in-a-lifetime procedure that can help revive vision and vitality for patients. With people living longer, staying active requires eyesight that supports their lifestyle and vision needs. Our task was to educate patients about cataract surgery in an emotional and engaging way so that they can have informed conversations with their doctors.”
The campaign film will be uploaded on Alcon India’s new webpage. This portal will serve as a comprehensive guide for patients who want to know more or are preparing for cataract surgery. It contains blogs, articles and infographics designed to support patients and their caregivers with helpful information about every point in their journey, from diagnosis of cataract to the choice of IOLs before surgery and post-surgery care. The campaign will be activated across digital, social media, in doctors’ clinics and eye hospitals to ensure nationwide reach. Other elements of the campaign include patient stories and a QR code that makes it easy for patients and caregivers to access this content.
The campaign effectively captures the key findings of the Alcon Eye on Cataract global survey conducted this year in 10 countries, including India. Key findings among those surveyed include:
· 86% of people aged 50+ years in India rank vision as the #1 most important aspect as people age 90% are willing to invest in cataract surgery to ensure better vision
· Globally, 45% and in India, 50% of cataract patients felt that after surgery, their vision had become like that of someone much younger2
