CustomVue Launch Campaign

Helping consumers get off the fence when it comes to LASIK



About this Project

Not many people realize that “traditional” LASIK only yields quality about as good as an eyeglass prescription—there are only a finite number of variables to correct your vision in that system, so tens of thousands of people actually share the same prescriptions.

VISX, a pioneer in the field of LASIK, has developed a new individualized treatment method, which first scans your eye to generate a corrective map for its laser that’s completely unique to you.

For the launch of CustomVue™, VISX had two immense challenges to overcome: to get typically trepidatious consumers off the fence when it comes to having a LASIK procedure, and to convince LASIK-providing practices to invest in the significant expense of upgrading their tried-and-true methods to a newer technology—and learning how to use it.

A broad suite of materials for practices and patients helped elucidate the clear advantages of CustomVue: practices learned that their years of experience in the art of LASIK could easily be carried over to the new system, and given the choice where their vision is concerned, patients understood the benefit of being able to achieve their ”personal best” vision.

The launch and adoption of CustomVue’s game-changing approach was an unprecedented success: not long after the technology had proven itself in the field, VISX and its CustomVue platform were acquired by Advanced Medical Optics in a $1.27B deal.

Digital, Print
About This Project