Attention-Grabbing HCP Campaign for Ophthalmic Surgical Products

EasyGas^® and F4H5^® WashOut are used for very different purposes in various eye surgeries – one of the challenges that had to be solved in the campaign's conception. The common denominator: simple and safe application that sets the products apart from the competition.

But what are the specific product advantages that are relevant to the approximately 1,500 eye surgeons in Germany? What are their needs and requirements? The campaign must prominently highlight the differentiating features and added value, making it quickly apparent how the products make a difference in the surgical workday. The product names EasyGas and WashOut already imply the product promise. Clever. But what would the products be called if all benefits were actually included in the product name?

The Creative Twist: The most important benefits are directly visible in the headline through the unusually long word combinations – typical German, of course – which create a stopper effect, and the resolution, in turn, ties into the overarching benefit with a wink: for those who want it simple. The result: a loud and attention-grabbing campaign that matches the previous brand appearance but takes it to a new level. The campaign idea can be applied to other products in the Geuder portfolio and thus offers potential for future campaigns and actions.

All assets have one goal: a click on the associated landing page to request a free sample of the products. Because those who have used them once surely will want them in all their future eye surgeries. The landing pages are designed to be very straightforward and focused on the key points, making them easy for users to understand quickly.

Smart Investment Instead of a Large Marketing Budget: The target group is small and specific. So, we focused on minimizing waste and maximizing the expected conversion rate in our media planning. The result: A flexible marketing mix across print and digital that explores potential but leaves room for goal-oriented optimizations within the campaign period.