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EYE ON THE PRIZE

How do you stay ahead of your competition while also wowing your customers? That’s the question every business asks itself but really smart businesses use a combination of technology and strategic timing to put themselves ahead of the pack. And Alcon, a giant in the eye care industry, is a really forward thinking company. Here’s Read more

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How do you stay ahead of your competition while also wowing your customers? That’s the question every business asks itself but really smart businesses use a combination of technology and strategic timing to put themselves ahead of the pack. And Alcon, a giant in the eye care industry, is a really forward thinking company. Here’s proof.

Proof #1 – They issued iPads to their entire surgical sales force sales force, a show of faith in the platform that has proven itself well worth it.

Proof #2 – They partnered with Zemoga to develop a custom iPad application that gave their sales teams a suite of engaging yet simple tools to create custom digital engagements on the iPad. The main benefit of this approach is the large amount of high quality video we helped Alcon place into the app. This allows for unique selling experiences by featuring videos of the real life cases and the techniques used. This unique selling tool provides a differentiating, highly customizable, interactive and visually informative doctor – sales rep interaction.

Alcon’s new “Eyepad”s (our nickname for the project) allows the Alcon sales team to show off their state of the art cataract and retinal surgical devices and products through a combination of stunning multimedia assets. Something that has been proven to capture the attention of an audience who want the most in depth and up to date information possible when making important decisions that directly impact their patients well being..

The “Eyelink” application’s automatic update and content curation functionality ensures that all materials are current and regulatory compliant. It’s controlled by the stakeholders who manage the distribution and ensures that the right information is in the marketplace. Salespeople can rate effective components for Marketing analysis and enhancement and even develop custom “playlists” for a particular client that features relevant asset mixes customized for what they know will resonate. No more paging through irrelevant, disorganized or out of date content. Just straight to the most impactful pitch with plenty of the WOW factor built in.

“Eyelink” places Alcon at the bleeding edge of their industry and Zemoga is continuing to help them push the envelope as the results and impact are felt globally for Alcon. As one industry observer noted, “In the future, all sales presentations will look like this.”

 

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