Olin Business School challenged Brado to increase the number of students who move through the enrollment pipeline for their MBA programs.
Case Study: TENEO
Brado helps Bausch+Lomb launch the first new excimer laser in almost two decades in the US.
Experience the modern era of excimer technology.
Our goal with the B+L TENEO™ System is to bring an
Extension of Brilliance to the excimer laser category
and complete the B+L Surgical portfolio.
On January 8, the FDA approved a new laser surgery device, the TENEO, from Bausch and Lomb.
It’s not only the latest excimer laser launched in nearly two decades, but also the fastest and smallest device in its category. It marks a new chapter of Brado utilizing our proprietary Insight approach to understand the HCP journey.
Specifically for TENEO, we sought to frame the most compelling launch possible.
Through a combination of qualitative and market research, an insight-driven creative brief identified audience tensions and a strategic brand positioning statement that drove creative executions.
We discovered a conundrum, surgeons are extremely happy with patient outcomes — the most important thing— but found plenty of fault in the process to achieve them. There was no pressing unmet need, but plenty of latent dissatisfaction.
Based on this, we realized that what we needed to convey was the superiority of the experience of the TENEO in addition to outstanding results.
Bausch and Lomb touts an impressive portfolio of brands, and designing an identity to stand out in its own right, yet be comfortably housed under the corporate umbrella can be challenging. The creative articulation, rooted in sound insight and surgeon intel, is unlike anything in the category.
The goal is to be the top excimer of choice when surgeons are considering upgrading or replacing older (no longer supported systems; VISX, Nidek), to complete Bausch + Lomb’s surgical portfolio: refractive, cataract & retina, and to become the #1 excimer laser in the US market and introduce the first Trans- Epi treatment in the US.
→ Experience the TENEO™ for yourself
Andy Parham
Chief Executive Officer