Case Study: TENEO

Brado Helps Bausch + Lomb Launch the First Excimer Laser in the U.S. in Almost Two Decades.

LASIK eye surgery is one of the safest and most effective surgeries available, with a complication rate of less than 1%.

However, the overall category is in decline. New entrants to the eye correction market and a growing media focus on potential rare side effects call for an innovative approach to the surgeon and patient experiences.

On January 8, Bausch + Lomb announced FDA approval of their new laser surgery platform, TENEO.™

It’s not only the latest excimer laser launched in the U.S. in nearly two decades, but also the most compact device with the fastest ablation time in its category.

TENEO’s launch marks a new chapter for Brado’s proprietary insight-to-activation approach.

The Challenge

Patients remain apprehensive about corrective eye surgery, despite its sterling track record. They don’t know what to expect or how to prepare for recovery. Additionally, high success rates can make it challenging for surgeons to invest in new equipment and approaches while maintaining their practices.

The refractive surgery industry has relied on proven techniques and positive statistics to address patient concerns — until now.

The Insight

Through a combination of qualitative and market research, we sought to understand surgeons’ perspectives and experiences in the refractive surgery category to frame the most compelling launch possible. We discovered while surgeons are extremely happy with patient outcomes, they’re dissatisfied with the current tools and processes available to achieve them.

Though they didn’t describe a pressing unmet need, surgeons made it clear that the excimer technology space had plenty of room for improvement. They also learned TENEO isn’t only easy and enjoyable for surgeons and staff to use, but its sleek design and smaller footprint makes the surgery easy to sell, too.

→ Experience the TENEO™ for yourself

BAUSCH + LOMB

Andy Parham

Chief Executive Officer

EMAIL ANDY

The Solution

Through research, we learned it’s not enough to tout the outstanding results surgeons can achieve with TENEO. We needed to convey the superiority of both the patient and surgeon experience. We developed an insight-driven creative brief which identified audience tensions and a strategic brand positioning statement. Our brief served as the foundation for executing the launch playbook, which included brand guidelines, core messaging guidelines, a launch video, a digital sales aid, trade show experience materials, an email campaign, a digital display, and social media assets. We designed TENEO’s brand identity so it would stand out yet fit comfortably within Bausch + Lomb’s impressive portfolio of brands. The use of black as a dominant color, plus thin purple linework, illustrated TENEO’s sleek design and modern features.

We understood that surgeons and patients want better outcomes, but we needed to dig deeper to develop TENEO’s core messaging matrix based on the three Es: precise engineering, intentional efficiency, and unparalleled experience. Our tagline, “an extension of brilliance” and the thoughtful inclusion of terms like purposeful and purpose-built amplify our efforts to highlight patient and surgeon experience. 

Video played a pivotal role in bringing TENEO’s small footprint and impressive design to life. Our teaser videos helped build surgeon excitement and awareness in the time leading to live demo experiences. We’ll continue to revise the video as new outcomes and indications are available.

Click here to learn more about how our proprietary market research techniques ensure a fresh, intimate understanding of the customer experience and drive meaningful results.  

 
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