BAUSCH + LOMB – TENEO
An Extension of Brilliance: Bringing Dimension to Sophistication.
Brand Differentiation
The visually stunning trade show booth design and product demonstrations positioned TENEO as a standout in the excimer laser market.
Surgeon Engagement
The cohesive and professional visuals played a critical role in capturing surgeons’ attention and generating buzz at industry events.
Research | Messaging | Positioning | Direct Outreach | SALES & Event Support
CHALLENGE
The excimer laser market had become stagnant, offering reliable patient outcomes but lacking innovation and meaningful improvements. Surgeons faced operational frustrations, including outdated technology, inefficiencies, and overly complex workflows. Adding to the challenge, some practitioners distrusted brands for phasing out service support, effectively forcing costly upgrades.
Bausch + Lomb aimed to disrupt this complacent market with the launch of the TENEO 317 Model 2, the first excimer laser to receive FDA approval in over a decade. The goal was clear: make TENEO the excimer laser of choice for surgeons looking to upgrade or replace aging systems, while introducing the game-changing Trans-Epi PRK treatment to the U.S. market.
APPROACH
How do you convince eye care professionals that TENEO offers significant advancements over other systems?
Our approach for the TENEO 317 Model 2 was built on insights about surgeons’ frustrations with operational inefficiencies with their current platforms. Our positioning is that TENEO was designed to meet surgeons’ practical and professional needs, emphasizing that TENEO delivers the excellent outcomes surgeons expect, combined with a streamlined, user-friendly experience.
Focusing on TENEO’s practical benefits rather than overemphasizing technical specs enables us to connect emotionally with surgeons. We framed TENEO as a simpler, better way to deliver exceptional outcomes by highlighted the intuitive design for smoother workflows, compact footprint ideal for modern practices and Trans-Epi PRK capability, viewed by surgeons as a transformative treatment option.
SMART. SHARP. CLEAN. BETTER.
Insights from extensive market research with eye care providers and surgeons revealed that excellent patient outcomes trumps their frustrations using their current systems. This informed our position to focus on the products ability to deliver excellent outcomes with a smoother, more efficient user experience, reduced learning curves and better space utilization.
When surgeons and our client posed the question, “Can a laser be sexy?” we accepted the challenge.
By showcasing the TENEO laser through a professionally directed photoshoot, we presenting it as a sleek, modern solution for today’s practices.
SOPHISTICATED SIMPLICITY
Reaching the right surgeons at the right time meant meeting them where they are. At trade shows and conferences, TENEO stole the spotlight with sleek booth design and modern aesthetic reflecting the Sophisticated Simplicity promise.
The booth’s graphics and strategic layout planning captured attention while live demonstrations allowed attendees from the ophthalmology community to experience the laser’s streamlined interface and ease of use, and see its compact footprint in action
RESULTS
The TENEO launch achieved significant success in reshaping perceptions and driving adoption.
Brand Differentiation: The product presentation and trade show booth design positioned TENEO as a standout in the excimer laser market, reinforcing the Sophisticated Simplicity promise.
Surgeon Engagement: Eye care professionals responded positively to the compact design and operational improvements, recognizing TENEO as a practical solution for modern practices.
Market Excitement: The introduction of Trans-Epi PRK generated buzz in the ophthalmology community, with many viewing it as a transformative treatment option.
Adoption Rates: Early feedback and adoption rates indicated strong interest, particularly among surgeons seeking to replace outdated systems without sacrificing efficiency and patient outcomes.