The Challenge

Alcon, a global leader in the development, manufacture and marketing of pharmaceuticals and technology related to vision and eye care, needed a Web-based marketing solution to showcase their Infiniti® Vision System surgical unit for cataract lens removal.

The Solution

The Infiniti unit allows surgeons to provide customized treatment for each patient. To fully demonstrate the unit'ds versatility to doctors, Alcon needed a product web site that could clearly, powerfully show the unit’s features and strengths. The project required the specialized skills of all three partners in the Marketshare Alliance, a partnership of marketing, video production and interactive development. Captured Light Studio produced a series of videos featuring surgeries using the Infiniti device, as well as interviews with surgeons and designers. Marketing and branding agency Communicators Group provided written content and Web site design to explain Infiniti's advanced technology, placing the videos front and center within an image of the Infiniti device itself. And Lucidus coordinated the entire project, integrating all of the site’s elements, including interactive Flash video and an entire suite of Adobe® products coordinated through Teamsite. Recognizing that the videos are the star of the site, the MarketShare team ensured that the video would be prominently placed, easy to start within the screen, avoiding pop-ups, and crystal clear with no hiccups.

Result

Working together and collaborating with the client, MarketShare Alliance pooled the strengths of its members to create a sophisticated, user-friendly web site for a sophisticated product.