From Pioneer to Provocateur

elita™ | Global Product Launch

Johnson & Johnson revolutionized vision correction with the excellence of their femtosecond laser. However, after a competitor launched a new refractive procedure and won a significant share of the global market, J&J Vision needed to re-disrupt and reclaim the industry they helped shape—with a new procedure called SILK™.
A ballerina in a vibrant red and blue flowing dress leaps gracefully against a dark background. Large text reads SILK, with the message Elevated Performance in Lenticule Removal—an inspiring vision in medtech marketing. Johnson & Johnson and elita logos are present.

Opportunity

While the competitor’s refractive procedure had seen significant traction, many ophthalmologists had opted out of offering it because of how it impacted the patient and surgical experience.

outcome

By positioning SILK™ as a smoother procedure, Johnson & Johnson was able to gain significant market traction in early countries and exceed sales targets in year one. In fact, some leading practices have begun to offer SILK™ as a new top-level tier of vision correction, above both LASIK and competitive procedures.

Sales Aids

CREATIVE Concept

CAMPAIGN ASSETS

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