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

A tablet displays a website titled Enhanced capabilities, featuring a running athlete. The site showcases features for an advanced surgical experience—ideal for medtech marketing—including improved LASIK flaps and enhanced control.
A tablet screen displays a webpage for elita corneal refractive surgery, featuring a speed skater in blue on the right and text about advanced eye surgery technology and medtech marketing on the left.
A tablet displays bar graphs comparing binocular and monocular UCVA outcomes over time, titled Remarkable results, rapid recovery—perfect for medtech marketing campaigns showing percentages of patients reaching 20/20 vision or better.

CREATIVE Concept

CAMPAIGN ASSETS

An open magazine and two flyers display an ad featuring a ballerina in a colorful dress, with the text Elevated Performance in Lenticule Removal and branding from Johnson & Johnson Vision, showcasing strong medtech marketing.

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A ballerina in a flowing red and turquoise dress leaps gracefully against a blue background. Text reads: ELEVATED PERFORMANCE IN LENTICULE REMOVAL, SILK, and elita SMOOTH AS SILK—where medtech marketing meets artistry. Johnson & Johnson Vision logo appears above.
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