We all know the West of England is chock-full of incredibly talented agencies and individuals. To showcase the cream of their work, Creative Business News each month features the very best creative campaigns coming out of the region.
This month we highlight Bristol-based specialist marketing agency Create Health’s work with lense manufacturer Rayner.
Agency: Create Health 
Client: Rayner
Campaign: Rayner designs and manufactures intraocular lenses and proprietary injection devices for use in cataract surgery. Its new product RayOne is the first fully-preloaded IOL injection system where the injector and lens are designed as one. The result is an injector that boosts the smallest nozzle (1.65mm) and a unique lens rolling technique that ensures more consistent results. Rayner got in touch with healthcare marketing agency Create Health to develop a launch campaign as unique as the product itself.
Objectives:
- To make a real impact at the product launch at ESCRS 2016, the annual industry event for cataract and refractive surgery.
- To communicate the product’s strength and flexibility and its unique features.
Activity: To gain maximum stand out in the market, Create Health focused on the product’s patented IOL rolling feature. The team branded this element ‘Lock & Roll’ and supported it with the campaign line ‘not everyone can do this’. This bold statement was brought to life through contortion artists for an integrated launch campaign.
Project scope:
- Fully integrated launch campaign
- Salesforce toolkit
- Exhibition stand with performing artists
- Packaging design
- Content – social posts, animations, surgeon interview and white papers
Results: 
The exhibition at ESCRS 2016 resulted in 394 qualified leads. The stand was visited by delegates from more than 60 countries.
A total of 800 demos of RayOne were carried out. This is a 228% increase from Rayner’s last product launch exhibition at ESCRS 2015.
Videos:
“The launch of our RayOne MICS injection system was our biggest to date and has been a real game changer for the company. Create Health has done an excellent job communicating the strength and flexibility of the product through the use of a contortionist and has created a solid, successful platform for us to launch other products in the future.”
Head of marketing, Rayner
https://www.createmarketing.co.uk/
If you are involved in a creative project that you feel should feature as our Campaign of the Month, please submit a description of the work with images and accompanying material to info@creative-business.net
