Presbyopia is the common age-related inability to focus on near objects that usually requires reading glasses or contacts for correction. Presbia, a medical-device company with a surgical solution for presbyopia that obviates the need for reading glasses, engaged FolFry to formally announce the company and launch its product, the Flexivue Microlens™. The company had deliberately chosen to remain “under the radar” of potential competitors and was now ready to position itself as a leader in the ophthalmic marketplace. It aimed to become the first choice of ophthalmologists, Lasik surgeons, laser surgery centers, and ultimately, consumers.
In less than 60 days, FolFry devised and executed a launch strategy at two trade conferences in Europe and the Americas, which included:
- Customized media list of 175 American and global ophthalmic trade publications, blogs, websites, and general business media that cover medical devices.
- Media kit with company and market backgrounders and a total of three news releases.
- Pitch letters and personal outreach to over 50 reporters, industry analysts and influencers to schedule meetings for senior management at the American Academy of Ophthalmology (AAO) conference.
- Media training for key company spokespersons.
- Pre-conference briefing booklet and post-conference media report.
- FolFry scheduled four full days of meetings at the AAO conference for senior management with leading ophthalmic reporters and thought leaders.
- Nearly 50 articles and product mentions in key industry publications and sites laid the foundation for product demonstrations and post-market surveillance currently underway.
