Alcon - retinArena 3D Cinema Event

Alcon, the global leader in ophthalmology business in the world is launching 2 new surgical products in Turkiye this year. The products are expected to make a difference in terms of surgeon comfort and surgical success in retinal surgery, also make a positive contribution in terms of post-operative results and recovery time for the patients. Instead of arranging a usual launch event, Alcon preferred to create an extraordinary format to promote and provide an experience change platform for the new products by using cinemas. The starring roles played by eye surgeons who are key thought leaders in ophthalmology.

 The most effective way to show how Alcon's products makes difference in practice and what the key benefits are, is providing the target audience a direct surgical experience at operating rooms. Despite this, Alcon believed that bringing the OR experience to the cinemas and reaching wider audience with 3D surgical video cases would also make a difference and accelerate the products' entry into the market.
Within this context, Alcon agreed on arranging 3D Cinema event which broke away from traditional approaches for a new launch in medical industry. The surgical cases which the launched products used were recorded in the operating room environment by surgeons accompanied by Alcon experts using Alcon's 3D imaging system during the months-long preparation process. Each record was reviewed second by second, edited and assembled, and the final videos were reconverted into 3D to be presented in movie theaters. This concept, which was presented to physicians for the first time on September 12th with intensive effort and outside the box thinking, was appreciated by the participants. It was pleasing that almost nobody took their eyes off the screen during the meeting and they followed every detail with interest while watching 3D cases with glasses. The participants left the meeting with satisfaction, stating that they wanted to try the launched products asap.
Alcon will continue using this concept, which will contribute significantly to the scientific development of eye surgeons, with a series to be held in three cities by 400 surgeons' participation this year.