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Content marketing


The challenge

Improve content marketing and communication towards eye care professionals, who are responsible for selling Alcon’s wide range of contact lenses.

Content marketingHealthcare marketingPrintSales enablementWeb development

Printed Magazine

Contact lenses represent one of Alcon’s key product areas, with a portfolio that includes daily and extended wear lenses, multifocal, tinted lenses and more. Since contact lenses are sold by opticians, as part of the front-line eye care they provide to their customers, it’s vitally important for Alcon to support them with helpful information on new developments in eye care, new eye care products and innovative marketing and retailing practices for vision care centers.

To bring all of this information together, in a visually appealing and easy-to-access format, Alcon Benelux launched Dialoog, a 20-page printed magazine available in both Dutch and French. It’s distributed twice yearly to about 2,000 opticians across Belgium, the Netherlands and Luxembourg.

Alcon: Improve communication efforts towards eye care professionals

Alcon has one mission: to discover new ways to enhance sight and improve people’s lives. The organization offers the widest spectrum of products in eye care, serving customers through the full life cycle of patient needs including eye diseases, vision conditions and refractive errors. Alcon’s goal is to be the most trusted leader in eye care. By serving and working with people worldwide, the company is building its reputation, while addressing the growing eye care demands of the future.

Content Marketing ; Alcon ; Living Stone

Living Stone translates our campaign services into good articles. They also have a good approach with our customers, and they have profound knowledge of our service and products and objectives.

The opticians like to have an overview of all our campaigns and services. It’s also nice for them to be featured in the magazine. And they really appreciate being able to learn how other eye care professionals approach their businesses as well.

Brand Manager AIR OPTIX®
& CLC Vision Care

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