on the net
Sites help introduce the Crystalens

Two new Web sites have been created by eyeonics, inc. to help introduce the recently approved Crystalens IOL, the first accommodative lens ever approved by the FDA. One site, www.eyeonics.com, is intended for ophthalmologists. The other, www.crystalens.com, is aimed at patients who might be candidates for the Crystalens and who are interested in learning as much relevant information as they can about the lens and how it can benefit their vision.

Whether you think Crystalens is a great advance or not, the dual Web sites provide excellent examples of how a company, in this case eyeonics, can effectively use the Internet to reach specific target groups with both educational and marketing messages related to a new product. The Internet appears to be the perfect vehicle for conveying the large amount of information necessary for introducing a novel and different product such as the Crystalens.

For ophthalmologists, the eyeonics.com site provides a history of how the Crystalens was developed, results of clinical trials, guidance on how to receive physician and staff training on implanting the lens, and advice on how to present the Crystalens to patients who are potential candidates for the procedure. For patients, the crystalens.com site provides basic information detailing the advantages of this IOL, helps patients find a doctor who performs the procedure, and answers 23 "frequently asked questions," ranging from the quality of vision that can be expected with the Crystalens to how much of the procedure's cost might be covered by insurance.

Both the professional and patient Web sites are easy to navigate, and the information is organized under clear headings. The almost seamless juxtaposition of educational material with a marketing message creates a "soft sell" that should stir substantial patient and physician interest in the Crystalens. The sites constitute a textbook example of how to use the Web to launch a new type of product.

Visit: www.eyeonics.com (ophthalmologists) 
www.crystalens.com (patients)

If you've discovered a Web site or service that's been useful to you in practice or at home, we'd like to know about it. E-mail Jerry Helzner at helznergi@boucher1.com or call him at (215) 643-8013.