Scientific Communications
From HEOR data to HCP conviction
A premium multifocal lens had strong India-specific HEOR data, but surgeons hesitated and patients chose standard lenses. We turned one cost-benefit study into clear stories for surgeons, counsellors and patients, across print, animation and digital, in English and Hindi.
At a glance
- Client: A global eye care company
- Product: A premium trifocal lens implant used in cataract surgery
- Market: India
- Audiences: Cataract surgeons, hospital counsellors, patients and caregivers
- Area: Scientific Communications, Ophthalmology
The challenge
The client had something many brands do not: a published, India-specific study comparing the cost and benefit of its premium lens with a standard (monofocal) lens. The study measured quality-adjusted life years (QALYs: years lived in good health) and the net money benefit to Indian patients over time.
But the data was not changing what happened in the clinic. Surgeons hesitated to recommend the lens because its upfront price was higher. Counsellors, who walk patients through their options before surgery, had no simple way to explain long-term value. Patients saw only the price gap and chose the standard lens.
Our approach
Terms like QALY mean little to most patients and many busy clinicians. So we started from one source, the published study, and built a separate story for each audience. Every number traced back to the paper.
- For surgeons: We explained what HEOR (health economics and outcomes research) is and why it matters to them: real-world evidence, quality of life and cost-effectiveness. Then we walked through the study results in clinical language.
- For counsellors: We turned the long-term money benefit into everyday terms a family understands, such as what the saving could mean for a household, and gave them a simple flow for the conversation.
- For patients and caregivers: We explained in plain words, in English and Hindi, how a trifocal lens can reduce the need for glasses at near, middle and far distance.
- Branded and non-branded kept apart: Material for healthcare professionals carried the brand; education for the public did not. Every piece was cleared through the client's review process before use.
What we delivered
- Surgeon orientation deck on HEOR and the study results (branded)
- Journal advertisement (branded)
- Counsellor slide deck (branded)
- Patient education leaflet in English and Hindi (non-branded)
- Clinic poster (non-branded)
- 2D animation video for patients and caregivers (non-branded)
- Medical FAQs for caregivers in English and Hindi (non-branded)
- Editorial for the general reader
The result
Adoption unlocked
HEOR evidence turned into HCP conviction and patient understanding.
One study now speaks to every person in the lens decision: the surgeon who recommends, the counsellor who explains, and the family who decides.