PR & digital communication roadmap to ensure brand salience across channels and media.

1. BRANDANDPRODUCT
COMMUNICATIONROADMAP

2.  INTRODUCTION
 WHERE WE STAND
 OBJECTIVE
 APPROACH
 THE WAY FORWARD
 THE WAY OF ONI360

3. Alcon develops and manufactures
innovative medicines and devices to serve
the all eye care needs. The company was
founded in 1945 as a small ophthalmic shop
in Fort Worth, Texas. It was acquired by
Novartis in 2011. Building sustainable eye
care in emerging markets, such as China,
India and Russia, is a key priority for Alcon.

5. Strength is the likelihood
that your brand is being
discussed in the social
media; Sentiment is the
ratio of mentions that
are generally positive;
Passion is the likelihood
that people talking about
your brand will do so
frequently; Reach is the
measure of unique
authors referencing your
brand divided by total
mentions

6. OBJECTIVE
FDA has considered
Contoura vision as one of
the most unique and
innovative solutions in
LASIK eye surgery.
Contoura vision is a
premium quality
procedure offered by
Alcon. It is currently
available to a group
surgeons only; however,
Alcon plans to make this
procedure available to
more number of
surgeons.TO POSITION ALCON’S NEWLY
LAUNCHED CONTOURA VISION
PROCEDURE AS THE BEST
SOLUTION FOR IMPROVING EYE
VISION TO THE COMMUNITY OF
SURGEONS AND THEIR PATIENTS

7. creating brand saliency through awareness and visibility

8. awareness
visibility
brand saliency

9. •Showcase stories
about people’s
experiences
•Communicate
endorsements
from surgeons
Awareness
Deliver information
that helps associate
with the TG
Visibility
Establish the brand
as a leader in the
category
Saliency

10. a c t i v i t i e s
• Digital marketing
• PR campaigns
• Media workshops
• Digital marketing
• Sponsored events
• Inflight advertising
• PR campaigns
• Digital marketing
• Inflight advertising
• PR campaigns
•Showcase stories
about people’s
experiences
•Communicate
endorsements
from surgeons
Awareness
Deliver information
that helps associate
with the TG
Visibility
Establish the brand
as a leader in the
category
Saliency

11. t o n a l i t y
a c t i v i t i e s
• Digital marketing
• PR campaigns
• Media workshops
• Digital marketing
• Sponsored events
• Inflight advertising
• PR campaigns
• Digital marketing
• Inflight advertising
• PR campaigns
•Showcase stories
about people’s
experiences
•Communicate
endorsements
from surgeons
Awareness
Deliver information
that helps associate
with the TG
Visibility
Establish the brand
as a leader in the
category
Saliency

12. Public relations Digital marketingInflight advertisingSponsored events
70% 60%40%30%
Much of the players in the category play a mix of
“rational” and “emotional” routes to connect
with their target segment. The emotional route
is sustained by highlighting customer feelings
and brand imagery. Digital marketing weaves
the story for the emotional connect with
pertinent brand pillars.
TheMediaMix

13. PR campaigns
Public Relations will help
build the brand image of
Alcon and curate a story
that clearly articulates the
core value of the
company
Digital marketing
Digital Marketing will play
a key role in enhancing
search engine results for
Alcon as a brand as well
as its latest innovation
eye care treatment --
Contoura vision
Event marketing
Events will amplify the
reach to create brand
awareness and build
visibility
Inflight advertising
Right mix of inflight
advertisements will
provide an excellent
mileage for Alcon as a
brand and Contoura
vision as an innovative
product

14. THANKYOU.