Medical Device Link.

Originally Published MX July/August 2004

ADVERTISING, DISTRIBUTION, & SALES

When a medtech company's ultimate sales force isn't actually made up of company employees, sales training takes on even greater importance. Essilor International (Charenton-le-Pont, France) relies on optometrists and opticians to sell its products to consumers. But to get the most out of these busy eye-care professionals, the company needed to help them understand and eloquently sell the benefits of its antireflective optical lens technology. As part of an ongoing effort to extend the reach of its own consultants, Essilor looked to LehmanMillet (Boston) and the Internet.

To train eye-care professionals about the products of Essilor International (Charenton-le-Pont, France), LehmanMillet (Boston) created Knowledge Quest, an interactive journey on the Internet.

The result was Knowledge Quest, a self-paced, interactive journey through the mythical land of Cleartopia. From 'The Question Cascade' (overcoming patient objections) to 'Easy Cleaning Bayou' (site of the product's most recent upgrade), travelers are educated and then quizzed on the insights they have gained. Throughout the journey, they gather the information and skills needed to climb 'Payoff Peak,' where they take a 25-question final exam and earn rewards.

Knowledge Quest is one element in a long-term, integrated campaign to increase penetration and share in an extremely competitive market. The company's professional customers first encountered Knowledge Quest via a buzz-card insert attached to an ad for Essilor's dirt-resistant Crizal Alizé lenses in a major trade journal. Activity on the site has been brisk, with nearly half of all visitors completing the 10 lessons and final exam.

Copyright ©2004 MX