Key Takeaways

  • Alcon has launched a national, social media-driven campaign to increase LASIK awareness and consideration among Gen Z and Millennial consumers
  • The initiative combines creator content, digital advertising, and a new educational website developed in collaboration with LASIK surgeons to provide patient-focused information

Alcon has launched a new marketing initiative aimed at increasing awareness and consideration of LASIK among Gen Z and Millennial consumers, addressing what the company says are persistent awareness gaps despite decades of clinical use and technological advances in refractive surgery.

The campaign, which began in June, is being rolled out through a co-marketing model with LASIK practices across the United States. It combines social media creators, targeted digital advertising, and immersive storytelling across YouTube, TikTok, and Instagram to reach younger audiences where they increasingly consume health information.

According to Alcon, the initiative is designed to highlight LASIK as a vision correction option that may reduce dependence on glasses and help simplify everyday activities for appropriate candidates. The company cited published evidence supporting LASIK's ability to reduce reliance on corrective eyewear.

Although LASIK has been available for more than two decades and has helped millions of patients achieve improved uncorrected vision, the procedure remains underutilized, according to Alcon. The company attributes this in part to outdated perceptions of the procedure, limited awareness of advances in diagnostic and surgical technologies, and a need for more accessible education tailored to younger consumers.

"I’m excited for this program to reintroduce LASIK to a new generation," said Vance Thompson, MD, founder of Vance Thompson Vision and past president of the American Society of Cataract and Refractive Surgery. "Many people still think of LASIK based on what they heard years ago, but advances in technology and diagnostics have made today’s LASIK better than ever. By improving education and awareness, we can help more people understand the potential to reduce dependence on glasses and make informed decisions about their vision."

The campaign will feature social media creators documenting their LASIK journeys, from preoperative decision-making through postoperative recovery and daily life after surgery. Alcon said the content was developed in collaboration with LASIK surgeons to reflect real-world patient experiences.

In addition to creator-led content, the initiative includes digital advertising and the launch of a consumer-facing website, MyEyesMyRules.com, which provides educational information about contemporary LASIK and patient candidacy. Alcon said it plans to expand the campaign into broader paid media and additional marketing channels in 2027.

"Our goal is to reignite interest in LASIK and encourage more people to have informed conversations with their LASIK surgeon about whether it may be right for them," said Sergio Duplan, president of Alcon Americas.