“CoActive’s ability to view the marketplace from a macro level has allowed CoActive to truly act as strategic partner and sounding board for important business decisions. So much of what we do in the life sciences is dependant upon nuance and detail, that manifests itself, in terms of regulatory issues, clinical outcomes and relationships, with both clinicians and scientific industry publications. Without a proper understanding of the life sciences, a general firm would be unable to provide WaveLight with strategic advice and generate effective communications.”

Luca Sergio, Former Vice President of Marketing, WaveLight, Inc.

History: In October 2003, WaveLight introduced the first new refractive laser system to the U.S. market in nearly five years.

Challenge: The refractive laser market has been dominated by large competitors for the twenty years. How could a new player gain a presence in this highly competitive capital equipment marketplace with the most premium priced technology? 

Solution: CoActive’s relationship with WaveLight began prior to completion of Phase III trials for the ALLEGRETTO WAVE™ and our communication strategies have grown in accordance. Prior to US approval of the ALLEGRETTO WAVE™, our goal was to gain physician awareness through trade coverage and professional relations at major medical meetings. Upon FDA approval, CoActive worked to achieve widespread news coverage to support physician adoption of this new laser platform, maintain product identity and increase market share for this product. Today, our strategy is to continue to sustain and build market share while introducing new upgrades and technologies to the marketplace. 

Results: Just one year following its approval, it was reported that WaveLight captured 20 percent market share of all newly installed refractive laser systems in the US.   CoActive’s efforts have garnered WaveLight nearly 300 articles from 2003 – 2007.  WaveLight was acquired by Alcon in early 2008 with the intention to reinvigorate Alcon’s refractive laser division.