Alcon launches digital-first LASIK awareness campaign for younger adults

Alcon has launched a digital-first campaign to increase awareness and consideration of LASIK among Gen Z and Millennial consumers.¹ The Alcon LASIK campaign kicked off across YouTube, TikTok, and Instagram, pairing social media creators with targeted digital media and immersive storytelling. The company positions the effort as a response to millions of Americans continuing to rely on glasses despite advances in vision correction.¹

The initiative marks a move toward creator-driven, platform-native consumer education in refractive surgery. Alcon describes the effort as a response to awareness gaps and outdated perceptions among younger consumers, underscoring the need for modern, patient-centered communication approaches. The initiative features select creators sharing personal LASIK experiences, with content spanning pre-procedure considerations through life after surgery. These stories are intended to illustrate how individuals describe changes in daily routines following reduced reliance on corrective lenses. Alcon developed the program in collaboration with LASIK surgeons to ensure content reflects the real-world patient experience.¹

"It's not the people coming in for consultation who have misconceptions. I believe it's more the people online who are not doing real, quality research or being educated in a quality way," Vance Thompson, MD, founder of Vance Thompson Vision and past president of the American Society of Cataract and Refractive Surgery, told Ophthalmology Times. "Dry eye and the longevity of LASIK continue to be challenges to the decision, and we need to educate people on how our understanding of diagnosing and treating dry eye prior to LASIK has evolved significantly."

Beyond creator content, the initiative includes digital advertising and a new consumer website, MyEyesMyRules.com, where audiences can explore what is possible with current LASIK technology and whether the procedure may be right for them.¹ The program operates through a co-marketing model within the LASIK community across the United States. In 2027, Alcon plans to expand the program into broader paid media and additional channels to extend its reach.¹

The push to reintroduce LASIK to younger consumers comes as diagnostic and treatment technology has advanced significantly over the past decade. "Treatment technology advancements like ray tracing, and its use of manifest refraction, keratometry, wavefront, anterior corneal topography, tomography, pachymetry, anterior chamber depth, axial length, iris registration, and cyclotorsion to create a 3D digital twin for personalized calculations of the ultimate ablation profile, are revolutionizing the accuracy of LASIK corrections," Thompson said.

Why does LASIK remain underutilized among younger patients?

According to Alcon, LASIK remains underutilized despite decades of clinical use and published outcomes data.¹ Millions of Americans continue to rely on glasses even as vision correction technology has advanced. The company cites a lack of accessible, relevant education for younger consumers as a key driver of the utilization gap.¹

The announcement also frames the campaign around consumer behavior trends. While consumers continue to streamline nearly every aspect of daily life, many have not revisited their vision correction options, according to the company.¹ Alcon positions LASIK as an alternative vision correction option with the potential to reduce dependence on corrective eyewear.¹

For more than two decades, LASIK has helped millions of people achieve clearer vision and reduce reliance on glasses and contact lenses, according to the announcement.¹ Patient education resources from the American Academy of Ophthalmology outline modern LASIK candidacy considerations and expected outcomes for prospective patients.²

"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," Vance Thompson, MD, founder of Vance Thompson Vision and past president of the American Society of Cataract and Refractive Surgery, said in the news release.¹ "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."

"When an educational campaign is being done by a reputable company, that brings me great joy, because I know the content will be handled responsibly," Thompson told Ophthalmology Times. "But when content shows up online that is not factual and has not been vetted by knowledgeable people, that is concerning. The best we can do is be sensitive and caring in our education of the public."

Sergio Duplan, president of Alcon Americas, said in the release the company aims to reignite interest in LASIK and encourage more informed conversations between consumers and their LASIK surgeons.¹

References
1. Alcon. Alcon launches digital-first campaign to reframe LASIK for a new generation. News release. Published June 30, 2026. Accessed July 8, 2026. https://www.alcon.com/media-release/alcon-launches-digital-first-campaign-reframe-lasik-new-generation/
2. Hura HS, Turbert D. LASIK: laser eye surgery. American Academy of Ophthalmology. Accessed July 8, 2026. https://www.aao.org/eye-health/glasses-contacts/lasik