Santen Pharmaceutical is one of the world’s leading specialist ophthalmic pharmaceutical companies, founded in Japan over a century ago and now serving patients all over the world. In EMEA, they are a leader in glaucoma and dry eye treatment – areas in which their portfolio serves every stage and type of disease.

The Challenge


The strategic objective for GlaucomaFest was to create a new experience for the ophthalmic community, reinforcing key messages about patient-centricity in glaucoma care management whilst establishing Santen as a trusted and valuable partner in ophthalmology.


In the midst of the COVID-19 pandemic however, there had been a tsunami of webinars, leading to a real fatigue from audiences, so touch needed to deliver Santen’s medical education content in a differentiated and highly enjoyable format – “medical edutainment”.


touch’s strategy was to develop a fully bespoke virtual environment, with its own unique identity to deliver a tailor-made customer experience, whilst also elevating the current discussion about glaucoma management excellence and glaucoma patients’ care. A varied programme of presentations, break-out parallel sessions, and a panel discussion, as well as interactive elements such as a virtual photo booth, kept the audience engaged with the key content.



We harnessed the spirit and buzz of the festival scene to drive audience participation in a fun and energising way through the theme of GlaucomaFest. The audience were made to feel like they were attending a real-life festival with breakout sessions, live streams and general sessions housed within themed tents – a perfect example of brand narrative coming to life in a relevant but unexpected way.



Pre-event customers were directed to an open registration site where they were able to register for the event and within the registration process there was the option for them to invite fellow eye care specialists who they felt might enjoy GlaucomaFest. On a weekly basis, reminder emails were also created for Santen country managers to share and encourage multiple waves of registrations, thus building momentum for the live experience.


During the event itself, the co-chairs and the panel were live streamed from their homes via the platform, giving participants the opportunity to hear directly from them and to ask questions live. All content was recorded and available for review post event.



The GOOD stuff






Would attend again