Eye-care innovation can be difficult to explain. OKKO Health had developed a smartphone app that allowed patients to monitor their vision at home, initially focusing on age-related macular degeneration (AMD).

However, every conversation with prospective investors and clinical customers began with lengthy explanations of AMD, its impact on patients, and the wider need for better monitoring, before the conversation could move to OKKO’s technology.

We saw an opportunity to change that, and we knew that OKKO could stand apart by leading with the people living with the condition.

So rather than beginning with the product, we began with Steven’s story.

We showed the audience Steven’s experience of living with AMD and losing parts of his independence, career, and identity.

We also created films for vitreoretinal (VR) surgeons and independently run eye-care clinics, alongside a separate film for investors. The first connected the patient need to the role OKKO could play in clinical care. The second connected that same need to OKKO’s technology, commercial opportunity and plans for growth.

Each film had a distinct role.

OKKO now had an emotionally grounded introduction with a total watch time of ten minutes, which could be shared ahead of meetings.

Instead of spending the first half of every conversation explaining the problem, OKKO could start by discussing its solution.