Staar Surgical (NSDQ:STAA) is looking to take its direct-to-consumer marketing to the next level, hiring commercial branding expert David Choromanski to boost the public profile of the Visian ICL implantable lenses.
Staar named Choromanski its new senior director of consumer marketing for the ICL line, touting his past tenures at companies such as Red Bull and Coca Cola where he launched "effective consumer marketing programs which drove market share and profitable growth."
"We have a number of growth catalysts on the horizon that have the potential to build on our growth momentum, including the Toric ICL commercialization in the U.S., the ICL with the CentraFLOW technology in China, the Preloaded ICL for our European markets, and the V6a ICL," CEO Barry Caldwell said in prepared remarks. "The ICL continues to gain share globally in the refractive market while LASIK remains under downward pressure and now is the time to expand our marketing to drive mindshare of the patient or consumer."
Staar also did some shuffling within the organization, moving manufacturing VP Philippe Subrin to the company’s headquarters to take over ICL manufacturing. Staar also announced the retirement of business development VP Craig Felberg, effective at the end of June.