03/16/2026
One thing we’re noticing across many of our clients who are leading their industries: when they talk to their channel about AI and new technology, the most successful clients don’t get lost in the tech itself.
Instead, they focus on what it enables.
AI and med-tech innovations are being positioned as the great equalizer — tools that empower healthcare providers and expand what’s possible in patient care. Crucially, they make the provider a central part of the story.
The human is still at the center.
This concept/approach is not necessarily a new idea, but it’s an important one. Because for all the excitement around AI and emerging technologies, their impact ultimately depends on whether they are accepted and adopted by healthcare providers and patients alike.
What we saw at by EssilorLuxottica was a great example of how leading brands bring that idea to life. The message wasn’t simply “this is the future.” It was an invitation to the ECP community: you are part of creating that future.
And the experience reinforced that story. From the Experience Center to interactive activations throughout the event, attendees didn’t just hear about the innovations shaping vision care — they got their hands on them.
They heard the story.
They internalized the story.
And then they became part of the story.
For brands communicating major technological change to their partners, SWITCH felt like a masterclass in how to do it well.
