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Haag-Streit has a reputation for crafting extremely precise eye-care instruments, but not for being the most down to earth company. We helped change that perception with the Iota e-newsletter, which brought life (and color!) to the 100-year-old Swiss brand.

We interviewed doctors to tell their side of the story, like the groundbreaking procedures happening at their practices -- or in one case, on a plane.

We profiled employees to show the lighter, human side of Haag-Streit. Sure, these are high-tech medical devices, but real people make them and they giggle and drink wine, too.

We gave doctors updates on new science and research, and patient-education pieces they could steal for their own marketing materials.

We even served up the occasional culinary piece. Why? Because everyone's gotta eat, especially at the many trade shows Haag-Streit attends.

It might mean tiny, but this Iota become a big deal in the eye care world. One read by thousands of loyal doctors and distributors every month.