Creativity is often seen as the heart of marketing. But what does it really mean in today’s fast-changing digital world? According to Fransisca Lia Ernina, creativity is not just about making things look attractive—it’s about solving problems, connecting with people, and delivering messages that truly matter.
Breaking into the world of IOL (Intraocular Lens) sales isn’t easy. It’s a space where trust matters more than persuasion and where relationships often outweigh pricing. Many professionals enter the medical device industry thinking strong products will sell themselves—but reality quickly proves otherwise.
When people think about marketing, they usually picture creative ideas, trending campaigns, and fast success. But the reality is very different. Behind every “successful” campaign is a series of mistakes, experiments, and lessons learned the hard way.