supporting a new product launch
Case Studies
The Brief
To support the successful introduction of a new daily multifocal lens product targeting people who experience Presbyopia with compelling insights that would engage optometrists and drive growth and sales.
To support the successful introduction of a new daily multifocal lens product targeting people who experience Presbyopia with compelling insights that would engage optometrists and drive growth and sales.
The approach
A quantitative survey of n=500 people aged 40+ with presbyopia (presbyopes) was conducted to understand usage and experience with vision correction aids, barriers to and interest in trialing and using multifocal contact lenses.
A focus group was conducted with optometrists to test the product profile of the new daily multifocal lens product intended for launch. This session gathered feedback and insights on how our client could assist optometrists in recommending the product to presbyopes.
A quantitative survey of n=500 people aged 40+ with presbyopia (presbyopes) was conducted to understand usage and experience with vision correction aids, barriers to and interest in trialing and using multifocal contact lenses.
A focus group was conducted with optometrists to test the product profile of the new daily multifocal lens product intended for launch. This session gathered feedback and insights on how our client could assist optometrists in recommending the product to presbyopes.
The challenge
Communicating technical information about eye health to both consumers and optometrists as non-experts with minimal technical knowledge in the category was challenging. Time was spent becoming knowledge experts to ensure research materials were accurate and information was effectively communicated to both presbyopes and optometrists.
Communicating technical information about eye health to both consumers and optometrists as non-experts with minimal technical knowledge in the category was challenging. Time was spent becoming knowledge experts to ensure research materials were accurate and information was effectively communicated to both presbyopes and optometrists.
The insight
The research uncovered a key gap in the market by identifying the functional and lifestyle requirements of presbyopes that the new daily multifocal lens product could meet. The role of the optometrist in educating and influencing presbyopes to trial contact lenses was also highlighted.
The research uncovered a key gap in the market by identifying the functional and lifestyle requirements of presbyopes that the new daily multifocal lens product could meet. The role of the optometrist in educating and influencing presbyopes to trial contact lenses was also highlighted.
The outcome
Leveraging these insights, the client was able to successfully launch the new product. We also provided recommendations on how to overcome barriers to contact lens uptake by presbyopes and increase optometrist recommendations.
Leveraging these insights, the client was able to successfully launch the new product. We also provided recommendations on how to overcome barriers to contact lens uptake by presbyopes and increase optometrist recommendations.
