CASE STUDYCooperVision
My lens life.
The challenge
The contact lens market is highly competitive, with numerous brands vying for the attention of both new and experienced lens wearers. For newcomers, the initial trial and adaptation period can be daunting, filled with questions and uncertainties about lens care, wear, and comfort. Recognising this, CooperVision faced the challenge of not only attracting first-time lens wearers but also ensuring their transition was as smooth and supportive as possible. The objective was to create a comprehensive program that would guide patients through the trial phase, providing them with the necessary support, information, and encouragement to continue using CooperVision lenses beyond the initial trial period.
Our solution
Leveraging Owen's strategic marketing expertise and understanding of the B2B2C sector, we developed an end-to-end program for CooperVision, named "My Lens Life." This initiative aimed to support patients trialing lenses for the first time, making the adoption process informative, engaging, and reassuring.
Creation of 'My Lens Life' Brand: To give the initiative a distinct identity, we created the "My Lens Life" brand. This new brand was designed to resonate with first-time lens wearers, symbolising a journey of discovery and empowerment in their lens-wearing experience.
Fully Branded Materials for Each Stage of the Customer Journey: Recognising the importance of consistent and tailored communication, we developed a suite of fully branded materials. These materials were crafted to address the specific needs and questions of lens wearers at each stage of their journey—from initial curiosity and trial to full adoption. The materials included educational content, tips for lens care, and motivational messages to encourage continued use and comfort.
Support and Access to Information: To ensure that first-time wearers felt supported throughout their journey, "My Lens Life" provided continuous access to information and resources. This included how-to guides, FAQs, and direct channels for reaching out with questions or concerns. By offering a comprehensive support system, we aimed to alleviate the common anxieties associated with trying contact lenses for the first time.
Engagement and Follow-Up Mechanisms: To foster a sense of community and ongoing engagement, the "My Lens Life" program included mechanisms for feedback and follow-up. This allowed CooperVision to gather insights into the wearer's experience, make adjustments to the program as needed, and ensure that each participant felt valued and heard.
The outcome
The "My Lens Life" initiative by CooperVision, supported by Owen's strategic expertise, not only addressed the immediate challenge of supporting first-time lens wearers but also set a new standard for customer engagement and support in the contact lens industry. Through tailored communications, comprehensive support, and a focus on the customer journey, CooperVision was able to enhance the lens-wearing experience, increase adoption rates, and foster a positive brand image, paving the way for continued success in the competitive contact lens market.
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