Organization
Allergan products encompass the continuum of care for dry eyes, from symptom relief to the only prescription eye drop that is believed to treat an underlying cause of dry eye. Built on a nearly 60- year heritage in ophthalmology with expertise in discovering and developing new therapeutic agents to preserve and protect vision, Allergan is a global leader in eye care.
Challenge
Launch new product into cluttered eye car space targeted at Ophthalmologists, Opticians, Pharmacies and DTC. Take market share from competitors without Allergan brand cannibalization – increase revenue for all SKU’s.
Recommendation
Identify previously untargeted segments with differentiated creative and messaging. Incorporate launch product into the HCP treatment algorithm to clearly identify position and patient profile.
Method
Introduce tactical strategies and grass roots communications channels not seen in this channel. Effective media buying with ROI analytics reporting.
