Building a Brilliant Future: MiSight® 1 day U.S. Commercial Launch
When the school whiteboard appears blurry, it’s one sign that a child may have developed myopia (nearsightedness). But the condition doesn’t stop there—myopia today could mean severe vision loss later in life. When CooperVision’s MiSight® 1 day became the first FDA-approved soft contact lens designed for myopia control in Nov. 2019, CooperVision needed eye care professionals (ECPs) to embrace the breakthrough technology.
A strong, sustained effort would be required to drive nationwide adoption among ECPs and preempt competitors in a rapidly developing market. As the category pioneer, MiSight would be forging a new path that could define the future of U.S. myopia management for years to come.
The Journey
The public relations team conducted primary and secondary research and analysis months ahead of FDA approval, and continues to research as needed today. After FDA approval, the team focused on three key objectives: driving industry awareness and interest, motivating U.S. ECPs to complete the Brilliant Futures™ Myopia Management Program certification to prescribe MiSight® 1 day, and establishing CooperVision as a category leader. The PR team executed on these objectives and strategic components through a series of highly aligned, interconnected tactics including:
The Results
The 15-month multifaceted communications campaign saw incredible results. The campaign earned 408 media stories over 441 days in trade publications, helping drive industry awareness and interest. As such, more than 3,000 ECPs are now certified Brilliant Futures™ with MiSight® 1 day prescribers – double the initial target. In addition to winning praise across the profession, MiSight® received two breakthrough awards for its innovation and potential impact for U.S. children’s eye health. Contact Lens Spectrum named MiSight® as its inaugural 2020 Product of the Year, and Popular Science named MiSight® as one of 10 health honorees for its 2020 Best of What’s New Awards. Overall, the campaign also helped MiSight® ignite industry excitement, gain sales momentum, solidify CooperVision as the category leader and change kids’ lives.
When the school whiteboard appears blurry, it’s one sign that a child may have developed myopia (nearsightedness). But the condition doesn’t stop there—myopia today could mean severe vision loss later in life. When CooperVision’s MiSight® 1 day became the first FDA-approved soft contact lens designed for myopia control in Nov. 2019, CooperVision needed eye care professionals (ECPs) to embrace the breakthrough technology.
A strong, sustained effort would be required to drive nationwide adoption among ECPs and preempt competitors in a rapidly developing market. As the category pioneer, MiSight would be forging a new path that could define the future of U.S. myopia management for years to come.
The Journey
The public relations team conducted primary and secondary research and analysis months ahead of FDA approval, and continues to research as needed today. After FDA approval, the team focused on three key objectives: driving industry awareness and interest, motivating U.S. ECPs to complete the Brilliant Futures™ Myopia Management Program certification to prescribe MiSight® 1 day, and establishing CooperVision as a category leader. The PR team executed on these objectives and strategic components through a series of highly aligned, interconnected tactics including:
- Creating a “day zero” editorial content package that was ready to go upon receiving FDA approval
- Engaging key opinion leaders and trade media with live events
- Leveraging CooperVision’s direct-to-consumer campaign featuring Sarah Michelle Gellar and connecting her with trade media journalists
- Fueling a steady news stream that included 26 points in time to update the industry on MiSight’s progress
- Curating ECP and patient testimonials to build an arsenal of stories to share in paid, owned and earned opportunities
- Crafting sponsored content for a partnership with one of the leading myopia-focused optometric publications
- Equipping ECPs with content they can share on their websites and with parents to help educate parents about myopia and how to spot it – especially in a COVID world.
The Results
The 15-month multifaceted communications campaign saw incredible results. The campaign earned 408 media stories over 441 days in trade publications, helping drive industry awareness and interest. As such, more than 3,000 ECPs are now certified Brilliant Futures™ with MiSight® 1 day prescribers – double the initial target. In addition to winning praise across the profession, MiSight® received two breakthrough awards for its innovation and potential impact for U.S. children’s eye health. Contact Lens Spectrum named MiSight® as its inaugural 2020 Product of the Year, and Popular Science named MiSight® as one of 10 health honorees for its 2020 Best of What’s New Awards. Overall, the campaign also helped MiSight® ignite industry excitement, gain sales momentum, solidify CooperVision as the category leader and change kids’ lives.