Eye Opening Insights Spark Optometrists to Act
CooperVision is the world’s second largest manufacturer of contact lenses, including the industry’s newest type: 1 day silicone hydrogels (SiHy). In the spirit of offering a refreshing perspective (CooperVision’s brand voice), the global public relations team sought to develop a creative approach to drive discussion about 1 day SiHy among industry media, as well as distinctive content to engage eye care professionals directly.
Because of earlier research, there was already a good understanding of how 1 day SiHys were and were not being prescribed, but not necessarily why. The PR team set about trying to uncover information and insights that would uncover both ECP misconceptions about the products that could be holding back sales and patients’ expectations in the UK, US and Japan.
We converted inputs from 300 doctors and 1,500 consumers into a comprehensive industry report: 1 Day Silicone Hydrogel Contact Lens Report: Does Professional Practice Align with Consumer Expectations? The companion campaign sparked three waves of global media coverage, educated and engaged eye care professionals through scientific presentations and live events, and ultimately helped drive increased prescribing habits in Europe, the Americas and Asia-Pacific.
PRSA (National) 2019 Bronze Anvil Winner for Research
PRSA (Rochester) 2019 PRism Awards Best of Show
CooperVision is the world’s second largest manufacturer of contact lenses, including the industry’s newest type: 1 day silicone hydrogels (SiHy). In the spirit of offering a refreshing perspective (CooperVision’s brand voice), the global public relations team sought to develop a creative approach to drive discussion about 1 day SiHy among industry media, as well as distinctive content to engage eye care professionals directly.
Because of earlier research, there was already a good understanding of how 1 day SiHys were and were not being prescribed, but not necessarily why. The PR team set about trying to uncover information and insights that would uncover both ECP misconceptions about the products that could be holding back sales and patients’ expectations in the UK, US and Japan.
We converted inputs from 300 doctors and 1,500 consumers into a comprehensive industry report: 1 Day Silicone Hydrogel Contact Lens Report: Does Professional Practice Align with Consumer Expectations? The companion campaign sparked three waves of global media coverage, educated and engaged eye care professionals through scientific presentations and live events, and ultimately helped drive increased prescribing habits in Europe, the Americas and Asia-Pacific.
PRSA (National) 2019 Bronze Anvil Winner for Research
PRSA (Rochester) 2019 PRism Awards Best of Show