Taking on Myopia:
CooperVision MiSight® 1 Day U.S. Industry Launch
Myopia, commonly known as nearsightedness, is one of the world’s most pressing vision issues. By 2050, it is projected to affect almost five billion people. More than just causing the blackboard to be blurry for millions of kids, high myopia is linked to severe vision loss later in life. Myopia’s prevalence and severity are rapidly growing, leading to epidemic status from global health agencies.
In Fall 2019, CooperVision—one of the world’s largest manufacturers of contact lenses—received U.S. Food and Drug Administration approval for MiSight 1 day, which was proven to slow myopia progression in children. As the FDA’s first approval of a myopia management product of any kind, it was a milestone not only for CooperVision, but for eye care and pediatric healthcare.
Calling on extensive research and preparation that began a year earlier, the McDougall-led industry PR team activated day zero editorial, clinical research and social media packages immediately, personally speaking with more than 100 top-tier journalists in optometry, ophthalmology, medical devices and pediatrics in less than 48 hours. Phase two commenced shortly thereafter. Industry reporters attended a VIP event, with unfettered access to company executives, scientists, researchers and the first group of doctors to become certified.
Within days of FDA approval, every prominent U.S. optometry and medical device media outlet had covered MiSight, numbering 150 stories after two months. The contact lens was named one of the best approvals of the year, a top story of the year, and even one of the top ten medical devices of the decade. More than 50 healthcare media organizations in 20 other countries also took note, amplifying discussion threads on eye care social media channels. Fast forward to Summer 2020, when thousands of eye care professionals have requested more information, certifications tick up by the hour, and the first U.S. children are now wearing MiSight 1 day—all thanks to an innovative lens, a clear strategy and inventive people.
CooperVision MiSight® 1 Day U.S. Industry Launch
Myopia, commonly known as nearsightedness, is one of the world’s most pressing vision issues. By 2050, it is projected to affect almost five billion people. More than just causing the blackboard to be blurry for millions of kids, high myopia is linked to severe vision loss later in life. Myopia’s prevalence and severity are rapidly growing, leading to epidemic status from global health agencies.
In Fall 2019, CooperVision—one of the world’s largest manufacturers of contact lenses—received U.S. Food and Drug Administration approval for MiSight 1 day, which was proven to slow myopia progression in children. As the FDA’s first approval of a myopia management product of any kind, it was a milestone not only for CooperVision, but for eye care and pediatric healthcare.
Calling on extensive research and preparation that began a year earlier, the McDougall-led industry PR team activated day zero editorial, clinical research and social media packages immediately, personally speaking with more than 100 top-tier journalists in optometry, ophthalmology, medical devices and pediatrics in less than 48 hours. Phase two commenced shortly thereafter. Industry reporters attended a VIP event, with unfettered access to company executives, scientists, researchers and the first group of doctors to become certified.
Within days of FDA approval, every prominent U.S. optometry and medical device media outlet had covered MiSight, numbering 150 stories after two months. The contact lens was named one of the best approvals of the year, a top story of the year, and even one of the top ten medical devices of the decade. More than 50 healthcare media organizations in 20 other countries also took note, amplifying discussion threads on eye care social media channels. Fast forward to Summer 2020, when thousands of eye care professionals have requested more information, certifications tick up by the hour, and the first U.S. children are now wearing MiSight 1 day—all thanks to an innovative lens, a clear strategy and inventive people.