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A Clear Vision: Launching a Global Strategy for Dry Eye Relief
Project type
Health, Pharma B2B Commerce Strategy | Shopper Marketing | Retail Strategy
The Challenge
Dry Eye is a debilitating condition impacting 1.4 billion people worldwide, with symptoms that profoundly affect quality of life. While many sufferers seek relief in pharmacies, 30% struggle to find a product that truly addresses their needs, leaving a significant gap in the market.
What I Did
I crafted a comprehensive, multi-audience strategy to launch a new hero SKU globally. My approach included:
- Insight Mining: Analysed the key motivations, behaviours, and barriers of three core audiences—shoppers, pharmacists, and healthcare professionals (HCPs)—to uncover their unique Jobs to Be Done (JTBD).
- Customer Journey Mapping: Identified the most effective channels, KPIs, creative formats, and messaging to engage each audience across the entire journey.
- Phased Communications Plan: Developed a clear, actionable plan to ensure the messaging and tools were tailored to the needs of each group and could be rolled out seamlessly across markets.
The Outcome
The strategy and creative communications were successfully adopted in multiple markets, putting the brand on track to achieve its ambitious KPIs. Feedback from stakeholders was overwhelmingly positive, with particular praise for the clarity of the messaging and the bespoke tools that effectively engaged shoppers, pharmacists, and HCPs. This launch not only set a new standard for how the brand communicated but also laid the foundation for long-term success in the category.
“A BIG THANK YOU for helping us shape our strategy and open our eyes in our blind spots. We really appreciate the collaboration and the attention to details you brought to our strategy and not only our executions. This is very rare and extremely appreciated.”
- Julie, Marketing Director of Ocular Health
