Catalyst 2010

Rochester, NY, July 07, 2010

Challenge

Bausch & Lomb’s PreserVision vitamins have been clinically proven to slow the progression of age-related macular degeneration (AMD). But AMD sufferers only knew about them through their doctors. Bausch & Lomb attempted to educate AMD sufferers with a small quarterly newsletter. Problem was, there wasn’t much relevant content and not many of them read it. The small amount of information they did receive usually came from their eye care practitioner … whom they didn’t visit very often.

Insight

AMD sufferers not only wanted more information about their disease -- new research, new treatments -- they wanted to share their experiences about what it was like living with AMD. 

Solution

Develop more relevant communications that allow AMD sufferers to interact with each other.

• Encourage AMD sufferers to visit their physician, join the Joy of Sight program (a community created by Bausch & Lomb for AMD sufferers) and use coupons to drive product purchase
• Enhance the quarterly newsletters to include relevant content: healthy living tips, product suggestions, coupons, and more
• Institute a yearly survey to give AMD sufferers a chance to share their experiences with others—in return they receive a calendar, coupons and a referral vehicle
• Develop welcome kits for new Joy of Sight members, package inserts and literature to be handed out by physicians to patients

Results

Bausch & Lomb realized the importance of communicating directly with consumers vs. relying exclusively on channel partners or general advertising. The program was rolled out internationally.

• Acquisition campaign doubled the number of at-risk sufferers in Bausch & Lomb’s database
• 33% of database responded to survey
• 90% of new members redeemed product coupons