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
About Catalyst
Catalyst (www.catalystinc.com) is a direct and digital marketing agency that helps clients acquire, retain and develop long-term relationships with their customers. The agency takes the guesswork out of marketing decisions by combining intellectual curiosity and inquisitiveness with hard-core analytics, deep customer insight and a measurement mindset. We call it Science + Soul. Headquartered in Rochester, NY, our clients include AAA, Assurant Health, Eastman Kodak Company, First Niagara Financial Group, GE Capital Retail Bank, Heraeus Kulzer, Neff Motivation Inc., Oreck, and Valvoline, among others.
