The Red Agency - Case Studies

Introduction

The main sales drivers for contact lens solution are Brand loyalty and product recommendation by eye care professionals. With Bausch & Lomb launching a new contact lens solution, they were keen to maximise in-store presence of their new MoistureLoc contact lens solution, distribute patient starter packs and gain agreement from Eye Care Practitioners (ECP's) to trial the product with 5 new patients.

Background

The smaller independent ECP's are geographically wide-spread, and traditionally receive communication from Bausch & Lomb through a telesales operation. The features and benefits of MoistureLoc were best presented with a face-to-face demonstration by highly trained field consultants, who were technically competent in talking to ECP's.

Objectives

To call on 2500 independent optical outlets
To demonstrate the features and benefits of the MoistureLoc product
To site point of sale material
To merchandise display stock on-shelf
To process an order for patient starter packs
To gain agreement to trial 5 new patients with MoistureLoc
To collect contact information from each ECP to enable follow-up calls by Bausch & Lomb's telesales operation

Timescales

A 15 week campaign timed in conjunction with the European product launch.

Methodology

Territory planning to ensure cost-efficient coverage. Full technical training to a full-time team of field consultants.
Field Manager carrying out field accompaniments, back-checks and refresher training.

Reporting
Top-line results reported to the client each day.
Detailed analysis of promotional implementation and on-shelf display measurement (stock levels and facings).