Launching a billion dollar brand in a highly competitive category

CHALLENGE:
Akorn Pharmaceuticals hired us to help launch their Thera Tears Dry Eye Therapy Lubricant into the national marketplace beginning during the Fourth Quarter of 2017. Given the intense competitive nature of the category–over $110 million in spending for numerous Rx and OTC brands–their efforts needed to be highly focused to reach core segments of dry eye sufferers to drive both sales and awareness

SOLUTION:
The planning process began in 2015 with OCD developing extensive category and customer based research relative to the both current categories users and non-treaters (those not using any brand). Based on our findings, while we identified Women 35+ with relevant symptoms as the overall target, with a significant concentration amongst Women 55+, we also discovered opportunities amongst specific Male segments:

Working with Bases, and through the development of our own statistical analyses, we created multiple spending/plan options for Years 1 & 2 of the campaign, to identify ideal levels of spend relative to spending and media mix.

From a planning standpoint, a rich mix of Television, Digital and consumer magazine support was identified. While digital went beyond simple demographic profiles to include symptomatic measurements, OCD employed took planning beyond simply negotiating TRP goals and relative CPMs. Extensive analyses of media consumption habits were employed to identify the actual programs, networks, and magazines consumed by these individuals. Furthermore, from a negotiation standpoint, OCD negotiated against the Women 35+ overall target, since it is a harder demographic to deliver, knowing that our primary target of Women 55+ would be over-delivered (significant bonus delivery at no additional charge.

RESULTS:
The combination of digital and print provided a strong base of customer communication, establishing an effective level of advertising continuity. Television delivered a clear sense of immediacy driving enhanced response during each advertising window.

Sales result success was clear. In addition, the dramatic improvements that were achieved in terms of aided awareness (approximately a 60% increase while the rest of the category while active in advertising remained relatively flat) put the brand in a strong position moving forward.

More case studies

Why Targeting Beyond Demographics is Key

OCD Media was hired by a franchise home painting service to evaluate the buys their media agency made. The agency is question was proud of the prices they were negotiating on TV and radio. We started by evaluating something simple. Whether or not someone owned or...

Treating a Hospital System Like a Consumer Product…Because It Is

The healthcare industry has changed dramatically over the last few years. The emergence of urgent care centers has reduced strain on hospital ERs and also increased the number of people seeking treatment for things that previously they would have waited to see their...

Patient Acquisition for a Prescription Sleep Aid Brand

Objective: Introduce a prescription sleep aid to customers that may not treat their sleep disorders with medication due to fear of side effects. Challenge:Do so with $5.5MM media budget Solution: Segment sufferers to identify those with side effect fear and...

Accelerating business growth by modernizing the media mix

CHALLENGE:A major credit union turned to OCD Media in early 2012 to accelerate their membership growth. They had been using newspaper and radio in the NY DMA and membership growth had stagnated, along with product uptake. SOLUTION:We immediately saw that this...