sage_wow-170222-GREEN_MANGO

Bausch + Lomb PreserVision

Marketing

Helping Canadians See Clearer

PreserVision AREDS 2 formula is a daily eye vitamin and mineral supplement from Bausch + Lomb that reduces progression in people that suffer from age-related macular degeneration. The leading-edge formula provides the six nutrients clinically proven to slow progression based on the most recent findings from the National Eye Institute.

A Tough Competition

Despite providing a front-line product, PreserVision struggled to gain market share because of a legacy competitor who offered the same formula. Despite PreserVision’s uniquely smaller and softer capsules that patients preferred, many eyecare professionals recommended the competitor’s product first because of a lengthy and loyal relationship with the brand. When given limited time to counsel patients, switching brands is low priority – why fix something that isn’t broken?

Sage Wow moved past the eyecare professional and developed a campaign that reached out directly to patients themselves and offered them an engaging and enticing reason to switch: an interactive discount coupon in their mailboxes.

Stealing the Show

4%

 coupon redemption rate*

1,069

coupons redeemed by competitive users

*The average expected redemption rate on direct mail is 1-2%

“I truly enjoy working with the Sage team. It’s a smart group of creative minds who are easy to work with and are ready to tackle every challenge I bring them. They are always willing to go the extra mile at delivering positive results for my brands.
They just get it!  Thank you, Sage!”

– Omar Martinez

We empowered patients to make the switch to PreserVision themselves by sending a scratch-to-win mailer offering $8 off PreserVision to 27,000 households of Canadian patients who used the competitor’s product. The results blew Bausch + Lomb away: a coupon redemption rate 4 times the average that contributed to a 45% growth in sales in 2016 coming off two years without any growth.