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.
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.
coupon redemption rate*
coupons redeemed by competitive users
*The average expected redemption rate on direct mail is 1-2%
– 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.