Ocular Sciences

Everyone wants to win market share. In today's marketplace, that's a near impossible challenge. Or is it? We believe the secret is to go back to the basics – like focusing on your unique selling proposition, then communicating it with clarity.

That's exactly how we moved the needle for Ocular Sciences, a leading contact lens manufacturer.



When Ocular Sciences approached The Ideas Group, their goal was to increase market share and achieve global presence. We studied their situation and recommended they focus hard on what makes them distinctive: patient-preferred lenses that are available exclusively through eye care practitioners.

We advised them to pursue a two-tiered strategy. First, generate a dramatic and memorable corporate brand image as unique as their selling proposition. Second, develop a separate but integrated product channel strategy – put into action by their sales force – to help eye care professionals see a greater return on lens sales and to build their patient base.

The Ideas Group created an integrated campaign that leveraged Ocular Sciences' commitment to the eye care practitioner's point of view, underscored by the slogan The Power of Insight. The campaign included an international corporate brochure, targeted print ads, product collateral, a trade show booth and a product support kit.



A full 2% market share increase in the last six months, translating into millions in additional revenue. Sales rep energy – an invaluable resource – has surged. And a strong global presence has begun to take shape, setting the stage for long-term revenue gains.