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Success story
Connected Consumer|Global|English

Digital insights for contact lens market growth

27.08.2015

Digital insights for contact lens market growth

We helped Alcon optimize its digital communications strategies so that it could strengthen its position in a growing market for contact lenses.

Alcon is a global medical company specializing in eye care products

Situation

  • Alcon is a challenger brand in the competitive, fast-growing Russian contact lens market.
  • To grow its share it needed actionable data about the customer decision journey.
  • With digital marketing channels becoming more important than ever, it also wanted to optimize its digital targeting and communications.

Approach

  • We ran in an integrated research project using four different studies of online consumer behavior and attitudes, and competitor presence.
  • Our social media intelligence enabled us to analyze the buzz, sentiments and themes relating to Alcon an its competitors 
  • We also analyzed the content that users generated across social media, and the information gathered from forums, blogs, review sites and more.

Outcome

  • Our study pointed out opportunities for Alcon to improve its digital marketing strategy and execution.
  • We identified the types of benefits that matter most to potential contacts lens users, which helped the company create relevant, impactful messaging.
  • We assisted Alcon to optimize its search engine results, enhance the effectiveness of its website and improve its mobile user experience.
  • We also suggested the client run educational programs in collaboration with ophthalmologists, optics stores and optics websites.

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