Case Study

Company Alimera Sciences / Sector Pharmaceuticals

New Product Launch Halted - Generating Millions

Challenge Upon launch Alaway, a new over-the-counter (OTC) allergy eye drop, would compete with 10 existing allergy eye drops and a dozen other allergy relief medicines which all claim to relieve itchy, red watery ‘allergy eyes’. The OTC market is dominated by deep-pocketed eye drop and pill allergy relief competitors - well-known brand names trusted and used by consumers for decades.

Paid Display

Part of integrated B2B and B2C campaign which tested well among consumers.

Opportunity Alaway’s formulation was the same as Novartis’ Zaditor, a hugely successful prescription-strength allergy eye drop which was coming off patent after many years. Alaway could be the first-to-market to claim prescription strength at an OTC price.

Strategy We developed the national marketing & communications plan, strategies and tactics targeting retailers, physicians and consumers.

Test Marketing Then we employed Nielsen’s ‘Bases’ market research service to forecast consumer interest and sales volume at various price points and levels of marketing spend.

Results Consumer response to the product, packaging and campaign concepts was highly positive. But at the approved price point (equal to and higher than most established competitors) and at the approved marketing spend levels the sales forecast was lower than expected, and the board deemed ROI sub-par. Soon after all Alaway and Soothe (an existing drop for dry eye) IP, including our marketing plans, packaging and campaign concepts were sold to Bausch+Lomb in an eight figure deal. Within a year B+L successfully launched Alaway and Soothe where they sell in grocery, pharmacy and mass merchandise channels today.

Role Brand, customer and competitive research & insight; DTC, B2B (retailer) and physician content and campaign strategies; content and campaign creative development; test-marketing and reporting.