In a growing category, but commoditized market, Alcon sales were stagnating. ECPs (Eye Care Professionals) generally recommend the brand they’re most familiar with, not necessarily the ones patients are most comfortable with.
We needed patients to ask for Alcon by name, not rely on the ECP’s recommendation. And 9 out of 10 patients claim wearing Dailies Total 1 feels like wearing nothing at all.
So we went with that.
increase in market share from 2015-2016
additional market share increase forecasted and on target for 2017
in category (from 3rd for 10+ years)
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