Gemini Rebranding 2010 (Specialty Soft Contact Lens Launch Project)

Gemini Rebranding 2010 Tom Furlong January 2010 NOVA Contacts

Presentation Outline
Market Review
Awareness Campaign
Sales Team Deployment
SWOT Analysis: NOVA & Gemini
Channel Development

Market Review

Competitive Review
#1 Market Share- CooperVision
Successful with OTS/MTO Leverage
Several Labs with Multipack Products
Goal: Maintain Market Share
Passively Targeting New Business
Website
Direct Marketing to Current Clients
Infrequent Trade Publication Advertising

Market Opportunity
2 to 2.8 Million Potential Made To Order (MTO) Lens Patients
40 Million Contact Lens Patients Overall
Current Off The Shelf (OTS) lenses fit 93%-95% of all SCL patients
70,000 new MTO patients every year

Market Opportunity
Build Business Within Current Accounts
Attract Competitive Fits
Encourage Fits from Younger Practitioners
Develop Niche Within Chain Accounts
Leverage Fits from other Apollo Subsidiaries & Client Bases

Product Enhancements
Replacement Schedule Change
Quarterly -> Monthly Replacement
Packaging Conversion
Vial -> 12 Unit Multipack
Annual Supply per Eye
Simplified Pricing Structure
Low Trial Lens Fee
Competitive Price for 12-Pack

Marketing Objective 1
Develop Aggressive Strategy to Capture New Business
Support Branch/Customer Relations
Specific Market Blitz Program
Awareness Campaign Implementation

Determine Advertising Budget
Utilize New Media Options
Develop Trial & Fit Set Strategy
Functional Sets for Empirical Fitting
Reduce Fitting Costs
Decrease Trial Cost/Revenue Ratio

Evaluate Consumer Marketing Avenues
Reach Challenging Fit Cohort
Promote Gemini Opportunity
Roll Out Campaign Year 2-3

Marketing Message 1: Add Revenue Without Adding Patients
Develop Specialty SCL fittings with all complex visual needs patients
Utilize Patient Success Estimator to qualify patient before evaluation process
Utilize Potential Patient Calculator to quantify number of possible extra fits in practice
Help Practice Grow- not Sell In Product

Marketing Message 2: Two Days Not Two Weeks
Promote Two Day order turnaround
Most fittings require 1+ reorder from initial trial lens to final working R X
Extended fitting time frame of 4-6 weeks discourages even highly motivated patients
NOVA can cut fitting period to 1-2 weeks
Enhanced practitioner reputation
Increased patient satisfaction

Branding Strategy
Meet Needs of Challenging Vision Patients
Patient Motivation Enhanced By Fitting Convenience
Patient Compliance Ensured By 12-Pack Monthly Replacement Modality

Awareness Campaign

Paid Media Plan
Print Ads in Targeted Publications
Selected Trade Show Presence
Three Major National Shows
Three- Five Large State/Regional Shows

Free Media Plan Campaign 1
Optical & Contact Lens Trade Publications
Reach Out to Writers/Editorial Staff
All Trade Categories
Quarterly Press Releases
Med Device & Life Science Media
Reach Out Beyond Optical Industry
Build NOVA Recognition & Reputation

Message Board Activity
Initiate Specialty Lens Threads
Monitor Feedback
Capture Competitive Product Feedback
Build Product Support Network

Social Media Utilization
Facebook
Create Fan Page
Target Prospective Patient Base
Consumer Web Site
Promote Gemini Features to Public
Twitter
Quickly Convey Product Messages to Practitioners

KOL Network Development
Gain Practitioner Peer Recommendations
Most Credible Marketing Tool Available
Identify Potential Advocates from Top Fitters
Get Quotes Supporting NOVA & Gemini
Reference in Company Communications
Speaker Sponsorship for CE Credit

Virtual Marketing Campaign
Webinar Sessions
Practice Opportunity Fitting Specialty Lenses
Introduce Gemini Enhancements
Fitting Overview w/ Consultants
Promote NOVA Partnership Value
8-12 Webinars/Year
Vary Times to offer Best Convenience
Coordinate with Sales Market Blitz

Sales Team Deployment

Sales Objectives
2009 Sales: $X.X mil
Growth Target: 20%($Y00K)/year
2010: $X.X mil
Maintain $Y00K/year growth for 5 years
2014 Sales Target: $Z.Z mil

Sales Team Utilization
40,000 Eye Care Practitioner Universe
Target Top Specialty Lens Practices
Build Awareness in Branch Markets
Identify Largest Competitive Accounts
Direct & Inside Sales Contact
Capture Account Information
Target National Accounts Aggressively

Branch/Consultant Utilization
Promote Gemini on all Inbound Calls
Offer Alternative to RGP lenses
Review Fitting/Evaluation Techniques
Identify Top Potential Accounts in Area
Help Build Market/Customer Knowledge

Sales Market Blitz
Concentrate Inside/Field Sales Efforts
Target Large Population Markets
Contact Current & Prospective Accounts
Identify Top Potential Fitters
Reach Private and Retail Accounts
Schedule Field Sales Visit
Promote Webinar Sessions

Legacy Product Conversion
Target Current RGP Patients When:
Looking For Lifestyle Enhancement
Willing To Trade Acuity for Comfort
Teenage Patient
Convert New RGP Patient Orders
Suggest Gemini Option
Offer Free Trial Lens with RGP Order
No Risk Evaluation

Segmentation Strategy
Tailor Message to Customer Generation
Baby Boomer vs Sandwich Generation
Gen X Practitioners
Help Practitioner Target Patient Cohort
Gemini Presentation to Gen Y
Teen Patient Message

SWOT Analysis: NOVA

NOVA Strengths
Ownership & Management Team
National Footprint
Strong Company Reputation
Experienced Specialty Lens Manufacturer
Largest Team of NCLE Consultants
8:00am ET to 5:00pm PT Support

NOVA Weaknesses (1)
Inorganic Growth Process
Growth by Acquisition, not Innovation
Limited Integration between Branches
No Consistent Product Message
No Branch/Sales Team Synergy
Inconsistency in RGP Product Lines
Different Packaging, Pricing Options
Differing Product Marketing Strategies

NOVA Weaknesses (2)
Lack of Market Intelligence
Outdated Call Reporting Software
Unable to Organize Call Data from Multiple Customer Contact Points
No Account Sales Potential Rating System
No Account Specific Data
Inefficient Sales Data Delivery

NOVA Opportunity
Become Leader in Crowded Field
Attack #1 CooperVision
Not Defending MTO Business
Vulnerable to 2-Day vs 2-Week Message
Become Share and Sales Leader
Build Practitioner Partnerships
Set Base for Future Product Launches

NOVA Threats
Leading Manufacturers Attack Segment
Accelerated Erosion of Primary Products
Parent Company Strategic Shift

SWOT Analysis: Gemini

Gemini Strengths
Product Reputation and Awareness
2 Day Order Turnaround
12-Pack First To Market
Consistent Product Quality
Three Lens Material Options

Gemini Weaknesses
Perception as “Me Too” Product
Legacy Lens Material
Legacy Lens Designs
“ Old School” Current Packaging
Practitioner Loyalty to Current Vendors

Gemini Opportunity
Build Practitioner Customer Base
Never Fit -> Occasional Fit
Occasional Fit -> Loyal Fit
Loyal Fit -> Advocate
Aggressively Gain Marketshare
Convert Fits from #1 CooperVision
Bring New Wearers to Specialty Lens Modality

Gemini Threats
Manufacturing Unable to Match Demand
Aggressive Competitive Counter Measures to Support Market Share
Failure of 12 Pack Initiative
Promote Product to Wrong Targets

Channel Development

Practitioner Channel (1)
Identify Top 100 Fitters/Branch Market
Managers/Consultants Collect Contact Info
Sales Team follow-up
Blitz Market Campaign
Inside Sales Cold Call into Specific Market
Profile for Potential
Sales Call on Field Visit

Practitioner Channel (2)
Identify Top 300 House Accounts
Synergy with Apollo Partners
Identify Top Traffic Accounts
Contact Practices with Little/No NOVA Activity

Retail Channel
Coordinate w/ Chain Counterparts
Frequent Contact w/ Home Office
Present to O.D. Advisory Boards
Inclusion on Intra-Company Communications
Gemini Enhancements
Bottom-Line Profit Potential
Stress NOVA Partnership Advantage
Identify Top Specialty Lens Fitters/ Chain

2010 Roadmap

2010 Roadmap (1)
FDA Approval: April 2010
Product Launch: July 2010
Account Profiling- Ongoing
KOL Network Development: 2Q
Free Media (PR) Campaign:
Initial Contact 1Q & 2Q
Launch Press Release July 2010
Media 2.0 Roll-Out 2Q

2010 Roadmap (2)
Print Advertising: 3Q
Webinars: Start 2Q
Promote Specialty Lens Concept pre-launch
Promote Enhanced Product post-launch
Retail Channel Mgmt Presentations 2Q
Blitz Market Campaign 3Q & 4Q
Launch Process Evaluation 4Q

Gemini Rebranding 2010 (Specialty Soft Contact Lens Launch Project)

by Tom Furlong

Accessibility

Categories

Upload Details

Usage Rights

Statistics

Gemini Rebranding 2010 (Specialty Soft Contact Lens Launch Project) Presentation Transcript