- Marketing strategy increased share of eye care brand by 8% in 2 years.
- Online strategy and marketing tool increased customer loyalty
- Identified new vectors of growth for a brand with an aging customer base
Background
Our client is a $3Billion premier, global specialty pharmaceutical and medical device company that discovers, develops and commercializes innovative products for the ophthalmology, neurosciences, medical dermatology, medical aesthetics and other specialty markets.
Growth opportunity
The company approached Arcus to identify new business growth opportunities by focusing on younger customer segments that would provide long term growth opportunities for the business form the existing senior customer profile.
Customer research
Arcus learned from research that medium frequency category users were looking for products with higher efficacy as they grew older and moved in to higher frequency category use. Research defined target segments and image issues to be mapped for new market opportunities based on growth, product use and customer behaviour trends.
Results
New unique market insights from Arcus helped define a new strategy and market mapfor the brand and also helped identify new target segments for the company to focusmarketing investments.
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