Problem: Proclear contact lenses were inherited by our client Hydron along with a limited product positioning: a contact lens for “problem” patients. When a wearer presented with uncomfortable lenses, the extra comfort that Proclear’s “biocompatible” material delivered could often solve their problem. Great for the small number of patients experiencing unacceptable discomfort. Not so great for sales.

Solution: reposition Proclear as the lens offering more comfort to most contact lens wearers. Not so simple a task as it would seem. Changing the mindset of a healthcare professional can be disastrous if you get it wrong.
The Proclear “couples” campaign repositioned the product as an innovative scientific breakthrough. Using provocative imagery of a naked couple the campaign amplified the “biocompatible” nature of Proclear and forced the attention of optometrists as they leafed through the normally quite staid pages of their industry magazines. Immediately beneath the provocative imagery was a compelling scientific argument for the wider use of proclear amongst patients. Detail aids and direct mail further reinforced the message and within 12 months Proclear was Hydron’s biggest selling contact lens.