Bausch & Lomb - keeping opticians informed

Eye health specialist Bausch & Lomb asked us to come up with an innovative e-learning system. We delivered state-of-the-art technology designed to help the company keep its customers informed.

The brief

Our brief was to plan, design and deliver an e-learning programme for eye health company Bausch & Lomb to supply the product information demanded by opticians, their customers, required. Something very special was required in order to reflect the company’s position as pioneers in healthcare marketing.

The challenges

We needed to come up with a communications solution that would be both promotional and educational. What was required was a knowledge marketing solution that would marry the needs of the sales team to promote their products with the demands of the customer for information and regular updates from their supplier.

The solution

Our response, following testing in three key markets, was a digital marketing concept, the Bausch & Lomb Exchange™. Opticians would be invited to take part in seminars and lectures conducted either live or recorded on-line, through PowerPoint or conference calls. The interactive work would be supported through regular updates, either on email or through hard-copy printed material.

The execution

We started by creating a micro-site promoting audio seminars across Bausch & Lomb’s European markets. Sales reps initially introduced the concept to their customers, supplying login details so that opticians could see if there were any forthcoming seminars that would be of interest to them.The presenter of the seminar followed up by inviting those who had shown an interest to attend.

The verdict

“B&L Exchange is an innovative, easy and convenient new way for opticians to receive up-to date information on the latest vision care advances –for the benefit of their patients and practice.”

• Bausch & Lomb is the eye health company; its core products include contact lenses and lens care products.
• B&L Exchange successfully combines two roles –marketing tool and source of valuable eye health information.
• Information is supplied through:–Seminars and lectures, live or recorded–PowerPoint presentations–Conference calls
• Supporting material is delivered by email and as printed material.