Planning the content for a vision-care brand's $10M product launch
- Competitive analysis
- Messaging frameworks
- Content planning
- The insight
Presbyopia is sensitive and age-adjacent. Patients don't want a treatment that reminds them they're aging, they want their routine back.
- The call
Position the product as lifestyle empowerment backed by clinical proof, not as a medical fix for a condition.
- The tradeoff
Emotional storytelling risks sounding like beauty marketing, so every claim stayed anchored to expert validation.
- The difference
Four content pillars gave a first-in-class product a voice no competitor in the audit owned.
Situation
A first-in-class prescription eye-drop for presbyopia was heading to market in a category owned by reading glasses and aesthetic-treatment brands. The condition is sensitive and age-adjacent, so the launch had to build medical trust without feeling clinical, and stand apart from competitors that lead on function alone.
Task
Build the launch content strategy end to end: read the competitive field, define who we’re actually talking to, set the messaging, and hand the team a channel plan they could execute, not a deck that ends at strategy.
Action
Audited seven brands across the category to map where trust, education, and emotional storytelling were won and left open. Defined the core audience: “Practical Patients,” active professionals 40 to 60 who want a discreet, reliable alternative to reading glasses. Built the messaging framework around a single idea, discreet and empowering vision improvement that fits an active life, and resolved it into four content pillars.
From there the plan got concrete: a four-stage paid journey across Meta, YouTube, CTV, and email, each stage with its own content role, plus organic social running on a defined cadence.
The media plan phased the budget deliberately: launch heavy on awareness to win attention early, post-launch shifting to consideration, conversion, and retargeting, with launch-phase results picking the creative and audiences worth scaling.
Result
The brand went from a planning ask to a launch operating system: four pillars, a five-month content calendar, a phased media plan for the ~$10M budget, and a launch asset list scoped by format, 92 assets the creative team could produce against from day one. I led the account as strategist from kickoff through creative briefing.