How our strategy helped a first-in-class vision-care brand plan a $10M launch down to 92 assets
A first-in-class eye drop had to earn medical trust without feeling clinical. The strategy: four content pillars, a ~$10M media plan, and 92 assets.
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.
- Empowering ConfidenceDitch the stigma: restore confidence and independence
- Trusted InnovationAdvanced and safe, validated by experts and real users
- Seamless IntegrationFits effortlessly into active, busy lives
- Personalized ValueFlexible options tailored to individual needs
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.
- AwarenessRelatable storytelling introduces the solution
- ConsiderationEducation and expert proof beat skepticism
- ConversionDemos, offers, and clear CTAs drive action
- RetargetingWarm audiences nurtured to the finish
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.
- Motion videos16:9 · 9:1635 motion graphics videos for feed and vertical
- Stories9:1623 story statics for daily presence
- Statics4:5 · 9:1624 single images across placements
- Carousels4:510 carousels for education and proof
