From Discovery to Visibility: Positioning a Revolutionary Migraine Lens with Eyecare Providers

For people experiencing migraine and light sensitivity, Avulux Migraine & Light Sensitivity Lenses are a game-changer. The maker of the world’s only clinically proven lenses for migraine and light sensitivity was a longstanding Anamorphiq client. We helped to establish not just brand visibility but also category awareness – educating people living with migraine about this unique product – at a time when the lenses were available online only.

Our Engagement

The Challenge

As Avulux began to expand, they knew people would be interested in purchasing through optometrists and other eye care professionals (ECPs). And that could only happen if ECPs carried the lenses in their practices.

So Avulux turned to us to help drive awareness among ECPs using PR and media relations. It was our job to show ECPs that they could now help their patients – and expand their businesses – by offering this clinically proven lens for migraine and light sensitivity.

The Objective

Demonstrate to ECPs how they could be the first line of defence for patients experiencing migraine and light sensitivity

Attract new Authorized Avulux Providers

Support lead-generation and sales targets

The Approach

Step into any ECP’s office and you’ll find all kinds of different lenses. That makes it hard for manufacturers to stand out. So, we decided to take a fresh approach: rather than just talking about the Avulux lens itself, we set out to tell ECPs how and why they should consider establishing a migraine subspecialty within their practice.

Subspecialties are not uncommon in eye care but a migraine subspeciality was a brand-new idea. And, of course, Avulux lenses would be the solution to address migraine and light sensitivity.

So how did we roll this out? We relied on third-party relationships – high-profile optometrists and other key opinion leaders, industry associations, and partners – to help tell the story.

We put these voices forward through an integrated paid and earned media strategy that focused almost exclusively on the trusted optometry trade media.

Our tactics included:

Pitching announcements and news stories
Lead generation programs
Digital advertising
Sponsored content and email programs
Trade show media relations and support

Most importantly, our strategy ensured that ECPs could hear from others in the industry who had successfully added a migraine subspeciality to their practice, as well as from lab partners, academics and other respected individuals. It wasn’t Avulux saying how great its product is – it was optometry peers and experts.

The Results

The key outcome for Avulux was leads, since they were focused heavily on building the professional side of their business. And we delivered. Leads increased by 800 percent, which strongly supported the client’s marketing and sales goals. Today Avulux lenses are available in 708 ECP practices across North America, and that number continues to grow.

Tagged Brand + Creative, Branded Content, Digital Marketing, Earned Media, Social Media Marketing, Website Development