Alimera Sciences Alaway B2C, B2B
New Product Launch Halted, Generating Millions
Background Upon launch, Alaway, a new over-the-counter (OTC) allergy eye drop, would compete with as many as 10 existing allergy relief eye drops and a dozen other allergy relief medicines which all claimed to relieve itchy, red watery ‘allergy eyes’. The OTC market is dominated by deep-pocketed eye-drop and pill allergy-relief competitors - popular brand names trusted and used by consumers for decades.
Alaway Eye Itch Relief Drops
Opportunity Alaway’s formulation was the same as Novartis’ Zaditor, a hugely successful prescription-strength allergy eye drop which was coming off patent after many years. Alaway could be the first-to-market to claim prescription strength at an OTC price.
Approach We developed a national marketing & communications plan, strategies and tactics targeting retailers, physicians and consumers, including product packaging, sell-sheets, point-of-purchase and paid display. We then employed Nielsen’s ‘Bases’ market research to forecast consumer interest and sales volume at a few different price points and levels of marketing investment.
Soothe Dry Eye Relief Drops
Outcome Consumer response to the product, packaging and campaign concepts was highly positive. But at the approved price point (equal to and higher than most established competitors) and at the approved marketing budget levels sales were forecast lower than expected, and the board deemed projected ROI sub-par. Soon after all Alaway and Soothe (an existing drop for dry eye) IP, including our marketing plans, packaging and campaign concepts were sold to Bausch+Lomb in an eight figure deal. Within a year B+L successfully launched Alaway and Soothe where they sell in grocery, pharmacy and mass merchandise channels today.
Agency WSC