TearScience pioneered the development of devices to diagnose and treat meibomian gland dysfunction, a potentially debilitating condition that, if left untreated, could lead to a significant decrease in eye health and an array of symptoms commonly known as “dry eye disease.” TearScience needed help in creating a brand strategy and the marketing tactics to communicate with physicians and patients.
Because meibomian gland dysfunction is often misunderstood and misdiagnosed, Forma developed a marketing strategy based on education – about the underlying physiology as well as the larger implications. Forma developed naming, positioning, messaging, taglines, and a clear and direct look and feel for the brand. To communicate with various audience groups, we developed multiple tactics including web sites, brochures, training materials, social media solutions, a trade show booth, direct mail, and videos, among others.
The LipiView and LipiFlow systems are in beta release and, judging from the social media evidence, the brand messages we have developed are spreading.