TearScience

Problem:

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.

Solution:

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.

Results:

The LipiView and LipiFlow systems are in beta release and, judging from the social media evidence, the brand messages we have developed are spreading.

Services Fulfilled:

• Marketing Strategy
• Positioning & Messaging
• Naming
• Corporate Identity
• Website
• Print Collateral
• Patient Video