Case Study – TearScience

Launching a new treatment for dry eye disease created market acceptance for TearScience

tear science Medical Illustration
  • Positioning

  • Messaging

  • Marketing Strategy

  • Corporate Identity

  • Naming

Kolis 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.” Kolis needed help in creating a marketing strategy and the subsequent tactics to educate and 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 a new name for the organization (TearScience) and the two products (LipiView and LipiFlow). We developed a unique position, messaging, taglines, and a clear and direct look-and-feel for the brand.

To communicate with various audience groups, we developed multiple tactics including websites, brochures, training materials, social media solutions, a trade show booth, direct mail, and multiple videos.


The LipiView and LipiFlow systems received wide acceptance among dry eye doctors and patients. TearScience was acquired by Johnson and Johnson, but the LipiView and LipiFlow names (and their positions in the marketplace) live on.