 Company
Profile:
J&J Vision Care, a division of Johnson & Johnson, is the world's leading
marketer of Disposable Contact Lenses under the Acuvue brand.
Business
Requirement:
J&J Vision Care wanted to generate trials for its Acuvue Disposable Contact
Lenses in a cost-effective and one-to-one mode.
Solution:
As J&J Vision Care's interactive agency, Indigo Consulting worked with the
client to design an innovative E-Trials programme. The programme covered the entire
cycle of online customer acquisition, registration & service delivery, as
well as powerful reporting & MIS features.
It comprised
customisation and deployment of the Acuvue
website & CRM software, using which visitors could register for a
trial, schedule an appointment with an Eye-care Practitioner (ECP), and print-out
a redemption coupon. ECPs in turn, could view their appointments and provide feedback
on the trials. J&J Vision Care could also view and download customer and ECP
reports.
An online advertising and DM campaign was also
launched which covered high traffic sites like Yahoo, Rediff & Indiatimes.
Results:
While the actual product trial takes place at pre-selected Eye-care Practiotioners
(ECPs), the programme uses the Internet effectively to facilitate the trial process
for both, the customer, as well as the ECP. Fulfillment and subsequent purchase
is also tracked through the Internet closing the loop on measurability and ROI.
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