LUMIGAN RC® (bimatoprost 0.01%) is a prescription eye drop used for the lowering of elevated intraocular pressure in the treatment of glaucoma and ocular hypertension. Glaucoma involves damage to the optic nerve, most often caused by high pressure inside the eye due to a buildup of excess fluid.

Most importantly, LUMIGAN RC® was launched as a new alternative to the original LUMIGAN®, that offered intraocular pressure lowering efficacy and a more favourable side effect profile.

Making physicians aware of the new “RC” version was our primary communication goal.

Our solution was simple – literally highlight the “RC” throughout our communications.

From print, to sample holders, to our iPad sales tool, we made it impossible to ignore that a new LUMIGAN® had launched - LUMIGAN RC®.

Outcome: LUMIGAN RC® has the #1 market share in the HTL market as of October 2013.

In May 2013, the creative was first launched digitally through the iPad app that sales representatives would use with ophthalmologists in office and at conferences. It was decided that this would be the main tool to be used in communicating with ophalmologists so that the messaging would be clean and strong without cluttering offices. This iPad app is updated on a regular basis and continues to remain in market.

The next steps were conference executions including digital video displays, banners, and table top adhesives. We also redesigned and branded sample boxes that would allow for messaging on the front to be changed and kept fresh with updated RC creative. Every piece developed had the consistent branding – fresh, clean and innovative, with direct, to the point messaging. We even created a special holiday message to give physicians a smile.

The new LUMIGAN RC® creative was launched in May of 2013. In a short period of time, LUMIGAN RC® acheived the #1 market share in the HTL market as of October 2013.