Optos

Background:

A multinational corporation, Optos—a leading provider of innovative solutions for comprehensive retinal evaluations—enables practitioners to more effectively detect, monitor, and promote patient ocular health. Optos called on ADAMS to perform a brand identity study. All prior brand work had been developed in Europe and failed to work effectively in North America.

Optos’ two-pronged product included a retinal scanning device as well as the resulting imagery, needed to be marketed in such a way that practitioners and patients understood both the value and the opportunity the product offers.

Research:

Analysis concluded that concentrating on the American market would be the most effective way to build the product’s popularity. The public health systems of European countries limited the resources and need for such advance retinal scanning devices. ADAMS;

  • Reviewed national and international ophthalmology and optometry market arena
  • Researched Optos’ competitors
  • Interviewed 20 optometrists, ophthalmologists
  • Interviewed Optos’ senior management and sales force
  • Preformed an audit of Optos’ current brand

Strategy:

  • Optos had a turnkey product that served a niche market. To make the best use of their position, they had to identify themselves as the expert within the field of retinal scanning.
  • To better identify the organization with practitioners, ADAMS suggested Optos reposition itself as a clinical partner rather than a provider of technology.
  • Shift appropriate elements of the brand to reflect Optos’ new position within the market.

Development:

Optos’ new position had to be dispersed throughout their existing collateral material. ADAMS;

  • Generated new positioning and support messaging
  • Created concepts reflecting the new positioning for application on the web
  • Developed new corporate capabilities brochure and brochure system
  • Produced a series of advertisements for optometry trade publications

Delivery:

New messaging had to be reviewed by management and explained to sales personnel. New collateral was distributed to optometry and ophthalmology practitioners.

Conclusion:

Following launch of the new collateral, Optos doubled its sales the subsequent year. Since the initial repositioning, ADAMS has completed all additional branding work, including advertising, product launches, supplementary collateral material, point of purchase displays, and direct mail.