TheraTears sampling strategy brings new excitement to older brand

Advanced Vision Research’s TheraTears may be an older brand, but it is a brand that is re-energized and growing. The niche dry eye remedy generated $26 million in sales with growth of 16.5% for the 52 weeks ended Dec. 29, 2013, across total U.S. multi-outlets, according to IRI.

“Our enhanced capabilities in consumer and professional marketing have really taken hold,” said Scott Chapman, who joined Advanced Vision Research almost two years ago as its general manager. “Our physician detailing team, coupled with our marketing and sales team at Greenwood Group, has brought new excitement to this great brand. TheraTears works. It’s been a simple message, and when people try it, they stay with it.”

Couple the physician detailing with a sampling strategy that is taking hold, the brand is seeing growth in recommendations from doctors. Combine that with trade support, shopper marketing, advertising and clear messaging, and you get double-digit brand growth. “We’re not done yet,” Chapman said.

“TheraTears has been a cornerstone business for us,” said Pat O’Leary, president of Greenwood Group. “TheraTears with Osmocorrection is a hypotonic and electrolyte-balanced formula that replicates natural tears. So long as we keep telling more and more people about it, they’ll try it.”

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