Summary
As the leader in the contact lens market, Johnson and Johnson Vision Care has always had optical education at the heart of its brand strategy. Since the opening of its first educational facility, THE VISION CARE INSTITUTE™, in May 2010, Johnson & Johnson Vision Care has strived to differentiate and elevate this resource amongst eye care professionals.
In a first of its kind, THE VISION CARE INSTITUTE™ hosted a UK-wide live interactive debate on hot topics affecting optical industry, which brought together key figures from across the profession and catalyzed a wide-ranging debate about the future of the industry.
The Challenge
As a new educational facility for the optical industry, THE VISION CARE INSTITUTE needed to differentiate itself from its competitors by being seen to add value when it came to the training of eye care professionals. The objectives for this campaign were to
- Position THE VISION CARE INSTITUTE as thought and educational leaders in the industry
- Build awareness of THE VISION CARE INSTITUTE amongst eye care professionals
- Increase traffic and registration to THE VISION CARE INSTITUTE website and forum
The Strategic Solution
The optical industry is very traditional in its approach to peer to peer interaction. In the past, educational gatherings of optical professionals have remained tied to a rigid calendar of conferences, roadshows and exhibitions.
The agency identified that this represented a missed opportunity, especially given the growing use of interactive, digital communications channels in other business sectors and the declining attendances at traditional industry events. It therefore devised and delivered the optical industry’s first ever online debate. Broadcast live through an interactive webcast, this event brought together eye care professionals across the UK.
Campaign Roll-Out
The Campaign
A cross section of leading figures from the UK optical industry was invited to appear on the digital panel, hosted by prominent former news reader, John Suchet. Participants were encouraged to register for the event through an extensive media relations programme. They were given the opportunity to submit questions for debate both in advance and during the live event, whilst the use of online polls and posting of comments ensured a high level of interaction. They were also encouraged to continue the debate after the event on the THE VISION CARE INSTITUTE forum.
“The Edelman team has demonstrated real passion for the Question Time project. They have shown outstanding leadership and teamwork to ensure all stake holders were engaged and acting upon the tasks required to deliver this event. The communications, both on the night, and pre the event have been excellent and all aspects of the delegate management have been handled professionally and in a very pro-active way. This team have show what Edelman do best – support the client.
It has been a pleasure to work with them on this project as they have always acted with a “can do” attitude and I have always felt reassured to have your team on my side.”
- Shirley Bovonsombat, Senior Product Manager, Johnson and Johnson Vision Care
Results
The Digital Debate
The digital debate brought together all of the key industry figures and professional bodies, generated extensive coverage across all of the key trade media and the digital debate attracted 300 new members to the VISION CARE INSTITUTE website. The success of the activity has led Johnson and Johnson Vision Care to commission a further two digital debates in 2011
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