“Together we were able to create ground-breaking insights, which has resulted in a step-changed go-to-market approach for our innovative MiSight contact lens for children. Without these insights we would not have been able to create a compelling approach to grow the category for children.”

Business Challenge

Although around 1 in 10 adults wear contact lenses, for children the proportions are nowhere close.

The views of parents and eye care professionals regarding contact lenses has been well researched, but very little is known about children’s views on the topic. Many hypotheses and even myths abound. There was a clear need to unpick the issues, separating the facts from fiction.

The European contact lens market is expected to grow from $3.5bn in 2020 to $5.1bn by 2025*. As one of the world’s leading manufacturers, CooperVision wants to encourage more children and young adults to choose contact lenses and wanted to hear from the children themselves about their barriers and triggers. They set to work, listening to children and their parents to plot a new course.

Approach

Children between the ages of 8-15 requiring vision correction from UK, Spain and Russia were invited to take part.

First, in-depth at home video interviews with children and their parents. Next, a short engaging questionnaire to quantify the themes.

Insights

There are barriers to overcome, but it’s possible. Dial up the evidence of suitability, emphasize the freedom and ease of wearing lenses.

Many children reject wearing glasses and saw the benefits of contact lenses. If another family member already wears contact lenses, that pull is even stronger.

Children’s motivation for wearing contact lenses changes markedly as they get older, with sport and their appearance triggering the change in stance. Different approaches needed for 8-11 verses 12-16.

Eyecare practitioners are strongly influential during the test and buying process and need to talk with children as well as parents. With the right support, the myths vanish.

The information is needed in high impact areas – like Social Media groups, PTA and family magazines.

Outcome

Primed the launch, communications and education content for CooperVision contact lenses, a contact lens designed for children which slows down the progression of myopia (short-sightedness).

Informed the selling story for eye care practitioners, to address the opportunity, the myths and the real-life practicalities to knock down barriers.

Launched a 360 degree campaign pack including digital content, advertorials, scientific publications and optical conference content.