Similasan, Switzerland’s No2 natural eye care brand has partnered with leading ophthalmic pharmaceutical specialists – Dr. Očko – launching the range in the Czech Republic.
Similasan, Switzerland’s No2 natural eye care brand has partnered with leading ophthalmic pharmaceutical specialists – Dr. Očko – launching the range in the Czech Republic.
Three SKUs from the Similasan collection, specifically developed to self-treat ‘Tired’, ‘Itchy’ and ‘Red Eyes’ are now present across leading pharmacies throughout the Czech Republic; following an intensive integrated launch campaign implemented by Dr. Očko.
Speaking of the launch into this highly competitive and fragmented ophthalmic sector, Petra Miriel Peroutková, executive director at Dr. Očko comments: “For the successful launch of an eye care product in the Czech Republic, a clear differential is key.
“There are more than 50 eye care brands already in existence here and new brands emerging all the time. Own-label products are prevalent and when positioned as lower price point alternatives to more established premium brands also present a big challenge.
“Health care products, like Similasan, featuring natural ingredients are hugely appealing to consumers here. Similasan’s strong Swiss heritage is another big draw. However the indications providing ‘first aid’ for specific eye problems are what really set the range apart from the rest. Together with the added benefit of patients being able to self treat eye conditions such as tired, itchy and red eyes, you have a very attractive brand proposition for Czech customers,” adds Petra.
Highlighting the specific eye indication USP was a key strategy for the launch and ongoing brand positioning.
“There is so much choice for consumers here, our strategy had to cut through the noise. It was about saying ‘we are here and we are different’,” adds Petra. “This theme was apparent throughout all of our communications.”
An Omni-channel launch campaign spanning OTC, healthcare practitioner and consumer channels was created.
In addition to an intensive education drive, the brand was active across HCP congresses with supporting HCP literature.
Wide distribution has now been secured with 95 per cent of the current sales funnel via pharmacy channels, including the five biggest chains in the Czech Republic.
An innovative media influence campaign comprising consumer PR and marketing tactics from editorials, themed promotions and sampling, to consumer leaflets and direct mail also supported the launch.
Targeted online mechanics ranging from a new website, advertising across selected mass media websites and social media marketing were added to the mix.
A major coup for the Dr. Očko team was securing famed Czech actor (tbc) to provide the voice over for their launch video used across all owned online brand channels.
“Initial feedback from the first wave of the launch activity has been very positive. We are looking forward to the next phase in our 12-month plans of activity to support this fantastic brand as it goes from strength to strength in the market,” concludes Petra.