Optos Gets Its “Game On” And Increases Response

Optos

Founded in 1992, Optos was created by Douglas Anderson when his 5 year-old-son experienced a retinal detachment that was detected too late. The experience and resulting in blindness in one eye inspired Mr. Anderson to bring to market a wide-field imaging device for retinal exams. Over the past 20 years, the company has developed technology and solutions to help eye doctors view and identify pathology in patients’ eyes.

In late 2007, Optos contact MESH Interactive to help them develop unique methods for reaching their target audience. Doctors in general are difficult to market to, and a small company like Optos is presented with challenges like a small sales force, fragmented audience, and entrenched competition. Optos hired MESH due to its experience finding interesting and new ways of connect with their audience.

Initially, MESH was contracted to develop a series of PURL (Personalized URLs) campaigns to engage their audience. After a number of successful campaigns, Optos retained MESH Interactive to help them brand some of their devices, develop marketing collateral, and create additional advertising campaigns. This work culminated an ad campaign created by MESH that won Optos an award for advertising excellence from the Readex Research. The ad received the highest attention getting score in comparison with all other Instruments and Equipment in the Review of Optometry.

This campaign ran for nearly a year, and Optos then returned to MESH for further creative marketing innovation. Leveraging the messaging approach from the ad campaigns, MESH created an online game / contest simulation that allowed eye doctors to compete in identifying eye problems using both the Optos approach and their competitors’ approach. The solution quickly demonstrated the value of the Optos device over competitors quickly and efficiently. Initially, the campaign ran as an integrated solution including email, direct mail, email and fax (yes fax). After successful completion and strong response, MESH helped Optos incorporate the game into their corporate site.

“Honestly you have been fabulous to work with and you delivered a great result, despite time and budget constraints.” Said Karen Hansen, Marketing Manager at Optos.