Product launch planning

What?

Enzyme Communications worked in collaboration with a leading eye care technology company on a communications plan in support of the launch of their new AI powered retinal screening service, launched in independent high- street opticians around Europe in late 2021.

Why?

Enzyme Communications were originally approached to develop marketing materials for the new service in support of sales representatives. Through early conversations, it became clear that a more strategic approach was needed to understand the customer journey and the operational impact of offering the new service.

How?

Three workshops were run with targeted stakeholder groups over a three-week period. From these workshops a customer journey, SWOT analysis, organisational impact assessment, and a core story and key message set for both retail customers and high-street consumers were developed. This process also identified a need to launch the service and marketing materials in a pilot market, providing an opportunity for insight gathering and incremental material improvement ahead of the full launch.

Results?

Marketing materials were tested in 5 pilot optician stores in Germany along with the new AI service ahead of a full launch later in 2021.