Problem
From OTC-First Behavior to Prescription Care
Our client was launching a novel prescription therapy in eyecare, where OTC artificial tears dominated patient behavior. We needed to overcome low awareness, entrenched habits, HCP skepticism, and access barriers by reshaping how patients and providers understood the category.
Approach
Turning Frustrated Patients and HCPs into Prescription-Ready Audiences
To drive meaningful adoption, we built a coordinated engagement strategy that connected patients, care partners, and HCPs around a clearer understanding of unmet needs and a stronger reason to act.
Positioning Strategy Rooted in Scientific and Human Insight
We reframed the category around persistent unmet needs, moving the story beyond temporary relief to a differentiated prescription solution.
Omnichannel Engagement Built for Reinforcement, Not Fragmentation
Rather than isolated tactics, we unified CRM, email, digital, and point-of-care environments, ensuring consistent messaging that evolved with audiences over time.
Credibility Through Advocacy and Community Voices
Trusted influencers and authentic patient perspectives humanized the science and built trust.
Precision Media and Access Enablement to Convert Interest into Action
Using data-driven targeting, we reached high-value audiences while reducing adoption friction through affordability messaging and support integration.
Results
Accelerated Prescription Growth in an OTC-Driven Category
By combining market shaping with precision outreach, the campaign helped shift behavior and establish the brand as a disruptive force in a stagnant category.
122%
Increase in Prescriptions
Rapid adoption showed the strategy could convert OTC-frustrated audiences into prescription uptake.
51M+
Unique Users Engaged
Achieved scale without sacrificing relevance by reaching and activating target audiences.
3.5×
Lift in Unaided Awareness and 84% Measured Reach
Improved recognition and recall in a market long defined by low differentiation.
3×
Growth in Brand Interest via Organic Search and Branded SEM
Sustained demand signals reflected deeper consideration beyond launch.
This case study illustrates how Klick combines market shaping, data-driven engagement, and executional precision to help brands challenge OTC-driven habits, break through entrenched categories, and drive lasting impact. For teams looking to move audiences beyond awareness and toward prescription adoption at scale, Klick offers the strategic partnership and executional depth to make it happen.
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