Boston® Materials, a Bausch + Lomb brand, produces high-performance, gas-permeable lens materials sold to optical labs. But Bausch + Lomb also manufactures its own finished lenses, putting them in direct competition with the labs they serve. How do you grow sales and build trust with partners who may see you as both a supplier and a competitor?
Category
Health & Wellness
Services
Creative development Sales enablement Trade show Video production
Winning over a wary audience
Boston® needed to reassure labs of its commitment to partnership and remind them that the product is still widely loved and requested by eye care practitioners (ECPs). The goal: deepen existing relationships and drive additional orders of Boston® Materials.
Adding personality to performance
The original brief was simple: create a video that highlights Boston® Materials’ unique features and proven performance. But in a highly regulated category where marketing is typically technical and feature-heavy, standing out requires more than just specs and data. We saw an opportunity to go further to put more humor—and heart—into the story.
Remaining powerful and persuasive
The video received strong internal praise and sparked positive feedback from key lab partners. More importantly, it gave Boston® a renewed sense of brand identity that broke through the noise of a crowded category. The “Love Boston” concept has since been adopted across trade shows, sales materials, and giveaways.
“Bausch + Lomb’s enduring partnership with Flynn, spanning over a decade, has yielded significant achievements in advancing the Boston Materials business division. Despite minimal product innovation in the current market landscape, our joint efforts have breathed new life into the Boston brand. This initiative has enabled us to confidently engage customers and maintain a competitive edge in the market.”
—Rebekah Nebard, B+L Specialty Vision Products Marketing Manager
