In supplying ophthalmologists and optometrists with a variety of instrumentation such as digital retinal cameras and tonometers, Canon was faced with aggressive competition from the market leader (Nikon) and well-entrenched brands (Marco, Topcon, etc.) with new state-of-the-art products. PMG was originally retained to analyze the marketplace and thereafter, was named agency of record. Canon was concerned with:
1. Low recognition factors.
2. Declining marketshare.
3. A perception that ran counter to the organization's position of imaging leadership.
Research with ophthalmologists and optometrists indicated that those audiences were concerned with slower-than-expected new product development and what they perceived as a lack of support. PMG's strategy was based on end-user feedback and summarized as "Canon Ophthalmic Assurance". It went far beyond instrumentation and stressed long-term reliability, Canon image superiority and connectivity, hence, "Ophthalmic Assurance". The ad campaign centered on demographics, e.g., those who had particular eye problems from glaucoma to macular degeneration.
(1) The campaign successfully overcame the low recognition factors with great industry acclaim. "Canon Ophthalmic Assurance" was named campaign of the year in the ophthalmic industry two years running, an unparalleled accomplishment. It also won a BOLI award for best advertising design.
(2) Canon was able to recoup lost marketshare and revenues climbed to exceed previous levels. In addition, the success of the campaign revitalized Canon's perception as an imaging leader and paved the way for the successful introduction of "Eye-Q" software and a new generation of imaging instrumentation.