iVIZIA Brand Team
Thea Pharma Inc. and Similasan Corp.
Agency Partner: Elevate Healthcare Marketing
Thea Pharma Team Members:
Susan Benton, President
Chris Pearson, Chief Commercial Officer
Steven Zhang, MD, PhD, EVP, Medical Affairs & Pharmacovigilance
Mario Nacinovich, VP Marketing
Rashmi Singh, Director, iVIZIA ECP Marketing
Ken Harris, Director, Sales Training
Eric Tomasi, Director, Business Insights & Analytics
Jennifer Pulsifer, Associate Director, Marketing Operations
Anita Rock, Commercial Operations Manager
Athan Reppas, Marketing Intern
Similasan Team Members:
Dan Quail, President
Yann Pigeaire, VP, Marketing
Kevin Bingham, VP, Sales
Angelica Esparza-Trujillo, Sales and Planning Manager
Jennifer Cameron, Sales Representative
Makenzie Geist, Senior Product Manager
Deidre Vonasek, eCommerce Specialist
Chantz Wallace, Asst. Product Manager
Aron Brown, Creative Services Manager
(Photo Above) Top row: Susan Benton, Chris Pearson, Steven Zhang, MD, PhD, Mario Nacinovich, and Rashmi Singh. Second row: Ken Harris, Eric Tomasi, Jennifer Pulsifer, Anita Rock, and Athan Reppas. Third row: Dan Quail, Yann Pigeaire, Kevin Bingham, Angelica Esparza-Trujillo, and Jennifer Cameron. Last row: Makenzie Geist, Deidre Vonasek, Chantz Wallace, and Aron Brown.
Breaking into the Dry Eye Market
Thea Pharma Inc. partnered with Similasan Corp. to launch the iVIZIA lubricant drops and lid hygiene products into the U.S. market. This was a strategic decision that allowed the companies to leverage their individual strengths and focus on growing awareness and penetrating the highly competitive U.S. eye care professional (ECP) and consumer over-the-counter (OTC) market in dry eye.
In a market that was largely driven by DTC messaging, Thea decided to partner with ECPs—both ophthalmologists and optometrists—in positioning the iVIZIA line of OTC products as clinically proven and backed with extensive scientific data. An Early Experience Program was launched to engage KOLs and have them partner with Thea in growing awareness and educating ECPs on the benefits of iVIZIA. Leading KOLs and influencers were sent specially designed kits with product samples and educational materials.
The program was well-received and ECP offices signed up to receive samples monthly for their patients. An ECP survey was sent to collect feedback and the response was overwhelmingly positive: 88% of respondents answered that iVIZIA artificial tears worked “well to very well” for patients, and 97% answered that they were able to see improvements in patients with iVIZIA over other OTC lubricating products.
While competitors were offering single unit dose samples at ECP offices, Thea and Similasan offered a trade size bottle for every patient. Additionally, ECPs could get samples directly by submitting an online form on ivizia.com. The companies also designed a sample box holder that could sit on a shelf at an ECP’s office so there would be easy access to provide these to patients.
Within four months of launch, iVIZIA secured near 80% distribution in the Food/Drug/Mass channels (such as Walmart, CVS, Walgreens, Kroger, and Amazon). While iVIZIA tears are still relatively new, sales in several major retailers are starting to surpass that of some recent competitive preservative-free product launches. Most importantly, consumers are very pleased with the performance of the product. In fact, in a recent 30-day patient study, 84% reported iVIZIA worked better than their previous eye drops.
