Glaukos: How JPA Drove a Surge in Glaucoma Patient Engagement

Glaukos partnered with JPA Health to help educate people with glaucoma about a new, innovative treatment option, a tiny, FDA-approved implant that is designed to deliver continuous medication directly into the eye to help reduce high eye pressure, without the daily challenges of prescription eye drops. We created a comprehensive, patient-centric campaign to bring the benefits of the treatment option to life, empowering people with glaucoma to proactively manage their eye health.
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The Impact

307% increase
in brand website views

45% engagement
rate with sign-ups, downloads, Find-a-Doctor tool

78,000 unique website visitors in the first 3 months

The Challenge

Prescription eye drops are the most common treatment for managing the high eye pressure associated with glaucoma. Though effective when used as directed, prescription eye drops can cause compliance and adherence challenges; many people forget to take their drops, have difficulty getting drops in the eye, or experience uncomfortable side effects like redness, burning, and stinging.

Glaukos’s implant changed the treatment landscape by delivering prescription medication directly into the eye, helping control eye pressure without the challenges of prescription eye drops. However, most people didn’t know a therapy like this had existed—let alone that it had the potential to eliminate their need of prescription eye drops.

Our Approach

JPA created an engaging and endearing campaign featuring animated characters—“Iris and friends”—based on stories we heard directly from people with glaucoma. These characters—Iris, Isaac, Ida, and Irv—help depict the real-life challenges that people with glaucoma are facing with prescription eye drops, and educate them on an alternative solution.

The Solution

JPA designed and developed the new brand website, highlighting the benefits of their treatment over prescription eye drops through engaging, clickable content. Site visitors are encouraged to stay connected and find a doctor near them to discuss the treatment.

Branded digital and print media featuring the eyeball characters drove awareness and engagement, encouraging potential patients to speak to their eye doctor about treatment. Multichannel communications ensured a consistent message across touchpoints, reaching patients everywhere—from the ophthalmologists’ office to social media to search.