The7 Case Study: Santen Pharmaceutical Co, Ltd

Santen Pharmaceutical Co, Ltd is a Japanese pharmaceutical company with more than 120 years of history and a presence in over 50 countries worldwide. The company launched a new product, Cationorm, an eye-drop emulsion considered an upgraded version of its Sanlein product. The company partnered with The7 to carry out an integrated marketing plan to promote this new version to a wider pool of potential customers.

Background

Cationorm eye-drop emulsion is designed for patients with eye problems or those recovering from eye surgery. It not only overcomes the drawbacks of the older product but is also the only product on the market with an oil layer that keeps the tear film from evaporating too quickly and increases lubrication.

Objectives

User objective: Bring the Cationorm brand to a broad base of young users as a new solution for their eyes, especially in an age of advancing technology, when people use phones and computers intensively for entertainment, work, management, and more.

Business objectives:

• Launch the Cationorm eye-drop emulsion.
• Spark interest and research behavior around the Cationorm eye-drop emulsion.
• Reach and attract new users so they become aware of and use the product.

Target Audience

Cationorm’s target audience spans the whole country and ranges in age from 18 to 50.

Characteristics:

• People who regularly use electronic devices for study and work and spend long hours in air-conditioned environments, so they often suffer from dry, red, or irritated eyes.
• People who have dry eyes when they wake up in the morning
• People who are frequently outdoors and exposed to a lot of wind and dust
• People who wear makeup regularly
• Post-surgery eye patients who are not used to older eye drops or have trouble using them.

The Big Idea

To reach young people and office workers in a natural, creative way, The7 proactively started discussions across groups and forums about eye care, guiding followers toward Cationorm-branded products as a way to take good care of their eyes.

Communication Activities by Channel

Group Seeding

The7 created discussions in groups across many topics, including HEALTH, BEAUTY, REVIEWS, MYOPIA SURGERY, and SHARING EYE SURGERY EXPERIENCES, to share tips on eye care and guide followers toward Cationorm-branded products as a way to take good care of their eyes. At the same time, the goal was to increase brand awareness and customers’ understanding of Cationorm.

KOLs

The7 worked with KOLs in beauty, reviews, and other niches on TikTok and YouTube to reach young audiences who regularly use their phones to browse social media or are interested in beauty, by creating short, trend-driven content videos. Through these videos, users learned more about the product’s details, benefits, and use cases, and were encouraged to explore it further.

Google Ads

Through a landing page, the brand provided the most authoritative and detailed product information to people dealing with eye conditions and searching for specialized eye drops. Customers could also receive advice from an expert by registering their details on the website.

Results

The campaign generated 1,500 comments across social media groups and forums, achieved a reach of nearly 800,000 on social media, and more than 100,000 reach on search.

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