Problem
- Duplicative sales forces resulted in inefficiency and untapped territory white space. Marco Ophthalmic was the premium diagnostic equipment manufacturer and expert; Lombart was the reliable distributor with the broadest basket of eye care products. Their parent, Advancing Eye Care, knew it was time to bring them together, but how do that with no disruption to customers and while managing the nuances of historically different company cultures?
Solution
- A smarter solution for eye care professionals that also drove merged organizational unity. After intensive discovery, customer interviews, competitive analysis and name equity measurement, our Brand DNA process led to a rebranding to Marco Lombart, “Advancing Your Best Practice.” We then developed all new trade show programs, internal communications and industry PR to set them on a course for growth in their increasingly competitive sector.
Impact
- 100% key customer retention post-merger
- Achieved key employee retention goals
