2. COMPANY INFO QUESTIONS
What is Biotrue best known for?
Biotrue lenses start and end the day with more moisture than other more expensive daily disposable lenses.
They maintain 98% of their moisture for up to 16 hours.
Great for those that spend a lot of time in front of digital devices.
High dk and UV protection
Available in Sphere and Presbyopic lenses
What is our overall reputation amongst ECPs?
B+L brings a history of innovation and quality to the market since 1853.
In 1971 we introduced the first soft contact lens.
Positive brand association between ECPs and BioTrue.

3. Company Info Questions
What is the size of our sales force in Canada?
We have 3 reps in BC, 2 in Alberta, 1 in Manitoba, 1 in Saskatchewan, 4 in Ontario, 3 in Quebec, and 1 in the Maritimes.
Do we currently receive support from other business units or divisions?
B&L has an active Surgical division that features IOLs and surgical equipment

4. Company Info Questions
Is there any other pertinent information regarding the status of our sales force?
Since our acquisition by Valeant in 2013 we have been aggressively growing our team across Canada. Many of our representatives have years of experience with other manufacturers in the industry. For example, from Alcon we have:
Brian Filan- National Sales Manager
John Civieros – National accounts manager
Mark Boticella- Marketing Director,
Erin Thomas- sales rep
Doug Patchett- key accounts
In general we have positive relationships with many key ECPs (including a large number of Alcon PDCs)

5. Marketshare, features & benefits
1) What is Biotrue’s current market share?
B&Ls total market share in Canada is ~8%.
BioTrue accounts for ~40% of that.
2) What are Biotrue’s key features and benefits?
Matches the water content of the eye and mimics the lipid layer of the tear film which means that BioTrue ONEday maintains 98% of its moisture for up to 16 hours, which enhances comfort.
High Definition Optics for crisp, clear vision-all day and into the evening.
UV protection to help protect eyes.

6. strengths Expanded sales force/positive ECP relationships.
The “new” B&L with investment in science and technologies to bring the company back to the forefront in the market.
Aggressive pricing ($50/90 pack), large rebates ($100 yrs supply), bonus offers.
Use of professional pack pricing on solution (BioTrue and Peroxiclear) to get lenses in the door.
Promotion for specific advocates through biotrueoneday.ca
“Find an EyeCare Professional”

7. weaknesses
Many years of a lack of new product development and launch has significantly eroded what once was a market leading position.
Current rep vacancy. High rep turn over. Young sales force does not have the expertise to guide practices to how to price and present the lens to patients.  Competing against long standing reps.
Smaller established prescriber base and share for B&L products than Alcon Dailies or J&J products.
No clinical data verses competitors, on actual preservation of tear film, or to support claim that the lens actually mimics lipid layer of human eye.
Reduced CE dollars.
Peroxiclear recall.

8. opportunities
Market looking for new product with a company less heavily invested in big box – provide opportunities for OD’s to differentiate, be profitable and succeed with patient retention.
DACP -While Biotrue may be an inferior product to DT1 and Oasis 1-day, it is possible to leverage the 16 hours of comfort and price point against DACP and Moist.
This is the high dk value lens in the non-high dk category. Excellent value of the price of a year’s supply to an end user when rebates are applied
Focus on small offices without a lot of experience in fitting 1 day lenses, and educate the doctor and staff the ease and profitability of fitting the product

9. Threats
Dailies Total has leading market share. Promotional noise around DT1 MF will distract from BioTrue messaging
New J&J Acuvue 1-day makes similar moisture content and biological claims.
Product now 3 years old and not considered new anymore. 
Not available in “big-box” retail stores.
Current Calgary B&L rep has a child who prefers Alcon DT1.

10. PRODUCT QUESTIONS 3) What is our key product differentiator?
Biotrue ONEday maintains it’s moisture, even outside the eye.
4) How are we winning with this product differentiator today?
Unlike our competition, Biotrue does not require blink activation to maintain it’s moisture. This is a massive benefit for those that spend a lot of time in front of digital screens and therefore blink up to 66% less than normal
5) What features and benefits are gaining the most traction?
Facts- 42dk/t, UV protection, maintains moisture
Fiction- 9/10 pts say that Biotrue ONEday reduces halo and glare in low light
4/5 pts say that Biotrue makes contacts easier to wear

11. SHARE OF VOICE QUESTIONS
1) What do ODs say about Biotrue?
Great lens for teens, due to price, UV protection, the amount of time kids spend in front of a screen, and easy handling (high modulus).
2) Where do ODs rank Biotrue relative to the other three competitors (daily offering only)?
4th place competitor

12. SALES & MARKETING QUESTIONS
What tactics are we using to reach patients and ODs? Identify the tactics and the stakeholder target:
Examples PR
Visual aids – collect all of the tools we’re using to educate stakeholders
PDC / KOL program
New practitioner programs
Social Media
Medical Education/ Preceptorship
OD school partnering
Digital Tools
Print Collateral
Manufacturing Tours
Practice Development
Other?

13. COMPETITIVE INTELLIGENCE NSM PRESENTATION WORKSHOP
Please send all the materials you gathered to your Team Lead, Bronco Next Steps: Your Team Lead will create a final presentation based on the information or answers that you and your team mates have provided On January 18th, your team will be presenting back your final presentation at the Competitive Intelligence Workshop