Kolis pioneered the development of devices to diagnose and treat meibomian gland dysfunction, a potentially debilitating condition that, if left untreated, could lead to a significant decrease in eye health and an array of symptoms commonly known as “dry eye disease.” Kolis needed help in creating a marketing strategy and the subsequent tactics to educate and communicate with physicians and patients.

Because meibomian gland dysfunction is often misunderstood and misdiagnosed, Forma developed a marketing strategy based on education – about the underlying physiology as well as the larger implications. Forma developed a new name for the organization (TearScience) and the two products (LipiView and LipiFlow). We developed a unique position, messaging, taglines, and a clear and direct look-and-feel for the brand.

To communicate with various audience groups, we developed multiple tactics including websites, brochures, training materials, social media solutions, a trade show booth, direct mail, and multiple videos.