Case Study: CooperVision – Turning Expert Storytelling into Global Thought Leadership

Client Overview

Company: CooperVision

Industry: Vision Care & Medical Devices

CooperVision is one of the world’s largest contact lens manufacturers, with products sold in over 130 countries. Its innovative portfolio includes MiSight® 1 day, the first and only FDA-approved soft contact lens clinically proven to slow myopia progression in children. As the global contact lens market—valued at USD 9.92 billion in 2024 and projected to reach USD 13.1 billion by 2030—rapidly evolves, CooperVision remains at the forefront of clinical innovation and patient care, particularly in the fast-growing field of myopia management.

The Challenge

In the crowded global vision care market, innovation alone does not guarantee influence. CooperVision sought to:

• Humanize its leadership in myopia management beyond clinical data and corporate messaging.

• Mobilize subject matter experts to share authentic, experience-rich stories that resonate with eye care professionals (ECPs).

• Foster organic engagement within the global eyecare community to deepen trust and reinforce thought leadership.

The Strategic Opportunity

At the International Myopia Conference 2024, CooperVision identified an opportunity to extend its influence by enabling its experts to tell their own stories.

Vie the LinkedIn Post

MarketScale’s strategic levers included:

• Empowering the expert voice – Equipping Dr. Priscilla Chang, OD, FAAO, to create first-person content in her authentic tone.

• Story-first positioning – Weaving human experience with CooperVision’s mission to advance myopia care.

• Platform optimization – Strategically publishing on LinkedIn to maximize reach, shareability, and community conversation.

Campaign Execution

1. Expert Story Development – Collaborated with Dr. Chang to identify the most compelling personal and professional moments from her conference experience.

2. Content Creation Enablement – Provided tools, coaching, and editorial feedback to preserve authenticity while aligning with brand values.

3. Targeted Distribution – Optimized posting time, tagging strategy, and hashtags to connect with relevant ECP and optical industry networks.

4. Community Engagement Monitoring – Tracked comments, reactions, and shares to identify opportunities for deeper relationship-building.

   
   

Impact & Industry Metrics (Observed)

• Authentic Content – First-person narrative from an OD embedded in the field.

• Earned Engagement – Dozens of organic, thoughtful comments from peers, partners, and leaders in eye health.

• Market Alignment – Content tied directly to global health trends in myopia prevention and management.

• Credibility Lift – Elevated CooperVision’s reputation through a credible, lived-experience voice.

• Business Positioning – Reinforced the brand as a trusted innovator in myopia management and professional education.

Four Key Takeaways

1. Authenticity is a force multiplier—real stories from credible experts resonate more than polished corporate content.

2. Empowering subject matter experts to own the narrative drives deeper engagement and community trust.

3. Earned engagement is strategic capital—organic endorsements from peers hold outsized influence in professional markets.

4. In markets defined by both innovation and trust, blending clinical authority with human connection creates long-term leadership.

   
   

"My manager, Justin Kwan, OD, FAAO, figuratively called me to the International Myopia Conference and I jumped into action—literally! From the airport to the conference hotel, it’s been an extraordinary journey connecting with peers and advancing the mission of myopia care."– Priscilla Chang, OD, FAAO, IACMM, CooperVision

Conclusion

By empowering a clinical expert to tell her own story, CooperVision—supported by MarketScale—transformed a conference appearance into a global touchpoint for thought leadership. The result: authentic engagement, peer-driven credibility, and a stronger position in the fast-growing myopia management market.