Bacterial conjunctivitis is a self-resolving condition. To many physicians, it seems like no big deal—unless you're a mom trying to get multiple drops into her child's eyes 3 to 6 times a day, and get that child back to school as quickly as possible. Success required convincing a satisfied market that easier was actually better.

 

The coup was inspiring the client with the vision that this product had the potential to revolutionize the treatment of pinkeye through the power of azithromycin and the radically reduced number of doses that constitute a complete course of therapy—9 drops versus up to 42 for the older compounds and 21 to 32 for the newer ones. The tagline and typographical device in the headline, along with an engaging model with a bright red eye, got the job done.