Customer Revenue and Profit Forecasting Tool

Market research and resulting customer revenue and profit forecasting tool resulted in increased product sales.


  • $3B market leader in vision care products
  • international vision care division sales were lagging
  • contact lens manufacturers were having difficulty gaining market share partly due to eye care practitioners’ (ECP’s) belief that glasses provide significantly more revenue with fewer hassles

client challenges

  • understand the economics of vision correction options from perspective of ECP
  • utilize insights garnered to increase sales of multifocal contact lenses (MFCLs) in Canada and the United Kingdom

methodology / analyses

  • qualitative in-depth interviews with clinicians
  • quantitative online surveys with clinicians


  • detailed understanding of eye care practice glasses vs. MFCL revenues and expenses for presbyopia
  • insight into potential profits from presbyopia patients vs. other patients
  • development of custom, proprietary revenue / expense forecasting tool allowing sales reps to model different economic scenarios for optometrist / optician customer
    • tool provided solid economic rationale for MFCL prescriptions as well as reasons for sales rep return visits
  • accounts exposed to forecasting tool increased MFCL purchases 2-5x

dd+p difference: multidisciplinary expertise

The dd+p team provided expertise in a number of different disciplines:

  • finance, economics
  • sales strategies
  • market research / analyses
  • software development

As a result, both project and client benefited from a single vendor, highly integrated approach to address a broad and complex challenge.