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Johnson & Johnson Vision Care, Inc.

Situation:

The communications team at Johnson & Johnson Vistakon Vision Care engaged Eric Schwartzman to provide online communications strategic counsel and training.

Approach:

With original use case studies developed in collaboration with the Acuvue communications team, Schwartzman used new media measurement tools and techniques -- including keyword discovery, social media channel mapping and supporting research aggregation -- to pinpoint the highest levels of online activity among the company’s key stakeholders.

Results:

Based on these social media adoption rates, Schwartzman helped the company map its corporate objectives to specific new media and social media initiatives, resulting in a comprehensive natural search engine optimization program leveraging high-volume and high conversion probability keywords and phrases, web infrastructure recommendations, an online newsroom strategy and a monthly podcast for eye care professionals.