Eyecare leader CooperVision turned a digital wild west into £2.8M in incremental revenue

THE CHALLENGE

When every regional market builds its own sales playbook, nobody wins

Myopia — or nearsightedness — is projected to affect half the world’s children by 2050, putting millions at risk of irreversible vision loss. CooperVision is on a mission to change that, making myopia management a global standard of care.

That objective runs through every interaction a CooperVision sales rep has with an eyecare professional. The problem: the company had no reliable way to guide those buyer conversations.

“It was a digital wild west,” says Dan Prest, Commercial Enablement Technologies Manager at CooperVision. Market managers across different countries were creating their own presentations, HTML5 applications, and sales collateral — scattering them across devices and channels with no single source of truth. Reps had no way to know if the materials they had were current, consistent, or approved.

“It was incredibly slow and cumbersome for them to find the content at the right time for the customer,” Dan explains. “We needed a one-stop shop where the reps could go quickly and easily, find the content instantly, and not have to worry about the technology sitting behind it.”

CooperVision didn’t just need a centralized content library. They needed a platform that could bring every market onto the same page — and give reps the confidence to show up prepared for every customer conversation.

THE SOLUTION

A consultative buying experience that turns discovery into action plans

CooperVision adopted Showpad more than a decade ago, and it was an immediate hit. What started as a way to bring order to their fragmented content landscape quickly became foundational to how their sellers operated in the field. But as the platform evolved, so did CooperVision’s ambitions for it.

The most significant leap forward: Navigator, a custom app built on Showpad that transforms how sales reps engage eyecare professionals with myopia management solutions.

Sellers use Navigator to move through a structured buying journey — leading each customer meeting from discovery to decision. First, reps map where the customer stands today: their current approach to myopia management and the patients they’re reaching.

From there, sellers make the clinical and commercial case for expanding that approach, bringing the untapped opportunity to life with visual, data-driven storytelling. Together, the rep and customer close out the conversation by co-creating an action plan with clear next steps and ownership.

“This custom experience sits alongside everything else the sales rep needs in Showpad,” says Dan. “It also uses the Showpad-Salesforce integration, capturing insights gathered from the customer and piping them directly into our central repository of knowledge.”

For sellers, this integration cut out the busy work that follows a customer meeting — syncing notes and updates directly into Salesforce without extra steps. But the benefit extended beyond the individual rep. With every customer interaction captured in one place, sales, enablement, and marketing leadership also gain real-time visibility across territories, products, and teams — turning field activity into intelligence that informs training tweaks,  content creation investments, and pipeline forecasts.

THE IMPACT

More engagement, more confidence, more revenue

One of CooperVision’s key European markets served as a proving ground for this more unified enablement approach. After restructuring their content journeys and simplifying how reps engaged with the Showpad platform, average annual revenue attainment jumped from 96% to 102%. Years of near misses became consistent overperformance.

But the data revealed something even more telling. When CooperVision analyzed sales activity on the platform, a direct pattern emerged: reps who shared more content via Showpad closed more business.

Top content-sharing reps also generated millions in incremental revenue compared to those who shared less via Showpad, and sellers who regularly engaged with Showpad were 26% more likely to hit quota. Even at the feature level, the correlation held. The quarters where reps engaged most with a product’s content on Showpad were also the quarters where that product’s customer adoption grew the fastest.

And with Navigator’s consultative framework in play, rep confidence increased by 60%, new sellers got up to speed 50% faster, and customers consistently told CooperVision that the approach stood apart from anything else they’d experienced from their competitors.

WHAT’S NEXT

Taking one market’s proven playbook global

Dan’s next priority is clear: take what worked in the pilot market and replicate it globally.

“I really want to level the playing field,” he says, “and see increased utilization of Showpad in some of our lower-use markets.”

The evidence is there. Dan’s team plans to take the performance data to executive leadership — driving the case for replicating the successes of the pilot market in every region. With sellers already using the Navigator app and the Salesforce integration, the scaling infrastructure for global success is already in place.

For CooperVision, the stakes extend beyond commercial performance. Youth myopia is a growing global health challenge. Every meeting a rep has with a clinician is a chance to expand access to vision solutions.

“It’s a step-change in how reps do selling,” Dan says. For a company whose products protect children’s health, it’s exactly the kind of change worth making.