After writing a prescription, Alcon's current commerce model did not include the Eyecare Professional in the contact lens ordering process. Due to a plethora of online contact lens ordering outlets, consumers traditionally leave their appointment without ordering contact lenses in the office. Not only is this a disruption and potential lag in the patient's ordering process, it also was losing revenue for the eye care professional that could have sold them the lenses. Alcon saw a way for eye care professionals to regain control of the ordering process through the development of a B2B-B2C ecommerce platform.

Alcon realized their need for a digital platform that would allow eye care professionals to create a new connection with their patients, as well as providing them a platform to seamlessly order their lenses before leaving their office. This platform would allow patients to order their contact lenses through a kiosk in the office and re-order anywhere from the patient's mobile device. The patient will be notified when it's time to reorder their lenses and the simple process will help ensure there isn't a gap in ordering.

The extreme convenience of having their eye care professional place their initial order, coupled with relationship loyalty, could increase both eye care professionals' profits and Alcon's overall contact lens market share. This new, innovative platform required a strategic partner with long term vision, which Alcon found in Bottle Rocket.