More BrandsJohnson & Johnson Vision Care has sponsored a consumer campaign designed to dispel myths about contact lenses and thus prompt more people with vision problems to consider wearing contacts. The initiative is called “Life Through Lenses” and it has been launched in partnership with business support organisation Sight Care, Optometry Today has reported on its website.
According to research conducted by Sight Care, 80% of people wearing glasses have yet to try contact lenses. This means great long-term potential for contact lens sales. As part of the campaign, independent practices are being provided with bespoke promotional packs that include a myth-busting leaflet. The aim of the pack is to help eye care professionals raise consumer interest in contact lenses.
Paul Surridge, CEO of Sight Care, said that the materials were designed to address any concerns patients may have and thus encourage them to give lenses a try. The pack also supports member practices by offering advice and support, for example by teaching doctors to target new patients and make progress with existing ones.
Surridge went on to add that the market potential was there and independent practices should tap it. It is true that glasses do better in terms of immediate revenue generation, but they take second place when it comes to revenues generated over the life of a patient. This is explained by the fact that contact lenses have to be replaced frequently. Moreover, this frequency means that contact lenses promote loyalty and turn patients into life-long customers, not to mention that these patients also wear glasses, Surridge noted.
