With the launch of new products, Ciba Vision will take the opportunity to phase out many of its older technology products as it prepares to launch new product in its ‘First Class All The Way’ themed upgrade campaign.
“With the launch of fantastic new technology products such as the Air Optix Aqua range and Dailies AquaComfort Plus, the demand for older technology lenses has significantly declined,” says Andrew Jenkin, Head of Marketing at Ciba Vision Australia.
“With the obvious health and comfort benefits of these new technology lenses, Ciba Vision will take the lead in replacing our older technology products, including products such as Focus Monthly and Focus Monthly Toric”.
Despite advances in contact lens technology over recent years, a number of Australian and New Zealand patients continue to wear older technology lenses. The Ciba Vision upgrade program has been developed to assist in the upgrading of patients into newer lenses which offer improved eye health and comfort benefits.
To ensure this transition runs as smoothly as possible, Ciba Vision will be offering practices an ‘Upgrade Toolkit’ which includes replacement options for the optometrist to consider, recall upgrade cards to send to patients and information for practice staff. Older technology products will continue to be available on demand until late 2009 to allow time for optometrists to seamlessly upgrade their patients.
Product launches in 2009 include, the Air Optix Aqua Multifocal, a lens that offers superior vision for emerging presbyopes and simple successful fitting for optometrists. Air Optix Aqua Multifocal will offer optometrists and their patients a viable adjunct to glasses for this growing and profitable presbyopic market.
The new cylinder powers have been launched in the Focus Dailies All Day Comfort Toric range. With four new axes at 20, 70, 110 and 160, it offers the widest parameter range in a daily disposable toric to fit more than 40 per cent of patients. It is also the only daily disposable toric with plus powers of up to +6.00.
“We have listened to optometrist feedback on FreshLook and as a result, the FreshLook range will be simplified, making coloured contact lenses easier to recommend in practice,” says Mr. Jenkin.
“Simplifying our contact lens portfolio will allow us to better focus on our new and most innovative contact lens products reduce complexity and provide a higher level of customer service to eye care professionals and contact lens wearers.”
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