Johnson & Johnson Vision Care is about to launch a major marketing campaign to motivate spec wearers to see their optometrist and try 1-DAY ACUVUE MOIST daily disposable contact lenses.
“There are close to one million spectacle wearers interested in contact lenses in Australia,” said Johnson & Johnson Vision Care Marketing Manager for Australia & New Zealand, Mandeep Grover.
“This represents a huge opportunity for optometrists to not only prescribe contact lenses but cross-sell sunglasses and specs. Our research has shown that over 90 per cent of contact lens wearers also have specs and spend 28 per cent more on specs as compared to spec only wearers. In addition, contact lens wearers visit their Optometrists 2.5 times more than spec only wearers.
“Our research identified that the biggest barrier for spec wearers from trying contacts is the fear of feeling something in their eye. 1-DAY ACUVUE MOIST with LACREON technology is a great choice for first time wearers due to its all-day comfort and great handling.” says Mr. Grover. The marketing campaign will use advertising in consumer magazines, online, mobile and celebrity endorsement and will run almost five months from 17 May to 2 October. Consumers will also have an opportunity to design their own T-Shirt on the purchase of 1-DAY ACUVUE MOIST contact lenses, driving contact sales for practices.
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