Alcon Laboratories has launched a Dailies Total1 contact lens campaign to drive consumers into optometry practices.
According to Alcon, a Novartis company, Dailies Total1 are the world’s first and only water gradient contact lenses,1 featuring the highest Dk/t of any daily disposable contact lens,2 superior lubricity and exceptional end of day comfort.3-4
The campaign aims to raise consumer awareness of contact lenses and support the optometric profession by highlighting the importance of the practitioner in contact lens prescribing and management. It includes a mix of traditional mass media including radio, print and digital advertising. Thirty and fifteen-second radio spots will start in October on The Hamish & Andy’s Drive Time show in Melbourne (Fox FM) and Sydney (2DayFM). The print campaign will feature in WHO, InStyle and Women’s Health magazines, while digital advertising will target consumers in Australia and New Zealand via social media including Facebook and Instagram.
The campaign encourages potential and current contact lens wearers to visit their optometrist for a contact lens consultation. If the patient is suitable for, and fitted with, Dailies Total1 they will receive a complimentary trial pack from their optometrist. Additionally they will be eligible to enter the competition to win one of 1600 The Iconic gift vouchers. If the optometrist prescribes Dailies Total1 lenses and the patient purchases either the 30 or 90 lens packs, they will be eligible to enter the competition to win a trip for four, sailing in The Whitsundays.
The competitions run from 19 October to 27 December 2015.
References
1. Thekveli S, Qui Y, Kapoor Y, et al. Structure – property relationship of delefilcon A lenses. Cont Len Anterior Eye, 2012; 35 (Supp 1):e14
2. Based on the ratio of lens oxygen transmissibility among daily disposable contact lenses; Alcon data on file, 2010.
3. Alcon data on file, 2011. In a randomized, subject masked clinical study.
4. Based on critical coefficient of friction measured by inclined plate method; significance demonstrated at the 0.05 level. Alcon data on file, 2011
