Cationorm Campaign Targets Women

The consumer-focussed campaign for Cationorm features a ‘typical’ Australian woman, wrestling with DE symptoms that are impacting her day-to-day activities and enjoyment of life.

DE is more commonly reported in contact lens (CL) wearers than non-lens wearers, particularly affects women, and those aged over 50 years,² and is typically characterised by dryness, irritation, discomfort, and occasional blurred vision.^2,3

The campaign will be supported by point-of-sale in pharmacy and optometry

The ‘See the difference’ campaign for Cationorm has been spearheaded by television advertorials and features a range of digital assets. The campaign will be supported by point-of-sale in pharmacy and optometry, to provide consumers with a reference to the advertising.

Perth Optometrist and President of the International Society of Contact Lens Specialist, Damon Ezekiel said most of his contact lens patients were “struggling with the demands of a digital world, which decreases their contact lens comfort as the day progresses”.

“It is also interesting to note that in recent times, contact lens wearers who are regular mask users (due to the COVID-19 pandemic) have been found to have a marked increase in dry eye symptoms, including those who have never previously experienced dry eye.

“So innovative additions to the market, such as Cationorm, are more important than ever,” Mr Ezekiel said.

Cationorm is listed on the Pharmaceutical Benefits Scheme (10mL multidose bottle) and is also available in a box of 30 single use ampoules.⁴

Creative assets and further information are available at: https://www.cationormseethedifference.au

References

1. DED Consumer Quantitative Report.
2. Stapleton F, Alves M, Bunya VY, et al. TFOS DEWS II Epidemiology Report. Ocul Surf. 2017;15(3):334-65.
3. NICE Clinical Knowledge Summary 2017 [Available from: https://cks.nice.org.uk/topics/dry-eye-syndrome].
4. Cationorm product package.