June 13, 2018
Alcon has launched a “See Near and Far” direct-to-consumer (DTC) campaign to increase consumer awareness of multifocal contact lens options, and encourage them to visit an eyecare professional (ECP).
The campaign will include a television spot that will run on ABC, NBC, CBS, and ESPN, among others, throughout 2018, and will also feature national print and digital media.
The new campaign aims to reach presbyopes who may already wear reading glasses or who are just starting to experience difficulties with their near vision. The campaign shares how DAILIES TOTAL1 Multifocal contact lenses can give patients clear, comfortable, and seamless vision, near and far.
“This campaign exemplifies Alcon’s broader efforts to reach the millions of presbyopes who may not realize that they have options outside of everyday reading glasses, and get them into their eye doctor’s office to start the conversation,” says Sergio Duplan, president of Alcon North America. “In this low-awareness category, we are aiming to educate patients about presbyopia and about the benefits of our differentiated contact lens portfolio.”
The TV spot features a couple at dinner who realize they forgot their readers, so the waiter brings them giant menus. The TV commercial highlights a common compensating behavior (oversized text) in a setting where presbyopes struggle (restaurants), and is meant to encourage patients to speak with their ECP about multifocal contact lens options.
The new campaign extends Alcon’s ongoing commitment to educating patients about eye health and vision correction options, and giving ECPs an edge in meeting the needs of their patients and supporting practice growth:
• Multifocal Contact Lens Training: Alcon has more than doubled its hands-on multifocal contact lens trainings in its in-house, state-of-the-art Alcon Experience Center to support ECPs in meeting the needs of the 111 million Americans living with presbyopia1. Alcon is also increasing offerings of its proprietary Multifocal Fit Training Road Shows, taking the trainings directly to the practitioner’s office to help build additional expertise to increase efficiency and improve first-time fitting success.
• Think About Your Eyes: In partnership with the American Optometric Association and the Vision Council, Alcon has committed $8 million since 2014 to this national eye health public awareness campaign designed to encourage consumers to schedule an eye exam at ThinkAboutYourEyes.com. The campaign has helped generate over 1.4 million eye exams in 2017 alone and includes national television, radio, print and online/digital advertising with information about eye disease, eye strain, children’s vision and how regular eye exams can positively affect overall health.
• Alcon Vision Care Marketing Portal: Alcon teamed-up with Facebook, the global leader in social media, to provide the Alcon Vision Care Marketing Portal at AlconODMarketing.com that helps ECPs strengthen their online outreach to patients and easily implement an effective social media strategy. This portal provides ready-to-use social media and digital marketing resources, including images and educational content.
• Choice Programs: The DAILIES and AIR OPTIX Choice programs increase patient awareness and education of one-day and one-month replacement contact lenses, help reduce financial barriers, and drive patients into their doctor’s office to experience the benefits of these lenses. These support programs include DTC advertising and in-office support materials for ECPs and patients. They are both available online to allow a simple, streamlined process for submitting rebate materials. For more information about the programs, visit AIROPTIXCHOICE.com and DAILIESCHOICE.com.
For more information on Alcon’s direct-to-consumer efforts to educate patients, visit http://www.SeeNearAndFar.com.