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Abbott continues commitment to innovation, consumer outreach
The company is focused on educating consumers and advancing new products such as the Tecnis Symfony IOL.
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An ongoing commitment to innovation and consumer education highlights Abbott’s development and marketing strategies, according to a company leader.
“What we’re seeing from the Abbott vision business is a very accelerated pace of innovation that goes back about 2 years. Right now, for 2015, we’ve got a series of launches and innovations, not just in the U.S. but globally,” Robert Ford, Abbott’s executive vice president for medical devices and interim president of Abbott’s vision business, told Ocular Surgery News.
Ford assumed day-to-day operations of Abbott’s vision business after Murthy Simhambhatla, PhD, stepped down as president earlier this year.
“I’m enjoying learning this business,” Ford said. “I’m deeply engaged in the day-to-day operation of our vision business, and that gives me a better perspective and allows me to learn about this business. I think it’s a fantastic business.”
Ford joined Abbott in 1996 as diagnostics business unit manager for Abbott in Brazil. He has held various positions with Abbott’s diagnostic, nutrition and diabetes care businesses, including vice president, Diabetes Care, Commercial Operations.
Approvals and launches
In 2015, Abbott will introduce 30 new products and product launches in major markets for LASIK, IOLs and cataract surgery.
The FDA approved the iDesign Advanced WaveScan Studio System for LASIK procedures in May. The system generates a high-definition scan of the eye that can be used to create a personalized LASIK treatment plan, according to a press release from Abbott.
“It’s a state-of-the-art aberrometer. We see it as the brain of the LASIK procedure, which provides the surgeon with the required information so that you could have a more personalized LASIK procedure. It creates a 3-D high-definition map of the eye, basically,” Ford said.
The iDesign aberrometer has received positive reviews so far, he said.
“There’s definitely a cadence of innovation that we’re focused on toward the back end of this year and as we go into 2016,” Ford said.
The FDA approved the +2.75 D and +3.25 D Tecnis multifocal IOLs in December. The new IOLs provide a full range of near, intermediate and distance vision, with a treatment customized to meet patients’ personal needs and lifestyles, according to a press release.
The Tecnis Symfony presbyopia-correcting extended range of vision IOL is being launched in Brazil, India and Canada. A clinical trial for the Symfony IOL is underway in the U.S. The Symfony is already available in Europe, Asia and other regions.
“Probably more important for us right now is the Symfony rollout. That has been our premium lens that was launched in Europe, and it’s an amazing success over there. We’re looking forward to rolling that out globally to India, Brazil, Canada and, obviously, working with the FDA to bring it to market here,” Ford said.
Education and outreach
Ford described Abbott’s firm commitment to innovation and patient education.
“Innovation is really important in our business. My personal belief is that innovation without access is half the story. You need to make sure there’s access, and you need to make sure there’s awareness,” Ford said. “One of the things that we’ve been working on is a campaign to raise awareness of iLASIK surgery. We’ve made some investments as it relates to direct consumer awareness and, basically, focusing a lot of effort to revitalize that market and that business.”
Ford said there is a need to educate patients about the efficacy of cataract and refractive procedures.
“I’ve had an opportunity to witness a couple of procedures. It’s just amazing the reaction that patients have once it’s done after 5 minutes,” Ford said. “I don’t think that reaction is clearly captured in the general consumer, either. You hear a lot of the negatives or perceived negatives of this, and I think it’s our responsibility as the market leader to make sure that those are corrected and that consumers have the right information.”
Abbott launched a new website, www.backinfocus.com, to connect patients with LASIK centers that are partnered with Abbott.
“Early reactions that we’ve seen from all of the Web traffic and the downstream onto the surgery centers is very positive. That’s another key thing that we’re working on, to make sure that we’re also investing in building the market,” Ford said. “There’s obviously a huge unmet need and one that rewards and focuses on innovation, which we feel we’re well positioned for.” – by Matt Hasson
- For more information:
- Robert Ford can be reached at Abbott Medical Optics, 1700 E. St. Andrew Place, Santa Ana, CA 92705; email: robert.ford@abbott.com.
Disclosure: Ford is Abbott’s executive vice president for medical devices. He reports no other relevant financial disclosures.