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Alcon launches multifocal contact lens awareness campaign
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Alcon has launched a new campaign, “See Near and Far,” designed to increase awareness among consumers of multifocal contact lens options and encourage them to visit an eye care professional.
Throughout 2018, a television spot will run on many channels, including ABC, NBC, CBS and ESPN, according to an Alcon press release.
The commercial — which features a couple at a restaurant who forgot their readers – hopes to encourage patients to speak with an eye care professional about multifocal contact lens options by highlighting common compensating behavior, such as oversized text. Additional print and digital media will also be featured nationwide as part of the campaign.
The campaign will focus on Dailies Total1 Multifocal contact lenses which, Alcon said, can give patients with presbyopia “clear, comfortable and seamless vision, near and far.”
“See Near and Far” joins Alcon’s other eye health and vision education efforts, such as multifocal contact lens training, which is offered at the company’s in-house Alcon Experience Center or directly in the eye care professional office through the Multifocal Fit Training Road Shows.
According to the press release, Alcon also donated $8 million to the American Optometric Association and the Vision Council’s Think About Your Eyes campaign. Additionally, Alcon’s Vision Care Marketing Portal provides eye care professionals with an easy, effective way to utilize and integrate social media into their practice. Alcon’s Choice Programs offers 1-day and 1-month replacement contact lenses and help reduce financial barriers, according to the release.
“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 doctors’ office to start the conversation,” Sergio Duplan, president of Alcon North America, said in the release. “In this low-awareness category, we are aiming to educate patients about presbyopia and about the benefits of our differentiated contact lens portfolio.”