CooperVision launches new myopia control initiative
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NEW YORK — CooperVision introduced its “Make Children’s Sight Your Fight” advocacy and education campaign during a press conference at Vision Expo East.
The multifaceted consumer and professional marketing initiative was prompted by research reflecting progress in myopia management from awareness and action, according to a CooperVision press release.
At the press conference, Justin Kwan, OD, FAAO, senior manager of myopia management at CooperVision, said that company data indicates 65% of children 8 to 12 years old with myopia have a prescription between –0.50 D and –2.00 D.
“When myopia happens should be the time it gets treated,” he said. “While it’s encouraging that 76% of U.S. eye care providers say they’ll begin treating at –0.50 D and –1.00 D, about 10% still wait until –3.00, and this mindset does not often turn into action. Children need it sooner. Myopia treatment should begin as early as possible.”
Kwan continued: “We can’t convert patients into treatment unless we have consistent parent education conversations.”
The “Make Children’s Sight Your Fight” campaign will reach U.S. parents through advertising that encourages them to seek out the MiSight 1 day “digital ecosystem,” which spans YouTube, Facebook, Instagram and MiSight.com, the company said in the press release. CooperVision encourages providers to support the campaign by sharing it on social media.
“Parents need to find the right information and need to know that this is the best for their child when you consider the evidence and consider the efficacy and safety,” Kwan said. “It’s up to the eye care providers to start the conversation.”
CooperVision launched the MiSight 1 day contact lens 3 years ago, with an FDA-approved indication of myopia control. It is now supported by 7 years of efficacy data, Kwan said.
“We know there’s so much more to be done,” Melissa Kiewe, CooperVision’s vice president of marketing for North America, said at the press conference. “That’s why CooperVision wants to continue to lead, investing in this space to make sure we continue to drive conversation and action around early intervention and myopia control.”
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