The world’s first unveiling of Alcon’s new mid-range Precision1 contact lens (CL), complete with new service and support offering, was in Auckland in March. The stylish launch, complete with fairy lights, nibbles and drinks, was attended by Alcon heavy weights from overseas and drew quite a crowd from the country’s optometry community, with representatives from as far afield as Christchurch attending.
Precision 1 has been specifically designed to counteract dropouts among new CL wearers, most of whom change their mind within the first three to six months of wear, said Ian Dolling, Alcon ANZ’s vision care business unit director. “We understand what patients are going through, so we’ve thought what can we do to help.”
The daily disposal silicone hydrogel CL category is the fastest growing lens segment in the world and is expected to deliver 85% of total market growth to 2022, said Texas-based Dwight Akerman, an Alcon optometrist and retiring global head of professional affairs. Yet, despite many innovations and research showing 72% of 15 to 24 year olds are interested in wearing CLs, penetration in New Zealand remains at 10%; higher than Australia but still well below the US’s 13% and Japan’s 23%, with about one in every four dropping out of the category within six months. “Many of you are very proactive and experienced in fitting contact lenses, but dropouts happen in every practice. Precision1 has been designed to address that leaky bucket.” Addressing that, will be how you grow your practice, stressed Akerman.
Precision1 required new SiHy material and surface chemistry and a complete manufacturing platform redesign, he continued. The lens incorporates Alcon’s new SmartSurface Technology, a 2-3 micron layer of moisture, which is an “integral part of the lens”, resulting in 77% of wearers in Alcon studies saying they prefer the new lens to their current lens, after comparing them for comfort, vision and handling. Precision1 has been designed for new daily CL wearers, whereas Dailies Aqua Comfort Plus is aimed at the more cost conscious, asymptomatic wearer and Dailies Total 1 is top of the range for existing CL wearers.
Alcon’s global head of commercial programmes, Switzerland-based Christel Peleman, then discussed Precision1’s ideal social media loving, active consumer ‘Anna’ and unveiled Alcon’s Precision1 service offering designed to convert Anna into a long-term CL wearer. This includes a promotional programme to motivate Anna to consider CLs and encourage her to visit her optometrist and a free 30-day trial, so she can try the lenses with no cost concerns. She’s supported throughout the trial with a specially-designed app, which has tips for handling the lenses and provides answers to common concerns. The app also encourages ‘Anna’ to share her experiences and journey and return to her practice after the 30-day trial ends. The Precision1 trial kit also contains a host of activity cards designed to provide her with ideas of things she can do now she’s a CL wearer!
