More contact lens wearers stick by their doctor-recommended regimens

Drug Store News, Sept 30, 1991

More Contact Lens Wearers Stick by their Doctor-Recommended Regimens

Lens care is perhaps the most doctor-driven and brand-loyal OTC category. More consumers shop at drug chains than any other trade class for soft contact lens care solutions. Since they expect to see their preferred brands in stock, merchants must manage inventory carefully to satisfy customers and maximize shelf performance.

Drug chains control virtually half of this $800 million-plus business, and capitalize on their status as preferred outlets by offering frequent promotions on preferred high-margin brands which can build store traffic and incremental sales.

Lens care continues to advance at 10%-plus rates, as doctors reinforce the need for regular maintenance. And today's broadening base of lens wearers complies frequently with their doctors' recommendations. Other growth drivers: users show a continued preference for non-heat disinfection systems. And manufacturers are promoting more aggressively to stimulate brand trial.

In addition, retailers are devoting more linear feet to lens care, especially in super store formats; fast-moving items are earning more off-shelf placement; and entire months, such as eye care month, are focal points for lens care promotions.

Drug store operators must stay abreast of the latest products and lens care trends, and display items by brand families because patients follow total lens care regimens whose component items complement each other.

To help chains do that, CIBA Vision [R] has assumed a leadership role in educating pharmacists about lens care through its Pharmacists Guide to Contact Lenses and Lens Care and the Ready Reference Guide.

As for CIBA Vision's distinctive, full line of products:

* AOSEPT is the most profitable disinfectant solution, outselling competitors nearly 2:1*, and is the only one-step, preservative-free system. It is currently one of the primary systems recommended by eye care practitioners.

* AOSEPT 12-oz. is the only lens care item ranked among Top 10 H&BAs.

* AODISC is a unique neutralizer, and the only one approved by the FDA for use in the AOSEPT Disinfection/ Neutralization System.

* CIBA Vision Saline share jumped 1.7 percentage points in the past year, making it the fastest-growing aerosol saline; it is also preservative-free and buffered for added patient comfort.

* MiraFlow, the only extra-strength and preservative-free daily cleaner in the market, rose 3.4 percentage points in the past year.

* SoftWear Saline, CIBA Vision's new lens care product, pre-sold consumers through doctor-sampling, and is specially buffered to be non-irritating and gentle on the eyes.

All CIBA Vision products are irritation-free and approved for use with all soft contact lenses. MiraFlow Extra Strength Daily Cleaner and CIBA Vision Lens Drops are approved for hard lenses too.

CIBA Vision is an effective category manager and is well-positioned to bring buying and planogramming efficiencies to retailers. Indeed, micro-marketing will be utilized in 1991.

CIBA Vision will also maintain its aggressive consumer pre-sell efforts, such as advertising, FSIs, coupons, rebates and direct mail, along with doctor-sampling.