Alcon aims to reach six million people through its latest Dailies Total1 multifocal contact lenses and presbyopia campaign, which is targeting 40–55 year old patients.
The campaign is being promoted until the end of October through consumer advertising on ITV, Channel 4 and Sky, as well as through video on demand services, which directs patients to Alcon’s Wear Lenses website.
The website helps patients find their local opticians and provides them with a free contact lens trial and a voucher off their first purchase.
It follows Alcon’s campaign launch in February, which included in practice display materials and education tools for practitioners in the UK and Ireland.
Business unit head of vision care at Alcon, Ray Pasko, explained that the company has been “committed to driving the multifocal category with opticians” since the start of 2018.
“Awareness and education of presbyopia amongst this audience is key as the condition is expected to impact more than two billion people worldwide by 2020. This is why initiatives such as the huge investment Alcon is putting into this sector have never been more important,” he shared.