Alcon has invested £500,000 on a new campaign to drive contact lens sales in the independent channel.
The contact lens company’s ‘Give It a Go’ campaign will provide point of sale materials to encourage trials while patients are browsing a practice’s frame selection.
Materials included frame tags, mirror clings, posters, strut cards and placement guidelines, while a statement said it was the first time there had been an opportunity to co-promote the contact lens category and spectacles rather than have the two compete against each other.
As part of the campaign, patients of independent practices were offered a free one month supply of the latest products in the Alcon portfolio.
‘Alcon understands the importance of growing contact lens patient base in the independent channel and hopes that independent practitioners will use the Give it a Go campaign to engage their patients with contact lenses and generate incremental sales,’ the statement added.