J&J Flexes Marketing Muscle with PAL Launch — Johnson & Johnson Vision Care’s Spectacle Lens Group is ramping up the rollout of its debut product, a new progressive lens called Definity. Definity features a proprietary “Dual Add” design that uses both the front and back surface of the lens to offset unwanted astigmatism. The lens features a wide intermediate zone and a special “fourth zone that reduces the near add power to help minimize distortion and flatten the field of vision, providing clearer vision when patient's look down. J&J is positioning Definity as a unique PAL designed to enhance benefits to the patient through the lowest level of peripheral distortion. Marketed as a premium product, Definity will be shipped directly to ECPs from J&J's new state-of-the-art Roanoke, Va. lens plant. To support Definity, J&J's The Spectacle Lens Group has planned a comprehensive marketing campaign driven by a technology message to ECPs and consumers, supported by data from clinical trials. According to Sandra Lawrence, vice president of sales and marketing, there will be a “full-scale program of speakers' bureaus, continuing education services, one-on-one with the sales force and a “strong” consumer approach to print and TV marketing of Definity that will start “soon” in the markets. ECPs are currently dispensing the lens in approximately 20 percent of the U.S. including Florida, and in several major cities, including New York, Chicago, Milwaukee, Boston, Charlotte, Philadelphia and Houston. The company plans to fill in markets based around those key cities with rollout through the entire U.S. as quickly as possible.
Younger Expands Clear Choices Program — Younger Optics is expanding its Clear Choices incentive awards program to offer a wider range of gift awards and bring back dining and shopping certificates popular with participating laboratories, dispensers and opticians. The original Clear Choices 2003 catalog, which participating laboratories distribute to their customers, offers award certificates redeemable for gifts ranging from Sony camcorders to digital copiers and laser printers to watches and jewelry to luggage, tools and household items.
Zeiss Debuts Branded Sunlenses — Intercast Europe has entered into a strategic partnership and licensing agreement with Carl Zeiss for designing, manufacturing and distributing Zeiss-branded sunlenses. Under the terms of the agreement, Intercast will manufacture and market Zeiss-branded plano sunlenses for the premium sun- and sport-sunglass market. The lenses, to be manufactured under Zeiss specifications and quality-control procedures, will be produced in a wide range of colors and coatings to meet both the fashion and performance trends of the market.
Carl Zeiss will manufacture Zeiss prescription sunwear lenses and market them to optical retailers. The Rx lenses will have the same filtering properties, color and coatings of the Zeiss plano lenses used by the sunglass brands that will join the program.
Signet to ECPs: “Thanks a Million” — Signet Armorlite will award more than one million dollars over the next year to participating independent retail businesses that dispense any of Signet’s Kodak progressive lenses. For every pair of Kodak PALs sold in any design or material, participating PracticePlus eyecare professionals will be entered into monthly drawings for $20,000, $10,000 and $5,000 cash prizes.
The sweepstakes will run through April 2004. Five grand prize drawings for $100,000 each and four drawings for $30,000 each will be held in June 2004. Only PracticePlus members are eligible. Enrollment information is available at (800) 950-5367 or by logging onto www. practice-plus.net. PracticePlus is a product-support program designed to strengthen private practices and has provided professional and financial benefits to more than 4,000 members since 1998.
Shamir Extends Perfect Vision Promo — Shamir Insight has extended its ReCreating Perfect Vision promotion through December 31. Participating eyecare professionals can continue to earn a $12 cash reward for every qualifying pair of Piccolo and Genesis lenses, and $6 for every qualifying pair of Office lenses. From July 1 through September 30, ECPs will receive an additional $5 cash reward for each pair of qualifying Genesis Polarized lenses. ECPs must sell a minimum of 15 qualifying pairs to earn rewards. ECPs interested in the promotion can contact their ReCreating Perfect Vision laboratory, call Shamir at (888) 707-7760
or visit www.shamirlens.com.
Transitions Video: UV Safety First — Transitions Optical has produced a seven-minute video for doctors’ waiting rooms that explores the dangers UV radiation poses to the eyes and looks at how the proprietary photochromic technology in Transitions Lenses offers a convenient, high-tech way to protect the eyes for today’s busy lifestyles.” The video was developed to help increase patient awareness of eye health,” says Dawn West, manager of trade shows and events, Transitions. “It has a look and feel consistent with Transitions’ advertising and other educational and demonstration tools that eyecare professionals can use throughout the practice. The video introduces the need for everyday protection for everyone—and how particularly important convenient protection is for kids.” The video is available free of charge and can be ordered through Transitions Optical customer service. It is available in VHS format in a one-hour loop of the seven-minute segment.
Super Systems Redesigns Web Site — Super Systems Optical Technologies, based in Cincinnati, has redesigned its web site, www.superoptical.com. The updated site incorporates easy navigation features allowing visitors to find all the new products and services offered by Super Systems. The site also features
a link to the Vision Council of America’s “Check Yearly, See Clearly” campaign. The Super Systems web site can also be accessed through www.fastgrind.com.
Opti-Matrix Updates Web Site — Opti-Matrix, a full-service wholesale lab in Huntsville Alabama, has updated its web site, www.opti-matrix. com. The site now offers information on new products as they become available, plus promotions and services provided by the laboratory to the eyecare professional. The new site also offers info on “Trace' N Go,” electronic remote trace and transfer, ordering and job checking for their customers. Using the “Trace' N Go” system reduces turnaround time by allowing ECPs to trace the patient’s frame in their office instead of sending the frame to the lab. In this way, Opti-Matrix receives complete and accurate data electronically. “Our laboratory is small and able to specialize in high-end work, such as three piece drills and A-R,” notes Opti-Matrix founder and president John Beach. “It has been our philosophy to offer our customers a one-on-one relationship as one independent to another. This newly updated site more accurately reflects our small but state of the art laboratory.”