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. The new Additional Awards 2003 catalog offers gifts such as cameras, clocks, child safety kits and small appliances that are redeemable for fewer certificates than the gifts in the silver catalog. Younger has also included gift certificates redeemable at popular restaurants and stores.