Alcon -- a global leader in eye care, calls consumer attention to its multifocal contact lenses which are known by the name 'DAILIES TOTAL1.' The company markets its product via an awareness-raising campaign called 'Project Presbyopia.'
The condition is linked to the loss of elasticity of the eye's lens which directly impacts near-field vision. This occurs as one ages. For its campaign, Alcon runs a survey that revealed the word 'presbyopia' is a very inaccessible term as over 92% of patients do not know what it means and nearly all complain of presbyopia symptoms.
Aside from its multifocal contact lenses, Alcon will be sending materials over to consumers and ECPs throughout the month to bridge the awareness gap.
Language-Based Accessibility-Focused Campaigns
Alcon Spotlights Its Multifocal Contact Lenses
Trend Themes
1. Accessibility Campaigns - The success of Alcon's 'Project Presbyopia' campaign is indicative of the increasing importance of accessibility-focused campaigns which make products more understandable and approachable for consumers of all abilities.
2. Multifocal Contact Lenses - As the population ages, there is an increasing need for innovative and effective multifocal contact lenses to improve near-field vision.
3. Language Simplification - Simplifying industry language in messaging and product naming is a trend that could help bridge knowledge gaps and make products more approachable to consumers.
Industry Implications
1. Healthcare - Innovations in eye care like Alcon's multifocal contact lenses and language-based accessibility campaigns have the potential to disrupt and improve the healthcare industry.
2. Marketing and Advertising - The success of 'Project Presbyopia' highlights the increasing importance of accessibility-focused campaigns and messaging in the marketing and advertising industry.
3. Optical Retail - As the population ages and presbyopia becomes more prevalent, optical retailers could benefit from innovative multifocal contact lenses and a simplified approach to industry language in messaging and product naming.