"Have you ever thought about progressive lenses?"

With this campaign, Johnson & Johnson Vision wants to turn wearers of varifocals into dual customers and retain them in the long term.

Our visual needs change from around our mid-40s. With the onset of presbyopia, near vision becomes more difficult, writing and details become blurred and the eyes tire more quickly. In Switzerland alone, 2.3 million people in this age group are affected and require vision correction. 1.2 million of them are interested in contact lenses, but only around 280,000 wear multifocal lenses - even though they would be a great addition to varifocals.

Customer potential for multifocal lenses

For specialist stores, this means enormous customer potential for multifocal lenses. Tapping into this potential is worthwhile, as contact lens wearers are generally loyal customers. Attracting spectacle wearers as dual customers is particularly promising. According to a study, 94 percent of multifocal dual wearers intend to buy their lenses from the same optician in the next few months. In addition, they spend 2.6 times more on their vision correction each year than pure spectacle wearers. Providers can therefore increase their turnover without having to invest money in acquiring new customers.

Large multifocal campaign with year-round cashback and customer loyalty campaign

This year, Johnson & Johnson Vision is supporting opticians who want to get potential contact lens wearers and spectacle wearers excited about high-quality multifocal lenses with a targeted multichannel campaign. Under the motto "Presbyopia can be treated differently", people with presbyopia are invited in an appealing way to try multifocal contact lenses - such as ACUVUE multifocal lenses - and see the many benefits for themselves.

The cashback promotion runs for the whole of 2024, subject to the purchase of at least two packs of ACUVUE OASYS MAX 1-Day MULTIFOCAL or ACUVUE OASYS MULTIFOCAL contact lenses. The amount for the second pack will be refunded by Johnson & Johnson Vision. To do this, customers scan the QR code on the promotional flyer they receive in the optician's store and upload the receipt and product photo after registering. The advantage for participating contact lens fitters: Customers who want to redeem discounts repeatedly must always buy the products in the same store. These purchase incentives promote customer loyalty and help to retain new customers in the long term.

Attractive communication package

Johnson & Johnson Vision has put together an attractive communication package for in-store advertising and digital media to successfully address the target group. It includes window stickers, wobblers, promotional flyers, an informative consumer brochure, e-newsletters and templates for print mailings. For maximum social media reach, the package includes emotional posts, visuals and stories that participating opticians can share on their channels. They also receive an information brochure about ACUVUE multifocal lenses.