For the past few years Johnson & Johnson’s focus has been on existing contact lens wearers, said J&J Vision’s Alisha Walker, but a new app called MyAcuvue being rolled out worldwide is extending that focus to new wearers.
Just launched in Australia and due to be launched in New Zealand later this year, MyAcuvue is designed to reward patients’ loyalty with points on all Acuvue contact lens purchases. The points can be redeemed for rewards which can be used to reduce the cost of the patient’s next contact lens purchase or for discounts on a range of consumer services and goods. It was launched a few years ago in Asia, which is very consumer driven, and has been so successful it’s being rolled out globally, said Walker. “It is really exciting. Particularly with our open market, it’s incredibly relevant.”
Patients will receive eye health tips for contact lens wearers, digital reminders to prompt them to re-order and other offers driving them back to their practice, she said. “The patient is incentivised to come back to their independent optometrist. It keeps the money coming back to them rather than their patients going online.”