Thursday, April 04, 2013

“The Murocel Recall Involved only one lot of Products.”

Bausch + Lomb has managed to inspire transformational changes in the eye-care industry worldwide. Rodney W. Unsworth, President – APAC, Bausch + Lomb, talks to B&E’s anirudh raheja on why he is so upbeat on the emerging markets, the recent voluntary recall of Murocel Lubricant Ophthalmic Solution and some other growth and branding initiatives undertaken by his company.

B&E: A recent survey says that 96% of parents are satisfied with “The Daily Score” soft lenses for kids. But how do you plan to promote the usage of soft lens in markets like the Asia-Pacific?
Rodney W. Unsworth (RWU): “The Daily Score” has been a successful promotion in the United States to help drive trial and usage of SofLens Daily Disposables. Understanding that daily disposable lenses represent the fastest growing segment of the contact lens market, we will continue to evaluate the various markets throughout the world to determine promotion opportunities. Bausch + Lomb proactively promotes the usage of soft contact lenses across the Asia-Pacific via direct-to-consumer advertising, trial and promotional programmes and an extensive range of Eyecare Professional education and support activities.

B&E: It has been 40 years since Bausch + Lomb introduced contact lens. How has the journey been so far in the US market?
RWU: Forty years ago, Bausch + Lomb was the first company to bring soft contact lenses to market. This was a major breakthrough for consumers, as it meant another option for contact lens wearers. The lenses made glasses-free vision a reality for many more people. Since then, Bausch + Lomb has remained committed to offering patients around the world innovative contact lenses.

B&E: Many contact lens users complain about dryness of their lenses. You have introduced “Biotrue” solution to address such problems. But how does B+L promote the usage of lenses to address two other problems that lens users face today – glare and halo?
RWU: Contact lens wearers continue to report dryness as one of the primary problems associated with contact lens wear. Biotrue is a lens-care solution that has helped patients to wear contact lenses for longer periods of time comfortably; in fact, recent research has shown that Biotrue’s breakthrough technology enables safe and comfortable lens wear for up to 20 hours and is easier on the eyes than other contact solutions. We continue to use our research to identify and solve other problems experienced by vision-corrected people. Other problems commonly experienced by contact lens wearers are halo and glare. The product that provides a solution to this problem is PureVision2 lenses with High Definition Optics. These lenses were especially designed to reduce halo and glare and deliver clear, crisp vision. Seventy-five percent of existing contact lens wearers said that PureVision2 with High Definition Optics delivers superior vision and 77% said that they reduce halo and glare in low light.


Source : IIPM Editorial, 2012.
An Initiative of IIPM, Malay Chaudhuri

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