The Contact Lens Product of the Year is always a keenly contested category, an indication of the major advances and launches in the contact lens industry in recent years.
This year it was a premium daily disposable lens that received the go-ahead from judges both external and internal in Dailies Total1, which was described by one of the panel as a game changer.
There was no argument with the description in the entry of Dailies Total1 being a long awaited lens, with manufacturer Alcon stating that the product was over 10 years in the making. As well as being a notable milestone in the last 12 months, the company described it as ‘a huge leap forward in contact lens technology for many years to come’.
One of the main qualities highlighted in the new lens was end-of-day comfort, with Dailies Total1 using a bi-phasic material where the surface behaves dramatically differently to the core of the lens. ‘Water Gradient technology allows the properties of the surface and core to be tuned and optimised to suit their specific role in delivering comfort and vision,’ said Alcon.
SiH core
The company added that the silicone hydrogel (SiH) core of the lens had a 33 per cent water content compared to the surface, which had a water content of over 80 per cent. As a result, the central portion gave high oxygen transmissibility, while providing optimal structural properties for excellent handling and lens fit. The surface, by contrast is composed of a non-silicone hydrophilic polymer structure for biocompatibity with the cornea and tear film, which Alcon described as being anchored to the core via a patented manufacturing process.
The water-gradient surface uses cross-linked polymeric wetting agents, with a compression modulus significantly lower than the core and behaving like a cushion. Alcon pointed out that this was not lost on wearers, with many noticing an immediate comfort benefit on insertion.
It was this comfort that was particularly noted by the judges in contact lens practice. Alcon, in its entry, pointed out the wearer reaction to the lenses, stating: ‘As part of our pre-launch evaluation, we found that 68 per cent of existing wearers who tried Dailies Total1 experienced a “wow” experience. Given that a majority of these existing wearers were “happy” in their existing lenses, we believe this fact highlights that the improvements in the wearer experience with the lens are not barely discernible and incremental, but instead significant and tangible to wearers from the moment the lens is first worn.’
The detailed entry highlighted pre-launch clinical evaluation (PEACE Survey) of the product against competitor lenses with 36 practitioners across the UK. This found that 93 per cent of wearers preferred Dailies Total1 water gradient lenses to their previous contact lenses, there was a 79 per cent overall reduction in end-of-day dryness and a 73 per cent overall increase in lack of lens awareness.
There was also information on the major launch campaign, with 30 regional events across the UK and Ireland which enabled practitioners to try the lenses themselves, prior to a national launch event in London and at BCLA 2013 in Manchester. At that point, over 1,500 practitioners had first-hand education on Water Gradient technology through educational events and bespoke practice training and support.
Game changer
Asked how it felt on winning the Contact Lens Product of the Year 2014 and gaining this recognition, Alcon commented: ‘To have Dailies Total1 described as a game changer was a true recognition that this new water gradient technology is something very different and very special. For all those involved in bringing Dailies Total1 to the market it acknowledges their hard work and focus on ensuring no compromises, delivering a lens that transforms the wearing experience.’
On how winning the award had helped get the message across to practitioners, the company said: ‘We are very proud of Dailies Total1 and the success it has had changing the contact lens wearing experience. In recent months we have found that our growth has come from both existing customers extending their usage and also new customers who are starting to fit the lens.
‘Winning the award has certainly helped awareness and understanding of Dailies Total1 and the water gradient concept. We are excited that this patented technology is supporting our businesses and changing patients’ lives.’
On whether or not the market share had continued on its upward trajectory, as it was when the entry was submitted, the company was positive. ‘Our latest monthly value share is measured at 14.1 per cent of daily disposable SiH – that’s up 11 points versus the prior year. We are thrilled that UK eye care practitioners are recognising the importance of the lens and choosing to recommend it to their patients.’
CONTACT LENS PRODUCT OF THE YEAR
Winner: Alcon (Dailies Total1)
Shortlisted
Bausch+Lomb (Biotrue ONEday)
CooperVision (MyDay)
Johnson & Johnson (LensPal)
Sauflon Pharmaceuticals (Clariti 1day Multifocal)
