Acuvue Bifocals in national plug

The company says its campaign, which is estimated to reach almost three million people, is scheduled to appear in specifically targeted publications which have a high percentage of readers over the age of 45. Titles featuring the advertisements include national newspaper supplements such as the Daily Telegraph and Sunday Times magazines, regional press across the country and a wide range of consumer magazines including Reader's Digest and the BBC's Gardeners' World. A hotline number to provide additional information, and to direct patients to practices already fitting Acuvue Bifocal lenses, has also been included in the advertisements. Julie Wilks, Vistakon's UK marketing manager, commented: 'The decision to increase investment behind the innovative bifocal contact lens follows the phenomenal response from consumers to the recent communications initiative surrounding Acuvue Bifocal contact lenses.' The response is a strong indication of the level of interest there is for the bifocal contact lenses, and we expect the advertising to have an even more powerful effect on sales.'