Alcon invests in frame-based marketing for contact lenses

Alcon has invested £500,000 on a new campaign to drive contact lens sales in the independent channel.

The contact lens company’s ‘Give It a Go’ campaign will provide point of sale materials to encourage trials while patients are browsing a practice’s frame selection.

Materials included frame tags, mirror clings, posters, strut cards and placement guidelines, while a statement said it was the first time there had been an opportunity to co-promote the contact lens category and spectacles rather than have the two compete against each other.

As part of the campaign, patients of independent practices were offered a free one month supply of the latest products in the Alcon portfolio.