Clinitas campaign begins in Birmingham

As part of a promotional efforts to support the Clinitas range of dry eye treatments, Altacor is launching a campaign targeting practitioners, consumers and pharmacists.

The company described the DREAM (dry eye awareness month) campaign as a two-pronged programme designed to raise awareness of the under-reported condition. A series of advertisements will be aimed at mature women - a group most prone to dry eye. These will appear in Woman's Weekly, The Lady and Saga magazines, all with a loyal older female readership.

Birmingham is the first target of the campaign with the Clinitas range to be promoted and discussed at the BCLA conference. As well as allowing consumers to try out the products at locations around the city, Altacor will hold a session for practitioners to discuss dry eye, which it said was on the rise among contact lens wearers, office workers and older people.