Stay out of price war, says J&J

Johnson & Johnson has advised contact lens practitioners not to compete in the price war with supermarkets and online contact lens companies.

In the wake of the Section 60 order, Tesco, Asda and a multitude of online companies are free to attract patients with highly competitive contact lens prices.

Rather than attempting to compete on price, J&J suggests that practitioners promote contact lenses in terms of the benefits and aftercare they provide.

Speaking at the launch of J&J's new daily lens Acuvue Moist last week at the Barbican Centre, London (July 13), which attracted around 100 attendees, Rob Hollin, J&J managing director for the UK and Ireland, said that practitioners were in a prime position to secure customer loyalty.

'You are the first point of contact, you are the ones who issue the prescription,' he said. 'And research has found that price is only the seventh most important consideration for customers when buying contact lenses.'

Shirley Bovonsombat, J&J senior product manager for the UK and Ireland, was also keen to promote J&J Vision Care's involvement with Practice Plan, a company that says it can secure patient loyalty with direct debit payments to cover eye exams, contact lenses and aftercare.

'Practice Plan rewards professionalism, enhances the professional/patient relationship, increases loyalty and enables you to be competitive with the internet,' said Bovonsombat.

Independent DO and contact lens fitter Shelly Bansal uses Practice Plan at his practice in Pinner, Middlesex. He said that the plan provided clear benefits for committed professionals.

'My practice profits jumped from £12,000 in April 2001 to £18,500 in July 2005 by using the plan. This is not to say I'm not worried about Tesco, but I'm competing by promoting patient benefits,' he said.

The audience was receptive to J&J's message, but some expressed the view that large companies do not address the needs of an ageing population when it comes to contact lenses. Others were also critical of large companies for selling contact lenses to supermarkets and online companies.

J&J defended its position that it does not favour these companies and does not vary contact lens prices. 

For further information visit: www.practiceplan.co.uk