Candid conversations between Optometric Office’s Eric L. Bran, OD, and leading optical executives about their product strategies.
Laura Angelini, President, North America & Global Strategic Marketing, Johnson & Johnson Vision Care, Inc., has more than 20 years’ experience building businesses and brands at Johnson & Johnson including serving in various sales and marketing leadership roles across the company’s Medical Device and Diagnostics segment. Here, she talks about the company’s goals and direction.
Eric L. Bran: Can you explain your company’s focus?
Laura Angelini: We are concentrated around three pillars: Prescriber, Portfolio, and Preferred Partner.
Prescriber means ECPs have our unwavering assistance across their career-lifecycle to support their clinical, business, and patient needs.
In terms of Portfolio, we strive to deliver clinically differentiated products, and are actively working on next-generation contact lens materials that will bring forward new standards of vision, comfort, health, and user experience. In 2015, for example, we’ll begin a cadence of innovation starting with the launch of 1-DAY ACUVUE‘ DEFINEâ„¢, a new lens built on the 1-Day ACUVUE‘ MOIST‘ platform that adds a natural-looking, luminous definition to the eye. It enhances the natural appearance of the iris, giving it more contrast, dimension, and radiance without changing the color of the eye, which will transform the definition of what a contact lens can offer to doctors and patients.
We also will be rounding out the 1-DAY ACUVUE‘ MOIST‘ Family with the launch of 1-DAY ACUVUE‘ MOIST‘ Multifocal, a daily disposable contact lens uniquely designed to meet the needs of the aging eye, while providing consistent results that doctors and patients can depend on.
Finally, when we talk about Preferred Partner, we are focused on leading the industry as a preferred solutions partner for our customers. We are developing a customized suite of solutions that offer opportunities for business growth and practice success.
Eric: Can you describe the research and innovation process at Johnson & Johnson Vision Care?
Laura: It begins with consumer and doctor insight on unmet needs, then moves to expertly applied deep science and engineering to transform the insight to innovative products/solutions. The process uses stage gate reviews to ensure timely decisions, organizational alignment, and differentiated/superior products to the market faster than we have in the past. This integrated approach to innovation delivers a differentiated experience to help our lenses work uniquely with wearers.
Eric: How does J&J Vision Care position two-week disposable lenses as a preferred choice for the doctors who prescribe lenses?
Laura: While there is scientific support to suggest that more frequent replacement is better for optical performance, patient compliance, and ocular health, we believe that clinical evidence and lens performance should guide the decision on what lens to prescribe. In fact, in published clinical studies and those registered on clinicaltrials.gov, ACUVUE‘ OASYS‘ Brand has never been beaten for comfort by any leading monthly lens.
Eric: What are your thoughts on the Unilateral Pricing Policy (UPP) that some competing contact lens manufacturers are using on some of their newest lenses?
Laura: We recently initiated a new pricing strategy within the U.S. This includes a Unilateral Pricing Policy for our ACUVUE‘ OASYS‘ and 1-DAY ACUVUE‘ MOIST‘ Families and 1-DAY ACUVUE TruEye Brand. We believe the multifaceted nature of this new strategy and the elements that comprise the program will allow ECPs to refocus the critical doctor/patient conversation on eye health and product performance, rather than cost.
We estimate that two-thirds of patients who purchase these ACUVUE‘ brands, whether directly from their doctor, at a retail outlet, or online, will pay a lower price than they had been previously, with an additional 17% seeing little or no change in price.