New $30 Rebate Benefits Patients & Professionals

Eye Care Professionals (ECPs) will find two great benefits in the new Johnson & Johnson Vision Care rebate program for ACUVUE® Brand Contact Lenses: opportunities for increased patient retention and added sales volume. Advertising for the new $30 rebate program launched in January for U.S. markets will run through May, although the rebate will be available through year-end.

The rebate is available to patients who purchase a supply of 8-16 boxes of any ACUVUE® Brand or SUREVUE® spherical lenses, 4-8 boxes of ACUVUE® Brand TORIC Contact Lenses which are packaged in 12-packs, or a supply of 12-24 multipacks of 1•DAY ACUVUE® Brand Contact Lenses, within 90 days of their annual eye exam. To be eligible for the rebate, patients must purchase their ACUVUE® Brand or SUREVUE® Contact Lenses from the same ECP who performs the exam.

"This program is designed to emphasize the tremendous value Eye Care Professionals provide," said Phil Keefer, President, Johnson & Johnson Vision Care Americas. "It gives patients an extra incentive to get regular eye exams from their Eye Care Professional. Since the rebate applies to a one-year supply of the product (except for 1•DAY ACUVUE® Brand) we expect to see and improvement in patient retention and compliance."

"Many manufacturers offer rebates on their products, but Johnson & Johnson Vision Care has gone one step further by lowering consumer costs while encouraging support of patient retention and compliance, " said Don E. Williamson, O.D., F.A.A.O., Cape Coral, Florida.

The program was timed to coincide with National Eye Month in January, and with the introduction of the ACUVUE® Eye Health Advisor Program.

It is backed by a high-profile nationwide advertising campaign with the theme "See Things You've Never Seen Before." Print ads containing rebate certificates will appear in national magazines including Cosmopolitan, Glamour, In Style, Mademoiselle and People. The ads are expected to reach 120 million consumers. The offer will also be available through the acuvue.ca Web site and rebate certificates supplied to ECPs as part of Point of Purchase material.

Under the program, ECPs will have the flexibility to dispense directly from their inventory or order through the Doctor Controlled Patient Delivery (DCPD) option. Rebate checks will be sent directly to patients who make the required purchase and submit a rebate coupon along with proof of eye exam and product purchase from the examining ECP, so ECPs and their staff have no burden of added paperwork. The DCPD program, that has been available since the launch of the ACUVUE® 2 Brand, will continue to be available through 2001.

"The new rebate program is another way that Johnson & Johnson Vision Care, Division of Johnson & Johnson Vision Care, Inc. demonstrates its continued commitment to partnering with Eye Care Professionals," said Keefer. "Patients will benefit not only from the cost savings, but more importantly, through ongoing care with qualified ECPs for optimum eye health safety." AN

ACUVUE and SUREVUE are registered trademarks of Johnson & Johnson Vision Care, Inc. © Johnson & Johnson Vision Care, Inc. 2001

The year 2000 was the best one ever for Johnson & Johnson Vision Care, thanks to the strong support of our ACUVUE® Brand family of products by Eye Care Professional (ECP) accounts around the world. Our Johnson & Johnson Vision Care global franchise grew by more than 10% last year.

ACUVUE® Brand, 1•DAY ACUVUE® Brand and SUREVUE® continued to be the #1, #2, and #3 brands globally. ACUVUE® Brand BIFOCAL is the #1 bifocal contact lens globally.

ACUVUE® 2 Brand is the #1 new fit brand in the USA and growing in popularity as it is being introduced around the world. ACUVUE® Brand TORIC is growing quickly as the preferred toric lens of choice for a large number of ECP colleagues

In the last issue, I asked readers to share their "Compliance Tips." This will become a regular feature as long as colleagues keep responding. My personal thanks to Michael Feldman, OD, F.I.O.S., for being the first colleague to contribute.

Our Professional Affairs Division wants to be "world class" in every way possible. If you have suggestions on how we could be doing a better job, I encourage you to contact me by e-mail as syamane@visus.jnj.com or by phone at 800/876-6644.

Watch for more exciting news from Johnson & Johnson Vision Care in the months ahead. We hope that as we partner with you, 2001 will be another highly successful year.

Mary Jo Stiegemeier, OD, F.A.A.O., Beachwood, Ohio recently told us about her experience fitting the ACUVUE® Brand BIFOCAL Contact Lens. Stiegemeier and Joseph Shovlin, OD, F.A.A.O. also share their clinical views of the lens on an audiotape and CD Rom interview moderated by Howard Purcell, OD, F.A.A.O., Director of Professional Affairs.

I was not very excited about fitting bifocal contact lenses, until the introduction of the ACUVUE® Brand BIFOCAL Contact Lens.

In the past, I sometimes hedged on bifocal contact lenses considering them to be more time consuming than they were worth with low success rates. I used to recommend monovision or modified monovision and not even attempt a bifocal fit in many instances.

With the introduction of the ACUVUE® Brand BIFOCAL Contact Lens, I have adopted a new fitting philosophy. I now have a bifocal contact lens that is extremely comfortable and is easy to fit. In fact, it has put some of the fun and "art" back into bifocal contact lens fittings.

I now offer this lens as a first option to contact lens wearers who are emerging presbyopes, and to prospective contact lens wearers who are presbyopic. It is also my first lens of choice for those 'moderately satisfied' monovision patients, those patients who are having trouble with intermediate vision, or those patients nearing absolute presbyopia where the differences in the distance and near eyes have become too disparate. I enjoy offering this lens to my advanced and absolute presbyopes, as the ADD powers are available from +1.00D to +2.50D in 0.50 diopter increments. I find the product from my perspective and the patients' to be reproducible in fitting characteristics, comfort and visual acuity.

Before I began working with the ACUVUE® BIFOCAL Contact Lens, if a patient asked about bifocal contact lenses during a routine examination, a second appointment was needed to explain many options and to do a trial fitting. But with the ACUVUE® BIFOCAL starter set, I can try lenses on a patient immediately.

While one particular design in multifocal lenses cannot be the answer to fitting every presbyopic patient, having this lens has expanded my success ratio. The recently revised fitting guide is a great help to shortening the "learning curve" in correctly prescribing this new specialty lens.

1. My number one tip is "Patient Education." I explain why patients must be careful i.e.: highly absorbent materials, protein uptake, immune response, ongoing comfort and acuity, and the intent of disposable lenses. I usually refer to graphic photos on the wall that illustrate conditions that can be avoided by being compliant.

2. I am normally proactive in addressing the patient's discard cycle by explaining that the lenses can be worn longer than recommended,but not without compromising ocular health, comfort and vision. I recommend to my 2-week replacement patients an easy to remember cycle: The 1st and the 15th of the month. I tell my 1-day patients the lens can be worn for more than a day, but not without sacrificing the unique goal of this wonderful product. It's the healthiest way to wear contact lenses on the market (deposited lenses discarded in the evening, with fresh, clean, new lenses the next day). I explain that the type of individual that normally wears 1-day lenses is the person who wants the best for their eyes. And besides, if they wear the lenses for more than one day, there is the hassle of increased costs of care products. I'd rather address this issue myself before they get a distorted view from a friend.

3. I always read the "riot act" to my 1-week extended wear patients. I also educate them as to what to look for and how to respond should they have the misfortune of experiencing an adverse response.

4. Finally, whenever possible, I try to dispense a year's supply at a time. If the patient already has the lenses, hopefully they will go ahead and use them.

Michael Feldman, OD, F.I.O.S.
Lynbrook, LI, NY

During 2000, the soft contact lens market continued to expand, with an 8% growth in dispenses versus 1999. The number of contact lenses dispensed was the highest ever reported. The increased dispense activity during 2000 represents real market growth, as "New Contact Lenses" dispenses increased 14% vs. 1999. The introduction of new specialty products has given Eye Care Professionals (ECPs) more options to fit patients who had previously not been able to wear contact lenses, which accounts for a large proportion of the growth in the marketplace.

In its second full quarter on the market, the ACUVUE® Brand TORIC Contact Lens continued to show gains, earning a 10% share of the total soft toric category in the 4th Quarter. Toric continues to be the fastest growing market segment, particularly for patients new to contact lenses. In addition, more ECPs are shifting existing contact lens patients to ACUVUE® TORIC than in the previous quarter.

The ACUVUE® Brand BIFOCAL Contact Lens retained its leadership in the bifocal soft contact lenses category, with a 67% share. Johnson & Johnson Vision Care products also led in the number of patient dispenses in the categories of total soft disposable contact lenses and disposable spherical contact lenses. With the introduction of a new $30 rebate program in the first quarter of 2001, Johnson & Johnson Vision Care is looking to increase activity across all its product lines. The program is designed to stimulate a loyal doctor-patient relationship and provide incentives for patients to purchase an annual supply of contact lenses directly from their ECP within 90 days of their annual eye exam.

"The new rebate program, in addition to our new ACUVUE® Eye Health Advisor Program, demonstrates our desire to assist Eye Care Professionals in the areas of competitive pricing issues and patient retention," said David, R. Smith, Vice President of Sales. AN

Johnson & Johnson Vision Care recently announced an exciting, new $50 trial offer program on ACUVUE® Brand TORIC Contact Lenses. This program will encourage patients to get their eyes examined, try ACUVUE® Brand TORIC and purchase a six month supply of contact lenses (2 boxes) directly from their Eye Care Professional.

This program is being supported by a high profile, national print and T.V. advertising campaign that will deliver over 350 million media impressions.

The benefits of the program include:

To qualify for the trial offer, patients must take these easy steps:

"We are confident that this program will have many benefits for new toric patients and ECP practices" stated Robert W. Maiolo, Vice President of Marketing. "If ECPs have any questions regarding the program, they should contact their Johnson & Johnson Vision Care Sales Representative." AN

Online Continuing Education and Career Counseling

Johnson & Johnson Vision Care revolutionized the concept of web-based continuing education for Eye Care Professionals (ECPs) with its online program in 1996. The program is part of the acuvue.ca site and features frequently updated training modules to help ECPs remain on the cutting edge of vision care and practice management. "I appreciate the convenience of on-line continuing education courses, which helps me sharpen my skills and keep up with the latest vision care trends," said Jack Melton, OD, F.A.A.O. of Oklahoma City, Oklahoma.

Educational modules deal with current clinical issues, such as new practice opportunities with soft contact lenses and the challenges of presbyopic vision correction. Each interactive multimedia module includes a short test, which can be used to obtain educational credits.

Practice-Building Tools Help Expand Customer Base

"My Practice" is a new offering in the Eye Care Professional portion of acuvue.ca, which helps ECPs identify new or underserved patient groups, such as teens or baby-boomer presbyopes. It also suggests ways for ECPs to market their skills and their practices to these patients, as well as how to answer likely questions.

"The valuable features on acuvue.ca, such as fitting tips, news on the latest advances in vision, and detailed technical specifications on every ACUVUE® Brand Contact Lens, support excellence in the vision care professions," said Melton. "I can turn to the Web site for information to help me educate my patients, and they appreciate the extra level of expertise and service I can offer them. My patients trust the ACUVUE® Brand to deliver superior contact lens products, and it's a name I trust to help me boost my career and my practice."

Product Locator Service Raises ECP Market Profiles

The Web site's product locator enrollment service allows ECPs to register their practices as authorized ACUVUE® Brand Contact Lens locations. Consumers who visit the acuvue.ca, Web site for information on contact lenses simply type in their address or ZIP code, and the locator provides names, addresses and phone numbers for the nearest registered ECPs.

Johnson & Johnson Vision Care welcomes ECPs to explore the new acuvue.ca site, try out the enhanced features and provide feedback via e-mail, phone or by contacting their Johnson & Johnson Vision Care Sales Representative. AN

Practice-Building Advice And Career Management Tools

Johnson & Johnson Vision Care has unveiled a new Web site packed with features for Eye Care Professionals (ECPs) and their patients. The expanded acuvue.ca site offers new continuing education content, practice-building tips and online customer service and product ordering.

"We're using the power of the Web to deliver the services vital to maintaining a competitive practice," said Robert W. Maiolo, Vice President of Marketing. "The new Web site offers much more than product descriptions of our industry-leading ACUVUE® Brand Contact Lenses. It contains the latest industry events and meetings, fitting tips and other valuable professional tools."

E-commerce And Online Service

The site, acuvue.ca fits the way many ECPs now prefer to do business. Its 24-hour/7-day availability provides easy, immediate contact lens purchasing. The site allows ECPs to order all ACUVUE® Brand Contact Lenses for their patients.

Johnson & Johnson Vision Care has introduced its latest online continuing education course, "HIV and Contact Lenses: What you Need to Know," by Albert D. Woods, M.S., OD, F.A.A.O. Dr. Woods is a noted clinician and educator in the optometric field. The course reviews the most current information on the subject and covers the Centers for Disease Control and Prevention guidelines and standards of care for all patients. The course emphasizes the implications of contact lenses for HIV patients.

"As more HIV-infected people live longer and healthier lives, it is critical for Eye Care Professionals to have the most current knowledge and have an understanding of what represents "best practices" in preparing to care for this patient population," stated Howard B. Purcell, OD, F.A.A.O., Director of Professional Affairs. AN

For more information on the Johnson & Johnson Vision Care library of online continuing education courses, log on to www.acuvue.ca and enter the password protected EYE CARE PROFESSIONALS section. The new password is Johnson & Johnson Vision Care2001.

As an internal healthcare compliance initiative, Johnson & Johnson Vision Care has implemented "Project Bright Lines," which clearly states the policies and ethical standards that govern Johnson & Johnson Vision Care's relationships with its customers.

Bright Lines is Johnson & Johnson Vision Care's part of a larger Johnson & Johnson initiative to provide guidance and training for its employees in the area of healthcare compliance.

The guidelines were written by a Johnson & Johnson Vision Care task force chaired by Stanley J. Yamane, OD, F.A.A.O., Vice President of Professional Affairs. Members included representatives from all areas of the company that have direct contact with Eye Care Professionals (ECPs).

Ethical standards in healthcare have come under closer scrutiny in recent years. Some promotional practices have raised questions because of the potential challenges they pose to the objectivity of the healthcare professional.

While established procedures already existed for Johnson & Johnson Vision Care employees, Bright Lines provides comprehensive guidelines for ethics in marketing, education, and promotional efforts. The initiative will help to ensure that employees are aware of the company's standards, and help them avoid practices that could raise questions about their relationships with customers and undermine trust in the eye care industry.

"This initiative is aimed at compliance with federal and state laws and support for the Codes of Ethics maintained by professional organizations in the industry," said Yamane.

The Bright Lines standards are specific to different situations and are consistent with standards already in place in the industry, including the American Optometric Association Code of Ethics.

"The initiative reinforces these principles and helps bolster public trust in the industry and should promote high ethical standards throughout the industry," said George W. Mertz, OD, F.A.A.O., Director of Academic Affairs.

"Eye Care Professionals prescribe the best products for their patients and have their patients' welfare as their first priority. But any marketing practice that appears to improperly sway the ECP can raise doubts about objectivity and endanger the ECP's relationship with the patient," Mertz said. "Our programs will promote and highlight the honesty, integrity, and importance of the ECP."

The professional community's overall reaction to Bright Lines has been positive. "I applaud Johnson & Johnson Vision Care, Inc. for taking this initiative," said Howard Braverman, OD, President, America Optometric Association. Michael D. Jones, OD, Executive Director of the American Optometric Association said: "Through this initiative, Johnson & Johnson Vision Care is taking a leadership position on an issue of vital importance to our industry. We should all pay close attention to the very high standard they are striving to set."

Johnson & Johnson Vision Care's healthcare compliance initiative does not change its commitment to professional education. The company will continue to fund programs that help enhance the skills and knowledge of ECPs and augment the quality of professional care given to patients.

"Our ECP customers recognize the value of having clear guidelines to govern the business relationship," said Howard B. Purcell, OD, F.A.A.O., Director of Professional Affairs. "Bright Lines allows us to meet our commitment to provide financial support for important educational programs sponsored by professional organizations without compromising integrity."

"It is a clear commitment that Johnson & Johnson Vision Care intends to operate at the same high standards of business conduct expected of all healthcare professionals. And it helps ECPs maintain the public's trust and confidence," said Purcell. "Johnson & Johnson Vision Care undertook this initiative to develop more detailed practical guidelines and training that will help ensure that we adhere to the ethical base on which this company was founded," said Philip R. Keefer, President of Johnson & Johnson Vision Care Americas. "Our initiative reflects our commitment to promote the well-being of patients who use our contact lens products based on sound business practices. We want our customers, employees and vendors to know how strongly we feel about this issue."

ECPs may contact their Johnson & Johnson Vision Care sales representative if they have any questions about whether a proposed initiative or program is in accordance with Johnson & Johnson Vision Care healthcare compliance guidelines. AN

- Philip R. Keefer, President of Johnson & Johnson Vision Care Americas.