1-Day Acuvue: A Superior Contact Lens Choice

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1-Day Acuvue is a more convenient and comfortable contact which leads to far better compliance compared to other lenses (Exhibit 22), reduction in ocular complications which can range from corneal abrasions to infections, fewer unscheduled visit to ECPs and higher patient satisfaction (p10). Cost and ECP recommendation would likely be the major factors a patient would consider when choosing type of disposable lens. This was evidenced by the differences in adoption between the two trials (p13). Other considerations would likely include travel frequency, activity level and ocular symptoms (p10, 13 & 22).
2. In determining 1-year value of disposable contact lens users to Vistakon, revenue from sales to ECPs, costs in manufacturing lenses and …show more content…

Vistakon should target 1-Day Acuvue to the part-time user segment (use lenses <5 days per week); these customers do not use contacts daily so would be less cost-sensitive. Furthermore, these individuals may not wear contacts daily due to discomfort or other ocular symptoms so may be willing to pay more for a high-quality lens. Also, these consumers are not specifically catered to at this time so Vistakon could gain new consumers in addition to minimizing cannibalization from other Vistakon products. 1-Day Acuvue may also appeal to contact lens dropouts (18% of eyeglass wearers), as it provides a more comfortable option that is low commitment.
6. Vistakon should position 1-Day Acuvue as a high quality and convenient contact lens that is more comfortable, easier to use, and results in improved outcomes.
7. Vistakon should keep the price of 1-Day Acuvue the same as it is now. They already have an 81% gross profit margin based on a $0.65/lens price and $0.0125/lens cost. We do not have further information to determine the added value 1-Day Acuvue might provide to consumers based on decreased complication rates and improved compliance (if we had this, could potentially use this to determine if an increase in price would be

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