How to achieve long-term contact lens use
Around two million people in Switzerland are interested in contact lenses. However, only a small proportion of them manage to successfully make the transition to permanent use. A recent study by Johnson & Johnson sheds light on the reasons for this and shows how contact lens specialists can provide targeted support.
Great interest - but the market potential is not yet fully exploited
Around 1,400 Swiss people between the ages of 18 and 65 were surveyed for the study: people interested in contact lenses as well as existing and former contact lens wearers. One key finding: although interest is high compared to other European countries, only 3.4 percent of potential users end up becoming permanent contact lens wearers.1 Although this puts Switzerland in second place behind the Netherlands in a European comparison, the high market potential is not yet being fully exploited.
A critical point in the customer journey is the consideration phase - the phase in which consumers actively engage with the topic of contact lenses and obtain initial information. Of the approximately two million people in Switzerland who are open to contact lenses, almost 1.8 million - almost 90 percent - drop out at this point without having had a consultation or tried out a product.1 The most common reasons for opting out are general satisfaction with their glasses, uncertainty about handling contact lenses, doubts about their suitability and concerns about comfort, side effects or hygiene.1
Even after visiting an optician and trying them out, many potential wearers give up. In the end, only 4.3 percent of those originally interested decide to wear contact lenses. Even in this group, 22 percent do not stick with them permanently, mainly because they experience limited comfort.1
These study results highlight the crucial role of opticians in preventing drop-outs. Their recommendations and satisfaction guarantees, such as those offered by Johnson & Johnson, can motivate people to wear contact lenses. With sound advice, handling and hygiene training as well as intensive support during the test phase, opticians can reduce barriers to entry and successfully help new wearers get started. At the same time, you will retain their loyalty to your business in the long term.
Support from Johnson & Johnson
In this crucial phase, Johnson & Johnson is a reliable partner for contact lens specialists - with high-quality, innovative Acuvue contact lenses inspired by the natural function of the eye.2 and comprehensive further training.
The training program for contact lens specialists includes online and classroom seminars on practical topics such as customer advice, contact lens fitting and handling as well as special requirements such as presbyopia and astigmatism. Johnson & Johnson provides end consumers with comprehensive information on the websites https://www.acuvue.com/de-ch and https://www.acuvue.com/fr-ch/ and in brochures. In addition, the satisfaction guarantee enables a risk-free purchase of Acuvue contact lenses.
For existing contact lens wearers, comfort is the most important factor. Discomfort such as a feeling of dryness is the most common reason why people stop wearing them.1 Opticians can actively counteract this by asking specifically about satisfaction and, if necessary, pointing out premium solutions such as Acuvue Oasys Max 1-Day.
The Swiss market offers attractive opportunities
A look at the Swiss contact lens market underlines the existing potential. According to estimates, around 25 percent of people with defective vision in Switzerland use contact lenses - either exclusively or in combination with glasses.3 This is significantly more than in other European countries. Particularly striking is the strong demand for daily disposable lenses, which are preferred over monthly and weekly disposable lenses. This preference shows that Swiss consumers place particular value on ease of use, hygiene and comfort.
References:
- JJV Data on File 2024: Consumer Path to Purchase Research, Switzerland (n=1402)
- JJV Data on file 2024: ACUVUE® Brand - EYE-INSPIRED™ INNOVATIONS
- https://www.optikschweiz.ch/sehen-schweiz-2021
Source: www.jnjvisioncare.ch
