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DECEMBER , 2022 | THE HEALTH
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Understanding the needs of consumers
J & J Vision is committed to providing the most comfortable and safest product to consumers
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BY KHIRTINI K KUMARAN
CONSUMER behaviour and needs are evolving , and it is vital for eye care and eyewear companies to understand the different wear needs , lifestyle requirements and comfort concerns .
Johnson & Johnson Vision ’ s ( J & J Vision ) APAC Regional Marketing Senior Director , Abhishek Dubey said : “ In J & J Vision , we believe in healthy sight for life and in helping people see better connect , and live better .
“ Therefore , for J & J Vision , from the marketing perspective , we are focused on understanding the needs of our consumers and trying to find solutions to help meet their eye care and eye health needs from childhood till old age .”
Abhishek has been with J & J Vision for almost 15 years . He also leads the marketing for Vision Care business in the APAC region and global marketing for J & J Vision ’ s beauty contact lenses .
Understanding consumer needs
Abhishek said it was imperative to understand and to provide the most comfortable and safest product to consumers .
“ To better understand the various needs , we must be close to and connect with them . So , we are constantly studying consumer behaviour through their life stages and what kind of lifestyle they are leading .
“ We then look for new solutions and continuously innovate on our products to help meet with consumer ’ s current needs . “ For example , we realised that many people were spending more and more time indoors and in front of their digital screens , especially since the pandemic . Statistics showed that , on average , people spend
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eight to nine hours daily in front of digital screens .
“ And when you spend more time in front of a digital screen , you will blink less , and this will cause dry eyes and eye strain .
“ Our existing line of contact lens products , especially the ACUVUE ® OASYS 1-DAY contact lenses , are well suited to meet the demands of consumers with high digital screen time .
“ When wearing our products , your eyes will feel less strained , and you can lead your digital lifestyle comfortably .”
Marketing challenges in the eye care industry
According to Abhishek , the biggest challenge for marketing in the eye care industry is to have a value proposition relevant for the consumer regarding what problems are being solved or the benefits . “ This is the biggest challenge we face because most of us and most consumers are unaware of the need to take care of our eyes
When wearing our products , your eyes will feel less strained , and you can lead your digital lifestyle comfortably .”
Abhishek Dubey unless they have a problem or it is too late .
“ Therefore , we need to ensure that the benefit is communicated through eye care professionals ( ECPs ), who can educate patients and consumers on how best to take care of their eyes .
“ So , one of the biggest things J & J Vision is working on is to drive the need for proactive eye health check-ups so that people can take care of their eyes better and look for the right solutions and care to manage their lifestyle with healthy eyesight for life .”
Revolutionising the eye care market
J & J Vision has always been ahead of the curve in developing comfortable products for its consumers .
“ We were the first brand to come out with soft contact lenses for daily disposable lenses . Before this , it used to be hard lenses , which were difficult to insert and remove and were not the most comfortable experience .
“ So , we created the soft lens choice for daily disposables , and soon after , all our competitors followed .
“ We were also the first to introduce silicon hydrogel daily disposable contact lenses 20 years ago .”
Through continuous product innovations and developments , J & J Vision has revolutionised the eye care market and established itself as a trusted eye care brand .
“ J & J Vision is one of the world ’ s largest healthcare companies , and we never compromise on science and health as a basis for any product . With world-class innovations strictly based on science and health , we have successfully built the world ’ s largest contact lens brand .” – The Health