Ads tout ICLs

Monrovia, CA-Coming soon to a theater, cable television station, or network television station near you: five commercials touting the benefits of a proprietary implantable contact lens (ICL) (Visian ICL, STAAR Surgical Co.) over contact lenses and glasses.

The ads represent the second phase of the company’s direct-to-consumer campaign. This phase includes commercials in movie theaters in Century City, CA, Phoenix, and Houston, which began March 18. The movie theater portion of the campaign also includes in-lobby promotions, consumer brochures, and partnerships with surgeons in each market who will be offering a $1,000 discount on implantation procedures.

In the Santa Barbara, CA, area, Paul Dougherty, MD, will be airing the commercials on cable television for 4 months beginning in April.

“Initial customer feedback from the first phase of the campaign was very positive, and we learned better the messages that resonated best with our surgeons and potential patients,” said Barry G. Caldwell, president and chief executive officer of STAAR Surgical. “We expect to learn even more during this second phase by further testing and fine-tuning our message to consumers as we intend to expand in a very prudent way into additional key markets.”

The new commercials are similar to ads that appeared on various Web sites during the first phase of the campaign. All commercials are viewable at www .SeeGreatNow.com, where consumers also can print a coupon for the discounted procedure and locate a surgeon to perform it.