AMO contact lens campaign

November 15, 2007

Advanced Medical Optics Inc. (AMO) has launched Elevate Your Eye (EYE) Care, a global campaign designed to educate contact lens wearers about proper lens cleaning techniques.

Santa Ana, CA-Advanced Medical Optics Inc. (AMO) has launched Elevate Your Eye (EYE) Care, a global campaign designed to educate contact lens wearers about proper lens cleaning techniques. The goal of the campaign is to help patients maximize the benefits of contact lens wear while minimizing the likelihood of infection.

EYE Care, which features MTV reality show star Lauren Conrad as a spokesperson, was launched in response to concerns that contact lens wearers may not be practicing healthy lens care habits.

A recent national survey conducted by the Contact Lens Council (CLC) found that more than 11 million of the 35 million contact lens wearers in the United States are not practicing proper contact lens care techniques, putting themselves at daily risk for eye infections.

"The survey underscores the significant disconnect between ECPs and their patients when it comes to contact lens care," said David W. Hansen, OD, FAAO, director, professional services at AMO. "Eleven million non-compliant contact lens wearers is too high a number to ignore. Through the EYE Care campaign, we are partnering with ECPs to help patients understand the simple steps to keep their eyes healthy and free from infection, including the importance of using a solution with a rub and rinse regimen."

Additional survey data: Although more than 90% of ECPs recommended rubbing contact lenses as part of their lens cleaning regimen, only two-thirds of patients do so, regardless of the type of solution they use.

More than 44% of contact lens wearers always or occasionally top off their contact lens case with new solution rather than emptying and cleaning it out after each use-a practice strongly discouraged by ECPs.

Less than half (46%) of the respondents clean their lens case after each use despite the fact that the majority of ECPs (71%) recommend patients clean their case after each use.

The majority of ECPs (70%) say the main barrier to compliance is that the patient believes it is not important.

Nearly half (49%) of contact lens wearers wear their contacts longer than the recommended replacement schedule.

Nearly one in five contact lens wearers wear their contact lenses more than a month longer than the recommended replacement schedule.

"Many contact lens wearers think of their lenses as beauty products or fashion accessories," said Lauren Conrad. "However, it's important to understand that contact lenses are actually medical products, and they should be treated that way.

"I'm playing an important role in helping contact lens wearers keep their eyes healthy because sometimes it's easier to hear information from a peer, someone they can relate to," Conrad added.