Thursday, April 21, 2016

B+L Defends Unilateral Pricing Policy (UPP) and Launches New Consumer Campaign/J&J Drops UPP

"Bausch + Lomb has distributed a letter to eye care providers concerning the company's Unilateral Pricing Policy (UPP)," notes Eyewire. Here's the letter: "April 20, 2016 Dear Eye Care Practitioner, Bausch + Lomb has been, and will continue to be, a driving force in advocating for your patients, and for the safe wear and care of contact lenses. We stand committed to providing our unwavering support for you and your practice and for the development of new technology." Read more.

This comes a day after the company launched its new consumer advertising/marketing campaign. "Bausch + Lomb has launched a 360-degree national consumer advertisement campaign, including television, digital, social media and in-office material challenging contact lens-wearers with the question, “Are your contacts still comfortable?” to demonstrate how many digital screen-reliant contact lens wearers can often find their contact lenses uncomfortable. The campaign, starring the “Man of Comfort”, follows a patient throughout her busy day, inquiring at key moments" if he is comfortable. Read more.

Meanwhile "Johnson & Johnson (ticker: JNJ ) had announced that it will discontinue UPP (unilateral pricing policy, which sets a minimum floor price for retail sale) across its contact lenses. While it’s unclear whether competitors will follow suit, feedback from our consultants suggests that Johnson & Johnson’s action is unlikely to materially affect pricing or market share in the contact-lens market," notes Barron's. "It remains to be seen if there will be disruptions associated with Johnson & Johnson’s UPP move that could hurt the company’s performance or help its competitors in the near term. At Vision Expo, we also confirmed that Johnson & Johnson will launch its new contact lens in July, which will be its new silicone hydrogel (SiHy) monthly. We continue to see this launch as potentially disruptive to Cooper’s ( COO ) growth acceleration effort in the second half of fiscal 2016." Read more.

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