Bausch & Lomb Vision Care adjusts focus on lens care
ROCHESTER, N.Y. Bausch & Lomb Vision Care on Friday announced a renewed focus on its ReNu brand of lens care solutions through a U.S. consumer rebranding effort that targets both eye care practitioners and consumers with messaging around ReNu Fresh Lens Comfort (formerly ReNu MultiPlus) and ReNu Sensitive Eyes (formerly ReNu Multipurpose Solution). New packaging around Sensitive Eyes begins shipping this month.
Additionally, the company recently established a dedicated U.S. lens care solution and eye care product sales force that primarily is responsible for engaging with eye care practitioners and keeping them updated on the benefits of B&L products for their patients and their practice. The sales team presently is focusing on eye care professionals across the East Coast, and will be moving its emphasis to the West Coast by next year.
“We felt that it was time to rejuvenate our original ReNu brand of lens care solutions … that clearly articulates the specific benefits of each formula,” stated Steven Robins, president, North America, Vision Care. “With ReNu Fresh Lens Comfort and ReNu Sensitive Eyes, we can more directly help meet existing consumer needs, such as the desire for a fresh lens feeling daily or for a solution that is gentle enough for sensitive eyes.”
B&L also has launched a fully integrated consumer marketing campaign, which includes www.renufresh.com, a free-standing advertising insert distributed in newspapers nationally, in-store shelf talkers and banners and an online advertising and search keyword campaign.
The Web site, which features lens care information and tips for consumers, includes a B&L Wear & Care video and a coupon for the Fresh Lens Comfort solution. Consumers also are able to vote for their favorite fresh image of the day.
Arkray to offer MCT-Diabetes management system to patients
EDINA, Minn. Arkray on Wednesday announced that it will make MyCareTeam’s Internet-based diabetes management system available to patients, giving diabetes patients using the company’s Glucocard Blood Glucose Monitoring Systems the ability to monitor and manage their disease online and share real-time data with their healthcare providers.
“From our existing patient wellness program to our assortment of free education and support materials for patients and healthcare providers, Arkray has an obligation to extend every advantage to diabetes patients using our products,” stated Jonathan Chapman, Arkray president. “This agreement with MyCareTeam extends our commitment to patients by helping them go beyond monitoring their diabetes, and take steps toward actively managing it.”
MyCareTeam Inc. provides software tools designed for patients with chronic diseases. The company’s diabetes offering, MCT-Diabetes, has been successfully used for more than five years by patients, doctors and nurses to improve the health and wellness in people with diabetes, the company stated on its Web site.
Matrixx Initiatives confirms voluntary recall of two Zicam products
SCOTTSDALE, Ariz. Matrixx Initiatives has announced that it is in the process of formally notifying retailers, wholesalers and distributors nationwide of its recall of all Zicam Cold Remedy Nasal Gel and Zicam Cold Remedy Gel Swabs.
Matrixx Initiatives said that it vigorously disagreed with the FDA’s allegations that these products are not safe and that they were unlawfully marketed. However, the company reiterated that it is conducting this recall because of its desire to cooperate with the FDA. The company also is in the process of preparing a submission to the FDA and, as previously reported, will soon ask to meet with the agency to present comprehensive scientific and medical data and analyses demonstrating that these products are safe.
Matrixx Initiatives immediately suspended shipments of these two products upon receipt of the FDA’s warning letter on June 16, and then announced a voluntary nationwide withdrawal of Zicam Cold Remedy Nasal Gel and Zicam Cold Remedy Gel Swabs that same day. The company also is notifying retailers to stop selling Zicam Cold Remedy Nasal Gel and Zicam Cold Remedy Gel Swabs, and is asking them to post information at point-of-sale, advising consumers of the recall and inviting them to return these two products to Zicam for a full refund.
The company also has communicated on a proactive, ongoing basis with consumers since it announced the voluntary recall of these products. These have included full-page ads in leading newspapers, distribution of an informational video from Matrixx Initiatives’ president, updated copy for the Zicam Web site at www.zicam.com, expanding staffing of the Zicam customer support center and extensive use of social media vehicles.