New TV ad campaign to promote Clarivu Lens Replacement direct to consumer

Specialist eye hospital group, Optegra, is investing in a new advertising campaign which launches this week, with TV, press and online marketing direct to consumers.

Specialist eye hospital group, Optegra, is investing in a new advertising campaign which launches this week, with TV, press and online marketing direct to consumers. The campaign sees the promotion of Clarivu™, a permanent lens replacement procedure which can free people over 50 from glasses and contact lenses.

Gareth Steer, Managing Director of Optegra Eye hospital group, said: “We have run a successful national press advertising campaign for the past 12 months and the time is right to naturally progress to TV.

“This integrated marketing campaign has one overall focus, to raise awareness and educate people that there is an alternative to laser eye surgery for the over 50’s, which can free them from glasses, contact lenses and cataracts. In fact, Clarivu is an advanced and sophisticated development of cataract surgery and typically takes just 20 minutes per eye.”

As well as advertising Clarivu on television for the first time, Optegra has created an integrated, multi-channel campaign including new online banner adverts, a re-designed website, new patient materials and marketing collateral, as well as an intensive PR programme.

The TV campaign launches on ITV1 on Wednesday 6 June, featuring in the advert break of Lewis; and will be shown in Central West, Granada, Meridian SC and Yorkshire and on ITV3. The TV commercial is based on the successful print ad featuring a Clarivu lady “before and after” and reinforcing the key messages of “a clear alternative to laser eye surgery for the over 50′s”, and “a proven and permanent lens replacement” procedure.

In consistent style with the TV ad, a new range of online banners will appear on a wide range of online websites targeting the Clarivu audience of 50+ AB women. Sites include Daily Mail online, Sixtyplussurfers, FiftyConnect and High50.

The new campaign creative and TV advert was developed by Immaculate. Media planning is handled by Space and Time Media and PR services are provided by Charlotte Sutton PR.

Clarivu is a refractive lens exchange procedure where the natural lens of the eye is permanently replaced with a technically advanced Intra Ocular Lens (IOL) which can focus on near, intermediate and far objects, as previously provided by glasses or contact lenses. It is ideal for people who have any of the following: dependence on bifocal, varifocal or multi-focal contact lenses and glasses, Presbyopia reliance on reading glasses for small print, long or short-sightedness, astigmatism and cataracts. It is offered exclusively by specialist eye hospital group Optegra, which has over 65 consultant level ophthalmic surgeons who provide a wide range of ophthalmic procedures including: Clarivu (refractive lens exchange), laser vision correction, cataract removal, glaucoma, AMD and cosmetic procedures.

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