Johnson & Johnson

Johnson & Johnson

Improving the experience of new contact lens wearers

Context

New wearers can find contact lenses frustrating. 30% of people give up within the first month. The Vision team at Johnson & Johnson (JJV) asked Innovia to understand what drives this, and how to improve the experience. This could help patients continue with their preferred vision correction solution and maintain JJV’s market-leading position.

Approach

We conducted primary research, including in-depth interviews with eye care professionals and observations of patients. We used this to understand the end-to-end user journey for a new wearer and their pain points. We translated the pain points into a set of opportunity areas and creatively developed a strategic portfolio of product and service solutions to drive long-term commitment to lens wear.

We developed a bespoke behavioural science model, incorporating psychological, physiological, and physical influences that are critical to patients committing to long term contact lens wear (reducing drop out). We used this model to assess the ideas and structure consumer testing to understand the potential impact on the patient experience and likelihood to commit to long term lens wear.

Impact

The understanding we developed helped JJV identify barriers to adoption and opportunities to improve. It is now published in a white paper, informing the field of eye-care. We developed a strategic pipeline of solutions, including improvements to training, product and packaging innovation, and supportive digital tools. We have supported JJV to bring several of these solutions to market, with more in development.

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