THE SPECTACLE LENS GROUP BUILDS VISIBILITY OF DEFINITY™
PROGRESSIVE LENSES WITH EXTENDED MARKETING OUTREACH
Innovative Marketing Campaign Continues to Expand
Consumer and Industry Awareness About Lens Choices
NEW YORK (March 26, 2004) – The Spectacle Lens Group of Johnson & Johnson Vision Care, Inc., has announced that it will reach out to consumers and eye care professionals with an education-based integrated marketing campaign that stresses the importance of lens choice and the benefits of DEFINITY™ Progressive Lenses.

Empowering the Consumer
The Spectacle Lens Group plans to communicate directly with consumer audiences by using a mix of approaches that educates them about the symptoms of presbyopia and encourages them to improve visual performance with DEFINITY™ Lenses.

o Multimedia advertising campaign. The Spectacle Lens Group will continue to showcase DEFINITY™ Lenses on television, in print and in outdoor billboard advertisements in 2004. With a tagline of “See Wider. See Sharper.™” the advertising campaign highlights the shortcomings of traditional progressive lenses and bifocals through a 30-second television commercial, a print advertising campaign, parking garage entry-gate “boom” advertisements, and outdoor billboards in select markets. The campaign, which was originally launched in September 2003, targets Baby Boomers and advises them to take control of their eye health by seeking an eye care professional’s valued guidance and visiting the DEFINITY™ Web site (www.definity.com). Visitors to the site can learn about presbyopia and search the “ECP Product Locator” to find eye care professionals who carry DEFINITY™ Lenses in their area.

o Newspaper drop. Another marketing tactic that is making a comeback in 2004 is the “newspaper drop.” This direct-to-consumer tactic features branded newspaper wraps that highlight common everyday frustrations among presbyopes, such as reading a newspaper and viewing objects close up. Several hundred thousand newspaper subscribers will receive the bags and learn how DEFINITY™ Lenses can help them overcome these obstacles.

o “Eye-Health” vignettes. To align DEFINITY™ Lenses with an industry focused on education, The Spectacle Lens Group will produce several “Eye-Health” vignettes that teach people about presbyopia and the new technology available to treat it. During the launch campaign, a series of 60-second health vignettes that aired on select news stations featured local eye care professionals speaking about the latest advances in eye care. This year’s campaign will expand the scope of the vignettes and include a call-to-action for consumers to visit their eye care professionals and inquire about advances in new products.

“With consumers adopting a more proactive role in decision-making regarding their health, it is important to provide them with the tools necessary to make informed choices,” said Sandy Lawrence, vice president of sales and marketing for The Spectacle Lens Group. “The combination of non-traditional, grass-roots tactics, such as parking lot boom advertisements, and traditional print and television ads gives us an opportunity to be creative and impactful in our efforts to educate consumers about presbyopia and the breakthrough vision solutions offered by DEFINITY™ Progressive Lenses.”

Arming the Eye Care Professional
The Spectacle Lens Group will continue to educate eye care professionals about DEFINITY™ Progressive Lenses and ensure that they are equipped with the information necessary to respond to customer inquires.

o Online support. Launched in conjunction with the rollout of DEFINITY™ Progressive Lenses, the professional section of the DEFINITY™ Web site (http://ecp.definity.com) will offer new business-building tools for eye care professionals and more interaction than ever before.

Updates in the first part of 2004 will include a downloadable order form and a DEFINITY™ Progressive Lenses dispensing guide to streamline the ordering process and make it even easier for eye care professionals to offer DEFINITY™ Lenses. The site will also include a summary of frequently asked questions to familiarize eye care professionals with the new lens technology and better equip them to answer patient questions.

As a way to enhance the user experience, visitors to the site will be able to view an interactive version of the print advertisement, presently appearing in trade journals. The ad will offer visitors a chance to see the difference between traditional progressive lenses and the new, breakthrough technology of DEFINITY™ Progressive Lenses.

o Direct-to-ECP communication. Eye care professionals in select markets will learn about the marketing campaign for DEFINITY™ Lenses through a direct mail piece that highlights features of the consumer campaign, prepares opticians for patient inquiries, and points to ways in which DEFINITY™ Lenses can help to build their practice.
A broader-scale outreach to eye care professionals will include a national video e-mail to eye care professionals that introduces DEFINITY™ Progressive Lenses, explains the breakthrough technology of the lens design and points to benefits the lenses offer to both patients and practices.

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DEFINITY and See Wider. See Sharper. are trademarks of Johnson & Johnson Vision Care, Inc. © Johnson & Johnson Vision Care, Inc. 2004