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Selling Supplements for Eye HealthBy Paddy Kamen
These exciting findings resulted in the creation of specific formulations for people with AMD. One company that took up the challenge of marketing supplements to these populations is Novartis with their Vitalux* line of products. The AREDS formula was launched in 2002, and when it was discovered that people who smoke or are recent ex-smokers should not take high doses of beta carotene, Novartis introduced Vitalux*-S (the ‘S’ is for smokers) in 2003. The possibility of reducing the risk of developing AMD through vitamin and mineral supplementation was subsequently brought to light in 2005, in a study published in the Journal of the American Medical Association2. Last summer Novartis launched Vitalux* Healthy Eyes™. This product is an all-in-one daily multivitamin and mineral supplement designed to benefit general health. As its name suggests, it also features eye nutrition supplements – including lutein – that has been found to reduce the risk of developing AMD by 35% in people over 552. This is of particular importance for people with a family history of AMD. Statistics show that individuals with a parent or sibling with AMD are three times more likely to suffer from AMD themselves. Ocular vitamin formulations are being sold by a growing number of opticians, including Dana Sacco, owner of Rossland Optical in Whitby, Ontario. Sacco’s mother, a pharmacist, first brought the Novartis products to her attention. “As soon as she sent me a copy of the brochure, I contacted Novartis and the sales rep trained me in how to best counsel clients with respect to the product.” Sacco also started taking the supplements. “I’ve always had a strong interest in health and nutrition so Healthy Eyes™ fit with my lifestyle objectives. Also, I don’t sell anything to my clients without trying it on myself first.” While Healthy Eyes™ is available on the open market, Sacco sees significant benefits in selling the product at her store. “I give my clients solid advice and counseling about how to use the product. For example, I always emphasize that vitamins are best absorbed when taken with food, and that Healthy Eyes™ should be taken twice a day. This is much better than the client just picking the product up in a store where there is no one around to clarify its proper use.” Many people do not know about the relationship between vitamins and vision health. According to Lisa Nicholson, brand manager for Vitalux* at Novartis Pharmaceuticals Canada Inc., market research shows that only 15 per cent of those at risk are aware of ocular vitamins. “However, the patients who have been diagnosed with AMD will most likely have had their eye doctors tell them about the possibility of slowing the progression of the disease with Vitalux* AREDS or S.” Research also shows that half of Canadians over the age of 50 are not familiar with AMD. Nor are they getting the recommended daily allowance of fruits and vegetables in their diet that would help them reduce the risk of getting this disease3. By carrying supplements that can help lower the risk of developing AMD and drop progression of the disease, eye care professionals can play an active role in raising awareness. Dana Sacco says many of her clients are aware of the benefits of antioxidant foods and supplements in their overall health. “It is often an easy step to make them aware of the importance of antioxidants to eye health.” She raises the subject of ocular vitamins after dealing with the customer’s original reason for entering the store, which is usually to purchase eyeglasses or lenses. “This is a low risk product that helps me to add value to my relationship with clients,” explains Sacco. “Telling them about ocular vitamins gives me a chance to establish my expertise as an eye care professional by letting them know how they can positively affect their vision. They are less likely to shop around because I am giving them reliable and useful information and products. And, because they need the vitamins every month or two, they come into the store more regularly. This gives me an opportunity to show them other products and reinforces our positive relationship.” The benefits add up quickly for Sacco. “A tremendous number of customers come back for repeat purchases.” While it has not been common for opticians to sell vitamin supplements, there are no regulatory issues, according to the Optician’s Association of Canada. The College of Opticians of Ontario, is currently working on this issue. Council member Cathi Meitkiewicz says, “While we see nothing preventing this practice, we want to make sure we have a proper handle on it. At the least we need a policy statement saying our registrants are permitted to do this. So we’re just assessing the matter to make sure there is nothing else we need to do.” Dana Sacco advises opticians who have an interest in carrying ocular vitamins to seek out the information they need to do the job well. “Use sales reps and your association and the Internet and all the resources at your disposal. If you’re selling contact lens solutions you can easily sell ocular vitamins and it will become a profit center and reputation enhancer for your practice.” Novartis is engaging in consumer advertising, public relations campaigns and a number of other initiatives to help make the public aware of the benefits of ocular vitamins. Visit www.Vitaluxhealthyeyes.ca for more information. Because AMD typically shows up as people age, those over 50 are considered to be at greater risk, with the risk rising with age. Other uncontrollable risk factors include a family history of the disease (three times greater risk), gender (women may be at higher risk), race (people with light skin and light coloured eyes may be at greater risk). Controllable risk factors for AMD include obesity, smoking, high blood pressure and high fat diets. Fortunately, with supplementation, the controllable probability factor of low dietary intake of antioxidants can be addressed.
1AREDS, A Randomized, Placebo-Controlled, Clinical Trial of High-Dose Supplementation with Vitamins C and E, Beta Carotene, and Zince for Age-Related Macular Degeneration and Vision Loss. Archives of Ophthalmology, Vol 119, Oct. 2001.
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