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June 01, 2006
CIBA Vision misses the marketing mark
UPDATES:
Strategic Name Development has an interesting post about the naming of CIBA Vision's AirOptix product: Ciba Vision’s New Product Name Comes Out of Thin Air.
This post references our comments and others that are searching in vain for Clear Care product. It'll be interesting to see what, if any, sales or PR hit CIBA Vision takes from this situation. In the meantime, I'm still searching for Clear Care while trying to find a replacement.
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Another missed relationship building opportunity-- this time it's brought to you by CIBA Vision and it's Clear Care product line. Anyone that uses soft contact lenses knows that cleaning supplies for several of leading brands have been scarce over the past several months.
What does CIBA Vision say about it's shortage?
In the U.S., Clear Care® and AOSEPT® are shipping to retailers and consumers will see increasing supplies of these products as stores receive them and stock their shelves.
That's it. No feedback loop, no offer to help those left hanging, no nothing. Local retailers and contact lens carriers have seem to also be in the dark. Why wouldn't this company try to hold onto longstanding customers- maybe turn a big negative into a positive? Why not offer a dedicated hotline, samples through the mail, or even e-mail alerts when product becomes available?
Lots of other folks have been complaining about the company's handling of this situation. When will companies learn that it is not only the situation but HOW they handle it that helps spread the bad word?
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