The IPO will be HUGE

Quote


















Good luck selling a 20 year old technology! The great R&D and clinical teams couldn't deliver a competitive SiHy lens so this is what you are stuck with. Slapping on the Biotrue name won't make a difference when people actually try it.
 






"People probably pay more per day for their cappuccino or even their regular coffee than they would for daily disposable lenses. Quite frankly, it's very affordable to have something that's healthy and in really the most compliant way to wear contact lenses with good everyday health," Dr. Barr said.

The problem is not the consumer it is the vast majority of ODs who would rather keep their patients happy and not try to fix something that is not broken, AKA they are not going to switch patients into a lens that may be as good as what their already wearing especially if it cost more.

ODs are more concerned with the $s they make off frames and exams and do not want to lose that. Maybe if B+L decides to actually do some solid direct to consumer advertising they may get patients asking for the lens but if their intention is to get ODs to actually switch patients, given the mentality mentioned above and the economy they are in for a same road they traveled down with the last two Purevison2 launches. Then again maybe they can back load the distributions the same way they have recently to cover the big gaps their actually sales force has been experiencing. I am sure no matter how the launch actually goes the vision care management will do their magic to inflate their numbers so WP can make B+L some else's problem wether that be through IPO or a buyout.
 






Though a bit dated the lens haven't changed. Despite the new daily and the challenges listed above the bulk of the business is in their older soflens and purevision toric and Multifocals (and they are getting slaughter there). Here is some food for thought (keep in mid almost all the competition is growning or seeing low single point loses)

http://www.clspectrum.com/articleviewer.aspx?articleid=106550

2009 - loss of 14% market share
2010 - loss of 13% market share
2011 - loss of 11% market share

It would not take much to argue that good parts of the growth Ciba and Cooper are seeing are not comming from J&J but B+L.

On a scale of 1 to 5 in inovation B+L despite the launch of PV2 and PV2 Toric scored a 2.82 and their closest competitor scored a 3.59.

Granted a new lens can change that perception but given their track record of launches, the markets over saturation of quality lens, and ODs lack of motivation to change heathly happy patients the odds are not in their favor. Bottom line, best case situation Biotrue daily puts a small dent into a massively declining market share.
 






Anonymous said:
Though a bit dated the lens haven't changed. Despite the new daily and the challenges listed above the bulk of the business is in their older soflens and purevision toric and Multifocals (and they are getting slaughter there). Here is some food for thought (keep in mid almost all the competition is growning or seeing low single point loses)

http://www.clspectrum.com/articleviewer.aspx?articleid=106550

2009 - loss of 14% market share
2010 - loss of 13% market share
2011 - loss of 11% market share

It would not take much to argue that good parts of the growth Ciba and Cooper are seeing are not comming from J&J but B+L.

On a scale of 1 to 5 in inovation B+L despite the launch of PV2 and PV2 Toric scored a 2.82 and their closest competitor scored a 3.59.

Granted a new lens can change that perception but given their track record of launches, the markets over saturation of quality lens, and ODs lack of motivation to change heathly happy patients the odds are not in their favor. Bottom line, best case situation Biotrue daily puts a small dent into a massively declining market share.
Click to expand...

Well said! Biotrue daily is not competitive for comfort and won't ever be a market leader.
 






Top Bottom
Back
Quote