Johnson and Johnson’s vision care has introduced a mobile application with the intention of engaging customers for its Acuvue brand. The app basically goes on the lines of lifestyle value add and revolves around water intake. It analyses the daily water intake requirement of a user and also sends reminders to drink water at regular intervals.
According to the report on Afaqs.com, the widget is programmed such that it keeps track of the number of glasses consumed and provides an update on water intake at the end of the day.
I don’t install apps on my mobile, but I am very curious to know how the widget can keep track of the number of glasses of water I consume, unless there is a manual action I perform (which seems to be the case really, but the words paint a different picture don’t they?). However, an interesting tool nevertheless. How is it related to contact lenses though?
Claims the company – The aim is to create a subtle analogy through water intake between hydration of the human body and moisturised eyes, and thereby, push trials of its 1-Day Acuvue Moist disposable contact lenses.
Not a bad move really, it targets the set of individuals busy in their career plans and who are likely to spend quite b it of time on computer monitors and therefore likely target for the product. In fact it seems nearly 250 users downloaded the app on the day of its launch – can anybody confirm how good or bad a number this is for a mobile app in India?
What interests me more is how the company and its peers in the industry adopt such actions and their results in the future. I wouldn’t be surprised to see a lot more companies especially those in the same field as J&J pushing releases of their mobile adoption. On J&J’s part they have always been a firm who have been open to social media, being one of the few ones to have a blog in the pharma industry internationally. And therefore I guess their adoption of new media is likely to continue in the future.
