Brilliant Futures MiSight - Maxim

Introducing the Brilliant Futures™
Myopia Management Programme

With MiSight® 1 day

Why do we need to focus on Myopia?

Myopia is a significant and increasing public health issue

1

In the UK over the last 50 years, myopia has more than doubled

1. Holden BA, Fricke TR, Wilson DA, Jong M, Naidoo KS, Sankaridurg P, Wong TY, Naduvilath TJ, Resnikoff S, Global Prevalence of Myopia and High
Myopia and Temporal Trends from 2000 through 2050, Ophthalmology, May 2016 Volume 123, Issue 5, Pages 1036–1042.

What is myopia and why do we
need to act now?

Glaucoma Retinal Myopic macular
detachment degeneration

Myopia / Short sightedness

The image presented is an artistic interpretation of short-sightedness as experienced without spectacles or contact lenses.

Every dioptre saved has significant
impact on future risk

20% 30% 40%

Glaucoma1 Retinal Myopic macular
detachment1 degeneration2

1. C M Bourke, J Loughman, D I Flitcroft, E Loskutova, C O’Brien, We can’t afford to turn a blind eye to myopia, QJM: An International Journal of Medicine,
hcz076, https://doi.org/10.1093/qjmed/hcz076
2. Bullimore MA, Brennan NA. Myopia Control: Why each diopter matters. Optometry and Vision Science: June 2019 - Volume 96 - Issue 6 - p 463-465
doi: 10.1097/OPX.0000000000001367

What do parents think?

Where are we now?

69% Nearly

Parents unaware of anything 50%
which might help slow myopia
Of myopic parents did not
progression in children* realise their child could also

be myopic^

*CVI data on file 2019. Online survey in UK by YouGov Plc; n=280 myopic parents with children 8-
15 years
^CVI data on file 2019. Online survey in UK by YouGov Plc; n=122 myopic parents with children 8-
15 years

But parents want to know….

92%* Over 82%*

2/3*

Of parents expect their ECP Of parents want to know Of parents would be interested if
to tell them about all options about the eye health risks there was a way to help slow
associated with worsening
that could reduce myopia down the progression of myopia
progression* myopia* for their child*

67% of parents would consider contact lenses if they could
help reduce the risk of associated eye health problems in later life*

*CVI data on file 2019. Online survey in UK by YouGov Plc; n=280 myopic parents with children 8-15 years

Can we confidently recommend
contact lenses for children?

Children prefer contact lenses to
glasses (60 months)1

9 out of 10 children continued to
express a strong preference for
MiSight® 1 day contact lenses over
their glasses at the 5 year visit^

^ 'How much do you like wearing your contact lenses?' 87/97 (90%) Top box 'I like contact lenses the best' Subjective response @60M
1. CVI data on file 2019.

Contact lenses and children

Children feel more competent Children feel better about Children feel better
when taking part in sport and their appearance1 about fitting in with

other activities1 their friends1

1. Walline J et al. Randomised trial on the effect of contact lens wear on self-perception in children. OVS
2009; 86(3): 222-232

Maddy – Age 9

MiSight® 1 day - proven efficacy

What is MiSight® 1 day?

Two correction zones Two treatment zones
to correct myopia so (2.00D myopic defocus)
children enjoy clear, to place the treatment
spectacle-free vision zone image in front of
the retina

treatment zones creating myopic defocus correction zones

Technology licensed from University of Auckland

MiSight® 1 day with ActivControl®
Technology

• Treatment zones ensure myopic Distant
defocus in all gaze positions Object

• Myopic defocus at distance and
near viewing

Artist’s impression

treatment zones correction zones
creating +2.00D myopic
defocus

ActivControl® technology

Technology licensed from University of Auckland

Change in spherical equivalent
refractive error (SERE)1

Change in Spherical Equivalence (D) 0.00 Δ = 0.40D 59%
-0.25 69%
-0.50 reduction in myopia
-0.75 Δ = 0.54D Δ = 0.73D progression on average with
-1.00 59% 59% MiSight® 1 day over a three-

-1.25 Proclear® 1 day MiSight® year period1†

-1.50 6 12 18 24 30 36 41%
0 Study Time (Months)
of the MiSight® 1 day group
Line-graph showing the mean change in spherical equivalent cycloplegic autorefraction from showed no meaningful
baseline with 95% confidence intervals. Includes all available subjects.
progression in refractive error
after 3 years compared to
4% in the Proclear® 1 day
group1^

†Compared to a single-vision 1 day lens
1. Chamberlain P et al A 3-year Randomized Clinical Trial of MiSight® Lenses for Myopia Control. Optom Vis Sci 2019;96:556–567

^No clinically meaningful change in refractive error -0.25D or less from baseline

Axial elongation is associated with
increasing risk of visual impairment1

1. Tideman J et al. Association of Axial Length With Risk of Uncorrectable Visual Impairment for Europeans With Myopia. JAMA
Ophthalmol. 2016 Dec 1;134(12):1355-1363.

52% reduction in axial length elongation1*

0.80 Proclear® 1 day MiSight® 1 day n=112
0.70

1mm = 2.50D 0.60 n=120 Helping to control axial length and
refractive error increases in
Change in Axial Length (mm) 0.50 n=120 Δ = 0.24mm Δ = 0.32mm
54% 52% children can help to reduce the risk
0.40 of myopia related vision
n=104
0.30 complications later in life.2
30 36
0.20 Δ = 0.15mm n=110
63%
0.10
n=148 6 n=116 24

0.00 12 18
0 n=140 Study Time (Months)

Line-graph showing the mean change in axial length from Baseline with 95%
confidence intervals. Includes all available subjects.

1. Chamberlain P et al A 3-year Randomized Clinical Trial of MiSight® Lenses for Myopia Control. Optom Vis Sci 2019;96:556–567
* Compared to a single vision 1 day lens over a 3 year period
2. Tideman JW, Snabel MC, Tedja MS, et al. Association of axial length with risk of uncorrectable visual impairment for Europeans with myopia. JAMA
Ophthalmol. 2016;134:1355-1363

Introducing Brilliant Futures™
Myopia Management Program

A comprehensive programme from CooperVision, incorporating the
proven MiSight® 1 day contact lenses with tools, support and
education for eye care professionals and their patients.

Brilliant Futures™ - A comprehensive programme

Raising awareness Equipping ECPs Educating and supporting
families

Investing in consumer media & Inspiring and equipping Providing communication and
PR to build awareness of eyecare practitioners to support tools to maxmise
myopia management among passionate advocates of success with myopia
parents. myopia management. management.

Raising awareness

Our mission:

To build awareness of myopia management with

70% of professional* parents within 12 months.

21 *AB demographic

‘Always on’ awareness campaign

• Digital and traditional media
• Ads and advertorials
• Direct consumers to website & store locator

This is not advertising, this is activism

73% of consumers believe that companies should do more than just offer a product or service1.

23

1. https://econsultancy.com/five-brand-campaigns-that-took-a-stand-on-social-issues/

Champion children’s
vision

Don’t talk to me about your vision of the future,
listen to what is happening to my vision right
now.

Myopia is the most common disease on the
planet. By 2050 over half of us will have it.

39 million of us will be severely visually
impaired by it.

It costs 7x less to treat it than it costs the world
by doing nothing about it.

It’s time to act.

Consumers – from awareness to activation

Specific Communications & PR plan to
deliver reach and frequency vs market
strategy
• Awareness and campaign media
• Call-to-action campaign media
• PR programme
• Influencer strategy (health and/or

celebrity)

Consumers – from awareness to activation

Portals of influence

Traditional media Celebrity Consumer
influencers healthcare
Social influencers
Social optical

Brilliant Futures for Eyecare Professionals

Brilliant Futures™ for Eye Care
Professionals

Accreditation Getting started Accelerate

Accreditation 8 accreditation modules - eLearning

• Equipping eye care 1. The myopia epidemic
practitioners for success 2. Myopia management studies
3. Clinical interventions
• Myopia management theory to 4. Introducing MiSight® 1 day
practice reality 5. Why every dioptre counts
6. The safety of contact lenses and children
• 8 short, interactive modules 7. Starting the conversation
8. Brilliant Futures™ myopia management
(~2-2.5 hours in total)
programme
• Featuring Nicola Logan, Mark
Bullimore, Elizabeth Lumb and
an ‘in practice’ module
developed by Sarah Morgan

Module 7 – In practice success

Eyecare practitioners: Parents:

‘Empower them to
choose ‘Brilliant
Futures’ for their
children’

Patient selection and communication is key

Getting started – Patient
charter

Patient charter:
• Ensures informed consent as recommended by International

Myopia Institute

• Checks parents have a clear understanding
• Standardises messaging across the whole group
• Includes parent and practice copies – practice copy scanned and

kept on file

Getting started – Application & removal videos

In-store marketing

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Brilliant Futures™ for Eye Care
Professionals

✓ ✓ Accelerate

Accreditation Getting started

Allow up to 6 weeks Up to 6 months

Consider removing
accreditation if not
active within 6 months

Accelerate – building a successful myopia management clinic
Introduce new support tools once first 3 patients fitted

Trial lens bank Axial length estimator My Lens Coach

Ongoing education Front of house team training Marketing tool kit

Accelerate - Trial lens bank

Brilliant Futures for parents

Raise awareness of myopia and BFMMP with MiSight® 1 day
through PR and targeted communication. Drive urgency to act.

DTC AWARENESS EDUCATION ACTION
GOALS
Raise awareness of Introduce Brilliant Futures™ with Connect parents and ECPs on
myopia and why it MiSight as 1st choice option. Brilliant Futures™

matters.

CALL TO Understand myopia Learn how Brilliant Futures™ with Ask your ECP about Brilliant
ACTION and the risks to your MiSight® 1 day can help Futures™

child.

From awareness to activation

Each market has a specific Social optical
Communications & PR plan to deliver
reach and frequency vs market strategy Traditional media

• Awareness and campaign media

• Call-to-action campaign media

• PR programme

• Influencer strategy (health and/or
celebrity)

Celebrity Social Consumer healthcare
influencers influencers

Myopia Management webpage

• Video intro from eye care practitioner
• Case studies
• For myopic kids, direct parents to

website prior to appointment
• Access live chat service

Brilliant Futures Instant Live Chat Service

Launch in 2021

• Access to myopia management expert
• Click through for digital media
• Impactful expert introduction
• Parents discuss together
• No appointment time pressure
• Informal triage – ensure suitable patients

are directed to stores