Safe Gel 1 Day lenses reach the US

Obtaining the authorization of the FDA, the agency that regulates medical and health products sold in the United States, was a very important objective for Safilens and it represented the first real step toward the successful start of sales in the US. The company put together a precise business plan and strategy so that Safe Gel 1 Day lenses (NB: they are called Safigel in the States) would efficiently penetrate the market and adequately meet the high standards requested, which include regulations for labeling, producing and importing the finished product.

The long journey that began December 2007 came to an end July 6, 2010, when Safe Gel 1 Day lenses were officially launched in the United States.
Safilens supported the product launch with a dual strategy that focused on a traditional distribution model organized and controlled by latest-generation software, and intense marketing and PR activities.

The two fields were strictly connected as the company adopted a network of distributors which was supported by communication campaigns. This process led to the additional control of the distribution channel to ensure that the product would be sold exclusively by eye care professionals and not on the Internet or in distribution chains. The main aim has always been to deal directly with distributors who sell to opticians and optometrists who, in their turn, deal directly with patients.

Moreover, in order to strengthen its presence on the US market, Safilens worked with some of the most influential American opinion leaders, thereby creating product awareness, spreading information about its qualities and characteristics to patients, and fostering use. The first results from focus groups were very positive.

“We are very confident about the future” – stated Marenka Jirasek – Safigel Customer Service Manager, - “the first sales results in the United States were excellent and we are looking forward to becoming the best selling lens in the United States."