NEW SURGERY GETS TEST CAMPAIGN IN CANADA
By Adnews Staff
KeraVision Inc. of Fremont, California began testing an ad campaign in Vancouver this week for its non-laser surgical treatment for nearsightedness. The campaign uses TV, radio and print ads created by Jordan, McGrath, Case & Partners of New York. If the trial campaign is successful, it will be rolled out across Canada. The ads position Intacs as the first product to offer the possibility of permanent vision correction without consumers having to make a permanent choice about their eyes. Intacs are corneal ring segments for people with mild to moderate nearsightedness. They reshape a cornea's curvature and correct vision by adding a clear ultra-thin polymer to the eye. Although they are intended to permanently correct nearsightedness, Intacs are also removable and designed to give patients the freedom to have their correction changed if their vision needs change with age. Intac has been available in Canada since last October in Vancouver, Calgary, Toronto and Montreal. In the U.S., the surgery is in the last stages of regulatory approval. KeriVision trains ophtalmologists to do the surgery.