MrConsumer has been having trouble focusing on his computer screen, and his eye doctor recommended using eye drops for dry eyes. In reviewing the websites and product labels of various brands, I discovered a curious thing — three companies all claimed their products to be the “#1 doctor recommended” brand!
| Systane by Alcon |
|---|
*MOUSE PRINT:
On their website, Alcon, the maker of Systane, shows all their tears products with the #1 claim on the box, and says the claim is based on an IQVIA ProVoice Survey of Eye Care Professionals 12 months ending December 31, 2021.
| Refresh by Allergan |
|---|
On its website, Allergan, the maker of Refresh brand eye drops also says that its family of products is #1 doctor recommended. Their claim is based on an Ipsos survey done in 2021.
| iVizia by Similasan |
|---|
And just to further confuse the situation of dueling #1 claims, now comes a new product entrant into the U.S. market called iVizia.
*MOUSE PRINT:
It boldly says “#1 Doctor Prescribed.” But in smaller type it is not that this specific product is most prescribed, but rather this manufacturer is number one in Europe.
| Company Response |
|---|
We wrote to the makers of both Systane and Refresh to ask some very pointed questions of how they both could be making the same #1 claim. We requested details of the survey, who qualified as an eye care professional, how the key question upon which their claim was based was worded, and whether they thought consumers picking up a specific product would understand that the number one claim was not necessarily about that product but rather an overall brand preference.
Abbvie, the maker of Refresh, did not reply to multiple requests for comment. Alcon, the maker of Systane, said in a not particularly responsive prepared statement:
“Alcon stands behind the #1 doctor recommended brand of artificial tears claim, which is substantiated by an IQVIA ProVoice Survey of 4,441 eye care professionals during the period January 1 to December 31, 2021. IQVIA is a third party that specializes in advanced analytics and clinical research services to the life sciences industry. Alcon complies with all applicable advertising and marketing laws and regulations in making the claim.”
We didn’t ask the makers of iVizia about its claim since it clearly distinguishes its claim as an overseas recommendation.
Without more facts to better evaluate and understand the basis for the other claims, however, the truth just becomes blurred.
After reading the headline, I was hoping to see more than just two brands claiming to be “#1 Doctor Recommended.” Oh, well.
There are three brands shown, actually
I’m still waiting to find out how everyone’s roast beef became “World Famous”
Perhaps it’s not the brand so much as the ingredients contained in the drops that the doctors recommend?
Companies should be required by regulation to make any information that supports their claim(s) in the advertising available to the public.
Really all of these claims are bullcrap. Same thing as the dozens of toothpastes that call themselves dentist recommended. It’s unfortunate, but the sheer number of research outfits in the US means it isn’t hard to find one to give you the results you’re looking for.
Another deceptive claim is when a new product is “clinically tested”. Really? What clinic? Company? Medical? For all I know it could be a small setup in some corner of a break room within the company’s compound.
I thought it would be interesting to check out IQVIA and Ipsos. To me, the most relevant pages on their websites are about selling more product. Here are some links you may find interesting: https://www.iqvia.com/solutions/commercialization/healthcare-professional-engagement and https://www.ipsos.com/en/solutions/overview