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Why Do ASCs Fail? - August 2015 - Subscribe to Outpatient Surgery Magazine

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Beckman management training program (Allergan was a subsidiary of SKB at the time). I was as junior as they come. Even so, I was given the opportunity to manage Allergan's highest revenue and most prof- itable product line — enzymatic cleaners for soft contact lenses — and I reported directly to the vice president of marketing. The culture at Allergan back in the early- to mid-'80s was one that encouraged risk-taking and out-of-the-box thinking — at least in mar- keting. At the time, marketing contact lens care products consisted of professional promotion to optometrists and ophthalmologists. It was clear to me, however, from the work I did in market research, that con- sumers were going to play a much bigger role in the decision process. I was given the green light to conduct the first-ever direct-to-consumer promotion in the history of the contact-lens-care category. This result- ed in a 50% increase in sales over the next 3 years on a product line with a profit margin of 95%. This, along with my new, outgoing and confident personality gave me the opportunity to make many friends. I was also "out" at work, which was pretty rare for the mid-'80s. I was popular — particularly with the sales force — and I liked that! It was like a drug to me. Plus, I was rewarded for my risk-taking, a char- acteristic that would become ingrained in me over time. In a sense, I felt invincible. All of these qualities were cemented at Vistakon, the vision care divi- sion of Johnson & Johnson that markets the Acuvue family of dispos- able contact lenses. After a year of managing the Surevue brand, I was selected to manage the global launch of the first daily disposable con- tact lens. J&J was spending $200 million to launch this category, so this was a highly visible position. The launch was successful, and I was on top of the world! I was known and well-liked, not only in J&J, but throughout the eyecare industry. Because Vistakon was a top advertis- er, my husband and I even got to attend the White House 5 2 O U T P A T I E N T S U R G E R Y M A G A Z I N E O N L I N E | A U G U S T 2 0 1 5 B r e a k i n g B a d

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