NovaBay Pharmaceuticals announced that its Avenova dry eye product is now available without a prescription on Amazon.com through its new direct-to-consumer online channel.
Avenova, a lid and lash spray, is designed for the removal of bacteria and debris on and around the eyelid margin that contribute to bacterial eye infections, which represent approximately 85% of the dry eye market, according to a company news release. The Avenova Direct page on Amazon.com is available here.
“Patients throughout the U.S. can now purchase Avenova Direct without a prescription in Avenova’s original prescription formulation,” Justin Hall, Interim President and CEO of NovaBay, said in a company news release. “For many years, the bacterial microorganisms that are the underlying cause of the vast majority of dry eye cases were almost impossible to manage. Avenova Direct effectively manages bacterial dry eye through our pure 0.1% hypochlorous acid formulation in saline, which is free from bleach, surfactants and other impurities. I firmly believe this is the best product available for the topical treatment of these chronic ocular bacterial infections.
“While prescription Avenova continues to be available through retail pharmacies and direct in-office sales by certain eye care specialists, patients and physicians have asked for greater accessibility to the product. In response, we are launching our new U.S. direct-to-consumer channel, which is a significant step in ensuring easy access at an affordable price,” Mr. Hall said. “This direct channel further provides NovaBay with set pricing that is not impacted by the current health plan reimbursement environment.”
Avenova Direct is available from Amazon in the U.S. in a 20ml size for $29.99.
The launch of NovaBay’s direct-to-consumer channel is supported by Avenova’s existing brand awareness campaign. In addition, the company is conducting a comprehensive online promotional strategy that includes search engine optimization, Google Ads and Amazon promotions using searchable keywords, Facebook lead ads and social media marketing targeting influencers, and email campaigns focused on ophthalmologists, optometrists and current and former Avenova patients.