Mentor Worldwide, the U.S. market leader in breast aesthetics, announced in July that it has entered into a collaboration agreement with Valeant’s Medicis division, a leader in facial injectables and professional skincare. According to the agreement, Mentor and Medicis formed a joint physician-loyalty program called the M2VP Program (Medicis-Mentor Valued Partner Program), which includes the Mentor line of breast implant products for the aesthetics market and Medicis non-reimbursed facial aesthetics products, including neurotoxin, fillers, and skincare. The companies agreed to a five-year partnership in the U.S. with the option to expand to other countries in the future. “We believe the creation of a combined loyalty program allows both organizations to deliver more value and choice to plastic surgeons operating in an increasingly competitive market,” says David J. Wilson, worldwide president of Mentor. “By incorporating the best features of other programs, we’ve created a premier loyalty program.”
The M2VP program rewards physicians using various products across the Mentor and Medicis portfolios and allows participating members to earn points, which establish status within the program and can be redeemed for product purchases. In designing the program, Mentor and Medicis sought to address many of the issues that physicians believe exist with other programs.