Bausch & Lomb marketing initiative raises awareness of multi-focal contact use in aging patients

Rochester, NY-Bausch & Lomb has launched a marketing initiative with the goal of raising U.S. awareness of presbyopia and multi-focal contact lenses. A need was recognized due to the more than 78 million baby boomers in the United States either already presbyopic or becoming presbyopic, according to Bausch & Lomb.

"Three out of five presbyopic patients don't even know multi-focal contact lenses exist as an alternative to cumbersome reading glasses, and we want to change that," said Keir Meisner, director, U.S. marketing, lenses, Bausch & Lomb.

According to the company, 75% of patients who learn about multi-focal contact lenses that wear contact lenses or readers want to try them.

The marketing initiative includes:

Advertising

• The new Bausch & Lomb Multi-Focal contact lensTV spot began airing nationally on Saturday, March 14.
• The new TV campaign will air on Network TV, as well as many cable networks, such as Food Network and HGTV, and syndicated programs such as Oprah, Ellen, The Martha Stewart Show, Live With Regis and Kelly, and The View.
• The TV campaign will be backed by an integrated online awareness building campaign, with a variety of placements on sites such as HGTV, Food Network, Oprah, Real Age, and Rachael Ray.
• All of the advertising is scheduled to run throughout 2009.

Web site

• At www.goodbyereaders.com, which launched this month, consumers can find information about presbyopia and multifocal contact lenses.
• Bausch & Lomb's new online lens demonstration provides consumers with a visual illustration of how the Bausch & Lomb Multi-Focal lens design works. Consumers can see how their eyes adjust to near, intermediate, and far distances using the gradual transition of their Multi-Focal contact lenses.
• Consumers can find a local doctor, if they don't already have one, by using the new doctor locator, as well as download a free trial certificate.

Consumer Promotion

• To increase consumer engagement and awareness, an online promotion entitled, "See a New You" will launch on www.goodbyereaders.com on March 23rd, highlighting the fashion and lifestyle benefits of the brand of contact lenses.
• Users can take fashion and style quizzes, as well enter to win a personal lifestyle makeover and a year's supply of Bausch & Lomb Multi-Focal contact lenses.