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Bausch & Lomb Launches Multi-Tiered U.S. Consumer Education Initiative to Raise Awareness of Presbyopia
Date:3/12/2009

The naturally occurring vision condition will affect more than 78 million U.S. baby boomers.

Most are unaware that multifocal contact lenses can resolve their vision needs to avoid readers.

ROCHESTER, N.Y., March 12 /PRNewswire/ -- Bausch & Lomb, manufacturer of the #1 multifocal lens design, has launched their largest integrated marketing initiative with the goal of raising U.S. awareness of presbyopia and multifocal contact lenses. Presbyopia is a naturally occurring vision condition that begins to affect people in their 40s. As the eyes' internal lenses become less flexible and lose elasticity, the eyes are less able to adjust quickly to rapid changes in focus from distance to near objects, causing blurred vision, most notable at reading distances.

With more than 78 million baby boomers in the U.S. either already presbyopic or becoming presbyopic, Bausch & Lomb recognized a huge need for education and awareness around this topic. "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," states Keir Meisner, Director, U.S. Marketing, Lenses, Bausch & Lomb.

Once learning about multifocal contact lenses, 75 percent of patients wearing contact lenses or readers want to try them. "Our goal is to educate a large consumer base that is facing vision challenges and inform them of their options," Meisner continued.

To support this goal, Bausch & Lomb is embarking on a multi-channel marketing initiative that incorporates the following elements:

Advertising

  • The new Bausch & Lomb Multi-Focal contact lens TV spot starts airing nationally on Saturday, March 14, 2009.
  • 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.

Website

  • 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 multi-focal 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.

With an innovative optical design, Bausch & Lomb PureVision(R) Multi-Focal contact lenses are designed to allow users to see clearly at all distances -- near, far, and everywhere in-between. Bausch & Lomb's PureVision Multi-Focal contact lenses are perfect for the busy wearer who wants contact lenses that stay comfortable all day and can be replaced as little as once a month. Built with the comfort-enhancing AerGel(TM) material, they also repel debris and allow natural levels of oxygen for healthy, white eyes. Bausch & Lomb SofLens(R) Multi-Focal contact lenses are also available, and both products provide exceptional vision and all-day comfort, along with Bausch and Lomb's #1 Multi-Focal lens design.

About Bausch & Lomb

Bausch & Lomb is the eye health company dedicated to perfecting vision and enhancing life for consumers around the world. Its core businesses include contact lenses and lens care products, and ophthalmic surgical and pharmaceutical products. The Bausch & Lomb name is one of the best-known and most respected healthcare brands in the world. Founded in 1853, the Company employs more than 10,000 people worldwide. Its products are available in more than 100 countries. More information about the company can be found at www.bausch.com.

(R)/TM denote trademarks of Bausch & Lomb Incorporated.


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SOURCE Bausch & Lomb
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