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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 s
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SOURCE Bausch & Lomb
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