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Bausch & Lomb's Crystalens(R) to be Featured in Direct-to-Consumer Advertising
Date:9/14/2009

ALISO VIEJO, Calif., Sept. 14 /PRNewswire/ -- Bausch & Lomb announces that a direct-to-consumer advertising campaign will resume today (September 14) in nine U.S. media markets to educate baby boomers and seniors about Crystalens(R), the nation's only FDA-approved accommodating intraocular lens (IOL).

Television advertising featuring Crystalens will run on national cable networks in four New York markets: Albany, Rochester, Syracuse, and New York City. In addition, the ads will be seen in Las Vegas; Phoenix, Ariz.; Tucson, Ariz.; Tampa, Fla.; and West Palm Beach, Fla. National magazine advertising is also being utilized.

Crystalens, which is a product of Bausch & Lomb, is the only FDA-approved accommodating intraocular lens. Unlike the standard cataract replacement lenses, Crystalens is designed not only to eliminate the patient's cataract but also to provide a full range of vision so that the patient can see near, far and everywhere in between. Many Crystalens patients hardly, if ever, need their glasses or contacts after surgery.

"We know that when many +55 patients find that they can reduce or eliminate the need for glasses or contacts after Crystalens surgery, they become very interested in learning more about it. The advertising encourages patients to talk to their ophthalmologist about whether they are candidates for Crystalens or to visit the Crystalens website to learn more about this exciting vision correction alternative," said Amy Jacobs, director of Global Marketing for the Crystalens.

The advertising campaign is aimed at consumers who are 55 years old and older who are still major users of traditional mass media. In other markets around the country, the advertising campaign has generated a tenfold increase in traffic to the web site, resulting in increased sales for Crystalens
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SOURCE Bausch & Lomb
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