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Bausch & Lomb's Crystalens to be Featured in Florida Advertising Campaign.
Date:2/4/2009

Florida's Baby Boomers and Seniors Are Target Audiences for Unique Vision Correction Product

ALISO VIEJO, Calif., Feb. 4 /PRNewswire/ -- Bausch & Lomb, the global eye health company, announced today that a new advertising campaign has been launched in six Florida markets that will educate baby boomers and seniors about Crystalens(R), the nation's only FDA-approved accommodating intraocular lens (IOL).

Crystalens, which is a product of Bausch & Lomb, is the only FDA approved accommodating intraocular lens. Unlike the standard cataract replacement lenses, Crystalens not only eliminates the patient's cataract but also gives the patient full range of vision so that the patient can see near, far and everything in between. Many Crystalens patients hardly ever need their glasses or contacts again.

"This direct to consumer advertising campaign is showing great results in helping the +50 consumer understand that they can do something about their cataracts and their glasses with one surgery. The advertising encourages patients to talk to their ophthalmologist about whether they are candidates for Crystalens or to visit the Crystalens website (www.crystalens.com) to learn more about this exciting vision correction alternative," said Amy Jacobs, Director of Global Marketing for the Crystalens.

The advertising campaign will run in key Florida markets including Fort Myers/Naples, Jacksonville, Miami/Ft. Lauderdale, Tallahassee, Tampa/St. Petersburg and West Palm Beach. The campaign will use local television, radio and newspaper to target consumers who are 50 years old and older who are still major users of traditional mass media.

The advertising campaign, which has resumed its run in Dallas, Raleigh-Durham, North Carolina and St. Louis, generated a ten fold increase in traffic to the website, resulting in increased sales for Crystalens.

"We are very pleased that our company has invested in this direct to consumer campaign. Bad vision doesn't have to be part of getting older. The Crystalens allows cataract patients the opportunity not just to fix their eyesight, but to make it better," added Bausch & Lomb's Jacobs.

There are 3 million cataract surgeries every year. A cataract is a clouding on the normally clear lens in your eye. When it forms, the natural lens in the eye is replaced by an intraocular lens. The Crystalens not only fixes the patient's cataract, but it helps improve the patient's full range of vision.

Advertising research indicated that only a small fraction of people realize that not all intraocular lenses are the same. The research also indicated that a number of patients are willing to pay a little extra money in order to get the best vision.

"If you are planning to have cataract surgery, you should know about Crystalens. The advertising is designed to let Floridians know that they have a choice in vision correction that can help them improve their full range of vision," said Bausch & Lomb's Jacobs.

For more information about the Crystalens HD, go to www.crystalens.com or call toll free at 1-877-SEE BETTER.

About Bausch & Lomb

Bausch & Lomb is the eye health company dedicated to perfecting vision and enhancing life for people around the world. Its core businesses include contact lenses and lens care products, ophthalmic surgical devices and instruments, and ophthalmic pharmaceuticals. The Bausch & Lomb name is one of the best-known and most respected healthcare brands in the world. Founded in 1853, the company is headquartered in Rochester, N.Y., and employs approximately 13,000 people worldwide. Its products are available in more than 100 countries. More information is available at www.bausch.com.


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SOURCE Bausch & Lomb
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