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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
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SOURCE Bausch & Lomb
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