Text size A - A+

RSS

FOR RELEASE 2/4/2009, Wednesday

Bausch & Lomb’s Crystalens to be Featured in Florida Advertising Campaign

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

Unlike the standard cataract replacement lenses, Crystalens not only eliminates a patient's cataract but also provides a full range of vision so that a person can see near, far and everything in between. Many Crystalens patients hardly ever need their glasses or contact lenses again.

"This direct-to-consumer advertising campaign is showing great results in helping the 50-plus 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 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 also 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," said Jacobs.

There are three 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 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. Bausch & Lomb is one of the best-known and most respected healthcare brands in the world. Founded in 1853, the company is headquartered in Rochester, NY., and employs more than 10,000 people worldwide. Its products are available in more than 100 countries. For more information about the Crystalens HD, go to www.crystalens.com; or call toll free at 1-877-SEE BETTER.