Bausch + Lomb ULTRA® Contact Lenses, Biotrue® ONEday Contact Lenses, and PureVision®2 Multi-Focal Contact Lenses for Presbyopia Offer Patients Several Options Depending on their Vision Correction Needs
Contact Lens Campaigns Connect Patients to Eye Care Practitioners
FOR RELEASE THURSDAY, NOVEMBER 6, 2014
BRIDGEWATER, NJ — Bausch + Lomb, a leading global eye health company, is launching several patient-facing initiatives throughout the fall, aimed at helping patients and eye care practitioners (ECPs) learn how common vision issues may be addressed by the latest advancements in contact lens and lens care technology.
The educational campaigns are designed to reach patients where they seek health information, largely on digital platforms and social media platforms, including Facebook and Twitter, as well as other media outlets, including radio, e-magazines and newspapers. The contact lens campaigns also underscore the importance of taking care of one’s eyesight and regularly seeing an ECP.
“Bausch + Lomb is committed to helping patients see better, so they can live better. Ensuring that people are aware of advancements that will enable them to improve their vision and enhance their contact lens wearing experience is a critical part of these campaigns and our overall mission,” said Guy Guglielmino, head of marketing, Vision Care, Bausch + Lomb. “Through these campaigns, patients will be directed to additional resources, including an eye care practitioner locator, so that they can have the opportunity to meet with a doctor that fits these technologies to see what lenses and lens care products may be right for them.”
About the Campaigns
Bausch + Lomb ULTRA® Contact Lenses: “Keeping Up With Today’s Advances In Digital Technology”
Following a February roll-out of Bausch + Lomb ULTRA®, the company has had two successful educational events, educating more than 550 ECPs from across the country on the latest innovations in contact lens technology. Topics included learning about Bausch + Lomb ULTRA contact lenses and MoistureSeal® technology, as well as successful incorporations into their practices. In the coming months and into the New Year, a series of digital advertisements, search efforts and social media outreach will focus on our society’s reliance on digital devices and the need for new contact lens technology to keep up with today’s digital-reliant millennials, who are staring at digital screens all day causing them to blink less. Patients can obtain more information about a free trial of Bausch + Lomb ULTRA lenses and an eye doctor locator athttp://www.ultracontactlenses.com/.
Biotrue® ONEday Contact Lenses: “What’s in Your Dryness Survival Kit?”
Bausch + Lomb is partnering with E! News correspondent Catt Sadler to tackle the issue of contact lens dryness during the autumn months, highlighting how some people may resort to carrying multiple products in their “dryness survival kits.” Components of the campaign will feature Sadler conducting “man on the street” interviews with patients, uncovering their tales of contact lens dryness in both print and broadcast media.
Local radio and TV interviews will also be scheduled with ECPs around the country to encourage patients to talk to their eye doctors about their contact lens dryness and try a daily disposable lens like Biotrue® ONEday contact lenses. Patients can learn more about Biotrue® ONEday at http://www.biotrue.com/oneday.
PureVision®2 Multi-Focal Contact Lenses for Presbyopia: “Do Your Eyes Show Your Age?”
In partnership with Vibrant Nation, Inc., Bausch + Lomb conducted a survey of women over 40, gauging their perceptions of aging, particularly the role reading glasses play. The survey found that almost half of women over the age of 40 admit to feeling embarrassed, frumpy or annoyed when reaching for reading glasses, and 38 percent of women feel that wearing reading glasses are a telltale sign of getting older.1 In early September, Bausch + Lomb announced the survey results during a webinar featuring Stephen Reily, founder of Vibrant Nation, and Dr. Rhonda Robinson, OD, an ECP from Indianapolis, IN. The webinar also educated Vibrant Nation’s community on conditions such as presbyopia, which can affect our eyes as we age, as well as the technology and design behind PureVision®2 multi-focal contact lenses for presbyopia, potentially providing a new alternative to reading glasses.
Throughout September and October, Bausch + Lomb hosted 10 PureVision2 multi-focal contact lens fitting events in select markets, designed to give patients the opportunity to experience the lenses firsthand. Radio and TV interviews are also scheduled with Dr. Robinson to continue spreading awareness of the survey results, presbyopia and the potential benefit ofPureVision2 multi-focal contact lenses. Patients are encouraged to talk to their doctor and visit www.goodbyereaders.comfor more information.
Biotrue® Multi-Purpose Solution: The Eye-Opening Facts about Binge-Watching
With a recent consumer entertainment survey reporting that 80 percent of respondents admit to ‘binge-watching’ entertainment2, our eyes are clearly getting a workout.
Bausch + Lomb, in partnership with Scott Foley, star of ABC’s Scandal and admitted binge-watcher, will uncover the effect binge-watching has on his eyes, and what it means for others, like him, who wear contact lenses. Through print, broadcast and social media platforms, Scott will talk about a new survey of contact lens wearers, who watch their favorite shows while wearing their contact lenses. Scott will share with patients his secrets for keeping his lenses moist, including Biotrue®multi-purpose solution, while asking them to visit www.biotruechallenge.com for more information.
About Bausch + Lomb
Bausch + Lomb, a Valeant Pharmaceuticals International, Inc. company, is a leading global eye health organization that is solely focused on protecting, enhancing, and restoring people’s eyesight. Our core businesses include ophthalmic pharmaceuticals, contact lenses and lens care products, and ophthalmic surgical devices and instruments. We globally develop, manufacture and market one of the most comprehensive product portfolios in our industry, which are available in more than 100 countries.
REFERENCES
1The online survey was conducted by Bausch + Lomb, makers of PureVision®2 Multi-Focal Contact Lenses For Presbyopia, in partnership with Vibrant Nation, Inc. The survey was designed to gauge women’s perceptions of aging, particularly the role reading glasses play. 305 women over the age of 40 responded to the survey, fielded in June 2014.
2“2014 ARRIS Research Reveals Consumers are Finding New Ways to Get Entertainment on Their Terms.” ARRIS. 28 May 2014. Retrieved from: http://phx.corporate-ir.net/phoenix.zhtml?c=87823&p=irol-newsArticle&ID=1935112&highlight.
Bausch + Lomb ULTRA, Biotrue and PureVision are trademarks of Bausch & Lomb Incorporated or its affiliates.
All other product/brand names are trademarks of their respective owners.
© Bausch & Lomb Incorporated
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News Media Contacts:
Kristy Marks
Public Relations Product Manager, Bausch + Lomb
(585) 338-8095 or kristy.marks@bausch.com
Don Murphy
Zeno Group, on behalf of Bausch + Lomb
(212) 299-8970 or don.murphy@zenogroup.com
US/ZUS/14/0190
United States
