Latest News Bausch + Lomb Rolls Out Multimedia Consumer Educational and Marketing Campaigns By Staff Monday, November 10, 2014 12:21 AM BRIDGEWATER, N.J.—This fall, Bausch + Lomb (B+L) is launching several consumer-focused marketing campaigns, presenting professionals and celebrities across multiple media to engage and educate contact lens wearers. Designed to reach patients where they seek health information, the multimedia educational campaigns will encompass a variety of marketing platforms, including social media, electronic publications, radio and newspapers. Because B+L supplies a wide variety of contact lens and lens care technologies, different marketing techniques and media outlets will be used for different products. Starting in the next few months into 2015, a series of digital advertisements, search promotions and social media postings will focus on the need for new contact lens technology that can keep up with today’s digital-reliant millennials, who blink less when frequently staring at digital screens. This “Keeping Up With Today’s Advances in Digital Technology” campaign is intended to promote the new Ultra lens introduced in February, and patients will be directed to a free trial lens offer and an eye doctor locator. To cover the topic of contact lens dryness during the autumn months, E! News correspondent Catt Sadler will conduct “man on the street” interviews, presenting tales of contact lens dryness in both print and broadcast media. Local radio and TV interviews with eyecare professionals around the country will encourage patients to talk to their eye doctors about their contact lens dryness and try a daily disposable lens such as B+L’s Biotrue ONEday contact lenses. Scott Foley, star of ABC’s "Scandal," will uncover the effect binge-watching has on the eyes and what it means for contact lens wearers like him. Through print, broadcast, and social media, Foley will discuss a new survey of contact lens wearers, who watch their favorite shows while wearing their contact lenses. For more information about keeping lenses moist, he’ll invite viewers to visit www.biotruechallenge.com for more information. Radio and television interviews are scheduled with Rhonda Robinson, OD, of Indianapolis to spread awareness of the results of a survey of 305 women over 40 conducted in June 2014 in partnership with VibrantNation, Inc. The survey found that almost half of the respondents admitted to feeling embarrassed, frumpy or annoyed when reaching for reading glasses, and 38 percent felt that wearing reading glasses are a telltale sign of getting older. Sharing the potential benefits of B+L’s PureVision2 multifocal contact lenses, the interviews will encourage presbyopes to talk to their doctor and visit www.goodbyereaders.com for more information. Dr. Robinson and VibrantNation’s founder, Stephen Reily, already presented the results of the survey during a webinar in early September. Guy Guglielmino, B+L’s head of marketing, vision care, said, “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. Through these campaigns, patients will be directed to additional resources, including an eyecare 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.” These multimedia campaigns follow other B+L promotional initiatives, including two events educating more than 550 ECPs on the latest innovations in contact lens technology following the February 2014 roll-out of Ultra. Throughout September and October, B+L hosted 10 PureVision2 multifocal contact lens fitting events in select markets, designed to give patients the opportunity to experience the lenses first hand.