Aliso Viejo, CA—Bausch & Lomb has launched a new advertising campaign in six Florida markets aimed to educate baby boomers and seniors about its proprietary FDA-approved accommodating IOL (Crystalens), the company announced in a prepared statement.
The IOL, used in standard cataract replacement procedures, provides patients with a full range of vision after surgery, potentially eliminating their need for glasses or contacts, Bausch & Lomb said.
According to the statement, the campaign will use local television, radio, and newspapers to target consumers who are aged 50 years or more—the population that still responds to those traditional forms of mass media. The ads will run in Florida’s key markets: Fort Myers/Naples, Jacksonville, Miami/Fort Lauderdale, Tallahassee, Tampa/St. Petersburg, and West Palm Beach.
“This direct-to-consumer advertising campaign is showing great results in helping the [aged-50-years-or-more] consumer understand that they can do something about their cataracts and glasses with one surgery,” said Amy Jacobs, director of global marketing for the lens.
The ads, which encourage patients to talk with their ophthalmologists to find out whether they are candidates for the IOL, also urge patients to visit the lens’ Web site,
The campaign’s initial run (it has been resumed) in Dallas; Raleigh-Durham, NC; and St. Louis, generated a 10-fold increase in traffic to the Web site, resulting in increased sales of the lens, the company said.