Accommodating IOL ad campaign for seniors launched by Bausch & Lomb

Aliso Viejo, CA-Bausch & Lomb launched a new advertising campaign geared toward baby boomers and seniors about its FDA-approved accommodating IOL (Crystalens).

The lens is the only FDA-approved accommodating IOL in the United States and, according to the company, aims to eliminate a patient’s cataract and provide a patient with a full range of vision.

“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,” said Amy Jacobs, director of global marketing, Bausch & Lomb. “The advertising encourages patients to talk to their ophthalmologist about whether they are candidates for Crystalens or to visit the Crystalens web site (www.crystalens.com) to learn more about this exciting vision-correction alternative.”

Advertising research conducted by Bausch & Lomb found that “only a small fraction of people realize that not all IOLs are the same.” It also indicated that “a number of patients are willing to pay a little extra money in order to get better vision.”

The advertising campaign, which has resumed in Dallas, Raleigh-Durham, North Carolina, and St. Louis, generated a 10-fold increase in traffic to the Web site. Local television, radio, and newspapers will target consumers who are aged 50 years or more in key Florida markets including Fort Meyers/Naples, Jacksonville, Miami/Fort Lauderale, Tallahasse, Tampa/St. Peterburg, and West Palm Beach.