Bausch & Lomb's Florida campaign uses radio, TV

Bausch & Lomb announced a new advertising campaign has been launched in six Florida markets that will educate baby boomers and seniors about Crystalens, the nation's only FDA-approved accommodating intraocular lens (IOL).

The campaign will run in key Florida markets including Fort Myers/Naples, Jacksonville, Miami/Ft. Lauderdale, Tallahassee, Tampa/St. Petersburg and West Palm Beach. The effort 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 campaign, which has 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.

There are 3 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.