Bausch + Lomb, the global eye health company has launched a national TV campaign for its intraocular lens, Crystalens, in several markets. The campaign features Broadway, film and TV actress Florence Henderson. It will be augmented by a national print and online campaign that started earlier in September.
Commercials will air in Chicago, New York (NYC, Albany, Schenectady, Troy, Rochester, Syracuse, Binghamton), Dallas, Philadelphia, California (Orange County) and Florida (West Palm Beach, Tampa)
Henderson recently had the Crystalens surgery to treat a cataract that had developed in her eye. She is best known for her role as Carol Brady in The Brady Bunch. She’s currently a cast member of ABC-TV’s Dancing With The Stars.
“When we met with Florence Henderson after her surgery, she was thrilled with the results. As we continued our discussions over the past several months, it became obvious to her and to us at Bausch + Lomb that she would be an ideal spokeswoman for this product. She embodies the Crystalens brand with her energetic, active lifestyle,” said Amy Jacobs, director, Global Marketing for Crystalens.
In addition to the advertising campaign, Bausch + Lomb has launched a cataract education web site to educate aging baby boomers and seniors who have cataracts. The web site, www.cataracteducation.com, features Henderson. It informs visitors about what causes cataracts, describes how they are treated, provides valuable information patients can use to speak with their doctor, and emphasizes the importance of seeing your eye doctor regularly.
Bausch + Lomb will also make available in-office patient education materials and other promotional items featuring Henderson to Crystalens surgeons throughout the US.