Bausch and Lomb Crystalens to be used in consumer ads

Bausch and Lomb has revealed that its Crystalens product will feature in direct-to-consumer advertisements aimed at senior citizens and the baby boomer generation.

The vision-correcting product will put in an appearance in the marketing campaign as of today, bringing the intraocular lens, which has been approved by the FDA, to the attention of those who may benefit from it.

In contrast to existing replacement lenses, Crystalens is designed to eliminate cataracts and provide a full range of vision so that patients’ field is extended.

According to the organisation, many of those who receive the Crystalens surgery hardly, if ever, need glasses or contacts afterwards.

“The advertising encourages patients to talk to their ophthalmologist about whether they are candidates for Crystalens or to visit the Crystalens website to learn more about this exciting vision correction alternative,” Amy Jacobs, the group’s director of global marketing, stated.

In a bid to strengthen its contact lens manufacturing operations, Bausch and Lomb announced last week that it will move all related operations to two centres – one in Waterford in Ireland and the second in Rochester, New York.