ALISO VIEJO, Calif.—Bausch + Lomb, the global eye health company, said it will work with Broadway, film and TV actress Florence Henderson in an integrated marketing campaign starting this Fall for its Crystalens approved accommodating intraocular lens (IOL).
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| Actress Florence Henderson will share her story as a Crystalens patient. |
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The Crystalens ( www.crystalens.com) is the only FDA-approved accommodating intraocular lens. The marketing and advertising program will feature Henderson talking about what it is like to have a cataract, how cataracts adversely affected her vision and what life has been like since she had her Crystalens surgery. It will emphasize that the Crystalens not only corrects the cataract but also provides a full range of vision.
“We are thrilled to be working with Florence Henderson,” said Amy Jacobs, director, global marketing, for Crystalens. “It is already proving to be a great partnership because she embodies the Crystalens brand with her very active lifestyle. She is a proven, effective spokesperson who has great influence with the 50 years and older audience. Her experience as a Crystalens patient heightens her already considerable credibility with our surgeons and their potential patients.”
An estimated 20 million aging Baby Boomers and seniors have cataracts. Approximately three million cataract surgeries are performed in the U.S. every year.
Henderson said, “When something works for me like Crystalens has, I like to share my experience. I am happy when telling my story helps empower, inspire and motivate people to take care of themselves. It is important for people over 50 to understand what a cataract is and what they can do about it.”
Bausch + Lomb will also make available in-office patient education materials and other promotional items featuring Henderson to Crystalens surgeons. ■ ■
