Bausch & Lomb (Rochester, NY) has launched a marketing initiative with the goal of raising U.S. awareness of presbyopia and multifocal contact lenses, according to a press release issued by the company.

More than 78 million baby boomers in the United States either already are presbyopic or are becoming presbyopic, according to Bausch & Lomb. ”Three out of five presbyopic patients don’t even know multifocal contact lenses exist as an alternative to cumbersome reading glasses, and we want to change that,” said Keir Meisner, director, U.S. marketing, lenses, Bausch & Lomb.

According to the company, 75% of people who wear contact lenses or reading glasses want to try multifocal contact lenses once they learn about them.

Television and Online Ad Campaigns

The marketing initiative includes TV ads for Bausch & Lomb Multi-Focal contact lenses that began airing nationally on Saturday, March 14. The ads are appearing on the major networks, as well as on many cable networks, such as Food Network and HGTV, and syndicated programs such as Oprah, Ellen, The Martha Stewart Show, Live With Regis and Kelly, and The View.

The TV ads will be backed by an online awareness-building campaign, with a variety of placements on websites such as HGTV, Food Network, Oprah, Real Age, and Rachael Ray.

All of the advertising is scheduled to run throughout 2009.

New Website About Multifocal Contacts

Bausch & Lomb is also launching a new website this month called www.goodbyereaders.com. where consumers can learn more about presbyopia and multifocal contact lenses. The site includes an online lens demonstration with a visual illustration of how Bausch & Lomb Multi-Focal lenses work. Consumers can see how their eyes adjust to near, intermediate, and far distances using multifocal contact lenses.

Visitors to the site also can find a local eye doctor, if they don’t already have one, by using the website’s doctor locator. They can also download a free trial certificate for Bausch & Lomb Multi-Focal contact lenses.

Special Multifocal Contact Lens Promotion

Bausch & Lomb also announced an online promotion entitled, “See a New You,” which will launch on the goodbyereaders.com website on March 23rd. The promotion will highlight the fashion and lifestyle benefits of multifocal contact lenses, and visitors can take fashion and style quizzes and enter a sweepstakes to win a personal lifestyle makeover and a year’s supply of Bausch & Lomb Multi-Focal contact lenses.