ROCHESTER, NY: Bausch & Lomb is partnering with eyecare specialists to launch a multi-faceted communications campaign to promote the benefits of daily disposable lenses for children.
The PR effort, which is being handled by the in-house team and AOR Edelman, is targeting parents and eyecare professionals from July up to back-to-school time.
The campaign, which is being backed by advertising, will also highlight B&L's discounted rate for its SofLens daily disposable contact lens product.
Jane Mazur, B&L's VP of PR, global/North American vision care, explained that the goal of the campaign was to grow sales of its daily disposable product among a new audience of tweens to 19 year olds.
“This is the first time we have run a PR initiative for SofLens and it represents the biggest initiative in the vision care area this year,” she said. “We are really excited about the opportunity to really grow a needed area of our contact lens business.”
For the consumer part of the campaign, B&L is working with a celebrity mom, whose daughter uses daily disposable lenses. The celebrity, whose identity will be revealed in July, will share her experiences on national media, her own Twitter page, and through a satellite media tour.
B&L also will be targeting mommy bloggers and providing specific content for Schoolfamily.com. In addition, the campaign will also feature a Facebook contest and long-lead media relations.
Spokespeople for the campaign will include Shelly Toltz, an optometrist, mother, and former school teacher and a team of 20 doctors from across the country who will front local media outreach.
From a b-to-b standpoint, B&L will be encouraging its sales team to share details of the campaign and a special offer with doctors. There will also be a series of dinner events which will offer doctors ways to open up the dialogue about the subject with their patients.