Red Door Communications will provide medical education and PR advice to the company’s Lens Care division. It will target independent opticians in a bid to ensure users are following instructions correctly.
The appointment follows several well-documented recalls of contact lens solutions earlier this year, including that of competitor brand Complete Moisture Plus over concerns it could cause eye infections.
Bausch & Lomb made headlines last year when it was forced to implement a worldwide recall of contact lens cleaning product Moisture Loc. The firm took action after the solution was linked to an eye fungus.
‘Some competitors have tried to go straight to consumers but it hasn’t been effective,’ said RDC director of international healthcare Phil Sheldon. ‘You need to start with the professionals first so that the message filters through.’
RDC will oversee a comms programme across the EMEA region, supporting major markets including the UK, France, Italy, Spain and Germany. Group account director Joanna O’Donovan heads the work, reporting to Lens Care EMEA marketing director Sebastian Kracht.
‘Everyone is taking eye care more seriously now but it is important that people treat their eye care as they would their other medication,’ said O’Donovan.