HEALTH

Bausch & Lomb announces new center for patient insights

BY Allison Cerra

ROCHESTER, N.Y. Bausch & Lomb has developed an initiative that strives to increase access to unbiased industry information, trends, market research and insights for eye care professionals across the United States.

The Center for Patient Insights’ main goal is to deliver news and insights that help eye care professionals better understand their patients, their industry and the information and opportunities available to them.

“Eye care professionals across the country have consistently communicated to us that one of their key needs and wants is to continue raising their understanding of how to increase patient loyalty and satisfaction,” said Steven Robins, president, North America, Vision Care. “With the new Center for Patient Insights, Bausch & Lomb is able to offer eye care practitioners a source of aggregated and unbiased industry news and research that will help them grow their knowledge base, practice and patient satisfaction and loyalty.”

The Center for Patient Insights is specifically designed to be an accessible, simple and efficient source of easy and quick-to-read newsworthy information. The Center will utilize a variety of channels to publish timely, relevant and comprehensive data gathered from patient and consumer research commissioned by Bausch & Lomb and such nationally recognized data providers as HPR and Gallup.

The Center’s interactive portal on www.CenterForPatientInsights.com launches in the coming weeks and will provide ECPs with brief PatientPoints summarizing industry trends and research on patient attitudes and beliefs, as well as insights on how this data can be used to positively impact their practices. PatientPoints and research insights will be downloadable from the Web site and printable for future ease of use and reference. The Web site also will include a search function that allows users to easily locate specific information via keywords and categories, which include vision conditions, patient outcomes and patient preferences.

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Perrigo promotes McCormick to consumer healthcare pricing and planning manager

BY Michael Johnsen

ALLEGAN, Mich. Perrigo earlier this week promoted Shawn McCormick to consumer healthcare pricing and planning manager, where he will be responsible for managing pricing and business planning functions within CHC marketing.

McCormick, a four-year Perrigo veteran, most recently served as the CHC sales and marketing controller. Before joining Perrigo, he worked for Steelcase in finance and with BDO Seidman in auditing.

A Certified Public Accountant, McCormick earned his Bachelor’s of Business Administration in Accounting from Grand Valley State University in 2001.

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Bausch & Lomb Vision Care adjusts focus on lens care

BY Michael Johnsen

ROCHESTER, N.Y. Bausch & Lomb Vision Care on Friday announced a renewed focus on its ReNu brand of lens care solutions through a U.S. consumer rebranding effort that targets both eye care practitioners and consumers with messaging around ReNu Fresh Lens Comfort (formerly ReNu MultiPlus) and ReNu Sensitive Eyes (formerly ReNu Multipurpose Solution). New packaging around Sensitive Eyes begins shipping this month.

Additionally, the company recently established a dedicated U.S. lens care solution and eye care product sales force that primarily is responsible for engaging with eye care practitioners and keeping them updated on the benefits of B&L products for their patients and their practice. The sales team presently is focusing on eye care professionals across the East Coast, and will be moving its emphasis to the West Coast by next year.

“We felt that it was time to rejuvenate our original ReNu brand of lens care solutions … that clearly articulates the specific benefits of each formula,” stated Steven Robins, president, North America, Vision Care. “With ReNu Fresh Lens Comfort and ReNu Sensitive Eyes, we can more directly help meet existing consumer needs, such as the desire for a fresh lens feeling daily or for a solution that is gentle enough for sensitive eyes.”

B&L also has launched a fully integrated consumer marketing campaign, which includes www.renufresh.com, a free-standing advertising insert distributed in newspapers nationally, in-store shelf talkers and banners and an online advertising and search keyword campaign.

The Web site, which features lens care information and tips for consumers, includes a B&L Wear & Care video and a coupon for the Fresh Lens Comfort solution. Consumers also are able to vote for their favorite fresh image of the day.

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