direct-to-consumer advertising increases website traffic ten-fold

The following is adapted from a press release issued by Bausch & Lomb:

Bausch & Lomb recently announced that a direct-to-consumer advertising campaign will resume in nine U.S. media markets to educate baby boomers and seniors about Crystalens.  Television advertising featuring the accommodating IOL will run on national cable networks in four New York markets as well as in Las Vegas, Phoenix, Tucson, Tampa and West Palm Beach.  The company stated that national magazine advertising is also being utilized. The advertising campaign is aimed at consumers who are 55 years old and older who are still major users of traditional mass media.

The most significant portion of the releases however is the following:

According to Bausch & Lomb, the advertising campaign has generated a ten-fold increase in traffic to the website in other markets, resulting in increased sales for Crystalens.  (Emphasis mine.)

Direct-to-consumer advertising works or vendors would not be engaging in it (you can’t watch TV anymore without being peppered with ads for drugs).  ADG&A advises its clinets to keep abreast of what vendors are doing in this area and work closely with those vendors to maximize traffic to their practices.

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About Arthur De Gennaro

My friends call me Art. Welcome to my blog. In this space you’ll find information and comments on the ophthalmology world, the optical industry, the hearing industry and medical practice management. My intent is to provide information you can use to improve your business and your own performance. Please visit often and feel free to join the discussions by leaving comments.

You can learn more about me and my consulting company, Arthur De Gennaro & Associates, LLC by visiting my web site www.adegennaro.com

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September 2009

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