HEALTH

Walgreens, Bausch + Lomb partner on web-based patient education program on eye health

BY Michael Johnsen

ROCHESTER, N.Y. — Bausch + Lomb and Walgreens on Wednesday introduced a new SightSense online and in-store patient education program in an effort to heighten eye health awareness and encourage consumers to take proactive steps to protect and preserve their sight.

“We know that more than 80% of visual impairment is preventable, which makes it that much more important to elevate eye health awareness among consumers," stated Calvin Roberts, Bausch + Lomb EVP and chief medical officer. "Through the SightSense program we have an opportunity to do just that, and ultimately help people preserve and protect their most treasured sense, as well as improve their overall health.”

The SightSense program features a special eye health section on Walgreens.com that provides tools, information and resources to help consumers become informed and proactive in their eye health, including a PSA-like video that illustrates the connection between eye health and overall wellness, as well as an eye health assessment test to screen for common problems. The web site also provides an eye care professional locator for consumers to find an eye doctor near them, as well as a list of upcoming in-store events. 

SightSense in-store events will be held in approximately 10 cities across the country in 2013, including Chicago, Los Angeles and Miami. The events will feature educational forums led by eye health professionals as well as eye screenings for common problems. Additionally, informative brochures on eye health will be available at all Walgreens stores nationwide beginning in July 2013. 

Through both the online and in-store components of the SightSense program, consumers will be encouraged to get regular eye exams from their local eye care professionals, a key step to maintaining healthy eyes and preventing other health-related issues.


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Robin Leedy and Associates wins three new OTC clients

BY Alaric DeArment

MOUNT KISCO, N.Y. — Public relations and digital marketing firm Robin Leedy and Associates has added three new clients, the firm said Tuesday.

RL&A said the clients were Matrixx Initiatives, which makes the Zicam family of pre-cold and nasal congestion products; Crosscare, which makes Colief Infant Drops for colic related to transient lactase deficiency; and Cirrus Healthcare Products, which makes EarPlanes air-pressure ear plugs, as well as AquaEars for children. The firm specializes in OTC, health and beauty aids and consumer lifestyle brands marketed to women.

"We’ve been developing social media and digital marketing initiatives for clients, particularly in the OTC and HBA space, that balance motivating messages and innovative, integrated platforms with [the Food and Drug Administration] and other regulatory requirements and brand marketing goals," RL&A president Robin Russo said.

 

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Former Bayer executive wins CHPA award

BY Alaric DeArment

WASHINGTON — The former president of Bayer HealthCare’s Worldwide Consumer Care Division has won a lifetime-achievement award from a trade group focused on the OTC industry.

The Consumer Healthcare Products Association announced that it gave its Ivan D. Combe Lifetime Achievement Award to Gary Balkema at its annual executive conference in Naples, Fla.

Left to right: CHPA president and CEO Scott Melville; Gary Balkema; Jen Balkema; Rob Balkema; Donna Balkema; CHPA chairman Paul Sturman

"Gary’s commitment to the OTC industry was so great that in addition to his Bayer responsibilities, he served as chairman of CHPA from 1997 to 1999, leading the association with steadiness, pragmatism and balance," CHPA president and CEO Scott Melville said.

The organization noted that Balkema grew Bayer’s consumer care division from one focused regionally to a global one, quintupling sales and expanding operations to 140 countries, reversing a decline in sales following the acquisition of Sterling and helping make Bayer the second largest OTC company in the world.

 

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