Dr. Linda Fain Hatton, owner of Dallas-based Optix EyeCare & Gallery, spoke to Millennials about digital device usage at SXSW.
BRIDGEWATER, N.J.—Raising awareness about the hazards and discomfort of using digital devices, Bauch + Lomb used the backdrop of the influential SXSW interactive music and technology festival in Austin, Teas. last month to reach out to Millennials about the impact of digital device usage on their vision and as a way to talk about the benefits of ULTRA contact lenses with MoistureSeal.
SXSW festival attendees were invited to visit the Bausch + Lomb ULTRA Lens Lounge where they were able to "Get Their Blink On" and learn about the #ULTRAupgrade.
The initiative, reinforced by social media, is designed to draw attention to vision-related digital device issues and to help drive consumers into their doctor's offices to talk about their vision and how they may be able to "upgrade" their contact lens technology, a B+L spokesperson told CLICK.
The company is working with technophile and host of GeekBeat.TV, Cali Lewis, who took the #ULTRAupgrade challenge and switched to Bausch + Lomb ULTRA contact lenses to enhance her digital screen-obsessed lifestyle. "Like most people, I'm completely addicted to my phone and constantly switching from screen to screen for my job and in my personal life," said Lewis. "As a contact lens wearer and lover of all things 'geek chic,' I was very excited to switch to Bausch + Lomb ULTRA contact lenses with MoistureSeal technology and I can't wait to share how my eyes feel—or should I say NOT feel—because of my upgrade at the end of a long, tech-crazed day!"
Lewis' new web series takes a look at how the digital era is "stealing our blinks." The web series talks about a Day in Lewis' life with devices.
At the SXSW lounge, Lewis, along with Dr. Linda Fain Hatton, owner of Dallas-based Optix EyeCare & Gallery, spoke to Millennials about digital device usage and explained how the features of the B+L ULTRA could work. Working with Mashable, B+L has also developed an infographic about the impact on vision of digital devices.
Americans spend a whopping 400 minutes per day staring at screens, between computers, smartphones, laptops and tablets. According to a survey commissioned by Bausch + Lomb in partnership with Mashable and conducted online by Harris Poll, 61 percent of Millennials incorrectly believe that most people blink more frequently when looking at a screen (e.g. smartphone, computer, tablet). However, the the opposite is true, with studies showing that people may blink on average 66 percent fewer time when staring at their digital screens. For the contact lens wearer, this can lead to lens dryness and discomfort.
Cali Lewis
The B+L survey also showed that nearly 60 percent of Millennials upgrade one or more of their technology devices between one to two years after a new version is released yet only 39 percent said they upgrade their contact lens technology in the same timeframe.
"As innovators, we understand people's commitment to adopting new technology, but know that the discomfort staring at those devices can interfere with optimal vision and contact lens comfort," said Guy Guglielmino, head of marketing, Vision Care, Bausch + Lomb. "Bausch + Lomb is excited to offer a contact lens that is a true technological upgrade. Bausch + Lomb ULTRA contact lenses with MoistureSeal technology might be the best innovation for today's screen-obsessed consumers as they maintain 95 percent of their moisture for a full 16 hours and provide excellent end-of-day vision and comfort compared to the leading silicone hydrogel lenses, helping people make the most of their screen experiences."
ECPs can encourage patients to visit ULTRAcontactlenses.com for more information about a free trial of Bausch + Lomb ULTRA contact lenses. People can also share their #ULTRAupgrade story on Facebook and Twitter.