Bausch & Lomb is doing everything right in handling its contact lens crisis. Despite accusations from the FDA that they were late to pull their product from the shelves, B&L is now in full crisis communications mode. Unlike its peers at Sanofi-Aventis who have snoozed through their Ambien crisis, B&L is actually listening to the marketplace and doing some smart communications work. In addition to recalling its products, it’s launched an aggressive consumer education campaign featuring Ron Zarrella, the CEO.
The effort portrays B&L as a caring, compassionate corporate citizen. By enlisting Zarrella as lead spokesperson, it also demonstrates how seriously the company views the product flaws. And, by recalling the product, Bausch & Lomb is emulating the crisis gold standard, Johnson & Johnson, and its handling of the Tylenol crisis.
B&L has put its money where its mouth is. It’s doing all the right things. Let’s hope some of its big pharma peers take note and follow suit soon.