The Bausch & Lomb Multi-Focal consumer website (www.goodbyereaders.com), designed and developed by Digital Pulp, was recently awarded a “Best in Class” honor in the Healthcare category of the 2009 Interactive Media Awards (IMA).

The prestigious “Best in Class” award is the highest honor bestowed by the IMA. It represents the best in planning, execution and overall professionalism of a website. In order to earn this award, www.goodbyereaders.com had to successfully pass through a comprehensive judging process, achieving high marks in all judging criteria. The Bausch & Lomb Multi-Focal site scored a total of 482 points out of 500.

“As the leader in multi-focal contact lenses, we felt that it was essential for us to educate patients and help eye care practitioners communicate the many advantages these lenses provide,” says Lisa VanDeMark, vice president, Brand Marketing, U.S. Vision Care. “Not only has the Goodbye Readers campaign and website led to double-digit sales increases for the Bausch & Lomb multi-focal business in the U.S., but we’ve also received an abundance of positive consumer sentiment testifying to the lifestyle benefits of these lenses.”

The content and design of www.goodbyereaders.com, which has had over 500,000 visits to date, was created to educate consumers on the everyday benefits of Bausch & Lomb’s innovative multi-focal contact lenses, which feature All-Distance Optics™ and allow consumers to see near, far and everywhere in-between without the hassles of reading glasses. In addition to information about presbyopia, a natural vision occurrence associated with aging, the interactive site also includes an online lens demonstration that provides consumers with a visual illustration of how the Bausch & Lomb Multi-Focal lens design works. Consumers can also find a local doctor using a new doctor locator function, take a style quiz developed by fashion consultants Visual Therapy and download a free Multi-Focal contact lens trial certificate.

Digital Pulp has been working with Bausch & Lomb for over four years on a variety of projects, including the Goodbye Readers website.

“We couldn’t be happier for Bausch & Lomb and all the great people we’ve been working with,” says Ron Fierman, president of Digital Pulp. “It’s very gratifying that the work we’ve developed for Bausch & Lomb is recognized as reflecting the innovation and creativity of this exceptional client.”

About Bausch & Lomb

Bausch & Lomb is the eye health company dedicated to perfecting vision and enhancing life for people around the world. Its core businesses include contact lenses and lens care products, ophthalmic surgical devices and instruments, and ophthalmic pharmaceuticals. The Bausch & Lomb name is one of the best-known and most respected healthcare brands in the world. Founded in 1853, the company is headquartered in Rochester, N.Y., and employs more than 10,000 people worldwide. Its products are available in more than 100 countries. More information is available at www.bausch.com.

About the IMC

The Interactive Media Council, Inc. (IMC) is a nonprofit organization comprised of leaders and experts from various areas of web-related business and dedicated to elevating the standards of excellence on the Internet. The IMC was formed in 1998 by industry veterans to allow peers to come together in a collaborative environment, and to allow fledgling members of the industry to broaden their understanding of the new media business, development standards, trends and challenges in the global environment. Currently there are 100 members from 14 countries represented. To view the award for www.goodbyereaders.com go to: www.interactivemediaawards.com/winners/.

About Digital Pulp

Digital Pulp, Inc. is an independent, New York-based interactive web development and marketing agency. Their client roster includes Harvard University, The Make-A-Wish Foundation, Bausch & Lomb, Continental Airlines and Redken, among others.