ReZoom gave 70 year old Gary Player an artifical lens called the ReZoom for his left eye so he could perform better at the Master’s Golf Tournament back in April. The 70 year old Player was so impressed with his improved vision that he had the surgery done on his other eye. Player is now a paid spokesman at the center of a consumer marketing campaign that lens maker Advanced Medical Optics Inc. has created ReZoom. The ad campaign will feature television, radio, and print ads which eye surgeons can pay to run locally. Already over 1,000 doctors have signed up.

The need for marketing is huge as the patients 65 and older who desire the surgery are required to pay $3,400 to $5,000 for the surgery with no medical coverage. The campaign began Monday and is running in six geodemographic markets. Print ads will be appearing in senior magazines and local newspapers. I believe the most effective way to market ReZoom will involve targeting seniors which the lasix eye surgery incorrectly did when they started out.