Bausch & Lomb was anticipating FDA approval of its 30-day PureVision contact lenses in Fall 2001, but the company knew its launch campaign would have to do more than introduce the product to the public. First, the campaign would have to reach a dual audience: active contact lens-wearers who wanted less hassle, as well as their eye care professionals, who were often wary of long-term overnight use. Plus, there was competition from competitor CIBA, which received approval for its own 30-day lens before Bausch & Lomb. Finally, Bausch & Lomb was simultaneously working to improve an uneven reputation with the eye care community.