In this episode of BRAVE COMMERCE, hosts Rachel Tipograph and Sarah Hofstetter sit down with John Ferris, President, Consumer at Bausch + Lomb, to discuss how modern consumer behavior is rewriting the rules for legacy brands. John shares how his team is tackling a core challenge in eye health: consumers value vision deeply, but often don’t take action until something is wrong, creating a massive opportunity for education-led growth.
John also breaks down what it means to market in a world where discovery is increasingly shaped by social platforms and AI tools. He explains how Bausch + Lomb is partnering with eye care professionals who show up as credible “influencers,” and why improving the quality and structure of brand content matters more than ever as chatbots become a go-to source. The episode closes with a look at how the pharmacy channel is evolving, and how “hidden” in-store friction can quietly shift demand online in an instant.
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