It’s been tough times lately for Bausch & Lomb, which is roiling in controversy over whether its ReNu MoistureLoc product had a part in causing a serious eye fungal infection in some of its users. Having a product branded as a health risk is one of the worst PR nightmares of any consumer packaged goods company, and the jury is still out on whether Bausch & Lomb is handling the crisis the best way it can.
On the surface, it seems that the company is doing what it’s supposed to: It immediately stopped shipments, placed advisory ads in newspapers, and placed a letter from CEO Ron Zarrella and links to press releases that address the situation on their home page. They also requested that retailers remove the product from their shelves for the time being.
But some critics believe the eyecare company’s current efforts are coming late in the game. ReNu MoistureLoc was first associated with health problems in Asia about two months ago, and Bausch & Lomb has yet to recall the product. A few major retailers also voluntarily removed the product before the company had asked stores to do so.
With the recent filing of a class-action lawsuit and ongoing, yet inconclusive, research of the product’s role in the fungal infection, it looks like Bausch & Lomb won’t be out of the woods for a while. Here’s what some experts think the company should do to manage the crisis.
My question is how the sales and marketing staffers, who are presumably expected to sell other Bausch & Lomb products during this time, are addressing the situation. It is, inevitably, the elephant in the room when they go on customer calls.
What advice would you give to a sales force that has to sally forth during a PR disaster? Here’s some tips from S&MM for managing through a crisis.
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