BRAVE COMMERCE: Bausch + Lomb’s John Ferris on Making Science Approachable, Reducing Friction, and Winning in the AI Commerce Era

Adweek Podcast | January 13, 2026
Hosts: Rachel Tipograph (Founder & CEO, MikMak), Sarah Hofstetter (Chairwoman, Profitero+)
Guest: John Ferris, President of Consumer, Bausch + Lomb

Episode Overview

In this episode, hosts Rachel Tipograph and Sarah Hofstetter are joined by John Ferris, President of Consumer at Bausch + Lomb, to discuss the evolving landscape of consumer healthcare, the role of scientific credibility, reducing friction in commerce, and adapting to AI-driven shopping environments. With Bausch + Lomb’s 170-year legacy as a backdrop, the conversation explores how brands in traditional spaces can stay relevant and trusted in a rapidly shifting, digitally-driven era. Key themes include making science approachable, addressing misinformation, optimizing for AI agents and new e-commerce channels, and fostering consumer education around eye health.

Key Discussion Points & Insights

1. The Challenge of Staying Relevant (01:36 & 06:03)

• Legacy vs. Trust:
  • Bausch + Lomb’s long-standing authority is both an asset and a challenge, given waning public trust in “the establishment.”

  “We are the establishment or the expert in an environment where being that isn't necessarily a good thing. The level of trust in traditional experts is not what it used to be.” (John Ferris, 01:36)

• Despite being a trusted name among professionals, the company takes responsibility to raise consumer awareness on eye health beyond crisis moments.

  “We've done numerous surveys that show... consumers will rate vision as their most treasured sense, but they take it for granted. ...They won't take action unless there's something wrong.” (John Ferris, 06:03)

2. Consumer Friction at the Drugstore & Digital Shift (03:11 & 04:13)

• Inconvenience in Brick-and-Mortar:
  • Both hosts discuss frustrations with in-store pharmacies: staff shortages, cost-cutting, and products locked behind barriers.

  “I have to wait for someone to help me access products that are on the shelves because they're behind a lockbox.” (Rachel Tipograph, 03:11)
  “The benefit of the real estate is completely lost in the lack of service.” (Sarah Hofstetter, 04:13)

• Rise of Online and Delivery Fulfillment:
  • Barrier to conversion (locked shelves, lack of convenience) drives consumers to buy over-the-counter (OTC) products online or via delivery.

3. Education, Scientific Authority & New Channels (09:00 & 12:33)

• Balancing Expertise and Approachability:
  • The company partners with eye care professionals (ECPs), especially those using social channels, to maintain credibility while enhancing approachability.

  “We seek to partner, educate, work with and amplify ECPs who are active on social media... making the funny TikTok videos that are educational that really gain traction.” (John Ferris, 09:00)

• Adapting to AI & Information Ecosystems:
  • Ferris acknowledges the growing use of generative AI (like ChatGPT) in health information searches.

  “ChatBots are already being used for health information... We need to make sure that chatbot... they're getting information that is as accurate and as timely as possible for the consumer.” (John Ferris, 09:00)

  • The company is structuring and distributing content for discoverability by AI and search engines, ensuring accuracy and trustworthy authority.

4. Combating Misinformation and Challenger Brands (14:23)

• Unregulated Claims in Supplements & Beauty:
  • Ferris highlights the problem of indie brands making unsubstantiated—or outright false—claims, especially on platforms like TikTok.

  “Nutritional supplements... are famous for startup or challenger brands being more than loose with the rules.” (John Ferris, 15:04)

  • Bausch + Lomb remains dedicated to scientific rigor while striving to tell compelling, relatable stories.

  “We have to make sure that we serve up our content, that we speak to the consumer... in a similar way [as challenger brands], but do it from a place of scientific credibility.” (John Ferris, 15:04)

5. The Disruption of The Consumer Journey & Organizational Response (16:17)

• AI Agents and Seamless Commerce:
  • Ferris predicts a near-term future where AI agents not only help discover but also purchase products for consumers.

  “We're quickly moving to a place where an AI agent is going to make that purchase for you.” (John Ferris, 16:17)

• Internal Adaptation:
  • Bausch + Lomb has shifted resources and restructured teams to focus on digital commerce and marketing, with mandatory AI upskilling for employees.

  “We've made an investment across our entire company to upskill our colleagues on AI competency. ... It's mandatory.” (John Ferris, 16:17)

6. Drug Channel’s Imperiled Future (18:37)

• Decline and Consolidation:
  • The traditional drug channel is under pressure, failing to innovate fast enough in omnichannel and digital shopping.
  • Former major players (Eckerd, Rite Aid) have left the market; Walgreens and CVS are on diverging trajectories.

  “We're down to two. Maybe we'll see a world where we only have one.” (John Ferris, 18:37)

  • Ferris credits CVS for adapting relatively better, but warns the sector risks irrelevance if it cannot regain consumer trust and convenience.

7. Friction, Retail Crime, and Channel Losses (20:51)

• “Locked Boxes” as Conversion Killers:
  • Locked display cases (anti-theft measures) in stores prompt both consumers and gig-economy shoppers to substitute brands or channels.

  “Anything that causes friction is going to cause them or many of them to look elsewhere.” (John Ferris, 20:51)
  “Well, it's easier to order it on Amazon... than it is to try to find staff to [open the lockbox].” (John Ferris, 21:42)

  • The shift not only affects immediate sales but also accelerates leakage to e-commerce and digital fulfillment platforms.

Notable Quotes & Memorable Moments

• On Trust and AI Accuracy:

  “We hear a lot that these chatbots are 85% accurate. That's where it feels like the information is today. And 85% isn't good enough.”
  — John Ferris (11:00)

• On Embracing Change:

  “You have to be brave, you have to be courageous and take those steps. ... There's no playbook that exists.”
  — John Ferris (12:33)

• On Professional Courage and Growth:

  “I had a really great career... and I took that chance and my wife and I moved our family... It turned out to be an incredible growth experience. ...I wouldn't be where I'm at in my career today if I hadn't made that move.”
  — John Ferris (22:22)

Timestamps for Important Segments

• 01:36 – John Ferris on being a traditional “expert” brand in a changing trust landscape
• 03:11 - 04:13 – Hosts discuss drugstore friction and convenience loss
• 06:03 – 09:00 – Need for consumer education and partnerships with trusted professionals
• 09:00 – 12:33 – Leveraging AI, chatbots, and publishing credible medical content
• 14:23 – 15:54 – Combating misinformation from indie and challenger brands
• 16:17 – 17:59 – Impact of AI on consumer decisions and team adaptation at Bausch + Lomb
• 18:37 – 19:58 – The future of the drug channel and market consolidation
• 20:51 – 22:10 – How retail friction and theft prevention measures are accelerating e-commerce
• 22:22 – 24:10 – John Ferris’s “bravest thing” and reflections on career and personal growth

Episode Tone

Conversational, insightful, and humble, with all participants adopting a tone of curiosity, realism, and openness to change. John Ferris demonstrates humility in leadership, pragmatic optimism about new technologies, and a strong commitment to Bausch + Lomb’s scientific values while embracing the need for risk-taking and adaptation.

Final Thoughts

Listeners are left with an inside look into how legacy healthcare brands are transforming themselves in the face of technological change, evolving consumer habits, and increased competition from both digital-first upstarts and delivery platforms. The episode provides actionable insights for leaders in commerce, marketing, and healthcare who grapple with similar disruptions.