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The Independent Marketing Partnership aims to combat the economic slowdown with the autumn issue of its Infocus patient newsletter.

With copies of the personalised newsletter available to Partnership members in mid-September, the issue promotes quality spectacles provided by independents.

The articles aim to motivate patients to visit their independent optician more often and spend more on spectacles when they do. Frame design trends, the advantages of modern varifocals and having regular eye tests, along with appropriate eyewear for children, are all covered.

Managing director of the Partnership, Graham Hutchison explained the approach: 'There is currently a deteriorating economic situation that will eventually affect most high-street outlets. Consumers are tightening their belts, and this may well influence their willingness to purchase higher-value spectacles. So it's more important than ever that patients understand why they should visit an independent practice and purchase quality eyewear.'

He added that the more effectively practitioners communicated their quality offering and service, the less likely that their patients would be tempted by low-price offers of the internet suppliers and multiples.

Infocus also contains an article on 'independent practice values', projecting a high quality, professional image of the independent practice.

● Details: 020 8224 1595.

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