Support staff training programme Module 6 - creating impact

This is the sixth Academy in Practice support staff module from Johnson & Johnson Vision Care. This useful programme is available to all Acuvue Centre of Excellence practices in binder format with accompanying CD-Roms. These CDs can be used to train new staff on how to teach contact lens handling skills, and patients can take them home to reinforce the techniques they have learned.

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Merchandising is the branch of marketing theory and practice concerned with maximising product sales – in this instance, contact lenses and spectacles – through product design, packaging, pricing and display. The role of the merchandiser is to present products in a way that captures the consumers’ attention, and then persuades them to make a purchase. Merchandising can involve a wide range of materials, from simply posters, to eye-catching free-standing displays.