B&L promotes lenses the independent way

Bausch & Lomb has continued its efforts to help independents fight back with a new programme aimed to improve the sales of contact lenses in smaller opticians.

Called the Independent Partnership programme (InPart), it follows hot on the heels of B&L's joint initiative with Norville providing free membership to the Independent Marketing Partnership and its new announcement of the expansion of its independent field sales force.

InPart has been developed by B&L in consultation with customers working in independent practice, and is a generic campaign - designed simply to promote contact lens wear - rather than a specific brand or type of lens.

B&L has produced new 'generic' point-of-sale material under the headline 'You wear glasses. Try the latest contact lenses', which also promotes the benefits of being fitted with contact lenses by independent practitioners.

A generic consumer website promoting contact lenses from independent practitioners www.latestcontactlenses.info states: 'Independent practices are unrestricted in the choice of products and services they are able to provide their patients.

Many are at the forefront of the latest thinking and early adopters of state-of-the-art technology whether it be examination equipment, lenses or contact lenses.'

There is also a website (www.inpart.info) for practice information.

John Doherty, Visioncare marketing manager at B&L said: 'The ever increasing competition in the optical market place actually presents opportunities for the independent sector.

'With the contact lens market flat, one opportunity for our independent customers is to embrace the latest contact lens technology to grow their total turnover per patient. Our InPart programme is designed to help both parties benefit from the increase in contact lens wearing patients.'