Campaign aims to boost sales

Marketing specialists Independent Marketing Partnership is set to launch a two-stage consumer campaign designed to help independent opticians increase their dispensing sales. The company's latest marketing package is designed to increase patients' understanding of the benefits of choosing better quality and higher value lenses.

The first stage of the campaign consists of a marketing leaflet that explains the advantages of wearing high-index lenses, varifocals and anti-reflection coatings. These will be mailed out to patients of the practices, either as part of the monthly recall programme or as a single mailshot with the Partnership providing the recommended text for the letter.

The second stage consists of a combined prescription form and leaflet which includes a section for recommending lens type as a result of the patient's eye examination. This section is to be completed by the optometrist after the refraction and to be passed on to the dispenser for implementation.