Child Care

The Independent Marketing Partnership is launching a children's eye care marketing programme in October, designed to make parents aware of the importance of regular eye examinations for children and teenagers.

The programme, which aims to generate demand for this service at independents, features the 'Eyes right Looking after young eyes' leaflet to mail to parents.

This explains the importance of good vision in a child's development and how independents offer eyewear designed for young faces.Managing director of the Partnership, Graham Hutchison, said: 'Although dispensing values are not high, children's eye care is strategically important for business development of most independent practices.