Direct mail campaign is designed to boost independent practice income

The campaign's overall objective is to protect and increase practice income through higher value dispensings.
The Independent Marketing Partnership says that as spectacles account for around 75 per cent of the average independent practice's revenue, it is essential that this business base is protected from 'erosion by the multiple groups'.
'Independents also need to increase their eyewear sales every year if they are to invest in and develop their practices successfully,' points out managing director Graham Hutchison.
He continues: 'This is difficult to achieve when the number of eye examinations nationally is static and competition from the multiples is fierce.
'The Independent Marketing Partnership's strategy is to improve the average dispensing values of its members, thereby growing the practice income from the same number of patients.'
The Independent Marketing Partnership has produced a special leaflet and letter which will be mailed out with appointment reminders to patients, offering attractive quality eyewear and encouraging more appointments and higher value sales.
Information packs have now been sent to Independent Marketing Partnership practices for the campaign launch this month.
For further information, contact Graham Hutchison on 020 8224 1595.