Over half a million homes will see independent opticians 'fighting back' this month when they receive literature which includes prescription details.
Over half a million homes will see independent opticians 'fighting back' this month when they receive literature which includes prescription details.It is part of the promotion sponsored by Bausch & Lomb and Norville to help smaller opticians compete, and both companies have extended their financial support to those who wish to join an independents' marketing group.
Nearly 600,000 members of the public will get an invitation to visit their local independent optician as a result of the Independent Marketing Partnership's household leaflet drop campaign.
Its 'Take a Closer Look at Quality and Value' leaflets are being delivered to participating practices, after which they will be distributed either by mail or door-to-door delivery to existing and potential patients.
Graham Hutchison, managing director of the Partnership, said he was encouraged that so many independents had started to 'fight back and develop their business through professional marketing'.
As a result of the success, B&L and Norville will continue their sponsorship. Nick Loan, managing director of Bausch & Lomb UK, said: 'We are committed to helping the independent sector in an increasingly competitive market. The support on offer is key to growing the market generically and supporting the independent specifically.'
Tomorrow (March 4) independent practices in the UK will receive a sample of a combined prescription form and eye care information leaflet, including the option to obtain 1,000 free copies sponsored by Bausch & Lomb and Norville.
In addition, their offer of sponsored trial membership of the Independent Marketing Partnership has been extended to March 15.
Hutchison believes that meeting the legal obligation to give patients their prescription is also a good marketing opportunity.
'A professionally designed Rx leaflet will obviously enhance the practice's image and clinical authority,' he said. 'But it can also be used to increase dispensing values by including a recommendation section on better quality lenses.'
He said that putting lens recommendations on the Rx leaflet makes the job of dispensing opticians much easier because they are less likely to be seen by patients as trying to 'sell' higher-value lenses. Instead the lens recommendations are based on a clinical assessment of each patient's needs and therefore more likely to be accepted.
Norville's managing director Frank Norville said: 'This leaflet is another way in which independent opticians can help their patients choose better quality lenses and so increase their practice revenue.'
The Partnership's new prescription leaflet has been designed to reflect a more professional image than the standard form currently used by many practices with latest contact lens specification details, including a 'Not for substitution' statement to reduce brand switching by internet and supermarket suppliers.
Last month it was revealed that the B&L/Norville sponsorship had attracted 272 new members to the Partnership.