Independent initiative is launched in Ireland

A new marketing initiative aimed at promoting the quality of service provided by Ireland's independent practices has been launched in the Republic of Ireland by GPS Optical, a subsidiary company of the Association of Optometrists Ireland (AOI).

Marketed under the brand name EyeZone, the initiative is intended to promote to patients the quality and choice of services and products available in the Republic's independents. Any Irish practice, including members of multiples, is able to join the initiative on the condition that they contribute a turnover-related participation to EyeZone's marketing budget and display EyeZone branded materials such as posters and patient literature in practice.