Independent Marketing Partnership has marked 20 years in operation with the release of its In-focus newsletter this spring.
Since 1996, the marketing club has provided customised promotional support to 1,124 independent opticians in the UK. MD of the partnership Graham Hutchison estimated that 12 million copies of In-focus had been distributed in the past two decades.
He said: ‘One reason for its success is that we spread the costs of design and printing across hundreds of practices. This makes the marketing materials affordable for even the smallest independent practice. Typically, a member can save around 70% on the usual cost of production.
‘Despite the growth of digital marketing in recent years, the patient recall letter remains the most powerful form of communication for independents. That’s why our most popular service is still the In-focus patient newsletter, which practices send out with their recall letters.
‘It covers a wide range of optical subjects that encourage patients to have regular eye tests and buy better quality eyewear.’