The Independent Marketing Partnership has launched a new programme to help independent practices dispense higher value spectacle lenses and increase revenue and profit per patient.
The programme consists of a marketing leaflet to be sent out with patient recall letters, plus text for a new spectacle lens letter written by Ian Feber, a professional copywriter and co-author of More Patients, More Often.
The new marketing leaflet and recall letter promote three essential messages that the company believes will help increase dispensing income and profitability per patient. They are: the improvements brought by modern lens technology, the wide choice of lenses and coatings to suit different patients and finally, the high levels of personal service that independents offer.
Graham Hutchison said: ‘One of the most successful ways of improving practice profitability is to dispense better quality and higher value spectacle lenses. Hi-index, varifocal and freeform lenses, plus coatings, all enable independents to increase their dispensing income without having to acquire or see more patients. The key lies in effectively communicating the benefits of high quality lenses before, as well as during, the dispensing process. This enables patients to understand the advantages of wearing better lenses and so makes them more receptive to the dispensing optician’s recommendations.’
