Independent offer of support is extended

An independents' support group has gained 272 new members following the 100,000 free-membership deal sponsored by Bausch & Lomb and Norville, exclusively reported by Optician in November.

As a result of this increase,702 independent practices now belong to the Independent Marketing Partnership and the sponsors are extending their financial support to the end of this month.

Under the offer - originally offered until November 30 - practitioners are entitled to six months' free membership, including public relations help and advice.

'Supporting the independent sector universally remains a key priority for us and our ongoing work with the Independent Marketing Partnership is one important part of this objective,' said B&L UK managing director Nick Loan.

Independent Marketing Partnership managing director Graham Hutchison said that the increased uptake demonstrated that independents were recognising the need to use more professional marketing to compete with multiples and supermarket groups.

'It is interesting that we have had quite a few practitioners join us who also belong to other support organisations,' he said. 'This suggests they will be using our specialist marketing help to complement the general support they obtain elsewhere.'

The current issue of the In Focus newsletter, which practitioners send out with patient recall letters to promote the importance of examinations and patient loyalty, is expected to have a readership of 700,000 patients.

This month the company is further striving to help members to attract new patients through a household leaflet drop campaign entitled 'Take a Closer Look at Quality & Value'.

'There are numerous opportunities for independents to sell better quality and higher value eyewear as well as extra pairs of spectacles,' said Norville managing director Frank Norville.

'But these products need to be professionally promoted to patients. We can help practitioners do this via the Independent Marketing Partnership.'
Interested readers can email Graham Hutchison: graham@insightmarketing.co.uk