Positive Impact has planned to target millions of people suffering from dry eye in the new year with the launch of its first Dry Eye January campaign.
The optical supplier has encouraged eye care professionals to participate by encouraging dry eye sufferers to take positive action and stem progression.
Nick Atkins, managing director at Positive Impact, said: ‘Dry eye does not go away and without intervention it is likely to get worse, but many people think their symptoms are just part of everyday life – something they have to just put up with.
‘We want to work with the ophthalmic professions to help change this situation, kick-starting this January. Although we all know that to be effective, management needs to be year-long.’
Positive Impact will provide marketing materials to help educate patients, with email template, flyers for reminder letters and social media assets all available.
The company will also leverage its Dry Eye Zone website and link people seeking professional advice to their nearest practice.
Atkins added that if patients bought products from the website, their practitioner will be rewarded for their professional recommendation.
