Rx sunglasses offer potential

The 2010 consumer marketing campaign from the Independent Marketing Partnership aims to help independent practices take on the multiples and sell more prescription sunglasses.

Graham Hutchison, managing director of the Partnership, said that Rx sunglasses offered independents an excellent opportunity to gain extra patient revenue. 'The potential market is huge - most customers understand the benefits of wearing sunglasses and over 26 million adults require vision correction.'

With many people associating Rx sunglasses with the multiples, which often advertise them to attract new patients, Hutchison said the key to unlocking the potential was in better communication. The campaign material includes new leaflets for patient mailshots, text for a direct mail letter and window display banners with customised price and promotional details.