From this week the Birmingham-based lens company will approach selected practitioners to ask them if they wish to take part in its Patients for Life programme. The project consists of a patient questionnaire backed by mini-brochures and information that links particular lens technologies to specific lifestyles and activities. The aim is that a receptionist or assistant will go through the questionnaire while the patient is waiting to see the optometrist. The results can then be used to guide the customer to a suitable lens or support a solution offered by the dispensing optician. Steve Wright, commercial director of Sola UK, said: 'The market isn't going to grow so if you want to expand your business you will have to do one of three things.' This means raising prices, increasing customer footfall or a third option, he said. 'This option, which we believe is the best way forward, is to increase the average value of the product you sell.' Mr Wright said research had shown both a desire for technically better lenses and widespread lack of knowledge among consumers about the range of lenses now available. Mr Wright said practitioners were good at merchandising frames but less so at promoting lenses. He wanted to redress that balance in a way that would benefit the customer and improve the business proposition for the optical practice. Over the coming weeks, Sola will present the idea to practices. If the principal is agreeable Sola will offer to demonstrate how the system works and train practice staff in using the point of sale equipment and interpreting the results of the questionnaire. Sola has insisted that the scheme will only be offered to practices that 'buy in to the idea' and not used as a general sales promotion.