Spectacles are naturally highly visible and have become some what of a fashion item in the last decade. Historically contact lenses are a bit of a mystery and suffer from a low level of consumer awareness. Recent consumer campaigns however have presented an opportunity to grow your contact lens business by capitalising on increasing awareness levels.

The penetration of contact lenses in the UK is around 7% of the population, only about 1/10 th that of spectacles.¹ This is significantly lower than in many other western countries.

CIBA VISION is committed to building awareness of contact lenses and a key feature of this is consumer advertising. It will be no surprise to practitioners that research has shown that a key entry age into contact lenses is 16 to 24 years.² CIBA VISION’s consumer campaigns are currently targeting this age to help raise awareness and prompt enquires about contact lenses in practice.

The recent Focus DAILIES^® with AquaComfort^® campaign featuring Rachel Stevens is being supported with TV sponsorship of programmes on ITV watched by this age group. “Holly and Fearne Go Dating”, aired in early September is being followed up with sponsorship of a new series of “Streetmate” from the 27th of September until the 20th of December.

There are a number of ways to help ensure your practice doesn’t miss out on the opportunity to gain new contact lens wearers during this time:

• Ensure all staff members are aware of the contact lens types you offer and the benefits of each (The “Optical Assistant’s Guide to Contact Lenses” training DVD and booklet available free from the CIBA VISION website may help)
• Mention contact lenses at all stages of the patient’s journey through your practice including whilst booking in, during the eye examination and at dispensing
• Ensure you have a strong visible presence for contact lenses in the practice. An excellent range of point of sale materials for your practice featuring Rachel Stevens is available free from CIBA VISION. This include posters, window clings, showcards leaflets and display cubes. These support the current campaign running through the second half of 2007 encompassing outdoor posters, magazine advertisements, underground advertisements and on-line advertisements. Point of sale materials can not only help patients make the connection with the campaign they have seen, but will help portray your interest and expertise in contact lenses.
• Take part in the free magazine subscriptions offer – you can offer your patients a free magazine subscription when they buy 3 months supply of Focus DAILIES with AquaComfort from your practice. Contact CIBA VISION for the relevant leaflet to use in practice
• Have a well stocked trial bank to fit new patients. Consumers are able to download a voucher for free trial lenses from the Focus DAILIES consumer website that tells them free trial lenses are available from participating opticians. (They will still need to pay any professional fees you charge).

There is a contact lens available to suit almost any prescription requirement these days. Many patients may like wearing their glasses but will appreciate the chance to go without them for certain activities. A proactive approach to mentioning contact lenses as well as glasses can benefit both their lifestyle as well as your practice.

References:

1 Tns Visiontrak Dec 2006
2 Opinion Market research and Consulting GMBH 2006