Independents’ info aims to help public care for sight

The importance of patients looking after their own eyesight is the key message in the latest issue of In-focus, the practice newsletter for members of marketing support group, the Independent Marketing Partnership.

Its advice includes the need for regular eye examinations, and explains the risks to patients’ vision from smoking, obesity and UV light. Sample copies are being sent to practices next week and In-focus will be available for distribution to patients in February.

This issue also has an article on how patients’ driving vision can be improved by a visit to their optician. It has been written to reinforce the clinical authority of the independent practitioner as well as encourage more appointments for eye examinations.

Another message of the newsletter is the availability of good-looking frames from an independent practice. An article on elegant eyewear compares the latest chunky and colourful styles with the more subtle and classic rimless designs. There is also a feature on the history of spectacles, explaining how they have evolved over the centuries into today’s stylish and technologically advanced items.

Graham Hutchison, managing director of the Partnership, said that independent opticians need to be more proactive in communicating their main advantages to the public.

“The more that patients understand about the quality products and service available from an independent practice, the more likely they are to visit it and remain loyal customers.

In our experience, a professional newsletter is the ideal way of communicating this message.”

He added: “Patients want to look good in their eyewear as well as see better, so they are more likely to use a practice which clearly helps them achieve both these aims. In-focus promotes how an independent practice has the product choice, the expertise and the personal service to meet each patient’s individual needs.”

The Partnership has 417 member practices in the UK.

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