HOYA hopes to help independent ODs increase multiple-pair sales with its with its Summer SUNsational Program Kit. The Summer SUNsational national campaign will allow patients to buy their first pair of clear prescription eyeglasses and get the same prescription in sun lenses for free. “We’re really removing as many barriers as possible to that second-pair sale,” says Barney Dougher, president of HOYA Vision Care, NA. “All the doctor has to say is, ‘Ma’am here is your prescription and today you can get your sunglasses prescription lenses for free. Go pick out two sets of frames.’”
Giving patients an added incentive to buy a second pair of eyewear will go a long way, HOYA believes. “This is a game changing practice promotion,” says Dougher. “We really want to accomplish two things; one is to help the independent ECP ramp up their capture rate and multiple pair sales. The second thing we want to do is educate patients that more than one pair of glasses should be an expected outcome from their visit. It’s all about changing behavior.”
You can point out the benefits of protecting your patients from UV and give them a value proposition at the same time. The idea is to get ECPs and their entire staff involved in the process of promoting more than one pair. The program includes several components to get ECPs engaged in the process:
1. Educational webinars with scripting and packaging tips.
2. POS with posters, recall cards and dispensing mats.
3. Micro site at www.thehoyafreeformcompany.com/diamond.
4. Consumer-driven social media.
5. Social media content, e-mail templates and other marketing and educational materials.
ECPs will be encouraged to use the promotion and all of the available tools to their fullest extent from June 1 to August 31, 2012. The sun lenses are available in a variety of single vision and progressive designs and materials, as well as in four colors. Program specifics will be made available to participating practices. The colors are added to the lenses using HOYA’s new Diamond Tint Technology utilizing the company’s proprietary pressurized pore process which ensures the durability of the tint color and no fading over time.
“I can’t say enough how important it is for independent ECPs to embrace this campaign, to own it and really use all the available tools,” says Dougher, “This campaign is certainly a reward to our loyal customers, but in a way that sets them up to succeed long-term. They need to pass on the full savings to the patient and use the opportunity for training and getting in the habit of multiple-pair sales.”
