B&L launches workshops for independents

Bausch & Lomb (B+L) is offering independents free, tailored workshops designed to help practices better promote contact lenses and increase retention among wearers.

The workshops have been established as part of the contact lens manufacturer’s What women want initiative, a research project exploring the relationship that women have with contact lenses, what drives wearers and the reasons for drop-outs.

Explaining the campaign, professional affairs consultant for B+L, Vinni Virdee, told OT: “We wanted to be in a position where we could help eye care professionals better understand the relationship that their patients have with their contact lenses, why they choose to go into contact lenses and, consequently, why they may drop out of them. By being able to establish that, and helping eye care practitioners to better understand that, we are able to help practices create more patient loyalty and build a more sustainable business for the future.”

Through focus group research with people in their 30s upwards, B+L reported that, for women, the reasons for choosing contact lenses as a vision correction option changed during the patient’s lifetime. It found that many women make “scarifies and trade-offs” in order to wear lenses. In addition, focus group participants identified value for money, rather than cost, as being important.

The in-practice workshops will explore patient priorities when it comes to contact lens wear and share a 10-point plan for creating an effective patient experience, promoting patient loyalty and driving business.

Ms Virdee shared that the 10-point plan has been developed through combining mystery shopping and focus group findings.

She explained: “[The 10-point plan] looks at various points within the patient journey, not just when they are in your practice, but also before they have come in too. We will help eye care practitioners and practices implement the 10-point plan and then move forward with that patient relationship.”

The interactive workshops will be delivered by the contact lens manufacturer’s professional affairs team. Practices interested in arranging a workshop should contact their territory business manager. 

Image credit: Getty