CooperVision to launch Fresh Thinking campaign at 100% Optical

CooperVision has revealed plans to launch a new campaign at 100% Optical, which intends to spark an “industry-wide conversation about how the contact lens patient journey could evolve.”

The company plans to launch its multi-year ‘Fresh Thinking’ campaign as it makes its debut appearance exhibiting at the optical trade show from 25 – 27 February.

The first stage of the campaign seeks to get “fresh eyes” reviewing the current contact lens patient journey and sharing thoughts on its effectiveness.

In the second phase, CooperVision intends to share its findings, and the third phase will consider options for improving the products, tools and services behind the contact lens patient journey.

CooperVision shared in a statement that, despite the wearer benefits: “Contact lens wear for vision correction in the UK remains relatively low at 19.6%, and the contact lens category is failing to grow, despite huge advances in contact lens materials and fitting technologies.”

Reviewing the contact lens patient journey to make it quicker and easier, could help to introduce more people to contact lens benefits, the company suggested.

At 100% Optical, the CooperVision stand at L300 will have a ‘Fresh Thinking Zone’ with a variety of interactive ways that eye care professionals (ECPs) can join the conversation.

This includes a short questionnaire hosted on large touch screens, sharing views in a bespoke video booth, and voting on what is most important to ECPs and patients using a magnetic polling wall.

ECPs can benefit from a smoothie bar whilst completing a more in-depth questionnaire on mobile, with a chance to win one of three £100 Amazon vouchers.

A ‘buzz wire’ game will offer a “light-hearted look at the twists and turns of getting a patient into contact lenses.”

The stand will also host continuing professional development (CPD) and non-CPD discussion groups, and will have CooperVision business development managers, myopia management specialists, specialty eye care managers, and professional affairs consultants available.

Doug Bairner, country manager, UK and Ireland for CooperVision, commented: “We’re looking forward to having practical conversations on stand with delegates about the reality of fitting contact lenses.

“We believe that it’s our job, as a leader in both the European and UK contact lens categories, to show eye care professionals how simply and easily contact lenses can provide freedom to their patients, deliver great clinical outcomes, and at the same time, demonstrate significant improved commercial value for practice owners,” he continued.

For those unable to attend the trade show, the questionnaire and further details of the campaign can be found on the CooperVision website.

Register for 100% Optical online, or to read the latest news and insight ahead of the show, visit OT’s dedicated webpage.