Essilor launches winter marketing strategy for Varilux

The three-pronged strategy includes a week-long series of livestreamed lectures dedicated to varifocal lens prescribing and dispensing, launching on 14 November

woman with watch

Essilor has introduced a new marketing strategy for its Varilux brand, with new training for eye care professionals (ECPs), an enhanced patient satisfaction guarantee and new point-of-sale assets. 

As part of its new three-pronged strategy, Essilor will host a series of livestreamed lectures through its Leonardo learning platform, dedicated to varifocal lens prescribing and dispensing.

Launching on Monday 14 November, the company will deliver a week of training which will include best practice tips from international ECPs, a session on the science of accurate progressive power lens (PPL) refraction from the principal at ABDO college, Dr Robert Cubbidge, and communication tips from health psychologist Dr Fiona Fylan.

ECPs will be able to earn four CPD points through the training, which can be booked through the Leonardo platform.

Charlotte Timbury, Varilux product and category manager at EssilorLuxottica in North Europe, commented: “The lectures are designed to help educate and enhance varifocal knowledge amongst ECPs with key academics and industry leaders covering an array of topics within the world of varifocals over the week.”

In addition to the lecture series, Essilor has introduced a new patient adaptation guarantee, through which patients who purchase Varilux lenses by the end of the year will benefit from a 12-month total satisfaction guarantee.

Timbury described the new guarantee as a confirmation of the “confidence we have” in the performance of the lenses.

As a final factor in Essilor’s winter strategy for the Varilux lenses, the company has introduced a new range of point-of-sale material.

The packages contain new visuals, posters, fact sheets, leaflets and a window sticker.

New social media assets are also available, including video testimonials, which ECPs can use on their own channels.

Timbury said of the new launches: “Our combined approach for Varilux this winter will not only help increase ECP awareness of the brand, but also strive to boost awareness of the ECP locally and maximise awareness of the Varilux brand in practice.”

Essilor sought to remind ECPs who have not registered for the Leonardo platform to contact [email protected] with their name, practice name and email address.