Specsavers launches national OCT campaign

The initiative seeks to raise awareness of OCT with the public

Specsavers has launched a new multi-million-pound marketing campaign to raise public awareness of the optical coherence tomography (OCT) technology that is available in its UK practices.

The multiple introduced a rollout programme for OCT across its UK and Ireland practices in 2018, with the technology now available in over 70% of its stores.

Almost 3000 Specsavers optometrists have completed online training on OCT, covering eight CET modules that provide an overview of the technology and explore disease progression analysis.

The advertising campaign is designed to encourage members of the public who have never had an eye test with an OCT before to do so.

The television advert was launched on ITV during detective drama Vera this week and will continue to air during programmes such as Six Nations rugby matches, Love Island, SAS: Who Dares Wins and Gogglebox. It will also feature in cinemas nationwide.

The advertising will feature in windows of Specsavers stores, with a four-page leaflet available explaining the eye care benefits of the technology.

The advert, which was created by Specsavers’ in-house team, features an astronaut in space walking with an OCT machine with the tag line ‘Our most advanced eye exam has landed. OCT scans available now.’

Speaking about the campaign, clinical services director at Specsavers, Giles Edmonds, said: “OCT is big news for eye care on the High Street. This hospital-grade technology in our stores is a win-win. It’s great news for customers who love the fact we use the latest technology to detect sight-threatening diseases earlier – in turn preventing avoidable sight- loss. It is also great news for optometrists who want to advance eye care by working with OCT.”