Positive Impact to launch January dry eye campaign

Positive Impact has announced plans to launch a campaign in January 2025 to encourage dry eye sufferers to take positive action to address the issue.

The company highlighted that dry eye affects an estimated one in three people in the UK.

Positive Impact will work with independent optical affiliates of its Dry Eye Zone but is inviting all eye care professionals to participate.

Under the campaign banner Dreye January, Positive Impact will provide marketing materials to help educate patients on the effects of dry eye and invite the public to talk to their eye care professional about their symptoms.

The materials including email templates, flyers for reminder letters and social media assets, will be provided free of charge.

Nick Atkins, managing director of Positive Impact, commented: “Dry eye does not go away, without intervention it is likely to get worse, but many people think their symptoms are just part of everyday life – something they have to just put up with.”

“We want to work with the ophthalmic professions to help change this situation kick-starting this January, although we all know that to be effective, management needs to be year-long,” he added.

The campaign will be featured on the Dry Eye Zone website and social media platforms.

Atkins explained that the website supports the messages of eye care professionals and will “actively encourage people to make that New Year appointment to get professional advice.”

“We then make sure that if patients do buy from the website, their practitioner is still rewarded for their professional recommendations,” he added.

Consumer dry eye webinars will be held to promote awareness and direct patients towards their independent eye care professional for advice.

Atkins said: “January can be ‘dry’ for many reasons but with this initiative we want to make this one about dry eye and ocular surface health.”