Upfront: L&T Marketing

Sep
2008

Lens Marketing

Transitions Launches Online ‘Customizer’ and an e-Newsletter for Hispanics
Transitions Optical has launched a new, interactive eyeglass customization process online, the “Eyeglass Guide 2.0” that allows patients to visually build a pair of eyeglasses based on answers to lifestyle questions.

As users answer a series of questions about their lifestyle and specific eyewear needs, they’ll notice the background photos changing along with the lenses and the glasses on the lower right of the screen. They can view short, informative videos about specific products that are of interest to them. At the end of the guide, they receive eyewear suggestions specifically tailored to meet their needs and designed to help them feel comfortable and informed when they meet with their eyecare professional.

In addition to the interactive “Eyeglass Guide 2.0,” the web site also includes information about the eye and how to maintain healthy vision, details regarding eye exams, treatment and visits to ECPs, and a wealth of other resources to help users on their quest for proper lenses and healthy vision.

Transitions is also launching a quarterly, electronic newsletter, Healthy InSights Informativo, designed to provide eyecare professionals with vital information to help them meet the needs of the rapidly growing Hispanic population. Each issue will contain information about the “unique cultural, health and marketing needs of the Hispanic market and will provide updates on tools and initiatives from Transitions Optical to address this market,” according to the company. “As the Hispanic population continues to grow, eyecare professionals are looking for ways to understand how to best interact with this population and wonder what impact Hispanic marketing could do for their practices,” says Martha Rivera, Hispanic market segment manager, Transitions. “The new Informativo is a helpful resource for eyecare professionals, whether they already have a strong base of Hispanic patients and would like to enrich it, or they’ve never even considered the potential the Hispanic marketplace offers to grow their businesses.”

Eyecare professionals can register to receive the newsletter by visiting www.transitions.com/professionals and clicking on News and Events, or by contacting their Transitions Solutions Team representative or Transitions Customer Service at (800) 848-1506.


Global Adds Frame Choices DVD to Jumpstart Series

Global Optics, in cooperation with Innereactive Media of Grand Rapids, Mich., recently released the fourth disc in the Jumpstart training series of DVDs. “Jumpstart 4: Identifying Frame Limitations” is designed to illustrate various aspects of a patient’s prescription and how their prescription may affect their frame choice. Training topics include detailed information on frame and facial measurements, frame materials and styles, how to deal with challenging prescriptions and strategies for dispensing new eyewear.

Jumpstart 4 is not specific to one lens manufacturer and provides experienced optical professionals with insightful information on how to guide a patient to the best frame selection for their prescription. As in discs one through three, the Jumpstart 4 training CD-ROM also contains training videos, animated examples, illustrations, music, narration and more.

Jumpstart is a series of cohesive training tools for use by healthcare professionals in an optical environment. Disc one, “Jumpstart: Your Office,” is designed to train front office staff and familiarize them with optical terminology and procedures. Disc two, “Jumpstart: Progressive Lens Technology” provides in-depth information about progressive lenses and the benefits of dispensing premium progressive lenses in an optical office. Disc three, “Jumpstart: Identifying Visual Needs,” illustrates how practices can increase sales by successfully presenting supplemental eyewear.

The Jumpstart training series is approved by the American Board of Opticianry for four hours of continuing education credits or 16 CE hours for the completion of all four discs.

The Jumpstart series is available to professional optical practices and is exclusively distributed by members of Global Optics: Cherry Optical, CVO, Dietz Laboratories, e.magine Optical, Encore Optics, Expert Optics, Harbor Optical, Hirsch Optical Corporation, Icare Labs, Katz & Klein, Lenco, LensTech, Pech Optical, Professional Ophthalmic Labs, QC Optical, Rite Style Optical, Rooney Optical, Soderberg Optical, Toledo Optical and Walman Optical.

 

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