Live a Dual Life: Multifocal Contact Lens Campaign

Contact+ Dual Wear campaign: An introduction to the Dual-Wear campaign, available exclusively to all Hakim Group practices.

The Dual Wear campaign highlights the lifestyle benefits of DUAL WEAR for all your presbyopic patients. The campaign has been designed to raise awareness of the different types of vision correction available and provide an incentive to try both spectacles and contact lenses. With this campaign, we want to normalise dual wear for different situations and lifestyles and enable patients to continue living life their way.

Overview:

The campaign takes into account a few key factors:

• We know a potential blocker to driving CLs in practice can sometimes be risking devaluing the dispense.  This campaign is deliberately targeted at dual wear – not just CL wear – and also at early presbyopes who will be a good value dispense.

• We know a lot of patients assume they cannot wear CL so when the lead message is about CL they disengage from the advertising.  This message is rooted in lifestyle messaging so is a more engaging way to capture patients’ attention

• We know that CL dropout rate is huge amongst early presbyopes and awareness of MF CL is incredibly low. There are patients who are already engaged in the category just waiting to be told they can still wear lenses!  This is an easy opportunity to make the most of.

• New to market presbyopes often have very negative feelings about wearing specs.   We can do a huge amount to change this with the right dispense, but they are receptive to an option that enables them to correct their vision without any impact on how they look. This campaign is deliberately designed to highlight that we can offer a range of vision care solutions to meet every part of a patient’s lifestyle and personality.

• The assets are bespoke to HG and you will not see them anywhere else on the high street.

Why are we doing it?

We know there is a huge opportunity in the contact lens category, by catering for all of our patients’ vision care needs, we can improve our patient satisfaction and loyalty, whilst improving our recurring revenue and incremental sales. It’s no secret that many of us see contact lenses as a threat to our spectacle sales, but in fact they can increase our average spectacles sale dispense. By offering multifocal contact lenses, our patients can enjoy the best of both worlds: DUAL WEAR – spectacles AND contact lenses. Win win!

Why focus on presbyopes?

Multifocal contact lenses are still one of the biggest growth areas within the contact lens category. Research shows that patients want to know about multifocal contact lenses as an eye care option.

• However only one third of 40-65 year olds, who do not currently wear multifocal contact lenses, are aware that they are a solution to presbyopia.

• And 69% of 40-54 year olds agree they should be told about multifocal contact lenses by their eye care professional as an option as soon as they experience presbyopic symptoms.

• Furthermore, drop-out data suggests that most patients that stop wearing contact lenses due to poor reading vision would be keen to continue contact lens wear.

What are the benefits to our patients?

81% of dual wearers feel that having the option of both forms of vision correction gives them the ‘best of both worlds’⁴. Dual wearers report practical and emotional benefits when wearing their contact lenses and say that they enjoy having different vision correction options as it allows them to do different activities or change how they look.

What support will we provide?

The campaign will include all the assets your practice will need to help kick-start those vital conversations with your patients about multifocal contact lenses and DUAL WEAR.

This includes:

Point of sale:

• Patient leaflets

• Leaflet dispenser

• Window display kit

• A1 Posters

Digital toolkit:

• Digital screen content

• Website banner

• Social media content

• Patient email

Digital social assets can be downloaded at the bottom of this page.