Howard Purcell, OD, FAAO, Dipl., of Essilor, explains the marketing approach behind Eyezen and Eyezen+ lenses–and stresses that the eye exam remains central to good eyecare. In addition, he says, ODs now can provide their patients with ophthalmic lenses that provide “protection and prevention,” adding great value to the doctor-patient bond.
PROVIDE PREVENTION & PROTECTION. Prescribe lenses that correct vision, as well as prevent digital eye fatigue and protect against the possible dangers of blue light.
DIRECT TO TWO OPTIONS. Direct to a one-size-fits-all version of Essilor’s Eyezen that is offered online, or do a step better and prescribe Eyezen+, an option with three different powers to choose from, and a clear blue light filter.
MOVE FROM ONLINE TO EXAM ROOM. Making a product like Eyezen available online, and the premium version of the product available only in an ECP’s office, encourages people interested in the product to visit their local eye doctor for a comprehensive exam.
Howard Purcell, OD, FAAO, Dipl., is senior vice-president of customer development at Essilor of America.
Andrew Karp is Group Editor, VM and 20/20 at Jobson Medical Information. To contact: firstname.lastname@example.org