Marketing strategy

Essilor launches Varilux winter marketing strategy

Essilor has implemented a new marketing strategy for its Varilux brand, with new training courses for eye care professionals (ECP), an enhanced patient satisfaction guarantee and new point-of-sale assets.

As part of its new three-pronged strategy, Essilor will host a series of live conferences via its Leonardo learning platform, dedicated to the prescription and distribution of progressive lenses.

Launching on Monday, November 14, the company will offer a week of training that will include guidance on international ECP best practices, a session on the science of precise refraction of progressive lenses (PPL) from the head of ABDO University, the Dr Robert Cubbidge, and communication advice from health psychologist Dr Fiona Fylan.

ECPs will be able to earn four CPD points through training, which can be booked through the Leonardo platform.

Charlotte Timbury, Varilux Product and Category Manager at EssilorLuxottica in Northern Europe, commented: “The conferences are designed to help educate and enhance varifocal knowledge among ECPs with key academics and industry leaders covering a range of topics in the world of varifocals during the week. ”

In addition to the lecture series, Essilor has introduced a new patient adaptation guarantee, whereby patients who purchase Varilux lenses by the end of the year will benefit from a total satisfaction guarantee of 12 months.

Timbury described the new guarantee as a confirmation of the “confidence we have” in the performance of the lenses.

The latest element of Essilor’s winter strategy for Varilux lenses, the company has introduced a new range of point-of-sale materials.

The packages contain new visuals, posters, data sheets, leaflets and a window sticker.

New social media assets are also available, including video testimonials, which ECPs can use on their own channels.

Timbury said of the new launches: “Our combined approach for Varilux this winter will not only help build awareness of the ECP brand, but will also strive to build awareness of ECP locally and maximize brand awareness. Varilux brand in practice.”

Essilor wished to remind ECPs not registered on the Leonardo platform to contact [email protected] with their name, firm name and email address.