ESSILOR unveils New Support for Varilux Brand
Essilor Ltd is running new ECP training, alongside an enhanced patient satisfaction guarantee and fresh marketing assets as part of a three-pronged marketing strategy for its Varilux® brand.
New training for eye care professionals
Commencing on Monday 14 November, the whole week will be dedicated to varifocal lens prescribing and dispensing so ECPs can brush up on their skills and earn four CPD points.
Delegates will get to listen to best practice tips from international ECPs, learn about the science of accurate PPL refraction from the principal at ABDO college, Dr Robert Cubbidge, and harness some communication tips from health psychologist, Dr Fiona Fylan.
Charlotte Timbury, Varilux® product and category manager at EssilorLuxottica in North Europe, said: “The lectures are designed to help educate and enhance varifocal knowledge amongst ECPs with key academics and industry leaders covering an array of topics within the world of varifocals over the week.”
“Our combined approach for Varilux® this winter will not only help increase ECP awareness of the brand, but also strive to boost awareness of the ECP locally and maximise awareness of the Varilux® brand in practice.”
Lectures will be streamed live via Leonardo, Essilor’s new learning platform. To book a space visit Leonardo via your MyEssilorLuxottica homepage or via your EssilorPro portal. Or, if you are not yet registered on Leonardo.com contact firstname.lastname@example.org with your full name, practice name and email address.
Varilux training schedule:
- Monday 14 November 2022 at 1.00pm: The AVA Experience – A Best Practice by Michiel de Doelder, Practice Owner from the Netherlands.
- Tuesday 15 November 2022 at 1.00pm: Accurate PPL Refraction by Dr Robert Cubbidge, Principal at ABDO College.
- Wednesday 16 November 2022 1.00pm: Digital screen use & working environments by Dr Dean Dunning, Ophthalmic Dispensing Programme Leader at Bradford College.
- Thursday 17 November 2022 at 1.00pm: Understanding & Communicating with new Presbyopes by Dr Fiona Fylan, Health Psychologist.
- Friday 18 November 2022 at 1.00pm: Personalisation and Frame Selection by Liam Kite, Senior Lecturer at Anglia Ruskin University.
Enhanced patient satisfaction guarantee
A new and improved patient adaptation guarantee on Varilux® lenses has also been introduced this winter to help enhance value proposition.
Patients who purchase Varilux® lenses from now until end of the year, will now benefit from a new 12-month total satisfaction guarantee.
Charlotte Timbury said: “Our new guarantee confirms the confidence we have in the comfort and performance that Varilux® lenses will deliver to patients and it allows ECPs to pass on this promise to patients.”
Wearer tests have always been at the heart of Essilor’s innovation process, and the lenses have been tested and approved by thousands of wearers.
It was during these wearer tests that Essilor noticed testers who typically experienced benefits find it hard to return to their usual pair of lenses because Varilux® lenses had raised their expectations.
In 2020 Essilor decided to test the “after” experience with a unique consumer study using a one-of-a-kind deprivation methodology which assessed the feelings of wearers when they had to leave their Varilux® lenses and go back to their usual visual solutions.
From the consumer study, nine out of 10 consumers were convinced by Varilux® lenses after trying them for two weeks and 83 per cent declared experiencing much better vision with the tested Varilux® lenses1. The results were especially reassuring with first time wearers with 94 per cent of them stating that they want to wear Varilux® progressive lenses again1.
Fresh marketing assets
To further support the lens, a new range of point-of-sale packages have been launched featuring new visuals, posters, factsheets, leaflets, and a window sticker. These can all be ordered via Essilor’s business development manager.
New social media assets are also available featuring short videos with real-life testimonials from the consumer study, as well as a selection of static posts with new imagery for ECPs to use on their own channels to help raise awareness of the benefits of Varilux® lenses and drive footfall into practice.