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XTRA MESSAGING/EDUCATION GOES DIGITAL

coinciding with the rollout of expanded availability for Transitions XTRActive lenses (see p. 83), Transitions Optical, Inc., has kicked off a consumer campaign that highlights the product’s R&D story and the unique set of benefits it offers. The campaign includes a TV tag, print and digital advertising, as well as social media.

But it also includes several messaging tactics in various digital channels, each dealing with and demystifying what ECPs say are common patient objections of Transitions: performance and darkening behind the windshield. “Optics Test Force” videos are featured through online channels like Hulu, and social media. ECPs can view the videos at the TransitionsPRO.com/XTRActive website. The site also features education materials to equip eyecare professionals with the knowledge they need to successfully market the lenses. A self-guided presentation summarizes existing dispensing tools, and includes insights and tips from ECPs who are already seeing success. Additionally, a new tech paper allows ECPs to explore the science behind the unique benefits of the lenses.

INFO: TransitionsPRO.com/XTRActive

WEBINARS SET ON COMPLIANCE

Primary Eyecare Network (PEN), a division of ABB Optical Group, announces a new monthly webinar series focused on compliance issues, offered in partnership with CS Eye, an independent optometric consulting company.

Occurring on the first Wednesday of every month through Dec. 2, the series is free for PEN members and costs $15 per webinar for participants who are not members of the network. CS Eye experts will lead the webinars with a mission to help doctors build strong, compliant, and profitable businesses by expertly managing and supporting their compliance and medical billing operations so they can focus on patient care.

INFO: primaryeye.net, education@primaryeye.net

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VIRTUAL WEBSITE

Virtual Digital Optical announces the launch of its new website designed to attract ECPs looking for the advanced and affordable digital progressive lenses.

Virtual Digital Optical specializes in offering quality backside free-form progressive lenses at an affordable price point.

INFO: virtualdigitaloptical.com