The American Optician

FALL 2017

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1 9 C a t e r e r . R u n n e r . M u l t i t a s k e r . C a t e R u n n e r . M u l t i t a s k e r The daily lens for demanding days. NEW 1 - DAY Because I know Emma's days are demanding, I prescribe NEW ACUVUE OASYS ® 1-Day. HydraLuxe ™ Technology: Tear-infused design An enhanced network of tear-like molecules and highly breathable hydrated silicone integrates with your patients' tear fi lm each day. I know Emma's day full of activities creates environmental shifts that can destabilize her tear fi lm. So for Emma, I reach for the lens with a tear-infused design that mimics mucins to help support a stable tear fi lm. That's why I prescribe NEW ACUVUE OASYS ® Brand Contact Lenses with HydraLuxe ™ Technology. ACUVUE ® Brand Contact Lenses are indicated for vision correction. As with any contact lens, eye problems, including corneal ulcers, can develop. Some wearers may experience mild irritation, itching or discomfort. Lenses should not be prescribed if patients have any eye infection, or experience eye discomfort, excessive tearing, vision changes, redness or other eye problems. Consult the package insert for complete information. Complete information is also available by visiting or by calling 1-800-843-2020. ACUVUE ® , ACUVUE OASYS ® , and HydraLuxe™ are trademarks of Johnson & Johnson Vision Care, Inc. © Johnson & Johnson Vision Care, Inc. 2015 10375636-A August 2015 a national one. That doesn't mean to not donate to American Red Cross or Wounded Warriors Project. Continue to support worthwhile causes that are near to your heart, just remember those that are near to your community. Once you have made your choice(s), it is time to decide how you are going to lend your support. Not all support needs to be financial. Donating your time to feed the homeless or putting together a team to walk for a cure to cancer can be equally effective. What does getting involved in cause-related marketing do for you? Primarily, it can give you and those who work for and with you, a sense of purpose. And remember, you're enabling your customers to experience life better through improved vision and helping others. SHARING THE GOOD WORD Contact your local news outlets when you begin your drive to make the public aware of how they can help you raise funds for the charity. Market the drive in your office (and online) as well as in the office of the charity. Let each individual customer know at the time of purchase that they are helping to raise funds for the charity by simply doing what they were going to do anyway. After the drive is over be sure to contact the same media outlets to let them know that you will be presenting a check after the drive is over. Essentially, call a press conference. Make a copy of the check on a large sign so that viewers can see your donation and have the sign on display in your store or in the charity office – or both. Don't be discouraged at the amount and the coverage the first year. It takes time for these campaigns to build. But soon your store will be known for the impact you have made in your community. Cause marketing is a great way to feel even better about what you do while boosting the public's awareness of your store. Kevin Harrison is the owner of Heritage Vision Center in Hattiesburg, MS, and a regular contributor to the American Optician.

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