The new research paper, entitled Innovation: the way to a patient’s heart?, takes insights from over 70 sources, looking at why patient loyalty should be a priority for the ECP; how change is important in order to continually improve the patient’s experience; how we can learn from other industries; the potential benefits of collaboration between manufacturers and ECPs; observations on people’s differing reactions to change and the need for clear and relevant patient communication.
Interspersed with quotes from personal interviews with ECPs representing national brands, small chains and independents, the paper also includes handy tips and guides which the ECP can use to help them put the theory into practice.
One of the key learnings from the paper was that those ECPs who focus on innovation are more likely to build customer loyalty and, in turn, their practice. Loyal customers provide a reliable income and save the ECP time in trying to develop new business or delivering a hard sell. The paper also discussed how people’s needs are complex and unpredictable which emphasises the importance of an ongoing dialogue between ECP and patient.
To launch the white paper, a roundtable event was organised which was jointly hosted by CooperVision and Optometry Today and featured representatives from Leightons, a regional chain based in the UK, and independent optician, Lunettes. The agenda featured three discussion points; ‘Feeling and seeing ‘better’ demands innovation’; ‘How patients react to innovation’ and ‘Using innovation to solve problems’, with the attendees drawing parallels from their own experiences.
A full follow-up piece to the roundtable event is featured in the current issue of Optometry Today with video content from the event hosted on www.optometry.co.uk. To order a copy of the full white paper speak to your Business Development Manager or view the whitepaper online here.
