These friends can help get you an extra life!

Topics: Contact lens, Myopia, Ophthalmology Pages: 33 (4069 words) Published: February 5, 2014
“Seeing Things Clearly”

May 2001

Seeing Things Clearly
The Profitability of Contact Lenses for
European Eye Care Practitioners

Key Findings


Patients who wear spectacles and contact lenses are up to 80% more profitable than those who wear only spectacles



Contact lens plus spectacles patients are more loyal



At least 60% of contact lens patients also buy their spectacles from their eye care professional

Commissioned by Euromcontact

London Business School

Chapter 1 - 1

“Seeing Things Clearly”

May 2001

Chapter 1
Introduction
EXECUTIVE SUMMARY.................................................................................................. 3 1. INTRODUCTION............................................................................................................ 5 1.1. HISTORY AND BACKGROUND ................................................................................. 5 1.2. CURRENT MARKET TRENDS ................................................................................... 7 1.3. EYE CARE INDUSTRY CHARACTERISTICS .............................................................. 8 1.3.1.

Market Description ........................................................................................ 8 Spectacles................................................................................................................... 8 Contact Lenses ........................................................................................................... 9 Refractive surgery .................................................................................................... 10 1.3.2.

Industry Players ........................................................................................... 11 Manufacturers .......................................................................................................... 11 Distributors/Wholesalers.......................................................................................... 12 Ophthalmologists ..................................................................................................... 12 Eye care practitioners (ECPs) .................................................................................. 12 1.3.3.

Patient Decision Making Process ................................................................ 13 1.4. EUROMCONTACT .................................................................................................. 14 1.5. THE HYPOTHESIS TO BE TESTED ........................................................................... 16 1.6. RESEARCH METHODOLOGY OVERVIEW............................................................... 17 1.6.1.

Introduction.................................................................................................. 17 1.6.2.
Route Map of the Research Process............................................................. 18 1.6.3.
Objectives..................................................................................................... 20 1.6.4.
Information requirements............................................................................. 20

London Business School

Chapter 1 - 2

“Seeing Things Clearly”

May 2001

Executive Summary
Euromcontact, a trade group of contact lens and lens care solution manufacturers, approached London Business School (LBS) with a request to investigate the profitability of contact lenses against spectacles from the eye care practitioner’s perspective. This request was driven by Euromcontact’s collective observation that the contact lens market was experiencing stagnant growth in the five principal European markets of France, Germany, Italy, Spain, and the United Kingdom.

LBS were instructed to investigate the hypothesis that for European eye care practitioners, selling contact lenses is more profitable than selling spectacles. Euromcontact believed that European eye care practitioners did not fully appreciate the profit...
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