Contact lens retailer 1-800 CONTACTS has announced a new contact lens marketing platform: 1-800 EYEDOCTOR. According to Kevin McCallum, corporate spokesperson for 1-800 CONTACTS, 1-800 EYEDOCTOR is an efficient marketing vehicle like 1-800 CONTACTS, especially on a national advertising level, because it can generate higher patient retention rates due to its memorable name.

When patients call 1-800 EYEDOCTOR, a customer service representative will ask them about their eye care needs. The customer service representative can then refer patients to any eye doctor in their area who is a partner with 1-800 EYEDOCTOR. Customer service representatives can also inform patients about contact lens sales and other promotions at affiliated optical stores.

CEO Jonathan Coon says, Our vision is to partner with optical retailers and eye doctors to build a seamless experience for consumers that includes exams as well as in-store, phone and online service.

To test 1-800 EYEDOCTOR, the company partnered with a family-owned business of 17 optical stores in Utah. 1-800 CONTACTS signed an agreement with the business in October, and they began jointly serving customers in December.

We have worked with our partners management team and associates to improve the way contact lenses are merchandised and marketed in the store, Mr. Coon says. In the few months we have been working together, contact lens sales at their 17 stores have grown approximately 30%.

However, Phillip Plothow, O.D., president of the Utah Optometric Association, does not promote or encourage fellow optometrists to become involved with this new business platform. Nearly every interaction the Utah Optometric Association has had with 1-800 CONTACTS has been antagonistic and unproductive, he says. Their business objectives often run counter to the goals and standards of the profession.

Nevertheless, 1-800 CONTACTS is now talking to potential partners about helping them manage the phone and Web channels of their business, in addition to trying to grow the contact lens business. We see a lot of potential for our company and the partners that we work with, Mr. McCallum says.

Sounds great for 1-800, but what does it really mean for patients and doctors? This type of relationship is designed to peddle merchandise and I do not think it is in the best interest of the patient or the profession, Dr. Plothow says.