New demographics program helps practices with local markets

SALT LAKE CITY — In an effort to assist eye care professionals in their consumer outreach efforts, Transitions Optical Inc. launched its new interactive Transitions Market Area Profile (MAP) program.

The tool can be used to help doctors promote their practices by identifying key consumer segments in their geographic areas, Transitions representatives told PRIMARY CARE OPTOMETRY NEWS here at Optometry's Meeting. It provides detailed information about the vision needs and behaviors of target audiences and suggests marketing tactics to help reach "high value" patients. It also offers insight on who might be competing for their business.

Users can access detailed descriptions of consumer segments in their market area by target audience, which includes information on demographic characteristics.

Data can also be obtained on the average amount spent on eye wear by zip code. High value customers residing in these areas represent more revenue potential because they come from households with a large number of family members who regularly purchase multiple pairs of frames and lenses or who are more likely to consider premium brands of frames and lenses.

Finally, information about the competitive landscape of the trade area helps practices fine tune marketing tactics to stand out from the competition.