first person
five Questions for…
by Karlen McLean, ABOC, NCLC
Brett Craig, the new president of Transitions Optical, Inc., says he will support the products and programs that Transitions has in place and explore areas of innovation. Here, he speaks with EB about moving forward.
1 EB: How will Transitions maintain interest in ongoing Transitions lens launches?
BC: Each new product launch will generate high levels of interest and enthusiasm because we research what consumers and ECPs want and make it happen. We've partnered with other leading brands to expand our product portfolio and the photochromic category.
| The Personal Touch |
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| ■ My favorite meal is…In Japan, Osaka's shabu-shabu and Tokyo's sushi or tempura. In India, curry dishes. In Italy, Tuscany's pasta and meats. In France, Provenance's fish and local dishes. In Israel, the numerous varieties of hummus. In the U.S., Chicago deep dish pizza, Texas barbeque, and Louisiana's Cajun-style cooking. ■ I like traveling on business because…I enjoy seeking direct-market guidance, discovering cultural nuances, interacting with our team, and influencing stakeholders. ■ I wish a new technology would…Expedite air travel and eliminate airports! ■ A real treat is to…Meet and relate to key opinion leaders, attend major sporting events, and take my kids to the movies. ■ Each day I try to…Grow in awareness, maturity, and relevance. Also, I seek to become a better visionary leader, empathic communicator, and consistent operator. |
2 EB: How can today's eyecare practitioners sell more photochromics?
BC: Our secret shopper research reveals that, in many cases, while patients are interested in specific lens options like photochromics, they may not have enough information to make an informed decision.
3 EB: What can independents learn from chains about promoting/selling photochromics?
BC: Independent practices can align themselves with companies, like Transitions, that offer educational resources and programs, promotions and marketing, and point-of-sale materials. There are also a number of self-promotion tools available.
4 EB: What are Transitions' major demographic drives?
BC: Transitions will continue to address the needs of the growing Hispanic population. In 2008, for the first time in the U.S., the Transitions commercial will be broadcasted in Spanish. Our marketing efforts and support tools will use new lifestyle images that reach across ages, genders, ethnic backgrounds, and lifestyles.
5 EB: How is Transitions making its moves into the managed care arena?
BC: In upcoming years we'll continue to arm industry partners with educational resources that help raise awareness of how to enhance and protect vision. Vision plans are now covering premium lens options, like Transitions lenses and anti-reflective lenses, to help [companies] differentiate their plans. EB
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