BUSINESS Essilor, VSP Global Test Co-Branding Market Concept With ECPs By Staff Monday, January 13, 2014 12:30 AM DALLAS, Texas And RANCHO CORDOVA, Calif.—After holding a series of meetings with independent eyecare professionals around the U.S. over the past year or more, Essilor of America and VSP Global jointly issued a statement that they are testing a marketing concept with a small group of independent practices in Kansas City, Missouri, which will begin this month. “The doctor practices will retain ownership and remain independent, while benefitting from marketing and business resources that both companies provide,” the statement, provided to VMail, said. It further added, “Participating practices will align themselves under a new Personal Optics co-brand, which will feature a robust consumer marketing program designed to drive consumer awareness of the practices and increase dispensary traffic.” Essilor and VSP Global’s statement noted, “Our [companies] have combined their best resources to provide industry-leading business and dispensary management consultation and marketing through a robust branding and advertising campaign. While testing the concept, Essilor and VSP Global will work with practices utilizing proven methods to identify opportunities to help increase revenue from dispensary sales, streamline operations, attract new patients and improve customer satisfaction and retention.” The statement said, “This year and last, during our meetings with independent ECPs around the country, we heard that they need the industry to help them compete in the ever-changing marketplace. Research also tells us that consumers prefer the comprehensive eyecare they receive from independent ECPs but want an unparalleled shopping experience and choice for their eyewear.” More information on the market test is to be posted at Optometry2020.com.