CooperVision Unveils LensFerry Service

Aiming to provide independent eye care practitioners with an easy-to-implement method to more effectively enhance the ECP-wearer relationship, as well as drive contact lens category growth, CooperVision has unveiled its LensFerry service.

Now in its U.S. beta release, LensFerry allows wearers to quickly and conveniently order replacement contact lenses from any manufacturer via their mobile device, tablet or computer for fast shipment to their homes. Not only does the prescribing practice receive the sales revenue as if the lenses had been ordered in-office, but it also enhances its relationship with the wearer, since all LensFerry communications are customized with the practice’s name and/or logo. 

“What’s key to operating a successful eye care practice is not only delivering optimal clinical care, but also providing the most convenient way for wearers to purchase their lenses,” said Jeremy Godsil, general manager of WebSystem3. 

“In LensFerry, we’ve created an e-commerce contact lens ordering solution branded specifically to each individual practice. It meets practices’ needs in today’s digital-commerce driven world, enhancing wearer convenience and compliance while deepening the practitioner-wearer relationship. In doing so, it also provides the potential to increase the ECP’s contact lens revenue.”

The service, which will be part of WebSystem3’s EyeCare Prime suite later this year, includes contact lenses from all manufacturers at ECPs’ specified prices. Online ordering and fulfillment is easy for subscribing practices and their wearers:

  1. In conjunction with an in-office visit and the selecting and prescribing of contacts by the ECP, a practice enrolls a wearer in just a few steps and verifies the prescription.
  2. The wearer selects from buying options, using available insurance benefits and qualifying for any applicable manufacturers’ rebates.
  3. The contact lenses are shipped directly to the wearer’s home or business through LensFerry’s partnership with ABB Optical, the leading U.S. contact lens distributor.
  4. The ECP can send the wearer custom-branded email and/or text reorder reminders via LensFerry.

If a wearer is not immediately interested in placing a lens order following an in-office appointment, LensFerry can send ECP-customized follow-up messages to encourage enrollment and online ordering, build wearer loyalty and maintain relationships.

LensFerry was developed with hands-on input from a group of U.S. optometrists representing a range of practice sizes and locations. The service’s beta launch period is anticipated to take place over the next 90 days, accounting for testing and final design. LensFerry is then expected to roll out to other U.S. practices, with the potential for select international availability in 2015.


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