As World Menopause Day approaches (18 October), the Body Doctor is partnering with the Hakim Group on a nationwide initiative across participating practices in recognition of Menopause Awareness Month.
The initiative includes training materials to recognise and support menopause-related dry eye symptoms, point-of-sale displays and practice marketing materials to raise awareness and start conversations in-practice, and social media and email communications to help educate and engage patients throughout October.
The initiative also celebrates the Body Doctor’s most recent MTick-certified product, Zest.
The MTick is the world’s first universal shopping symbol and certification for menopause-friendly shopping.
Contact lens and dry eye category manager at the Hakim Group, Maggie Martin, said: “We are delighted to partner with the Body Doctor in order to raise awareness of the link between menopause and dry eye.
“This campaign will help our family of independent practices combat outdated taboos and break down barriers to offer healthcare support for the symptoms that our patients are experiencing.
“Activities and campaigns like our Menopause Awareness initiative are vital to see an industry shift towards truly holistic care when it comes to dry eye treatment.”
Research from GenM, the menopause partner for brands and home of the MTick certification, shows that more than 15.5 million women in the UK are currently going through menopause and up to 60 per cent of them are experiencing dry eye symptoms.
Body Doctor’s senior marketing manager, Emma Meeres, said: “Optical practices are in a unique position; they see these patients regularly and can spot the signs. This initiative gives them the training, confidence and tools to be able to start that conversation.”