TECHNOLOGY: Digital + Social Media Transitions Optical A Portal Tailored for the Trade By A VM Staff Report Monday, December 13, 2010 12:10 AM RELATED CONTENT Site Support: More ECPs Tap Online B2B Tools Viva International Group Essilor of America L'Amy America Luxottica Group Nassau Vision Group Marchon Walman Optical Zyloware Block Buying Group Red Tray | HMI Buying Group Tura A&A Optical To provide eyecare professionals with easy access to its broad range of sales, marketing and educational materials, Transitions Optical created the Transitions Trade Portal www.Transitions.com/Pro. The company focused on three main elements when designing the portal: ease of use, design and content, according to Mary O’Hara, marketing specialist, professional communications for Transitions Optical. “In today’s market, having up-to-date and relevant content is especially critical, and we created a site that allows us to quickly and easily upload new content,” said O’Hara. The Transitions Trade Portal provides one-stop access to all the programs and resources Transitions Optical provides to eyecare professionals and labs. The site includes information about Transitions products, tips on leveraging support programs like the Transitions Championship and multicultural program, and marketing tools such as the Transitions Online Marketing (TOM) Tool. A special education section includes staff training tools and accredited CE, includes clinical papers, interactive training tools, training videos as well as ABO- and COPE-approved courses available for download. “The education section and marketing tools section are the most commonly used resources, including the popular Transitions Online Marketing (TOM) tool where eyecare professionals can download and customize materials to educate their customers,” said O’Hara. Eyecare professionals can order POS through the site using both an electronic form as well as through a downloadable form that users can print and fax in. The site also provides ECPs with the latest on news and events from Transitions Optical, including news releases and updates on ongoing programs, O’Hara added. “Before the trade portal was launched, we only had one Website for consumers and eye-care professionals,” she said. “By creating separate sites, we are able to focus on each group separately allowing us to tailor the resources and information appropriately.” ■ ■ Back to Cover Story: Site Support