General News
Menopause awareness campaign launching across Hakim Group independent practices
Menopause awareness campaign launching across Hakim Group independent practices
The Body Doctor has partnered with Hakim Group to launch a nationwide initiative across its participating practices in recognition of Menopause Awareness Month in October.
The initiative aims to equip practitioners with the knowledge, tools and confidence to better support patients navigating menopause-related eye health challenges, particularly dry eye.
Research from GenM, the menopause partner for brands and home of the MTick certification, shows that over 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.[1] The initiative is designed to ensure that practices are ready to engage in supportive, informed conversations and offer tailored care to the menopausal patient.
The Body Doctor’s Senior Marketing Manager, Emma Meeres, said: “Sadly, 45 per cent of women report feeling ‘invisible,’ ‘lonely,’ ‘dispensable’ or ‘irrelevant’ during this life stage[2] and 93 per cent of perimenopausal and menopausal women want society to talk more openly about the menopause.2
“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.”
The initiative includes:
- Training materials to empower clinicians to recognise and support menopause-related dry eye symptoms
- Point-of-sale displays and practice marketing materials to raise awareness and start the conversation in-practice
- Social media and email communications to educate and engage patients throughout October
- An incentive programme rewarding the top-performing practices that engage with the campaign
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. ZEST is a deep-cleansing in-practice hygiene procedure for patients suffering with dry eye disease, meibomian gland dysfunction, demodex or inflammation.
ZEST launched with Hakim Group this year during the company’s Immersion Day on May 18 (pictured) and is now a core part of the Dry Eye+ programme, further enhancing support for perimenopausal and menopausal women experiencing ocular surface discomfort.
Contact Lens and Dry Eye Category Manager at 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.”
Practices are invited to opt in to receive the full campaign toolkit, including posters, pre-written social media content and patient emails. Training was released ahead of the launch to ensure that practice teams felt confident discussing the menopause with patients and recommending the right eye care solutions.
With World Menopause Day on October 18, the campaign aims to break down stigma, spark conversation and to position opticians as vital allies for women navigating hormonal changes.
This latest initiative aligns with The Body Doctor’s ongoing mission to raise awareness of the hormonal impacts on eye health and promote daily eyelid hygiene. Many of The Body Doctor’s best-selling products are now officially menopause-friendly, as certified by GenM, the menopause partner for brands.
For more information on the MTick and GenM, visit: https://gen-m.com/
[1] Dry Eye and Menopause – Optometrists.org
[2] GenM | UK Menopause Market Report 2023
