e-Learning for Healthcare – Transitions

Opticians Education

The Transitions Optical ECP programme has driven increased sales throughout EMEA, through increased healthcare product knowledge and customer relationships skills.

  • Bespoke content Bespoke content
  • Pathway LMS Pathway LMS
  • Content translation Content translation

The Challenge

Transitions Optical are the world’s largest provider of lens coating technology – many consumers who wear spectacles will be very aware of their products. However, Transitions do not sell directly to the end consumer and rely on well informed and knowledge eye care professionals to understand their technology, the nature of their products and be effective in recommending their photo chromatic solutions to their patients. In conjunction with a worldwide marketing campaign to announce the launch of their new product, Signature 7, WillowDNA were asked to develop a range of learning materials that provided eye care professionals with the technical know-how, product feature knowledge and skills in customer recommendation needed to make the launch a success.

The Solution

By integrating with Transitions trade portals, WillowDNA provided a seamless experience for stores. Our provision of Pathway LMS provided an intuitive environment that extended their current support for stores into a complete education offering. Our integration services provided data on usage and uptake directly into their salesforce CRM. Delivered both in store by Transitions representative via iPad and on demand to eye care professionals on a device of their choice, the programme featured interactive e-learning, scenarios and knowledge checks.

The Result

The programme has been translated into 10 different languages and became the first in a series of programmes developed by WillowDNA. It was the springboard for a complete in store ‘Champions’ strategy and integration with their CRM enabling Transitions to chart uptake of learning and the positive impact on sales. This global rollout has ensured that education is at the heart of Transitions’ offering to eye care professionals.


WillowDNA delivered more than we asked for and added more value. They went beyond and insights into things we hadn’t thought of.

Director, ECP Education and Professional Development EMEA, Transitions Optical


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