powerpoint presentation integration counter-productive to the independent •tv •yelp •newspaper...
TRANSCRIPT
10/24/2016
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HOYA VISION CARE “The New Pain Points In Optometry”
Gregory W. Hicks, O.D. Director of Professional Affairs
HOYA Vision Care, North America
Excellence in Eye Care and Eyewear
All Eyewear Is Not The Same !
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Apples are NOT
oranges
How Will You Stand Out?
• Online
• Retailers
• Vertical Integration
• Vision Plans Independent ECP
Is Your “Partner” Your Ally?
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PAIN POINTS
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The Gift of Pain
• Hurt and Suffer
• Warning System
• Protective Mechanism
• Enables us to Defend – Take Action
• Allows us to Mobilize a Response
Old Optometry Pain Points • Staffing and HR Issues
• Reduced Reimbursements
• Government Influence
• Managed Vision Care Plans
• Discounts
• Competition from the Chains
FOCUS ON FIVE NEW PAIN POINTS IN OPTOMETRY
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PATIENT ACCESS TO INFORMATION -VS- MISINFORMATION • Eye Care Awareness
• Self-Inform
• Google Everything
• Consumer Education
• Decisions Based on Price
• Patients Question our “ Medical Decision Making”
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Cat video
BOMBARDMENT OF INFORMATION VERTICAL INTEGRATION
COUNTER-PRODUCTIVE TO THE INDEPENDENT
• TV
• Yelp
• Newspaper
• Cyber space optical
• Managed Vision Care Plans
• Big Box Retail
• Companies we do business with are also competing
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Refraction vs.
Eye Exam vs.
Eye Wear
Is there a Difference?
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How to read your rx video
TIME AND STRESS
• Time - Patients “Want and Value”
• Time - Doctors have “Trouble Managing”
• Faced with “ Do More - Less Time “
“ Perhaps…no RX is as potent as the doctor’s time!”
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STRESS WITH CHANGE
• Tension, worry, overreacting, excesses
• Perhaps the cause of our pain? ( health)
• The “ high cost” of negative emotion?
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A DISEASE CALLED COMMODITIZATION
• commodity
• /kəˈmädədē/
• noun
• to render (a good or service) widely available and interchangeable with one provided by another company
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4
C
“CAPTURE RATE” and the “URGE TO SHOP”
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Why potential sales are walking out of independent ECP’s doors, and ideas for keeping more purchases in the practice.
CLOSING THE PURCHASE GAP
RESEARCH METHODOLOGY
Here’s what we learned…
Our study had one clear objective: To understand how eye care patients approach buying lenses, particularly premium lenses.
FOCUS GROUP FINDINGS
Most eye care patients don’t know the first thing
about their lenses – they don’t even realize there
are different lens brands.
CONSUMERS SEE LENSES AS COMMODITIES
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Independent Eye Care Practices
only 50% of total eyeglass lens and frame sales.
of all eye exams are performed by Independent Eye Care Professionals.
THE PURCHASE GAP
70%
Don’t speak the language of optics.
View lenses as commodities.
Don’t even know premium lenses exist.
Decide on price alone.
MARKET RESEARCH CONCLUSIONS
WHY DOES THE PURCHASE GAP EXIST?
OVERCOMING PAIN POINTS
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CUTTING EDGE TECHNOLOGY CREATE A COMMUNITY ALLOW AN EXPERIENCE
PRESCRIBE DON’T RECOMMEND
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PATIENT HANDOFF
IS KEY
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• Evaluate your messaging and consistency of brand
• Is your website mobile friendly?
• Community “Give Back Program”
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Unique Products and Lens Designs
• Same Frame lines? Same Lens Designs?
• Same as everyone else? Same as 5 Yrs ago?
“NOT ALL LENSES ARE CREATED EQUAL.”
All Doctors and Staff…
What’s Different about “The Brand Of Us”
Connecting with the Patient by Education Education Tools
Blue Light Sensor
BluTech Laser Pen
Demo
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– INCORPORATE BLUE LIGHT ! • Recognizable Consumer Story….. if Presented to Patients
• Compelling Reason to “Stay” and “Not Shop”
Then Now
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What role will you play?
Identify Patient Needs and Wants Utilize Every Touch Point
“Scripting -Scripting –Scripting”
Health Needs
Vision needs
Eyewear needs
Plant seeds
DIFFERENTIATE YOUR PRACTICE
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DELIVER COMPASSION WITH CONFIDENCE
• Right Place?
• Not Rushed!
• Equipment?
• Why This Test?
• Handed Off?
• Good Things!
• Warm Smile!
• Use My Name!
• Upbeat Voice!
• Something Fun!
The Secret Weapon
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Introducing a new photochromic brand ?
REPLACE TRANSITIONS?
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A new approach to photochromic lenses
Sensity lenses are exceptionally clear
Clear lens Sensity bronze brown
Sensity silver grey
All lenses photographed under the same conditions
Rich and natural colours
Sensity after 45 seconds activation
Competitive products after 45 seconds activation