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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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

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THANK YOU FROM ALL OF HOYA’S 35,000+ WORLDWIDE EMPLOYEES…