Spectangle and all quality measuring devices add an
additional layer of perfection and consumer confidence, but
it still remains the ECP’s personal responsibility to
believe and understand how the customer will benefit form
personalized eyewear.
With technology going “Digital” we have heard that
HOYA has a solution for this with a new lens called Sync,
can you tell us more?
Yes, Sync is part of a larger concept that we’re
calling New Media Optics™. The way we live and use
technology today is vastly different than it was just five
years ago. Everyone from the ages of 2 to 102 now uses
computers, iPads, smartphones and games. So if you think
about the strains that are put on our eyes at those
different developmental stages when alternating among many
visual media, there are a lot of unmet patient needs.
How do you see MyStyle expanding in 2012?
We expect it to grow and within the year become the
standard to which all other personalized lenses are
measured, including Single Vision designs.
Can you give us more information on Distortion Free
Optics?
The number one thing I want to say about HOYA Distortion
Free Optics is that it has really brought to life all of the
benefits that are embedded in HOYA lens technology but have
been difficult to share with patients on a level that they
could understand. By placing HOYA lenses in the patented
Avantek mounting system it opens the door to a discussion
about the benefits of our designs, materials and treatments
that before was a little abstract.
It also helps that it is a great product, voted best new
product at Vision Expo East 2012. The product continues to
grow and Avantek group has some very exciting and new
options coming soon so look out for the product to expand
and become the new rimless.
For HOYA it is really a brand differentiator for
independent practices as you can not get HOYA DF anywhere
else.
Tactically new for 2012, Avantek will be introducing two
new bridge sizes as well as new colors and shapes so we can
appeal to more people with the HOYA DF system.
Does HOYA have any upcoming national promotions?
We have a game changing promotion this summer. We really
want to accomplish two things, one is to help the
independent ECP ramp up their capture rate and improve
multiple pair sales. The second thing we want to do is
educate patients that more than one pair of glasses should
be an expected outcome from their visit. Here’s how we’re
doing it.
The Summer SUNsational national campaign will allow
patients to buy their first pair of clear prescription
glasses and get the same prescription in sun lenses courtesy
of HOYA.
So we’re really removing as many barriers as possible
to that second pair sale. All the doctor has to say to the
patient is, “Here is your prescription and today you can
get your sunglass prescription lenses courtesy of our lens
supplier during this special limited time offer.”
By doing this with sunwear, the benefits this time of
year to the second pair are obvious. And the idea is to get
the ECPs, their entire staff and their patient base used to
this process of more than one pair with each visit. Our
objective is to create a long term position in the consumer’s
mind that it’s normal to have at least two pair of
glasses.
I am hopefully that each ECP will take advantage of this
limited time offer to give their patients something we all
know they want! Two pairs.
Can you elaborate on the flood tragedy in Thailand-we are
amazed at how HOYA was able to react and overcome this
obstacle with minimal issues.
Today it’s business as usual, yet I still think about
my colleagues in Thailand who lost their homes, and for a
while their livelihoods. I am thankful they are back to work
as the healing begins.
For me personally, when something like this happens and I
talk to customers I’ve known my whole life, I am amazed at
the level of understanding and support they displayed. It
was just overwhelming. These customers are people with
businesses too, toughing it out in the current business
climate. I’m just so thankful that all of us at HOYA are
truly blessed by our customers. They are the reason we made
it through.
As for the recovery it took a lot of HOYA people with one
mission; get back to normal as fast as you can, our
customers need us, and we can’t let them down. And we can’t
forget the many suppliers of materials, lenses and equipment
who really stepped up to help us.
Does HOYA have any new or upcoming Social Media tools?
Through the Summer SUNsational campaign we are testing a
consumer driven FaceBook page. So we are using that as a way
to drive patients to independent practices. Plus we’re
providing our accounts with content they can use on their
social media channels to support the campaign as well.
How can an ECP learn more that HOYA’s lab network?A great place to start is
www.thehoyafreeformcompany.com.
Then invite your local representative to come in and show
you what HOYA can do for your practice.
One thing that many ECPs don’t know is that 98% of HOYA’s
business derives from independent practices. If you think
about that for a minute, you’ll realize that our
motivation and what drives our success also needs to
motivate and drive the success of the independent. Take all
of the things we just talked about, MyStyle, Sync, Summer
SUNsations, HOYA Distortion Free Optics. What are all of
those things for? They are all created to help the
independent to differentiate in the market place. The big
idea is you have to be different. You have to be noticed.
What you offer your patients has to be the best, it has to
be special.
We believe in the quality of care, sense of community and
innovation that exists at independent practices and
everything HOYA does is in support of that belief.
How is HOYA Free-Form technology different?
No other manufacturer can do what we do with integrated
double surfacing designs. We hold the patents. The HOYA
Integrated Double Surface ® technology uses complex
algorithms to separate the horizontal and vertical
components of the prescription. The horizontal component is
generated on the back of the lens and the vertical component
on the front. This allows us to achieve visual performance
for the wearer that was never before imaginable.
Combined with our direct surfacing technique, this allows
us to go beyond the sphere, cylinder, and axis, computerized
soft sponge polishing to maintain the integrity of the
complex curves. We can go from software design to a finished
lens product that delivers a better visual experience for
the patient.
