10/24/2016. Gregory W. Hicks, O.D. Director of Professional Affairs Hoya Vision Care, North America. Capture Rate and Prescribing in the Lane

Transcription

1 Gregory W. Hicks, O.D. Director of Professional Affairs Hoya Vision Care, North America Capture Rate and Prescribing in the Lane 1

2 A Global Technology Company Micro-Chips for IBM Photo Masks Semi Conductor A rich history in Memory Discs for Apple Camera lenses for cell phones OPTICAL INNOVATION Laser Measurement Professional Camera Filters Toshiba Laptops Memory Discs Memory Discs Laser Oral Surgery LCD Flat Panels for Sharp & Samsung FREE FORM?? Suggest we think about EQUIPMENT vs SOFTWARE vs DESIGN (Diamond Tip) (Digital) (Science) Is Your office Staying on Top of the Curve? 1. Are You Prescribing Lens Designs/Brands In Your Practice? 2. Are You Prescribing Personalized Lenses? 3. Are You Questioning Patients About Time Spent On Computers, Cell Phones, Tablets? 2

3 Staying on Top of the Curve Conventional PALs Commodity Products CLOSING THE PURCHASE GAP Why potential sales are walking out of independent ECP s doors, and ideas for keeping more purchases in the independent s practice. 70 % THE PURCHASE GAP of all eye exams are performed by Independent Eye Care Professionals. Independent Eye Care Practices only 50 % of total eyeglass lens and frame sales. 3

4 RESEARCH METHODOLOGY Our study had one clear objective: To understand how eye care patients approach buying lenses, particularly premium lenses. Here s what we learned 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 ECP INTERVIEW FINDINGS AN AWARENESS GAP CAUSES THE PURCHASE GAP Doctors aren t explaining the differences between lens brands when patients are in the chair Opticians are focusing on the wrong options, like lens treatments and designer frames, rather than selling a lens brand that s why patients are taking their prescriptions elsewhere A significant number of patients are even returning their new lenses due to buyer s remorse, not understanding the value of their purchase 4

5 RESEARCH CONCLUSIONS WHY DOES THE PURCHASE GAP EXIST? Don t speak the language of optics. View lenses as commodities. Don t even know premium lenses exist. Decide on price alone. RESEARCH CONCLUSIONS HOW DO WE CLOSE THE PURCHASE GAP? GET PATIENTS INTERESTED IN PREMIUM LENSES All our focus group participants said they would care about their brand of lenses they just needed to understand the difference between lens brands. CLOSING THE PURCHASE GAP IDEAS FOR KEEPING MORE PURCHASES IN THE INDEPENDENT PRACTICE 5

6 The KEYs I Like to emphasize! FREE FORM TAKES AN ADEQUATE LENS AND MAKES IT EXCELLENT FREE FORM SCIENCE ALLOWS US TO DIGITALLY ENHANCE THE DESIGN OF THE LENS It s About the Periphery KEY: Benefits me how? Lens Design Benefits Don t get technical High Definition HD Eliminate Skew Eliminate Swimming Sensation Sweet Spot Edge to Edge Design Use Brochures and Handouts Viewing Aps 6

7 KEY: Patients with Unique Needs Simply Want the Best Highly Sensitive Tried Progressives Before High Rx Aniso Rx Cyl over 1.00 DC Oblique Cyl Peripheral Lens Complaints LENS CAPTURE IN THE LANE #1 DOCTOR PRESCRIBING VS. DOCTOR SELLING 7

8 PRESCRIBE DON T RECOMMEND Doctor Prescription? Patients consider a doctor s product recommendation as one of the most important discussions during a comprehensive exam. Patients receiving a product recommendation are more likely to recommend their eye doctor to friends and relatives March 2009, Jobson Optical Research, s 23 Prescribing and Recommending IN THE EXAM ROOM IS APPRECIATED BY YOUR PATIENTS. IT SHOWS YOU ARE PUTTING THEIR INTEREST FIRST. 8

9 #2 WORK LIKE A GARDENER HEALTHY PRACTICE REQUIRES Establishing a need for your patients to return Ongoing communications and marketing Appointment reminders New product and service information Courtesy calls Requesting patients to bring in all eyewear and contact lenses Gathering prescription drug information Greeting patients at entry and showing appreciation An inviting reception and gallery area Informative videos New product information Asking questions to determine patient needs DAILY OBSERVATION OF MY OFFICE SYSTEMS 9

10 #3 MARKETING SELL MORE AND WORK LESS GET YOUR PATIENTS EXCITED ABOUT YOU, YOUR OFFICE, YOUR STAFF AND YOUR NEW PRODUCTS EXCITE THE PATIENT SO THEY ASK YOU, BEFORE YOU PRESCRIBE 10

11 SELL MOM #4 SUPERSTAR CAPTURE RATE Capture Rate = HOW MANY PAIRS OF LENSES SOLD HOW MANY EYE EXAMS COMPLETED 11

12 LISTEN INTENTLY 70% OF TIME SPEND 30% OF TIME ASKING QUESTIONS #5 70/30 DIAGNOSIS TOOL ECP AND PATIENT NEED TO AGREE ON THE NEED, BEFORE A SOLUTION IS PRESCRIBED PATIENT MUST REALIZE AN UNFULFILLED NEED #6 CONFIRM YOUR DIAGNOSIS #7 DOCTORS, YOU RE NOT PRESCRIBING SNAKE OIL 12

13 YOUR PATIENTS ARE COMING TO YOUR PRACTICE BECAUSE THEY DESIRE SUPERIOR VISION CARE SOLUTIONS RELEVANT TO THEIR NEEDS #8 NEEDS BASED PRESCRIBING TALK ABOUT SPECIALTY PAIR FIRST + Inquire about passions examples: computer, sport, sun, special interest + Patients invest in their passions TALK ABOUT COMPLIMENTARY PAIR SECOND examples: fashion, work, hobby, sun 13

14 TALK ABOUT PRIMARY PAIR THIRD Eyewear for everyday Tip: Ask patient about back-up pair PATIENT HANDOFF IS KEY #9 DIFFERENTIATE 14

15 #10 TOUCHDOWNS LATE IN THE 4TH QUARTER HAVE DOC EXPLAIN ONE MORE TIME AND +TRY ON SUNGLASSES +CONTACT LENS CHECK +RED EYE VISITS +GLAUCOMA FOLLOW-UP +DIABETIC FOLLOW-UP +MACULAE FOLLOW-UP COMPELLING REASON TO BUY FROM US 15

16 :: CONSUMER FOCUS GROUP FINDINGS The consumer mindset Consumers don t consider their lens selection IT SOUNDS DUMB, BUT YOU DON T THINK ABOUT YOUR LENSES. YOU FIGURE (THE DOCTOR) KNOWS WHAT THEY RE DOING, SO YOU JUST PICK OUT YOUR FRAMES. Consumers tune out the technical I DON T UNDERSTAND THE DIFFERENCE BETWEEN THE LENS ITSELF AND THE PRESCRIPTION. Consumers will care about their lens if they re presented with a reason to and in terms they understand IT WAS THE FACT THAT IT WAS USED IN A LOT OF DIFFERENT EQUIPMENT, THE [HOYA] TECHNOLOGY. THAT WAS REALLY IMPRESSIVE TO ME. Consumers value innovation I THINK RESEARCH IS IMPORTANT. THAT THEY RE LOOKING INTO THE LATEST AND GREATEST THING THAT S OUT THERE. :: PATIENT FACING MARKETING CAMPAIGN Why should patients buy from YOU? The answer must be a Simple and Singular consumer message It must Make Them Care about the brand of lens they will buy It must be one that an ECP is Comfortable with It must be Easy for the ECP to Articulate and sell : SITUATION Demands on our eyes have changed dramatically 16

17 :: CONSUMER FOCUS GROUP HYPOTHESIS We need to give patients a reason to care about their lens selection FACT: There has been a dramatic shift in how we use our eyes. SITUATION: Increased use of digital and back lit electronic devices and the resulting increase in exposure to blue light creates a compelling reason for consumers to care about their lens selection. Typical Digital Viewing Distances 2 to 4 ft 12 to 24 in 12 to 18 in As the day progresses, we actually move closer to the back lit devices Our New Visual Demands ~ Stress is the physical and psychological effects we experience as a result of the way we react to changes in the surrounding environment ~ Pavel Stoyanov 17

18 : SITUATION Americans now spend more time on electronic devices than they do watching TV : SITUATION On average, we re spending 37 hours a week on digital electronic devices A 65% Average Time Americans Spend on Digital Devices increase in only 3 years Hours :: SITUATION Increased time spent leads to both digital eye strain and increased exposure to blue light 18

19 Symptoms of Digital Eye Strain Fluctuation in Vision Tired Eyes Headaches Overall Body Fatigue Decreased Concentration Decreased Night Vision Dry Eyes Light Sensitivity Rubbing of Eyes MARKETING CAMPAIGN The Way We Use Our Eyes Has Changed Then Now 19

20 Bad blue/good blue light radiation UV Light causes: Associated with AMD Cancers of ocular adnexa Pterygia Pinguecula Scatter, Photokeratitis haze Sleep patterns/circadian rhythm Cataract Dillon J., Photophysics and photobiology of the Eye, Dept. of Ophthalmology- Columbia, NY 11 Blue Light nm Adapted from Mark Mattison-Shupnick In Summary Why do I believe in HOYA HOYA Focus Independent Eye Care Professional Hi Tech Optical Engineering = Unique Hi Tech Product Extreme Differentiation Opportunities Support for Practice Growth A Trusted Partner Gregory W. Hicks, O.D. Director of Professional Affairs Hoya Vision Care, North America greg.hicks@hoyavision.com 20