RELATED CONTENT

Hoya Vision Care has long believed that enabling patients to better understand their lens choices is an integral part of the relationship between the patient and eyecare professional. Toward that end, Hoya is promoting to its accounts two leading dispensing systems: the Optikam electronic measuring system and VisuReal video centering system by Ollendorf Mess-System.

The Optikam system uses a device called an EY-stick to assist in capturing the patient’s natural posture while also taking a photo. From a single picture, ECPs can obtain the PD (pupillary distance), seg heights, panto (pantoscopic tilt), RVD (vertex), wrap, and near PD. The Optikam can help with frame selection and by using the lens consult feature, dispensers can show patients the benefits of AR, high index, photochromic, progressives, polarization and tints. There are patient education portions and the Optikam also allows the ECP to run looped advertising videos the practice wants to highlight.

VisuReal Tower is another technology which automatically determines the important parameters required to make a pair of spectacles. These can be easily shared with Hoya’s MyStyle Identifier which guarantees a perfect centering of spectacle lenses. The MyStyle Identifier, online and interactive, gathers pertinent patient information and also enhances the patient’s experience by allowing dispensers/opticians and patients to design a personalized lens together.

This year, Hoya Vision Care has also developed additional interactive tools, which can work with these systems, to help patients navigate through the lens choice process.

The dynamic Professor Murray video series showcases an animated graphic character who talks about the MyStyle Identifier in a whole new way. Launched last month, Professor Murray is Hoya’s “digital consultant.”

“The series is very creative and we’ve put it in a format that doctors can use with a patient in a high-tech environment, to explain Hoya technology,” said Ron Barnes, director of project marketing for Hoya Vision Care. “Professor Murray demonstrates Hoya’s lens and treatment advancements in a 3D environment, demonstrating the best technology on the market in a fun, yet understandable format.”

 
The animated Professor Murray is Hoya’s “Digital Consultant” on Lens Choices. 
“Patients already get the ‘wow’ when their Hoya lenses are dispensed. Now we’ll achieve the ‘aha’ during the purchasing decision,” said Barnes. The animation will be supported by actual video demonstrations (www.hoyavision.com/popup_murray_mystyle.html) patients will easily relate to and understand.

   
Hoya promotes the Optikam system, an electronic measuring device with touch screen features.  The Lens Selector takes patients through a series of dynamic Q&A’s.
Also new and using web tech is Hoya’s Lens Selector. Noted Barnes, “Many visitors to our Hoyavision.com consumer site originate from brand name searches, and they spend a good amount of time online researching our products. We’re using the Lens Selector to attract new patients to ECPs. We’ve set it up to mirror an eyecare appointment questionnaire. The Lens Selector walks patients through each eyecare question.”

As part of the email or print-friendly recommendation, Hoya includes an ECP’s location if the patient came from a link off that practice’s website. If the patient came to the Hoya Lens Selector on their own, it would include the Hoya eyecare provider closest to the patient, with contact information for making an appointment.

 
VisuReal Tower is linked to web-based interactive features like MyStyle Identifier. 
Providers are being encouraged to embed the Lens Selector (found at www.choosemylens.com) on their own website as a customized tool for patients. Those doctors and practices that do embed it on their site will be given extra acknowledgement on their listing on the ECP locator in the form of a badge (much like a five-star restaurant), which highlights the doctor on the locator sight.

Barnes noted, “Since our launch of the www.hoyavision.com site, Hoya’s traffic has quadrupled, with over 50 percent of the traffic clicking the Find a Hoya Expert ECP locator.” He added, “Hoya’s goal is to drive patients into doctors’ offices and enhance their knowledge of premium lens choices.” ■