Upfront: L&T Marketing

Sep
2012

L&T Marketing

HOYA LAUNCHES CONSUMER WEBSITE

Hoya Vision Care North America is launching a new consumer website, hoyavision.com. Developed after a yearlong market research study to better understand how consumers approach buying premium eyeglass lenses, the new site will provide easy to understand information about the latest advancements in vision correction, offering straightforward explanations about the differences between Hoya lenses and other lens brands. This approach is in direct response to research findings that consumers are focusing more on their lens treatments and frames than on what they actually see through, according to Hoya.

“After quantitative and qualitative studies, we found the vast majority of eyecare consumers don’t care about their lenses… because they don’t understand our industry jargon,” says Ron Barnes, director of project marketing at Hoya North America. “That’s why so many patients still think lens brands are all the same, just commodities. So they base their purchase decisions on price alone.”

In addition to the educational benefits for patients, the new site can be used as a preemptive sales tool by eyecare professionals—a way to give their patients a head start in learning about their premium lens options before their next appointment.

Detailed overviews about the advanced nature of Hoya lens products and technology, combined with general overviews and explanations about vision correction itself, invite eyecare consumers to be a part of their treatment and better inform their questions prior to their office visits.

“This is about shifting paradigms,” Barnes remarks. “The new site will let patients know they can wear a premium lens brand, not just designer frames. And just as important, we’ll let them know the most advanced prescription eyeglass lenses on earth are only available at independent eyecare practices.”

The new HoyaVision.com is also designed to make finding Hoya premium lenses easier for consumers. By simply entering their zip code in the “Find a Provider” section of the site, eyecare patients can locate their nearest Hoya authorized practice.

INDUSTRY VETERAN JOINS ROCHESTER OPTICAL AS DIRECTOR OF SALES
Jeremy Gnade has joined Rochester Optical as director of sales. In his new role, Gnade is responsible for expanding Rochester Optical’s customer base and growing the wholesale optical business.

Gnade is a seasoned optics and manufacturing professional with 10 years of experience in lab operations and customer service. Previously, Gnade worked as a lab development consultant for VisionWeb. Prior to that, he served as president of Sunburst Optics in Syracuse, NY from 2004 to 2009, where he was instrumental in day-to-day lab operations and sales.


EYEMAGINATIONS WINS SILVER WEB HEALTH AWARD FOR THE LUMA VISION SIMULATOR IPAD APP

Eyemaginations’ Luma Vision Simulator iPad App has won the Silver Award for the 2012 Winter/Spring Web Health Awards. Honoring the nation’s best in digital health resources, the Web Health Awards are held twice yearly and feature 43 entry categories. Eyemaginations was selected as a Silver Winner by a panel of 32 experts in digital health media from nearly 600 entries in the category of medical education.

“We are thrilled to have one of our very first iPad Apps selected for such a prestigious award,” says Jeff Peres, president and CEO of Eyemaginations. “We are committed to helping doctors share complex information with patients in an engaging, easy to understand manner. The Luma Vision Simulator is one of many innovative solutions that we are providing to customers to meet their increasing demands for mobile platform solutions.”

The Luma Vision Simulator App features on-screen drawing functionality and gives the user the ability to mark up images as well as view disease progressions and point of view scenes side by side on one screen. When used with Apple’s Airplay, users of the new Luma Vision Simulator are able to share the iPad screen images wirelessly to a television when used with AppleTV.  Eyemaginations currently offers a full suite of Luma Apps across several health care verticals including eyecare, ENT and audiology. All of the apps are currently available for download on iTunes, free to all Eyemaginations LUMA clients and as a free demo for all others.

Now entering its 14th year, the goal of the Web Health Awards is to recognize high quality digital health resources for consumers and health professionals. The awards program is organized by the Health Information Resource Center (HIRC), a 19-year-old clearinghouse for professionals who work in consumer health fields.   
—Andrew Karp

 

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