Now there are no excuses! Those elusive multiple pair sales are coming to independent practices, with the Summer SUNsational Program Kit. “This is a game changing practice promotion,” said Barney Dougher, President of HOYA Vision Care, NA, “We really want to accomplish two things; one is to help the independent ECP ramp up their capture rate and 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. It’s all about changing behavior.”
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 for free. Dougher continued, “So we’re really removing as many barriers as possible to that second pair sale. All the doctor has to say is, “Ma’am here is your prescription and today you can get your sun glass prescription lenses for free. Go pick out two sets of frames.”
By doing this with sun wear, the benefits this time of year to the second pair are obvious. Let’s start with protecting your patients from UV, and then giving your patients a value position at the same time. The idea is to get the ECPs, their entire staff and their patient base involved in the process of more than one pair with each visit. The program includes several components to get ECPs engaged in the process:
1. Educational webinars with scripting and packaging tips
2. P.O.P with posters, recall cards and dispensing mats
3. Micro site at www.thehoyafreeformcompany.com/diamond
4. Consumer driven social media
5. Social media content, email templates and other marketing and educational materials
ECPs will be encouraged to use the promotion and all of the available tools to their fullest extent from June 1st to August 31st 2012.
The sun lenses are available in a variety of single vision and progressive designs and materials as well as in four colors. Program specifics will be made available to participating practices. The colors are added to the lenses using HOYA’s new Diamond Tint Technology utilizing our proprietary pressurized pore process which ensures the durability of the tint color and no fading over time.
The combination of launching this new technology via a practice building campaign was a natural fit. “I can’t say enough how important it is for independent ECPs to embrace this campaign, to own it and really use all the available tools,” noted Dougher, “This campaign is certainly a reward to our loyal customers though in a way that sets them up to succeed long-term. They need to pass on the full savings to the patient and use the opportunity for training and getting in the habit of multiple pair sales.”
About Hoya Corporation
Hoya Corporation is a global technology company traded on the Japanese stock exchange based in Tokyo, Japan, and the leading supplier of innovative and indispensable high‐tech and healthcare products based upon its advanced optics technologies. Hoya is active in four fields of business: The Healthcare provides eyeglasses and contact lenses for retail sales. The Medical provides endoscopic system and intraocular lenses for cataract surgery. The Electronics makes mask blanks and photo masks for the semiconductor devices and LCD panels as well as glass memory disks for HDDs. The Imaging produces optical lenses, SLR/compact digital cameras, lens modules and micro lenses. Hoya now has over 100 subsidiaries and affiliates, and employs over 36,500 people worldwide.