STRATEGIES FOR KEEPING PURCHASES AT INDEPENDENT PRACTICES

PRESCRIBING FOR BLUE LIGHT OVEREXPOSURE

THE AVERAGE AMERICAN

NOW SPENDS 37 HOURS

A WEEK STARING AT

ELECTRONIC SCREENS.

Eye exams are the best

opportunity to learn whether

patients view digital devices

on a regular basis, and to

prescribe lenses specifically

designed to help reduce

the effects of blue light on

their vision.

CONSUMER RESEARCH STUDY

In an effort to help independent eye care professionalscapture more lens and frame purchases at their practices, HOYA Vision Care recently commissioned a consumerresearch study to test marketing messaging options with a number of eye care patients. The goal of this study was to identify the most relevant and compelling information that would position HOYA lenses as premium products in the minds of consumers, for the purpose of converting more lens and frame sales at independent eye care practices.

The marketing campaign materials tested focused on the harmful effects of blue light waves on vision – specifically blue light emitted from electronic devices such as tablets and smartphones – and how HOYA lenses are specially formulated to reduce the impact of blue light on patients’ vision and their overall health.

RESEARCH SUMMARY

All focus group participants indicated that they used electronic devices on a regular basis. And while many respondents complained of symptoms such as eyestrain, fatigue, and sleeplessness, this was the first time most had heard about blue light – and they all wanted more information regarding the effects and potential risks.

• Respondents had either never heard of blue light or only associated it with sleep patterns, rather than eye health

• Respondents said dispensing opticians tend to focus only on frame selection

• Respondents wondered why their eye doctors weren’t informing them about the harmful effects of blue light

• Respondents said they would listen to their eye doctor’s recommendations with regard to blue light protection

THE OVEREXPOSURE EPIDEMIC

APPLYING THE LEARNINGS – PRESCRIBING DURING THE EXAM

While most eye care providers do generally discuss the ways patients use their eyes from day to day during their exams, respondents said their eye doctors are not asking about the amount of time they spend on computers or other digital devices, which would indicate a patient’s level of exposure to blue light.

By adding a few questions during patient exams, eye care professionals can develop their own questionnaire specifically related to a patient’s potential overexposure to blue light, in order to better understand their vision needs.

SAMPLE EYE EXAM QUESTIONS INCLUDE:

• How much time are you spending on smartphones, tablets, laptops, e-readers, computers, etc.?

• Is that more or less than the last time we talked?

• Are you experiencing any issues (eye fatigue or stress, dry eye, headaches, trouble sleeping)?

• Do you notice a correlation between your use of electronics and any of the issues you mentioned?

• What other activities do you engage in that may be affecting your vision?

Once a patient’s visual habits and electronic device usage have been established, eye care professionals have an opportunity to introduce the issues related to blue light:

• The latest electronic devices all emit blue light waves

• Blue light is a natural part of the light spectrum – some exposure is necessary

• Overexposure can cause eyestrain, fatigue, headaches and trouble sleeping

IT IS IMPORTANT TO

COMMUNICATE THAT

EXPOSURE TO BLUE LIGHT

IS HEALTHY – ACTUALLY

NECESSARY FOR VISION

HEALTH – AND THAT

THE RISKS ARE ONLY

RELATED TO

OVEREXPOSURE.

Focus group respondents

reacted positively to the analogy

of using sunscreen to protect

your skin against over exposure

to sunlight – and indicated this

frame of reference would

resonate, and help them better

understand the risks.

THE BENEFITS OF BLUE LIGHT

HOW TO DISCUSS BLUE LIGHT, AND WHAT TO AVOID

While curious about the effects of blue light on their vision, focus group respondents reacted negatively to marketing messaging that positioned blue light as extremely harmful. While blue light can cause macular degeneration, such terms were viewed as scare tactics rather than a compelling reason to protect their vision.

However, when associated with symptoms they commonly experienced, such as eyestrain, fatigue and headaches, respondents were much more receptive to the information provided, and wanted to learn more about how HOYA lenses can help reduce the effects of blue light on their vision.

Respondents were also more receptive to information about blue light when such materials are attributed to specific sources, such as news articles and medical studies. This helped validate the information they were presented, and provided motivation for them to ask their eye care professional how they can limit the risks to their vision.

INTRODUCING HOYA AS A MEDICAL SOLUTION

Prescribing HOYA lenses helps to protect eye care patients’ vision against blue light waves, because HOYA lenses are specially formulated to reduce the harmful effects.

• HOYA lens materials absorb up to 20% of blue light waves

• HOYA Recharge AR treatment reflects an additional 10% blue light waves

• People appreciate options

• People actively seek data to make informed decisions

• People want good value – which doesn’t always mean lowest price

• People want solutions for their life and lifestyle

• People like to make smart buying decisions

PATIENTS WANT TO BE EDUCATED AND INVOLVED

WHEN TO PRESCRIBE SYNC

Consider prescribing SYNC lenses if the patient meets any of the following criteria:

• Patient requires single-vision lenses

• Patient expects clear, comfortable vision at all distances

• Patient experiences eyestrain, fatigue or headaches

• Patient doesn’t require vision correction, but uses electronic devices regularly

WHEN TO PRESCRIBE HARMONY

Consider prescribing Harmony lenses if the patient meets any of the following criteria:

• Patient is an established presbyope

• Patient spends most of their time reading, on devices or near-task activities

• Patient is currently wearing a HOYA PAL

• Patient expects the best all-around vision, with less specific zone needs

HOW TO PRESCRIBE RECHARGE

The Recharge AR treatment provides added blue light protection, as well as the benefits of HOYA’s Super Hi-Vision EX3 coating. Eye care patients in focus groups were most receptive when Recharge is positioned as part of an overall blue light protection package, versus an ‘add on’ to their lenses.

WHEN TO PRESCRIBE CLARITY

Consider prescribing Clarity lenses if the patient meets any of the following criteria:

• Patient is young and active, and has dynamic vision needs

• Patient is an emerging presbyope

• Patient is currently wearing a non-HOYA PAL

• Patient expects sharp vision and no limitations while moving around

WHEN TO PRESCRIBE MYSTYLE

Consider prescribing MyStyle lenses if the patient meets any of the following criteria:

• Patient desires the best visual performance possible

• Patient has had trouble adjusting to progressive lenses in the past

• Patient demands natural, effortless vision at all distances and directions

• Patient wants complete personalization for their lifestyle and visual habits

ADDITIONAL IN-OFFICE SUPPORTTo assist independent eye care professionals in helping their patients understand the risks associated with blue light overexposure, HOYA is providing point of sale materials to better inform patients about vision issues related to blue light, and how HOYA lenses can make a difference in their overall eye health.

VISION NEEDSHow many hours a day do you use your eyes in the following ways?

VIEWING OBJECTS CLOSE UP VIEWING OBJECTS AT A DISTANCE

When you’re multi-tasking, which columns of activities do you switch between the most? (for example, if you switch from your smartphone to your laptop, write A&C)

1 Most Frequently _______________

2 Often _______________

3 Occasionally _______________

A

Smartphone

_____ hours

B

Tablet

E-Reader

Books

Crafts

_____ hours

C

Computer (LAPTOP OR DESKTOP)

Writing (PEN & PAPER)

_____ hours

D

Watching TV

_____ hours

E

Driving

Biking

Walking/Hiking

Outdoor activities

_____ hours

F

Golfing

Watching scenery

_____ hours

G

Sleeping

_____ hours

PRESCRIBING FOR BLUE LIGHT OVEREXPOSURE:

INTAKE QUESTIONS

ACTIVITIESPlease describe your level of activity.

Spend most of my day at a desk or sitting

Alternate between sitting and walking/exercising throughout the day

Spend the majority of the day on my feet/active

What activities or hobbies do you participate in weekly?

Running Reading Cycling

Golfing Auto repair Yoga

Sewing/knitting/crocheting Gaming TV or Hand held Woodworking

Others ______________________

How much time do you spend driving each day? ______________ hours

SYMPTOMS ASSOCIATED WITH OVEREXPOSURE TO BLUE LIGHTWhich of the following do you experience?

Eye strain/fatigue Trouble sleeping

Headaches Dry eyes

Tired Eyes Body fatigue

Do these symptoms worsen later in the day? Y NDo you routinely take breaks from looking at electronic screens? Y N

INNOVATING FOR THE INDEPENDENTEYE CARE PROFESSIONAL