Hoya Vision Care, N.A. undertook a major initiative to re-position the Hoya brand in the United States by introducing The HOYA Free-Form Company. The positioning objective is to explain, demonstrate, facilitate and clarify Hoya free-form technology through a variety of unique tactics.
Confusion regarding free-form versus digital surfacing versus high definition technology in the U.S. is at an all-time high. Adding to the misunderstanding is the terminology iterations of free-form processing versus free-form design. Tactical elements supporting The Hoya Free-Form Company campaign are:
Through the recently released HOYA Lens Selector and ongoing series of Professor Murray videos, patients will see the need for premium technology, premium options and multiple pairs through online tools made available through Hoya accounts' Web sites. All of these efforts in electronic media are done to drive patients to ECP offices rather than to unknown online purveyors.
Eye care professionals are looking for ways to present Hoya's Free-Form design technology to prospective patients - not only the superiority in Hoya lens design and manufacturing, but also the results or benefits a patient will achieve through the investment in their vision. Patients already get the "WOW" when their Hoya lenses are dispensed, now we'll achieve the "A-ha!" during the purchasing decision.