HOYA Corporation

• Go to www.hoyavision.com

HOYA Corporation is a Platinum level sponsor of the American Optometric Association.

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:

1. A TOTAL HOYA FREE-FORM PRODUCT OFFER WITHIN PRACTICE - Using the commonly accepted Good - Better - Best positioning categories, only free-form products are offered and an exclusive price list featuring only Free-Form products for reinforcement.
2. www.THEHOYAFREEFORMCOMPANY.com WEBSITE - This password-protected Web site for approved Eye Care Professionals offers exclusive access to marketing tools, staff educational materials and patient education to assist in explaining the benefits of Free-Form Technology and the impact on vision correction.
3. PROFESSOR MURRAY VIDEO SERIES - Professor Murray, our new electronic consultant, will explain free-form technology with a fun and meaningful approach. Future videos will introduce a female optometrist, Dr. Graham.

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.