HOYA Vision Care North America announced the launch of its new consumer web site, developed after a yearlong market research study to better understand how consumers approach buying premium spectacle lenses. The new site is designed to empower eyecare patients with 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. “After quantitative and qualitative studies, we found the vast majority of eyecare consumers don’t care about their lenses,” says Ron Barnes, director of project marketing at HOYA North America, “because they don’t understand our industry jargon. 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,” says Barnes. “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.