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-Pete Hanlin, ABOM, LDOEssilor of America
Overview
Progressive Lens FormatsTraditional PALsDigital PALs ( )
Patient Benefits of Varilux DRx PALsVarilux Physio DRxNew Varilux Comfort DRx
Practice Benefits of Varilux DRxThe Power of Premium ProductsStrategy for Sustainable Growth
Design molded on front
distance power surfaced on back
Design digitally surfaced on back
distance power digitally surfaced on back
Progressive Lens Formats
D d
Traditional PAL
d
D
(Back Side Digital) PAL
Greater Precision
D d
Traditional PAL
d
D
The design determines the ultimate performance of a PAL...
...delivering the design precisely ensures the patient experiences the design to the fullest!
Traditional Varilux lensesare clinically proven asthe best PAL designs.
Varilux DRx lenses deliverdesigns with greater precision.
What is Digital Surfacing?
The polishing tool is the main difference between digital & traditional surfacing.
Soft Polishing ToolRigid Polishing Tool
Traditional SurfacingThis is the Traditional Surfacing process...
Traditional SurfacingTraditional Surfacing
TapingTaping
BlockingBlocking
GeneratingGenerating
Tool SelectionTool Selection
SF BlankSF Blank
Fining / PolishingFining / Polishing
==
Digital SurfacingDigital Surfacing
Digital SurfacingThis is the Traditional Surfacing process...
TapingTaping
BlockingBlocking
GeneratingGenerating
Tool SelectionTool Selection
PolishingPolishing
Engraving / InspectionEngraving / InspectionSF BlankSF Blank
==
Increased Tool Capability
Traditional Surfacing uses physical toolsMolds for complex front surfacesLaps/Tools for simple back surfaces
Digital Surfacing uses "digital" tools (files)A digital file defines the shape- not a physical tool
DistancePower
DistancePower
ProgressiveDesign
ProgressiveDesign
Distance Power and/orProgressive Design
Distance Power and/orProgressive Design
Greater Precision
Reference: 0.1 mm ( =100 µm )
1 µm
.0.1 µm
Varilux DRx lenses are precise to within 0.1µm of the intended design.
Greater Flexibility
Digital formats also give designers the flexibility to design to every Rx...
Each Varilux DRx lens is designed to precisely
position the near zone in the optimal position for the patient's individual Rx.
Performance for the Patient
There are four Varilux DRx designs
Varilux Physio DRx
New Varilux Comfort DRx
Each design offers proven patient benefits
All were created through
Keys to Varilux DRx Performance
Design
Lens
Process
Varilux
Essilor SFSV
Essilor DSPC
Essilor SFSV Lenses
High quality Essilor SFSV lenses requiredExact curvature improves design accuracy
maintains design integrityimproves product consistency
Competitive processes do not require dedicated SFSV blank:
Allows for greater product range, but…Reduces precision in the finished product
Lens
Not all SFSV lenses are the same
For base curves 0.50 to 8.50
Different manufacturers have differentlevels of astigmatism in their SV lenses(lower mean is better)
95% of the lenses are represented by the box (a smaller box is better)
The entire range is represented by the line (a shorter line is better)
How can the end product be consistent if the beginning lens blank is not consistent?
Lens
Essilor DSPC
Proprietary Essilor Digital Surfacing Process Control (DSPC)
A complete quality assurance systemEvery laboratory required to test/calibrate processes daily
The Result of DSPC:Ensures consistency in the application of designDelivers Varilux performance and qualityOffers reproducibility from lab to lab
If the process is not controlled, the design will not be accurate.
Process
Increased Precision
DS processes must be tightly controlled
+
DIS
TA
NC
E P
OW
ER
- - DESIGN + - Design +
UNCONTROLLEDTRADITIONAL SURFACING
UNCONTROLLEDDIGITAL SURFACING
Process variations usually affect only the distance power of
traditionally surfaced lenses.
When DS is used to create a PAL design, process variations
will affect the design
Process
Increased Precision
The DS process is capable of greater precision than traditional surfacing
+
DIS
TA
NC
E P
OW
ER
- - DESIGN + - DESIGN +
TRADITIONAL SURFACING Varilux DRx™ & DualOptix™
Traditional tooling creates "rounding errors" which cause up to 0.06D of distance power error
Digital tooling can be accurate to within 0.01D of target powers
+/-0.06D
+/-0.12D
Process
Essilor has invested millions in DS process R&D, because an uncontrolled DS process produces unreliable product!
"6x more accurate"
DS potentially has greater accuracy- but it is harder to control.
Process
Live Optics Design ProcessDesign
Body Head Eye Movement system (BoHEM)
Varilux® Virtual Reality
(VVR)
Live Optics Design Process
Designing better progressives through live research
Design
New Varilux Comfort DRx
provides:
Fast adaptationNatural Head PostureEasy FocusMinimal Distortion
Designed to meet the visual the demands of modern life!
Design
Natural Head Posture
Patients have a natural head posture while reading.
When reading, people naturally:
• Look down with the head1
• Then scan with the eyes2
This is how you instinctively read if you do not wear glasses.
1
2
Design
1
2
Natural Head Posture
Most PALs require an unnatural head position.
Most progressive lenses require the wearer to:
• Look down with the eyes1
• Scan with their head2
This is neither comfortable nor natural.1
2
Design
1
2
Natural Head Posture
New Varilux Comfort DRx restores natural vision.
New Varilux Comfort DRx
• Allows wearer to use a natural posture
• Corrects blur at far, intermediate, near
• AND Minimizes distortion
Design
Natural Head Posture
2
2. However, moving the near area higher (by shortening the progression) creates more distortion
3
3. With Varilux Comfort® DRx near area is high in the lens and distortion is minimized through patented design technology
1
1. To provide natural posture, the near area must be placed as high as possible
How New Varilux Comfort DRx restores natural head posture.
US Patents #5488442, #5270745
Design
Visual tasks have evolved:Vision in the 1990s involved “long duration” activities:
Driving
Reading
Watching television
Field of Vision
Distance VisionIntermediate Vision
Near Visionreading reading reading reading
driving TV
Typical Day 1994
Time of Day
Easy FocusDesign
Easy Focus
Visual Activities - 1994
Design
Visual Activities - 2010
Easy FocusDesign
Today’s technology has changed the way we use our vision:
Quicker transitions
More near activities
Less time at one distance
Typical Day 2010
text remotereadingcell call
PC
drivingGPS
Time of Day
Field of Vision
Distance VisionIntermediate Vision
Near Vision
Easy FocusDesign
Typical Day 2010
text remotereadingcell call
PC
drivingGPS
Time of Day
Field of Vision
Distance VisionIntermediate Vision
Near Vision
Field of Vision
Distance VisionIntermediate Vision
Near Visionreading reading reading reading
driving TV
Typical Day 1994
Time of Day
Live Optics has identified design solutions to the visual demands of modern life.
Easy FocusDesign
New Varilux Comfort DRx
New, improved designeasy access near zonewider distancewider nearsmoother periphery
Measurable benefitsimproved adaptationeasy access to nearquick zone transition
Design
Proven Performance
Clinical results confirm the improvements of New Varilux Comfort on real wearers.
Varilux Comfort Tested Against:FBS #SS introduced in 2007
Varilux Comfort preferred >4:1 over FBS design
New Varilux Comfort Tested Against: FBS #SS introduced in 2007
New Varilux Comfort preferred 26:0 over FBS digital design
New Varilux Comfort DRx provides measurably better performance!
Design
New Varilux Comfort Short DRx
Specifically designed for smaller frameswider distance zoneshorter progressionMFH = 14mm
Benefits (in smaller frames)
easy adaptationnatural vision
Live Optics testing has repeatedly demonstrated distance area is crucial for wearer satisfaction in small frames!
New Varilux Comfort Short DRx provides a wider distance angle than other back side digitally surfaced PALs.
New Varilux Comfort Short DRx
New Varilux Comfort DRx- Summary
New Varilux Comfort DRx provides:Natural Head Posture while reading
quick adaptationnatural vision
Solutions for modern visual demandswider distance & near zonessmooth periphery for quicker transitions
Delivered precisely to the wearer's needs
Benefits are measurable on real wearersproven in numerous independent tests
Varilux Physio DRx
provides:
Fast AdaptationNatural Head PostureEasy FocusMinimal Distortion
Plus W.A.V.E. TechnologyClearer, Sharper VisionImproved ContrastWider Fields of Vision
Design
W.A.V.E. Technology
Wavefront Advanced Vision EnhancementReduced higher order aberrations (HOAs)Improved contrast sensitivity function (CSF)
Design
W.A.V.E. Technology
Optical System of a PresbyopeOcular Structures (1)
Ophthalmic Lens (2)
1
2
HOAs cannot be reduced in the eye.
HOAs can be reduced in the lens.
Reduction of HOA in the lens reduces aberration in the system, &provides measurably sharper vision.
Design
W.A.V.E. Technology
HOAs reduce image sharpness.reduces HOAs and improves sharpness.
How do HOAs affect vision?
Design
W.A.V.E. Technology
W.A.V.E. Technology reduces HOAsOther "wavefront" lenses measure HOAs in the eye
HOAs in the lens still reduce sharpness
Only W.A.V.E. Technology reduces HOAs in the lensReduced HOAs provides measurable visual improvement
Measuring HOA in the eye reducing HOA in the visual system.
Design
W.A.V.E. Technology
W.A.V.E. Technology provides proven benefits2006 American Academy of Ophthalmology poster
Design
W.A.V.E. Technology
W.A.V.E. Technology provides proven benefits"Clinical studies indicate the advances in progressive lens design achieved through wavefront optimization correlate to an improved visual experience for presbyopes."
Len
s D
Len
s C
Len
s B
Len
s A
Design
Proven Performance
Clinical study conducted in Spain.
Clinical study conducted in U.K.
Numerous studies confirmthe superior performance ofVarilux Physio DRx.
Design
Varilux Physio Short DRx
Specifically designed for smaller frameswider distance zoneshorter progressionMFH = 14mm
Benefits (in smaller frames)
sharper visioneasy adaptionnatural vision
Design
Live Optics testing has repeatedly demonstrated distance area is crucial for wearer satisfaction in small frames!
Varilux Physio Short DRx provides a wider distance angle than other back side digitally surfaced PALs.
Varilux Physio Short DRxDesign
Varilux Physio Short DRx
Live Optics provided crucial findings which led to a better short corridor PAL
17
18
19
20
21
22
23
80 90 100 110 120 130 140
Width of Distance Field °
Pro
gre
ssio
n L
en
gth
°
150
Comp E(1998)
Comp C(2000)
Comp D(2002)
Comp B(1999)
Comp A (2007)
W I D E R
SH
OR
TE
R Varilux Physio Short DRx
Design
Varilux Physio DRx- Summary
Varilux Physio DRx provides:W.A.V.E. Technology
reduced HOA levelsmeasurably sharper vision
PLUS the benefits of New Varilux Comfort DRxnatural head posturequick adaptation
Delivered precisely to the wearer's needs
Benefits are measurable on real wearersproven in numerous independent tests
Design
Varilux DRx- Practice Benefits
All businesses live by a simple equation:
Cost of Goods
Retail Price
Profit per Sale- =
Regardless of whether the business provides a...
ProductServiceExperienceAll of the Above
High Quality Business Model
Sustainability involves one additional component:
Cost of Goods
Retail Price
Profit per Sale
Volume- = X
The equation can be worked numerous ways...
HIGH HIGH HIGH LOW
Rolex watches are:• Expensive ($6,000 avg. price)• Costly to build (>115 parts / mvmt.)• $3B annual sales• Sales volumes are relatively low
(2,000/day vs. 300,000/day by Citizen)
Low Price Business Model
Sustainability involves one additional component:
Cost of Goods
Retail Price
Profit per Sale
Volume- = X
The equation can be worked numerous ways...
LOW LOW LOW HIGH
The Wal-Mart business model is:• Least expensive price• Least expensive source• Modest profit per sale• Incredibly high volume
(RIDICULOUSLY)
Devastating Business Model
Sustainability involves one additional component:
Cost of Goods
Retail Price
Profit per Sale
Volume- = X
Obviously, profit could be increased by maintaining price- while reducing COG...
LOW
The 1982-88 Cadillac Cimmaron was:• $13,000 (almost 2x a Chevy Cavalier)• Built on a cheap platform• Produced huge profit per sale • Sold 25,000+ units its 1st year*
(DEVASTATING)*HIGH HUGE
*25% of "Cadillac loyal" customers who purchased indicated they would "never buy a Cadillac again."
Business Model Case StudyCutting quality/cost does not provide sustained profitability.
Cadillac owned 3.8% of the market in 1979Cimmaron was sold from 1982-1988Cadillac owned 2.2% of the market in 1997The big winners? Lexus, Acura, Infinity
"No one is returning the product- so it must be fine..."Cadillac customers didn't return their CimmaronsThey just didn't return (period)Cadillac is currently making a comeback (with higher quality cars)
A Profitable Strategy
Building Perception of Value is a proven strategy.Perception of Value is based upon:
QualityServiceLevel of NeedConveniencePrice
VALUEVALUE
Perception of Value
Quality is a perception area where the private care practitioner clearly has an advantage…
…over 66% of ophthalmic consumers in the US choose a private care practitioner for examination services
…your personal brand as an eye care practitioner is the cause- patients trust your brand!
Quality
Perception of Value
Only 40% of ophthalmic consumers choose private care practitioners for eyecare products…
…this indicates a consumer’s lack of
perception regarding product quality
…branding is a solution to this perception problem!
Quality
Perception of Value
Quality
Brands are valuable to consumers- they assist in creating quality expectations and make choices easier…
…the typical grocery store has over 35,000 items- but consumers purchase the same 80 or so over and over- due to brand preference!
The branded products you provide differentiate your practice & attract repeat business- IF you use them!
Perception of Value
Level of Need has a huge effect on perception of value…
…consumers value things they can’t live without- resulting in far less price resistance!
Level of Need
Perception of Value
…patients who try these products continue to buy these products!
Crizal, Xperio, and Transitions all have reorder rates of over 95%…
The key is to gain patient trial!
Level of Need
Perception of Value
Price is the lowest common denominator- it comes into play when all other perceptions fail to create differentiation…
Price is always part of the equation- differentiate and it becomes a smaller part!smaller
Price
Value to the Practice- Summary
Lowering cost is a terminal strategyThere is always someone cheaperConsumers do notice performanceThe results can be devastating
Build Perception of Value as a strategyQuality
Make your brands work for you– Differentiate– Drive repeat business
Level of NeedAddict your patients to better vision!
Conclusions
Varilux DRx lenses deliver precision.greater Rx accuracyprecise placement of the near
Varilux DRx provides measurable benefits.New Varilux Comfort DRx
natural reading posturewider visual zones, with easy transitions
Varilux Physio DRxall the benefits of New Varilux Comfortplus measurably sharper vision
Grow Perception of Value with Varilux.
Varilux DRx lenses deliver precision.greater Rx accuracyprecise placement of the near
Varilux DRx provides measurable benefits.New Varilux Comfort DRx
natural reading posturewider visual zones, with easy transitions
Varilux Physio DRxall the benefits of New Varilux Comfortplus measurably sharper vision
Grow Perception of Value with Varilux.
Thank You!
