Australia/New Zealand Activations & Priorities Quarter 4 2022
Our Vision & Mission
4 Sales Executional Priorities – Q4 Program Account BDM Measure Key Accounts Talk, Teach, Try Specsavers In target practices across May – September 2022: • MAZE score improvement greater than 20% as aligned to incentive goals • CL Penetration greater than 9% (SS Store Average) • CL Trial usage improvement • Revenue growth 15%-20% v PY Biofinity MonthliesPL Luxottica Team Target - Year 1 OPSM monthlies launch goals: • +25% conversion of biofinity® family into OPSM monthlies • +8% revenue sales increase vs. PY combining branded & customer label biofinity® family Products MiSight All • Achieve MiSight budget per territory • UK Best Practice Trial stores revenue growth v’s non trial stores • Starter Kits % contribution by territory • Trial kit audit/optimization in practice • Trial kits & Starter Kits in pre-adopted stores MyDay family All • For the 10 Focus MF and Toric practices: • Trial usage trend improvement v’s non target account (ie inactive to low, medium, high) • Revenue % growth v’s non target accounts Total Business Sustainability All • Plastic Neutrality initiative shared in 100% of calls Q4
Quarter 4 Tools • Continue to drive awareness and education for MyDay® multifocal across key growth customers. (10 target accounts) • Focus on trial kit activation and usage. • Reiterate brand message. ‘Success is simple with MyDay® multifocal’. • Utlising the new messaging for the MyDay family. ‘MyDay. 1st choice for more patients”. • MyDay® family sales aid - XSM5003 • MyDay® family interactive sales aid • MyDay® family leave behind - XSM5004 • MyDay® multifocal fitting guide - XSM4906 • MyDay® multifocal sales aid - XSM4905 • MyDay® multifocal monthly trial kit activation report • MyDay® multifocal target tracker • Implement growth plans for chosen 10 x MyDay® toric target accounts. • Focus on improving trial usage (in accounts with and without a kit) and increasing sales. • Utlising the new messaging for the MyDay® family. ‘MyDay® 1st choice for more patients”. • MyDay® family sales aid - XSM5003 • MyDay® family interactive sales aid • MyDay® family leave behind - XSM5004 • MyDay® toric parameter wheel XSM4959 • MyDay® toric sales aid (soft copy) • MyDay® toric monthly trial kit activation report • MyDay® toric target tracker Summary- CooperVision® brand
Quarter 4 Tools Biofinity® • Continue to drive OPSM private label for Biofinity® and share relevant materials. • OPSM monthly sales aid – XSM4994 • Maintain target Biofinity® customers and reignite their awareness around the opportunities. • Drive targeted conversation around toric and multifocal opportunities. • Supported by the new Biofinity® family ‘Superpowers’ campaign and messaging. • Biofinity® family sales aid - XSM4995 • Biofinity® family interactive sales aid • Biofinity® family leave behind - XSM4996 • ‘Superpowers’ patient facing supporting posters and counter cards Summary- CooperVision® brand
Sustainability Project Objectives Quarter 3 & 4 Tools Create awareness of CooperVision’s plastic neutrality initiative • INFORM – Raise plastic neutrality initiative in every call. • Link to other product conversations and as a complimentary message, ie MyDay Family, Toric, etc or it may stand alone if the customer shows positive interest. Take them through the sales aid/leave behind Show them the new website including the videos on the site & bookmark it for them: AU: www.coopervision.net.au/plasticneutral NZ: www.coopervision.co.nz/plasticneutral If they show an interest, spend more time explaining the initiative and share the marketing materials/practice toolkit items available to them should they wish to leverage it in Bookmarkpractice.themarketing portal for them. Advise them a stuffer that will be in every order – they can pass this onto the patient. Ask them what they think of the initiative? * Remember not to oversell it – it will sell itself. *Please provide feedback at your monthly team meetings – how the initiative is landing with customers + feedback on the materials - how they have been received and how they are being used Practice toolkit materials are available to download at: AU: www.coopervision.net.au/practitioner/practice-building/ marketing-materials/sustainability-campaign NZ: https://coopervision.co.nz/practitioner/practicebuilding/ marketing-materials/sustainability-campaign Practice Toolkit includes: • Digital banners - for customers to use on their websitesSizes: 160x600, 300x250, 728x90, 600x100 • Consumer video • Social media assets to use on their own platforms • Infographic – showing how plastic neutrality works • Practice email copy templates x 3 for patient mailouts • Patient FAQ • Process flow diagram • Sustainability checklist the path to a greener practice. Some ideas to help our customers “think green!” in their practices Other support items available: • Plastic Neutrality 4-page leave behind • POS – poster & window circles • POS - Counter card with DL flyers • Video featuring Dan McBride & David Katz • Warehouse stuffer – sent in every order
Quarter 4 Tools MiSight® 1 day 9/10 Campaign Detail 6 year results & Children’s strong preference for contact lenses. • Childmyopia.com awareness • Vision simulator - awareness • Sales Aid XSM4973 • New Patient Brochures XSM4929 • New in store POS XSM4974/ XSM4685/ XSM4989/ posters XSM4975-4979 • MP CL4K online course • 5 per BDM per quarter Newly accredited account follow up • Post PSAinitial contact follow up • BDM follow up as required • PSA/BDM Comms MiSight® 1 day Starter Kits • Awareness • Asses Trial kits in low & inactive accounts • Starter kits • Trial kit activation report Summary- CooperVision® brand
Summary- Key Accounts Objectives Quarter 4 Quarter 1 2023 Tools TALK TEACH TRY initiative 1. Continue to work through follow up calls with Group 1 TALK Focus training accounts 2. Work toward potential Group 2 “TALK focus” practices with training to start from August 2022 3. TALK focus follow up to continue on regular call cycle. 1. TALK focus follow up to continue on regular call cycle 1. Utilise MAZE score and CL penetration report for each target practice 2. Utelise CL trail usage for target practices 3. “TALK focus” presentation deck 4. Refer to Specsavers® supplied “TALK box” supplied to each practice and MiSight focus 1. MiSight accreditation of remaining practices. 2.Gifford’s Event (Specsavers group only) 2nd August 3. MiSight® potential UK best practice trial with selected practices (TBC) 1. MiSight® potential UK best practice trial with selected practices 1. Refer to MiSight® accreditation rollout list 2. Refer to MiSigh®t accredited practice 3. BDM Highlight linarial®/ umere®/ aquiane® 1 day families offering from CooperVision 1. Reactive regardingconversationsstrengthofour 1day easyvision® portfolio to fight new entrant easyvision® Soria from Menicon®, & 2. Gather feedback on perfornance of easyvision® Soria® Reactive conversations regarding strength of our 1- day easyvision® portfolio to fight new entrant easyvision® Soria® from Menicon® 1. easyvision® Soria® sales aid deck as supplied to be used reactively only
Summary- Key Accounts Objectives Quarter 4 Quarter 1 2023 Tools 1. Contact Lens Training Events 2. Drive Biofinity® in customer brand awareness 3. Drive multifocal awareness in Biofinity® and MyDay®now available in CV brand 1. Training events wrap up during August. BDM attendance arranged. Refer to tools on this table) 2. Ensure awareness of Biofinity® in BN customer brand to be prescribed by practitioners as priority. 3. Follow up on Multifocal training. Prioritise awareness of multifocal contact lenses in MyDay®& Biofinity® brand now available NOTE for BDM awareness :October Bailey Nelson Conference Melbourne 3rd-10th October : Clinically focussed content. CooperVision® Platinum Sponsor. 1. Potential launch of Bailey Nelson branded multifocal range (TBC) 2. Potential addition of Plastics Neutral on customer brand NOTE for BDM awareness : Potential launch of Bailey Nelson refreshed branding into contact lens packaging. • Bailey Nelson contact lens product guide XSM4879 • “Bailey Nelson Contacts” trial sleeve XSM4849 • All MyDay® and Biofinity® multifocal sales aids and fitting guides listed previously in ‘CooperVision brand activity’ • Content and training PS driven. Wrapping up in August from Q3.Dates for events: Tuesday 19 July Sydney Tuesday 19 July Perth Monday 25July Melbourne Tuesday 26 July Adelaide Tuesday 9th August Christchurch Wednesday 10th August Auckland Wednesday 17th August online to cover Regional practices Tuesday 26 August Brisbane
Summary- Key Accounts Objectives Quarter 4 Tools Drive Contact Lens recommendation in Visual® brand Ensure all BUPA Optometrists have latest version of Visual® Product Guide 1. BUPA Optical Visual® Contact Lens Product Guide (XSM4958) – Issue Date August 2021 MiSight® focus Post July myopia management training workshops, discuss with the optometrist: • Has their approach to MM conversations with parents changed? • Has MiSight® become a more prominent option in their repertoire of treatment options? If not, can we assist them with anything further to enable greater consideration of this product? 1. 4 E’s booklet 2. MiSight® fitting guide Objectives Quarter 4 Tools 1. Review territory & ensure frequency of visits to high performing practices. 2. Check trial kits and usage, & offer appropriate POS. 3. Wearer generation and retention, Increase front of house confidence to initiate contact lens conversations. 1. Refer to objectives 1. & 2. 2. Reinforce MyDay multifocal 3. Reinforce customer brand- Clear Choice 4. Remind practices regarding EC+ subscription model and incentive until 31st October 2022 • MyDay® multifocal fitting guide XSM4905 •MyDay® multifocal sales aid XSM4906 For Practice Review: • Clear Choice product Guide XSM 4931 • Refer to information from Melissa regarding Subscription model and CL retention initiative • incentive
Summary- Key Accounts Objectives Quarter 4 Tools & Measures Make contact lenses part of the instore customer journey with emphasis on prescribing OPSM customer label. 1. Reinforce OPSM monthly & OPSM family via customer contact phone calls and external to practice meetings. (NOTE lock out continues at this point) Tools OPSM 1 day multifocal fitting guide XSM4955 OPSM product range guide, & OPSM Monthly practice sales aid. Remind practices regarding Optiexpert® Measures Targeting and purchase patterns continue to be across OPSM monthly launch tracker (provided by Racheal) Objectives Quarter 4 Tools & Measures New wearer retention 1. MyLensLife-Qualitative feedback follow up during Aug / Sept. KAM to advise once survey sent. 1. TBC ProVision Look Forward Conference October 2022 (Melbourne) 1. All BDM’s to ask and collect details of which PV members are planning on attending the conference in October 2022 Keep a record of planned attendance at Conference - by end of September, let KAM know the list from your Patch via email.
Summary- Key Accounts Objectives Quarter 4 Tools 1. Review territory & ensure frequency of visits to high performing practices. 2. Check trial kits and usage, & offer appropriate POS. 3. Wearer generation and retention, Increase front of house confidence to initiate contact lens conversations. Ambassador Program • VIC BDM’s – Visit with Ambassador Program stores –follow-up on commitments made by Practices during program; check-in on comfort levels of Front-of-house participants; is there anything further you can assist with? • All BDM’s except VIC – consider your Eyebenefit members - who may be suitable for future Contact Lens Ambassador Programs. • Tableau Objectives Quarter 4 Tools 1. Utilise Express Subscription model to retain new wearers 2. Drive pro-active recommendation with Vision Plus as lens of first choice CUSTOMER BRAND SUPPORT/ INCENTIVE Partnering at head office to detail new HO quarterly store rebate. • Presentation reagrding proactive recommendation • Vision Plus Product Guide
