Business partnerships

Seeing the world through your eyes

Focusing on qualities that make ECPs ‘visionary’ you have to do it alone.

The Hoya Visionary Alliance involved partnering with a number of key suppliers and innovators within the industry. Read on to find out how these partnerships can support your independent practice business...

DIGITAL MARKETING TOOLS Increasing your practice awareness and attracting new patients to your business is vital. As an independent practitioner, it can be difficult to juggle running a busy practice and prioritising marketing your business. It could be a lack of skills and knowledge or simply time, but in order to grow your business there needs to be a constant flow of new patients through your door. This is where OptiCommerce comes in.

OptiCommerce is a team of digital and design specialists providing website development, online solutions and digital marketing to the optical sector. Your business goals are at the heart of everything they do: they understand that you need them to deliver new patients and drive conversion.

Every day, independent eyecare professionals around the world work to give people the gift of sight and build successful businesses. Hoya sees the world through your eyes...

As your business partner and ally, Hoya is dedicated to your success and supporting your business growth. Working with a professional research company, it has held focus group talks with many eyecare professionals (ECPs) across the UK and Ireland to understand their needs and wants – as both ECPs and business owners.

Through Hoya’s research, it has found that ECPs want a business relationship with suppliers – more than that of just lenses supplied on time – and that both communication and trust are critical to building and maintaining this. A relationship means practitioners want to share their views, needs and expectations, not only their problems or to be contacted for new products alone. ECPs desire a close business partnership that helps inform product ranges and optimisations, at the same time as offering business support for accelerated growth.

Hoya’s partnership programme – the Visionary Alliance – is built around the qualities that make you a visionary eyecare professional.

COMMUNITY OF VISIONARIES Visionaries care deeply about the people and the world around them and use their expertise to make things better. They are incredibly knowledgeable, trusted experts and their wisdom is invaluable. Visionaries think about the future. They plan for the long-term and seek out new innovations and technologies.

The Visionary Alliance partnership programme offers a ‘visionary community’ for Hoya customers around the world. A place for independent ECPs to feel connected; be part of a network of knowledge and access tools, advice and support. It is a programme to strengthen your independence and support you to run your business your way. Just because you’re independent doesn’t mean At Hoya, we are dedicated to being the business partner of choice for independent ECPs. I am convinced that our Visionary Alliance programme will provide an unparalleled level of support for independent ECPs to grow their business.‘‘

Martin Batho, managing director, Hoya Lens UK

AUDIOLOGY REVENUE STREAMS Introducing an audiology service into your practice can be a great new stream of revenue, however, Hoya understands that it’s not always plain sailing and it can be difficult to find an audiologist who is reliable and committed to your business. The Hearing Care Partnership has been developed solely for independent optical practices, so it understands how audiology will integrate

seamlessly with your business and become a powerful, complementary service.

PATIENT COMMUNICATION SYSTEMS A struggle that many ECPs face is communicating to their patients, not just leading up to the recall period but all year round. Due to the disruption in the recall cycle during the 2020 UK lockdown, the current recall cycle is no longer fit for purpose – and rightly so.

Patients don’t just want to hear from you when their eye examination is due, but in fact want to stay in touch about various other services you could be offering them in between recall. VIPx stands for Very Important Patient. Brought to you by none other than Andy Clark from Practice Building, VIPx brings positive changes to your recall and patient communication system.

Elliot Bateman, owner of Bateman Opticians and VIPx user, comments: "Everything from the marketing, the guidance and the systems were provided to us; all I needed to bring was the motivation. Whilst it’s still early days, we’ve already had additional dispenses from patients which wouldn’t have happened otherwise. The system has already paid for itself. I’m looking forward to seeing the results this system gives us as our database expands."

PRACTICE GROWTH INSIGHTS Insights Practice Growth will be coming back to the Hoya Faculty in 2022, enabling you to connect with Andy Clark and the seven systems framework, giving you everything you need to tune-up your practice. Through the programme, you will gain access to transformative tools with a framework of simple changes that create a big impact.

DIGITAL ENGAGEMENT It’s a content driven world. Patients’ expectations are high and delivering on these expectations across the main touch points in the patient journey is not easy. CAPTIV8 is a complete suite of patient education animations in a platform that aims to improve engagement and conversion throughout the patient journey – both online and in practice.

LOCUM RESOURCING Never cancel a clinic when your optometrist is not in the business, have access to hundreds of locums in seconds with Locumotive. Hoya understands that cancelling a clinic can be detrimental to your practice – and finding good locums can be difficult, timeconsuming and expensive. Agencies tend to withhold information and you are left gambling whether the locum is suitable for your practice. This is why Hoya has teamed up with Locumotive; a powerful recruitment tool that gives you complete transparency in finding the perfect locum, made by an optometrist for the optical sector.

PERSONALISED POINT-OF-SALE Marketing your brand and practice can be time-consuming and costly without the right skills and know how. Redbrick Print is an end-to-end print management service covering all areas of print media from in-practice stationery, posters, window graphics, mailing campaigns and social media assets through to promotional items, signage, websites and much more. The platform is quick and easy to use, so with just a few clicks you can personalise your point-of-sale materials to suit your practice.

BUSINESS GROWTH WITH VISION CARE CONSULTANCY Investing time in sales process training can often be difficult. Implementing what you have learned into a busy practice can be even harder. Hoya’s Vision Care Consultancy sales training is here to help make positive changes to your practice and impact your business growth. It offers a brand new interactive, memorable and fun training programme designed to involve the whole practice team.

The service includes on-going coaching, shadowing and feedback to ensure that the knowledge learnt is used and carried forward. Expected outcomes include an increase in average dispense value, uplift in conversion and overall business growth.

EVENTS, TRAINING AND EDUCATION With a whole host of training and events planned for the coming year, Hoya is excited to hold a global foresight event for members of the Visionary Alliance partnership programme, which will share valuable insights, knowledge and future optical innovations coming to the industry of eyecare. Hoya is also excited to host the much-anticipated local Foresight event sharing exclusive consumer insights and the latest support for your business, whilst offering practical ideas for you to utilise in your practice.

Hoya also offers a wide range of CPD accredited training and education webinars, all delivered by presenters and key opinion leaders from within the optical industry. With topics such as business development, marketing, sales, product training and key optical industry insights all helping you to keep your optical knowledge up-to-date.

The Visionary Alliance is constantly evolving and there are many more partners to help support you. As well as the partners Hoya works in collaboration with, there are many other benefits such as bespoke marketing, early access to new products and so much more.

Hoya’s mission is to help your brand grow and flourish. It is focused on longterm rewarding relationships. That’s why it supports you to differentiate your business – with technology, innovation and the best business practice support. Hoya wants your business to thrive.

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If you would like to know more, please email supportingyou@hoya.co.uk or speak with your local Hoya business development manager. ■