-Pete Hanlin, ABOM, LDO

Essilor of America
 Overview
Progressive Lens Formats
Traditional PALs
Digital PALs ( )
Patient Benefits of Varilux DRx PALs
Varilux Physio DRx
New Varilux Comfort DRx
Practice Benefits of Varilux DRx
The Power of Premium Products
Strategy for Sustainable Growth
 Progressive Lens Formats
Traditional PAL
Design molded on front
D d distance power surfaced on back

(Back Side Digital) PAL

d Design digitally surfaced on back
distance power digitally surfaced on back
D
 Greater Precision
Traditional
The design PAL
determines the ultimate performance of a PAL...
D...delivering
d the design precisely ensures the patient
experiences the design to the fullest!

d Traditional Varilux lenses

are clinically proven as Varilux DRx lenses deliver
D the best PAL designs. designs with greater precision.
 What is Digital Surfacing?
The polishing tool is the main difference between
digital & traditional surfacing.

Rigid Polishing Tool Soft Polishing Tool

 Traditional Surfacing
This is the Traditional Surfacing process...

Blocking
SF Blank

Taping Generating

Traditional Surfacing
Tool Selection

=
Fining / Polishing
 Digital Surfacing
This is the Traditional Surfacing process...
Engraving / Inspection
SF Blank Taping

Digital Surfacing
Blocking
Tool Selection

Generating
Polishing

=
 Increased Tool Capability
Traditional Surfacing uses physical tools
Molds for complex front surfaces
Laps/Tools for simple back surfaces
Digital Surfacing uses "digital" tools (files)
A digital file defines the shape- not a physical tool

Distance Power and/or

Progressive Design

Progressive Distance
Design Power
 Greater Precision
Varilux DRx lenses are precise to within 0.1µm
of the intended design.

1 µm

0.1 µm
.

Reference: 0.1 mm ( =100 µm )

 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 Varilux

Lens Essilor SFSV

Process Essilor DSPC

Lens Essilor SFSV Lenses
High quality Essilor SFSV lenses required
Exact curvature improves design accuracy
maintains design integrity
improves 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

Different manufacturers have different

levels 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?

For base curves 0.50 to 8.50

Process Essilor DSPC

Proprietary Essilor Digital Surfacing Process Control

(DSPC)
A complete quality assurance system
Every laboratory required to test/calibrate processes daily
The Result of DSPC:
Ensures consistency in the application of design
Delivers Varilux performance and quality
Offers 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

UNCONTROLLED UNCONTROLLED

+  DISTANCE POWER  -
TRADITIONAL SURFACING DIGITAL SURFACING

-  DESIGN  + -  Design  +

Process variations usually affect When DS is used to create a

only the distance power of PAL design, process variations
traditionally surfaced lenses. will affect the design
Process Increased Precision

The DS process is capable of greater

precision than traditional surfacing

+  DISTANCE POWER  -
TRADITIONAL SURFACING Varilux DRx™ & DualOptix™
+/-0.12D

+/-0.06D

-  DESIGN  + -  DESIGN  +

Traditional tooling creates Digital tooling can be accurate to

"rounding errors" which cause up within 0.01D of target powers
to 0.06D of distance power error
Process "6x more accurate"
DS potentially has greater accuracy- but it is harder
to control.

Essilor has invested

millions in DS process
R&D, because an
uncontrolled DS
process produces
unreliable product!
Design
Live Optics Design Process
Design Live Optics Design Process

Body Head Eye Movement

system (BoHEM)

Designing better progressives

through live research

Varilux®
Virtual Reality
(VVR)
Design New Varilux Comfort DRx
provides:

Fast adaptation
Natural Head Posture
Easy Focus
Minimal 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

1
• Then scan with the eyes2
This is how you instinctively read if
2 you do not wear glasses.
Design Natural Head Posture
Most PALs require an unnatural head position.

Most progressive lenses require the

wearer to:
• Look down with the eyes1
12 • Scan with their head2
2
1 This is neither comfortable nor natural.
Design 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
2
• AND Minimizes distortion
1
Design Natural Head Posture
How New Varilux Comfort DRx restores natural head posture.
1. To provide natural posture, the near area must be placed as
high as possible
2. However, moving the near area higher (by shortening the
progression) creates more distortion
3. With Varilux Comfort® DRx near area is high in the lens and
distortion is minimized through patented design technology

1 2 3

US Patents #5488442, #5270745

Design Easy Focus
Visual tasks have evolved:
Vision in the 1990s involved “long
duration” activities:
Driving
Reading
Watching television

Field of Vision Typical Day 1994

Distance Vision
driving TV
Intermediate Vision
Near Vision
reading reading reading reading

Time of Day
Design Easy Focus

Visual Activities - 1994

Design Easy Focus

Visual Activities - 2010

Design Easy Focus
Today’s technology has changed
the way we use our vision:
Quicker transitions
More near activities
Less time at one distance

Field of Vision Typical Day 2010

Distance Vision
driving
Intermediate Vision GPS PC
Near Vision text cell call reading remote

Time of Day
Design Easy Focus
Live Optics has identified design solutions to the visual demands of
modern life.

Field of Vision Typical Day 1994

Distance Vision
driving TV
Intermediate Vision
Near Vision
reading reading reading reading

Time of Day

Field of Vision Typical Day 2010

Distance Vision
driving
Intermediate Vision GPS PC
Near Vision text cell call reading remote

Time of Day
Design New Varilux Comfort DRx
New, improved design
easy access near zone
wider distance
wider near
smoother periphery
Measurable benefits
improved adaptation
easy access to near
quick zone transition
Design Proven Performance
New Varilux Comfort DRx provides measurably
better performance!

Varilux Comfort Tested Against: New Varilux Comfort Tested Against:

FBS #SS introduced in 2007 FBS #SS introduced in 2007

Varilux Comfort preferred >4:1 New Varilux Comfort preferred 26:0

over FBS design over FBS digital design

Clinical results confirm the improvements of

New Varilux Comfort on real wearers.
New Varilux Comfort Short DRx
Specifically designed for smaller frames
wider distance zone
shorter progression
MFH = 14mm
Benefits (in smaller frames)
easy adaptation
natural vision
 New Varilux Comfort Short DRx
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 DRx- Summary
New Varilux Comfort DRx provides:
Natural Head Posture while reading
quick adaptation
natural vision
Solutions for modern visual demands
wider distance & near zones
smooth periphery for quicker transitions
Delivered precisely to the wearer's needs
Benefits are measurable on real wearers
proven in numerous independent tests
Design Varilux Physio DRx
provides:

Fast Adaptation
Natural Head Posture
Easy Focus
Minimal Distortion
Plus W.A.V.E. Technology
Clearer, Sharper Vision
Improved Contrast
Wider Fields of Vision
Design W.A.V.E. Technology
Wavefront Advanced Vision Enhancement
Reduced higher order aberrations (HOAs)
Improved contrast sensitivity function (CSF)
Design W.A.V.E. Technology
Optical System of a Presbyope
Ocular Structures (1)
Ophthalmic Lens (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.

2
Design W.A.V.E. Technology
How do HOAs affect vision?

HOAs reduce
reduces HOAsimage sharpness.
and improves sharpness.
Design W.A.V.E. Technology
W.A.V.E. Technology reduces HOAs
Other "wavefront" lenses measure HOAs in the eye
HOAs in the lens still reduce sharpness
Only W.A.V.E. Technology reduces HOAs in the lens
Reduced 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 benefits
2006 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."

Lens A

Lens B

Lens C

Lens D
Design Proven Performance
Numerous studies confirm
the superior performance of
Varilux Physio DRx.

Clinical study
conducted in Spain.

Clinical study
conducted in U.K.
Design Varilux Physio Short DRx
Specifically designed for smaller frames
wider distance zone
shorter progression
MFH = 14mm
Benefits (in smaller frames)
sharper vision
easy adaption
natural vision
Design Varilux Physio Short DRx
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.
Design Varilux Physio Short DRx
Live Optics provided crucial findings which led to
a better short corridor PAL

23

Comp D
Progression Length °

22 (2002)

21 Comp C
Comp B

SHORTER
(1999) (2000)
20 Comp E
(1998)
19

Comp A Varilux Physio

18 (2007) Short DRx

17
80 90 100 110 120 130 140 150
Width of Distance Field °

W I D E R
Design Varilux Physio DRx- Summary
Varilux Physio DRx provides:
W.A.V.E. Technology
reduced HOA levels
measurably sharper vision
PLUS the benefits of New Varilux Comfort DRx
natural head posture
quick adaptation
Delivered precisely to the wearer's needs
Benefits are measurable on real wearers
proven in numerous independent tests
 Varilux DRx- Practice Benefits
All businesses live by a simple equation:
Retail Cost of Profit
Price
- =
Goods per Sale
Regardless of whether the business provides a...
Product
Service
Experience
All of the Above
 High Quality Business Model
Sustainability involves one additional component:
Retail Cost of Profit
Price
- =
Goods per Sale
X Volume

HIGH HIGH HIGH LOW

The equation can be worked numerous ways...

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:
Retail Cost of Profit
Price
- =
Goods per Sale
X Volume
(RIDICULOUSLY)
LOW LOW LOW HIGH

The equation can be worked numerous ways...

The Wal-Mart business model is:

• Least expensive price

• Least expensive source

• Modest profit per sale

• Incredibly high volume

 Devastating Business Model
Sustainability involves one additional component:
Retail Cost of Profit
Price
- =
Goods per Sale
X Volume

HIGH LOW HUGE (DEVASTATING)*

Obviously, profit could be increased by maintaining price- while reducing COG...

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*

*25% of "Cadillac loyal" customers who purchased indicated

they would "never buy a Cadillac again."
 Business Model Case Study
Cutting quality/cost does not provide sustained profitability.
Cadillac owned 3.8% of the market in 1979
Cimmaron was sold from 1982-1988
Cadillac owned 2.2% of the market in 1997
The big winners? Lexus, Acura, Infinity
"No one is returning the product- so it must be fine..."
Cadillac customers didn't return their Cimmarons
They 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:
Quality
Service
Level of Need
Convenience
Price

VALUE
 Perception of Value
Quality
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!
 Perception of Value
Quality
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!

 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
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!
 Perception of Value
Level of Need
Crizal, Xperio, and Transitions all
have reorder rates of over 95%…

…patients who try these products

continue to buy these products!
The key is to gain patient trial!
 Perception of Value
Price
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 asmaller
smaller part!
 Value to the Practice- Summary
Lowering cost is a terminal strategy
There is always someone cheaper
Consumers do notice performance
The results can be devastating
Build Perception of Value as a strategy
Quality
Make your brands work for you
– Differentiate
– Drive repeat business

Level of Need
Addict your patients to better vision!
 Conclusions
Varilux DRx lenses deliver precision.
greater Rx accuracy
precise placement of the near
Varilux DRx provides measurable benefits.
New Varilux Comfort DRx
natural reading posture
wider visual zones, with easy transitions
Varilux Physio DRx
all the benefits of New Varilux Comfort
plus measurably sharper vision

Grow Perception of Value with Varilux.

Thank You!