Independent practitioners gather at Japan House London for Hoya event

Hoya hosted independent optometry practices for a day of innovation updates and business insight.

On 8 July, Hoya welcomed eye care professionals to Japan House London for the Sensei Innovation event.

The event featured presentations from Hoya’s global team across a range of topics, including research and development, paediatric business, and instrument updates.

Hoya Vision Care managing director, Jonathan Cohen, opened the proceedings with two observations on market forces he described as “here today and probably not going away.”

These forces are consumer fatigue, with 64% of consumers reporting feeling overwhelmed by choice, and vertical integration in the supply chain.

Cohen described the community ties, agility and human touch offered by independent practices as “your strength in a world of consumer fatigue.”

Kazuma Kozu, global head of research and development, provided an overview of the latest innovations to be introduced by the company.

The company has specialised centres for research and development in Tokyo, Japan, and in Minnesota, in the United States.

This dual centre structure allows the company to bring together insights from different regions, while enabling each centre to have its own area of expertise, he suggested.

Reflecting on the Japanese heritage of the company, Kozu highlighted that innovation is not only about technology, but culture, delivering value and craftsmanship.

Opportunities for independent businesses

Jack Stratten, retail trends and innovation expert at Insider Trends, told attendees: “The new and near future ought to be a really good time to be a smaller independent with a physical footprint.”

Stratten discussed emerging market trends and opportunities for independent practice.

Trends shaping the retail market include the ‘always-on’ consumer and the ‘choice paradox’ which is leading consumers to feel overwhelmed and seek out experts who can tailor options to the individual.

Stratten proposed that consumers often desire a ‘fast’ or a ‘slow’ experience. While e-commerce has sped up processes for a fast retail experience, such as queuing, it has “left a chasm of slower experience which is filled by physical retail.”

This includes places where customers can try on items and receive advice.

Stratten recommended practices learn to identify when a customer is seeking a fast or slow experience and to tailor accordingly.

Finally, he noted that niche premium and luxury offerings are increasing in all sectors, while the budget end is also growing.

He described a saturation at either end but a “gap in the middle for many sectors in terms of quality products at decent prices.”

Service is a differentiator

Outlining the opportunities he sees in retail, particularly for independent businesses, Stratten pointed to ‘affordable luxury’ - providing a positive and luxury experience but that patients feel they can afford.

He gave the examples of Søstrene Grene, which presents a luxurious look and feel, but with affordable products, and Rituals, which moved to a service-based experience in stores and found it obtained more product sales as a result.

Community is a buzzword in the retail world and larger companies are trying to foster a sense of community with consumers, Stratten suggested: “The retail world is trying to do what you do inherently – telling customers they are part of a community.”

Service is a key opportunity, Stratten shared, pointing to John Lewis’ reopening of its free nursery adviser service.

“If ever there was a time to double down on service, it is now. Service is a differentiator,” he said.

With consumer overwhelm on the rise, Stratten told attendees: “You are well-placed to provide an antidote to it. Consumer fatigue and anxiety is only growing and has not hit the top end yet.”

“Embrace and celebrate the innate benefits of being small and independent,” he said.

The Miyosmart iQ

Cécile Clavier, global director, paediatric business unit, and Charlotte Bell, myopia consultant South, introduced attendees to the latest myopia management treatment from Hoya Vision Care: the Miyosmart iQ, which arrived in the UK on 9 July.

The Miyosmart iQ lens builds on the Defocus Incorporated Multiple Segments (DIMS) technology of the Miyosmart lens with three enhancements to the design.

These include an extended treatment zone with more defocus segments towards the periphery of the lens, a more powerful defocus power of +4.5 dioptres, and more defocus segments towards the centre of the lens.

This latter enhancement enables a constant activation of the near peripheral retina, which Clavier said: “Is a zone that is particularly sensitive to myopic defocus.”

Bell outlined the clinical trials behind the new lens, which occurred in three phases to evaluate safety and effectiveness, and culminated in a 12-month, three-arm, double-masked randomised controlled trial.

This trial marked the first performed by Hoya which included children as young as four.

Results from the trial found no myopia progression on average in the first 12 months of wear in children between four to 12 years old.

Read more about Hoya’s clinical trial for the Miyosmart iQ and the resulting data here.

Building a myopia management journey

Clavier encouraged practitioners to take away the point that: “The lens itself is not your advantage. What will be your advantage is how you can, in your practice, use this product to build a unique competitive advantage called the care to the patient.”

This is where independent practices have a particular opportunity, she suggested: “Myopia management works based on follow-ups, adjustments, checks, and education. These are opportunities for building relationships with patients. A child receiving quality myopia management will know you as their vision care hero.”

Further changes to the lens include a SPARK coating, which makes it up to 50% more resistant to scratches than the original Miyosmart lens.

To support wearer confidence, the Miyosmart iQ lens is available in two versions, the original and the Miyosmart iQ TF designed with freeform technology to enable up to 10% edge thickness reduction.

Emphasising why this option has been introduced, Clavier commented: “The best lens won’t work if a child won’t wear it.”

The Miyosmart iQ has an extended power range of +2 spherical equivalent to –13.00D, with Clavier highlighting: “We will be able to treat as soon as the child starts becoming myopic – earlier in the journey.”

“With this new power range, you will be able to treat myopia in children as soon as the first eye starts becoming myopic, which will be very useful for your anisometropic patients. With that, you can start the journey of care earlier.”

In light of the clinical performance of the Miyosmart iQ, Clavier said the positioning of the lens is clear: “Miyosmart iQ is the lens that should be offered to all new myopic patients, because every child deserves to have the best protection from the start, especially in the younger ages.”

The lens is particularly suited for children who are already under myopia management but are continuing to progress.

Hoyalux iD MySense

Hoya's new progressive lens, the Hoyalux iD MySense, is due to launch in the autumn.

Felix España, global instruments director, painted a picture of the presbyopic user experience gap when it comes to progressive spectacle lenses.

He highlighted that 48% of presbyopes report experiencing difficulty or problems when focusing on near distance wearing progressive lenses, 32% describe moving their head when focusing in the near or middle distance, and 28% experience problems with gaze shifting or focus.

España acknowledged that an in-store progressive addition lens recommendation does not typically reflect the patient’s daily life as it is based on stable and ‘perfect’ conditions.

A different approach was needed to provide the right solution for patients, he suggested, introducing the Hoyalux iD Mysense, which is designed around each individual’s visual sensory intelligence.

The previous iteration of Hoya’s progressive lens, the Hoyalux Myself, was based on four parameters: prescription, lifestyle, fitting, and wearing history.

The new lens will consider seven dimensions for personalisation, adding anatomy and two further ergonomic and sensory measurements; gaze shifting and posture, and clarity requirements.

Hoya’s visuSense measurement system captures both Hoya GazeTrack and Hoya ClarityTrack measurements to help customise the progressive lens.

This process analyses a patient’s visual sensory intelligence based on perception and visual experience in the near distance and shifting gaze – measuring how the patient moves their head and eyes when focusing from far to near. The system also records a patient’s individual sensitivity to blur.

España said: “The question is how your brain is processing that information, understanding it, and putting you into your world. It is not just the sharpness of the image, but how your brain is processing the blur and making you understand it.”

Hoya research suggests 90% of customers surveyed are willing to take part in different measurements on different devices, 80% are interested in purchasing personalised progressive lenses and paying more for them, and 90% are willing to spend extra time to receive personalised recommendations.

This is an advantage for independent practices, España shared, which have the opportunity to spend more time with the patient.

With the visuSense interactive approach to obtaining measurements, España shared: “The secret sauce is that we are not measuring statically – the patient interacts with the system.”

Tests with the Hoyalux iD MySense revealed that 90% of wearers described experiencing improved vision at all distances, 87% said they experienced seamless gaze shifting, while 92% successfully adapted within less than 15 minutes.