Winner: Hoya
Shortlisted:
- Essilor
- Shamir UK
- Jai Kudo Lenses, Millmead Optical Group
Hoya continued its multi-year winning streak at the Optician Awards in 2022, adding the Lens Award to previous wins in the Lens Supplier of the Year and Lens Product of the Year categories, in 2021 and 2020 respectively.
The judges for the Lens Award category noted that all shortlisted entrants offered great support to practices but that Hoya ‘went the extra mile to build all-round relationships’ and ‘enabled eye care professionals (ECPs) to have access to the tools they need’.
The company’s winning entry was centred around its myopia management Miyosmart lens and related activities.
‘All of the team at Hoya were delighted to win the Lens Award at the Optician Awards 2022, thanks to our latest innovation, Miyosmart,’ says Jess Arnold, marketing executive at Hoya UK. ‘Our customers and the Hoya team continue to work together to make a real difference in the myopia management category.’
One element of the entry that particularly impressed the judges were details of the impactful campaigns that Hoya has run on the wider issue of myopia since the launch of Miyosmart.
Arnold says: ‘We have executed three successful advertising and public relations campaigns to raise awareness of myopia and the importance of children’s sight tests.
‘The coverage, which included extensive national media stories, directed consumers to the Hoya website where they could read more about what myopia is, find out more on Miyosmart and find their local Miyosmart-accredited independent optician. Accredited ECPs were given assets linked to the campaign to help raise awareness to their local audience, while Hoya pushed the message nationally.’
Additionally, to further raise awareness of the importance of paediatric eye examinations, Hoya developed its Eye Care We Care scheme with the aim of providing ECPs with the materials, support and guidance to partner with local schools.
He adds: ‘Most learning typically takes place through our eyes, and it was alarming for Hoya to learn that schools currently do not have any scheme in place that focuses on the importance of healthy eyesight and overall eye health.
‘Widespread vision screening doesn’t take place in schools as it once did, in fact the House of Commons recognises that it may be as low as 30% of schools where visual screening still takes place. Furthermore, most parents don’t realise their children can have their eyes tested from a very early age to diagnose any issues or potential issues that may occur.
‘With Eye Care We Care, ECPs gained access to all the tools they needed to deliver eye health presentations to primary school aged pupils. From approaching the school initially, to delivering a guided presentation, to inviting the children to visit their practice, Hoya has provided more than 180 practices with the tools they require to engage with their local schools, in turn driving more children to their practices for eye tests.’
The glow of success
Since the triumph on awards night, Hoya has been able to benefit from the win in promotional activities.
‘We have used the win to help us communicate and promote Miyosmart to consumers, customers, our team members and also ECPs throughout our industry,’ says Arnold. ‘We’re on a mission to curb myopia. To achieve this, we must raise awareness of myopia and Miyosmart as a treatment option. The award win helps build our credibility with our target audiences.’
Hoya’s commitment to myopia management in the fight against myopia has been further boosted with the launch of photochromic and polarised versions of the Miyosmart product in recent months.
‘Miyosmart Chameleon is a two-in-one solution for continuous myopia management indoors and out,’ says Arnold. ‘Meanwhile, Miyosmart Sunbird, providing comfort from glare and unpleasant reflections, which is especially useful for light-sensitive children.’
Practitioner testimonials for Miyosmart
Andrew Keirl, optometrist and dispensing optician at Andrew Keirl Opticians, says: ‘This innovative lens was not launched using glossy marketing adjectives but underpinned by a strong research base and robust clinical trials. Miyosmart is straightforward to dispense.
‘Feedback regarding adaptation from all of the patients so far has been positive with no non-tolerances so far. I would like to thank Hoya for giving me and other practitioners the opportunity to offer the potential treatment of myopia in addition to its correction.’
Iain Johnson, dispensing optician and director at Johnson and Leatherbarrow, says: ‘Miyosmart spectacle lenses are easy to dispense, and the support that we have received from Hoya and our area manager has been excellent.
‘Of all the patients who are wearing the lenses from us, none have had any non-tolerance issues and have adapted almost immediately. The Miyosmart lenses have been a game-changer for us, and we’re proud to be able to offer it to our patients.’