This presentation has been approved by the American Board of

Opticianry for one hour of continuing education credit. These

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
notes and slides are being provided to educators and speakers
for use in Essilor sponsored presentations. Use of these
descriptions, images, and slides in other presentations is
permitted (and encouraged), but any alterations to the content of
this presentation should be approved by Essilor of America.
-Pete Hanlin, ABOM, LDO Please contact Pete Hanlin at phanlin@essilorusa.com if there
Essilor of America
are any questions regarding the information or use of this
presentation.
Overview At the completion of this presentation, the attendee should be
able to:
)
1.) Discriminate between traditional and digital surfacing
technologies and processes.
2.) Describe the patient benefits of each Varilux DRx product.
3.) Understand the importance of brands and level of need to the
recommendation of ophthalmic products.

Progressive Lens Formats Traditional PALs have a design (D) which is molded onto the
Traditional PAL front of the lens, and a distance power (d) which is created by
Design molded on front
D d distance power surfaced on back traditional surfacing on the back. A back side digitally surfaced
(Back Side Digital) PAL
PAL (such as Varilux DRx products) has a spherical front
d Design digitally surfaced on back
distance power digitally surfaced on back
surface, with both the progressive design (D) and distance power
D
(d) digitally generated onto the back surface.

Greater Precision The quality of the design determines the performance of a PAL-
Traditional
The design PAL
determines the ultimate performance of a PAL... NOT the format. “Conventional Wisdom” has become that
D...delivering
d the design precisely ensures the patient
experiences the design to the fullest!
digitally surfaced progressives are somehow inherently better
than their traditional counterparts. In many cases, this is a
d Traditional Varilux lenses
are clinically proven as Varilux DRx lenses deliver
completely erroneous assumption. An apt analogy can be found
D designs with greater precision.
the best PAL designs.
in musical formats. The quality of music is mostly determined by
quality of the actual performance and musical composition- NOT
by the format upon which the music is recorded. Yes, a CD can
provide better sound quality than a cassette tape- however, a CD
with poor quality music (thinking “New Kids on the Block” here ☺)
will not perform as well as higher quality music (Billy Joel) on a
cassette tape. On the other hand, Billy Joel music sounds better
on a CD than on a cassette. There are some truly forgettable
back side digitally surfaced designs on the market (and with the
low cost of introduction, the market should expect to see many
generic so-so quality PAL designs in the next few years).
Varilux designs have proven quality- so the quality of the music is
there. Adding digital surfacing technology simply makes the
music even clearer!
 What is Digital Surfacing? Ironically, the biggest difference between digital and traditional
surfacing is NOT found in the generator- but in the polishing
The polishing tool is the main difference between
digital & traditional surfacing. tools! Traditional surfacing uses a rigid tool to fine and polish a
finished curve into the surface of a lens. While this method of
production is well established (and is still used to create the
highest-quality optical lenses used in telescopes and
microscopes), it does limit the lens to spherical and simple
Rigid Polishing Tool Soft Polishing Tool
cylindrical shapes.
In digital surfacing, fining is completed in the generator itself
(because the surface produced by a digital generator is already
“fined”)- so polishing can be executed with a soft “sponge” (which
is actually a high-tech device consisting of springs and strictly
controlled spongy material). While it is more difficult to control
the quality of a design when it is polished with a soft surface, it
does allow for an infinite number of surface shapes and features.
Traditional Surfacing In traditional surfacing, a PAL starts as a molded semi-finished
This is the Traditional Surfacing process... lens. The design has already been molded onto the front
Blocking
surface, and all the laboratory has to do is surface and fine/polish
SF Blank
the appropriate distance power into the back of the lens to turn it
Taping Generating
into a finished progressive lens. The molded surface contains
Traditional Surfacing markings which identify and locate the design on the lens- these
Tool Selection
markings are contained on the mold itself, so if the markings say
=
Fining / Polishing
a lens is a 4.00 Base 1.75 ADD Varilux Comfort, then that is what
the lens is- guaranteed. The SF blank receives a protective layer
of tape before being placed in a blocker- which casts an alloy
block of metal to the surface of the lens (providing a holding
surface for the generator). The blocked lens is then placed in the
generator, which surfaces a spherical or simple cylindrical
surface into the back of the lens. At this point, the surface must
be fined and polished- which is accomplished by rigid tools.
These tools are inventoried in the laboratory in 0.10 diopter
increments, which means the finished curve on the back surface
of the lens may be off by as much as 0.05-0.06 diopters due to
“rounding errors.” After the lens is polished, the result is a
finished progressive lens. Traditional surfacing is a well-
established process which can be very tightly controlled with
relative ease.
Digital Surfacing A back side digitally surfaced PAL starts out as a semi-finished single vision
This is the Traditional Surfacing process...
blank (usually with a spherical front surface). The first step is engraving the
SF Blank
Engraving / Inspection
Taping
design location and identification marks into the lens (note that- unlike
traditional surfacing, it is completely possible that an engraving can be
“incorrect” if the design placed on the lens is not the correct type or location
Digital Surfacing
Tool Selection
Blocking relative to the engraving). The engraved lens is then taped and blocked in a
similar fashion as that used in traditional surfacing. In the digital generator,
Polishing
Generating the lens is turned as a single point cutter removes material. The cutter is
“free” to “form” any surface (thus the moniker “freeform”), since it can move in
= x,y, and z directions). The surface created in the generator can be anything
from a simple sphere to a complex progressive/aspheric surface. Additionally,
if the cutting surface and feed rate have been well-controlled, the surface
quality of the lens will emerge from the generator already fined. At this point,
a soft polishing tool (already described) is used to polish the surface without
altering it. This is an important distinction- in traditional surfacing, the final
quality of the surface is formed by the rigid tool (fine and polish it long enough,
and the lens will end up the physical shape of the rigid tool). In digital
surfacing, the final intended surface design is created in the generator and the

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
objective of polishing is to clarify the surface WITHOUT altering it. This
requires strict control of the pressure, density, and baume of the sponge and
polish. If anything is “out of spec” during polishing, the quality of the finished
surface will be compromised. Once the lens is polished, it is a finished
progressive lens. Note that digital surfacing itself does not add anything to the
design- it is possible to make EXACTLY the same lens with traditional and
digital processes.
Traditional surfacing uses physical tools (molds and laps/tools).
Therefore, the number of designs is physically limited (it is
impractical to create millions of different tools to create different
surfaces, so the designer is limited to 144 molds and a 1,000 or
so laps). In DS, there is only one physical tool- surface designs
are stored in computer files (and its relatively easy to store
millions of design files). So, the designer is free to create more

Progressive Distance
Design Power
designs in a DS format.

Greater Precision Digital surfacing is capable of producing very precise surfaces

Varilux DRx lenses are precise to within 0.1µm (but only when tightly controlled). How precise? A surface can
of the intended design.
be accurate to as close as 0.1nm (nanometer) of the surface
1 µm intended by the designer. The graphic depicts 0.1mm (the large
circle) to give a scale as to how small 0.1nm is… Varilux DRx
0.1 µm
.
lenses are created using a state of the art digital surfacing
Reference: 0.1 mm ( =100 µm )
process, so they are extremely accurate (theoretically to within
0.01 diopter of the ordered power).

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.
The other advantage of digital surfacing is its inherent “flexibility.”
The lack of a rigid tool means almost ANY surface can be
created. This means the designer is free to specify an individual
design for each patient (assuming s/he knows something specific
to that individual to design to). In traditional surfacing, the
designer is limited to 72 basic designs (which still allows the
designer to create a design which works very well for each Rx-
but does limit the amount of customization possible for each
lens).
Varilux DRx lenses take advantage of the flexibility of digital
surfacing by individually calculating the near inset for each lens.
Early progressives (and some designs today) used a standard
2.5mm inset for the near to position the near zone in front of the
eyes while reading (since the eyes converge when viewing near
objects). However, varying prismatic effects and reading
distances produced by each Rx mean that 2.5mm is NOT the
correct inset for the vast majority of wearers (the ideal inset
varies from about 0.9-4.1mm per eye). Varilux lenses have long
had a varied inset (actually, it was a patented feature since
Varilux Comfort), but the inset variation is still limited to the 72
base curve/ADD combinations. Within each of the 72
combinations, the specific required inset can vary by as much as
0.8mm- with Varilux DRx, the inset is precisely calculated and
applied for each individual Rx.
 Performance for the Patient There are four Varilux DRx designs: Varilux Physio DRx, Varilux
There are four Varilux DRx designs Physio Short DRx, New Varilux Comfort DRx, and New Varilux
Varilux Physio DRx
Comfort Short DRx. Each of these designs provide clinically
proven benefits to the wearer (and the design is the most
New Varilux Comfort DRx
important factor in determining the performance of the finished
Each design offers proven patient benefits lens). The quality of the design springs from the process used to
All were created through design Varilux lenses- Live Optics.

Keys to Varilux DRx Performance Critical to the performance of every back side digital lens are
three things – Design, Lens, and Process. Only Varilux DRx
Design Varilux
lenses have all three to create the best performing back side
digitally surfaced lens available.
Lens Essilor SFSV Design – Superior Varilux designs
Lens – High quality Essilor semi-finished single vision lenses are
Process Essilor DSPC REQUIRED to produce and Varilux DRx lens – Without
consistency in the lens, how can you have consistency in the
final product?
Process – Essilor Digital Surfacing Process Control (DSPC) is a
total quality assurance system maintaining Varilux quality and
performance in every lens.
Lens Essilor SFSV Lenses Essilor is the only manufacturer to mandate a specific SFSV lens
High quality Essilor SFSV lenses required be used for a back side digital design. This does limit the
Exact curvature improves design accuracy
maintains design integrity
number of substrates and colors available (for example, it is not
improves product consistency
Competitive processes do not require
possible to order a green polarized Varilux DRx lens, because
dedicated SFSV blank: there is no approved green polarized SFSV blank). Many
Allows for greater product range, but…
Reduces precision in the finished product manufacturers place no restrictions on the SFSV blank used to
create their back side digitally surfaced PALs, which is attractive
from the point that laboratory and/or ECP can order virtually any
type of substrate or color. However, many blanks which are fine
for the creation of a single vision lens do not have the surface
quality or consistency required to produce a consistently high
quality progressive lens.
Think of it this way- if you projected this presentation on a screen
that had imperfections (bumps, slant, curvature), those
imperfections would show through on the projected image.
These imperfections might be acceptable for very simple images
(e.g., a screen with just one color- let’s say red). However, the
imperfections would disrupt complex images (text, pictures, etc.).
This is why Essilor tightly controls the blanks used to create
Varilux DRx lenses- because imperfections in the blank will lead
to imperfections in the design quality.
Lens Not all SFSV lenses are the same In statistics this is known as a “Box and Whiskers” Plot
Different manufacturers have different
Astigmatism is just one way to probe the quality of semi-finished
levels of astigmatism in their SV lenses
(lower mean is better) lenses if a semi-finished single vision was perfect astigmatism
95% of the lenses are represented by
should be 0,00 DP (french use “,” instead of “.”)
The lowest average value and the lowest dispersion will lead to a
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
better product because the surface of the semi-finished will be
controlled.
This means that error in the design will be any DS surfacing error
+ semifinished inconsistencies..
Process Essilor DSPC No other manufacturer has invested more in R&D of digital
surfacing processes. DSPC ensures that the surfacing
Proprietary Essilor Digital Surfacing Process Control
(DSPC)
equipment at every DS lab producing Varilux lenses is calibrated
A complete quality assurance system
Every laboratory required to test/calibrate processes daily
every day and the processes used to create the lens are capable
The Result of DSPC: of the highest levels of control and consistency.
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 When the surfacing process is not tightly controlled, the
DS processes must be tightly controlled variations increase. This is especially problematic for digital
UNCONTROLLED UNCONTROLLED
surfacing, where even a slight lack of calibration between the
surfacing file and the surfacing equipment can result in significant
+  DISTANCE POWER  -

TRADITIONAL SURFACING DIGITAL SURFACING

variation in the accuracy of the design. In traditional surfacing, a

bad process will only affect distance power (represented on the
-  DESIGN  + -  Design  +
target vertically)- because the design itself is molded on the front
Process variations usually affect
only the distance power of
When DS is used to create a
PAL design, process variations
of the lens and is not generally affected by the laboratory’s
traditionally surfaced lenses. will affect the design
surfacing process. However, in a digitally surfacing back side
PAL, any error in the process will affect both the distance power
AND the design itself- because the laboratory is creating
everything on the back surface.
Process Increased Precision In traditional surfacing, the molded nature of the lens ensures
that design will be almost perfectly accurate every time.
The DS process is capable of greater
precision than traditional surfacing However, since traditional surfacing uses physical tools that are
inventoried in 0.10 increments, "rounding" will result in up to
+  DISTANCE POWER  -

TRADITIONAL SURFACING Varilux DRx™ & DualOptix™

+/-0.12D

+/-0.06D
0.06D deviations in distance power. Since digital surfacing is
accurate to within 0.01D, the control of power is tighter. But even
-  DESIGN  + -  DESIGN  +
with the tightest digital surfacing process, there is slightly greater
Traditional tooling creates
"rounding errors" which cause up
Digital tooling can be accurate to
within 0.01D of target powers
potential for design variation.
to 0.06D of distance power error

Process "6x more accurate" The effects of poor processing control are not simply theoretical.
DS potentially has greater accuracy- but it is harder
The left image shows a comparison of two traditionally formatted
to control. PALs created in a traditional laboratory (the top bar shows the
Essilor has invested
millions in DS process
sphere and cylinder plots of the first lens, second bar shows the
R&D, because an
uncontrolled DS
process produces
sphere/cyl for the second lens, third bar shows the comparison- if
unreliable product!
they are perfectly identical, there will be a single color across the
entire plot). The result is, the traditional lenses are virtually
identical.
On the right, we have two lenses created in a digital surfacing
laboratory (same design as the traditional, same power, etc.).
First of all, notice the design does NOT appear to be the same-
secondly, notice the two lenses are not the same. With all the
talk about individualization and accuracy, we have to stop and
wonder “if they can’t make two identical lenses appear the same,
how are they going to be providing these minute levels of
promised customization????” Personally, I would much rather
wear one of the traditionally surfaced lenses (I’ll happily deal with
the 0.05 diopter error on the distance power).
 Before we all panic, it IS possible to tightly control digital
surfacing. On the left are the same traditional lenses- on the
right are digitally surfaced lenses done in a well-controlled
laboratory (note the designs look much truer to the intended
design and are virtually identical- just like the traditional lenses).
I’ll be happy to wear the digital lenses on the right!

Design Live Optics Design Process How did we discover these new visual needs? Through our
proprietary LIVE OPTICS PROCESS

As you all know this process begins and ends with HUMAN
VISION…the true visual need of the wearer.

Design Live Optics Design Process Here are examples of two R&D tools that were employed in the
Live Optics Process
Body Head Eye Movement
system (BoHEM) The BoHEM technology enables us to capture how people move
their head, body and eyes in real world conditions
Not only that, since the technology is mobile we can test the
Designing better progressives
through live research
effect on the wearer’s dynamic vision
We also have Varilux Virtual Reality where we can test hundreds
Varilux®
Virtual Reality
(VVR)
of designs on wearers quickly and efficiently throughout the
design process.
Design New Varilux Comfort DRx New Varilux Comfort was redesigned in 2010 to better meet the
provides: visual demands of modern life. The key benefits of New Varilux
Comfort are: faster adaptation, natural head posture, and easy
Fast adaptation
Natural Head Posture access to near vision with low peripheral distortion.
Easy Focus
Minimal Distortion

Designed to meet the visual

the demands of modern life!

Design Natural Head Posture What is “natural head posture?” It is the natural posture we take
Patients have a natural head posture while reading.
while reading. First, the head tilts down to look “at” the near
material- then the eyes make small movements up and down to
When reading, people naturally:
• Look down with the head 1 scan the page.
1
• Then scan with the eyes2
This is how you instinctively read if
2 you do not wear glasses.
Design Natural Head Posture Unfortunately, most progressive lenses do not permit a natural
Most PALs require an unnatural head position.
head posture, because their progression length requires the
Most progressive lenses require the
wearer to hold the head upright, while looking down through the
wearer to:
• Look down with the eyes 1
lens. This posture creates strain on the extra-ocular muscles-
12

21
• Scan with their head 2
This is neither comfortable nor natural.
which begin to strain when the eye rotates downward more than
25 degrees. Although a wearer can “adjust to” using excessive
downward eye movements, the head posture required to read
with most progressive lenses will never feel “natural.” This leads
to increased adaptation time.
Design Natural Head Posture New Varilux Comfort allows the wearer to come closer to the
New Varilux Comfort DRx restores natural vision. natural head posture while reading- increasing comfort while
reading, and decreasing adaptation time. It accomplishes this
New Varilux Comfort DRx
• Allows wearer to use a natural posture with a short progression which has minimal peripheral distortion
1
2
• Corrects blur at far, intermediate, near
• AND Minimizes distortion (the new design is both shorter than the original Varilux Comfort
AND has less peripheral distortion).

Design Natural Head Posture Making the progression shorter allows the head to tilt down
How New Varilux Comfort DRx restores natural head posture. farther while reading- but shorter progressions lead to increased
1. To provide natural posture, the near area must be placed as
high as possible levels of unwanted distortion/astigmatism in the periphery
2. However, moving the near area higher (by shortening the
progression) creates more distortion (leading to “swim”). New Varilux Comfort maximizes the
3. With Varilux Comfort® DRx near area is high in the lens and
distortion is minimized through patented design technology technology found in the original Varilux Comfort patents which
1 2 3
allow Varilux to have less unwanted distortion than any other
progressive having the same progression length. In other words,
to match the reduction of distortion found in Varilux products,
US Patents #5488442, #5270745
competitors must lengthen their progressions- which impairs
natural head posture.
Design Easy Focus Why did we need to change Vx Comfort? Not because there
Visual tasks have evolved: was anything wrong with design, but because of the environment
Vision in the 1990s involved “long
duration” activities:
Driving
around us
Reading In 1994, we were using our vision differently than we are today
Watching television
We spent more time in each distance, and switched distances
Field of Vision Typical Day 1994 less often
Distance Vision
Intermediate Vision
Near Vision
driving

reading reading reading

TV

reading
At the bottom is an illustration of the pattern of visual behavior in
Time of Day 1994.

Design Easy Focus These are some examples of the types of visual positions that
were more common in ‘94.

Visual Activities - 1994

Design Easy Focus Our environment has changed, and things like modern
technological devices have changed our visual needs.
Even if an ECP says their older patients don’t text or use
iPhones, they are still affecting by the small screens they have to
Visual Activities - 2010
use at the ATM, the gas station, or the grocery store
Technology has changed our visual needs and we some times
don’t even realize it!

Design Easy Focus Today, we switch between visual fields quicker, more often, and
Today’s technology has changed
spend less time in each visual distance
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 This change in our environment has happened gradually, so
Live Optics has identified design solutions to the
gradually you don’t really notice it until you stop and think about
visual demands of modern life. it.
Typical Day 1994
Field of Vision
Distance Vision
Intermediate Vision
driving TV
But when you compare the difference in visual patterns side-by-
Near Vision
reading reading reading reading side, you really see the challenge that New Varilux Comfort has
been updated to meet.
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 To summarize the benefits of New Varilux Comfort DRx, the
New, improved design progression length has been shortened- which promotes a more
easy access near zone
wider distance
natural head posture and allows the wearer easier access to
wider near near vision. In addition, peripheral distortion has been
smoother periphery
Measurable benefits
simultaneously reduced- leading to quicker near access. Finally,
improved adaptation the distance and near zones have been widened.
easy access to near
quick zone transition

Design Proven Performance Another example of the power of Varilux Comfort is that it’s
New Varilux Comfort DRx provides measurably clinically proven!
better performance!

Here are results of tests we all know where Varilux Comfort was
preferred over competitive PALs that were launched in some
Varilux Comfort Tested Against:
FBS #SS introduced in 2007
New Varilux Comfort Tested Against:
FBS #SS introduced in 2007 cases more than a decade later
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 We all know that the width of the distance area is the single most
Specifically designed for smaller frames important factor for a short-corridor PAL.
wider distance zone
shorter progression The size of the distance zone on New Varilux Comfort Short has
MFH = 14mm
Benefits (in smaller frames)
been increased by 24% over Varilux Ellipse
easy adaptation
natural vision

New Varilux Comfort Short DRx New Varilux Comfort Short provides a wider distance angle
Live Optics testing has repeatedly demonstrated distance compared to all non-Varilux competitors.
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 with
New Varilux Comfort DRx provides: wider fields of vision and greater access to near vision. These
Natural Head Posture while reading
quick adaptation
are benefits which have been repeatedly proven in clinical trials
natural vision
Solutions for modern visual demands
(both against the original Varilux Comfort and vs. competitive
wider distance & near zones
smooth periphery for quicker transitions premium lenses).
Delivered precisely to the wearer's needs
Benefits are measurable on real wearers
proven in numerous independent tests

Design Varilux Physio DRx Varilux Physio DRx provides all the benefits of New Varilux
provides: Comfort- and adds the benefits of W.A.V.E. Technology
Fast Adaptation
(wavefront advanced vision enhancement). Those benefits are:
Natural Head Posture
Easy Focus
sharper vision, improved contrast, and wider fields of vision.
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)
What is W.A.V.E. Technology, and how is it different from other
“wavefront” technologies? W.A.V.E. Technology reduces the
level of higher order aberrations (HOA) in the lens- which
provides increased contrast sensitivity (sharpness).
Design W.A.V.E. Technology It is important to understand that HOAs in the eye can not be
Optical System of a Presbyope addressed with a spectacle lens (due to the vertex distance
Ocular Structures (1)
Ophthalmic Lens (2)
between the lens and the eye). Both Ophthonix and Zeiss
iScription measure the HOAs of the eye- then provide a lower
HOAs cannot be reduced in the eye. order Rx (sphere and cylinder). However, the HOAs within the
HOAs can be reduced in the lens.

Reduction of HOA in the lens

Ophthonix and iScription lenses is not reduced- resulting in
reduces aberration in the system, &
provides measurably sharper vision. decreased contrast sensitivity/sharpness. W.A.V.E. Technology
1
reduces higher order aberrations in the lens- which reduces
2
HOAs in the visual system as a whole (with measurable
increases in contrast sensitivity and sharpness for the wearer).
Design W.A.V.E. Technology Here’s a visual example of how W.A.V.E. Technology works…
HOAs are like “tiny distortions” on the lens (just like tiny ripples
How do HOAs affect vision?
on a lake). The lake still provides a relatively good reflection
even with the tiny ripples- but it is not quite as sharp as it would
be if the ripples were removed. This is how progressives work as
well- tiny aberrations in a progressive lens diminish the crispness
of the image produced by the lens.
reduces
HOAs reduce
HOAsimage
and improves
sharpness.
sharpness.

Design W.A.V.E. Technology Measuring aberration of the eye is interesting- and produces a
W.A.V.E. Technology reduces HOAs nice aberrometry image to show the patient. However, it
Other "wavefront" lenses measure HOAs in the eye
HOAs in the lens still reduce sharpness
provides little of value for the improvement of the progressive
Only W.A.V.E. Technology reduces HOAs in the lens
Reduced HOAs provides measurable visual improvement lens- especially when aberrations within the lens itself are being
left unresolved. Reduction of aberrations in the progressive lens
is not as “visually interesting” to the patient (there is no cool
Measuring HOA in the eye ≠
aberrometry image to hand them), but results in measurably
reducing HOA in the visual system.
better vision!

Design W.A.V.E. Technology In 2006, the American Academy of Ophthalmology reviewed

W.A.V.E. Technology provides proven benefits
2006 American Academy of Ophthalmology poster
independent research which demonstrated W.A.V.E. Technology
provides a significant visual benefit to progressive wearers. The
result was a poster presented at the AAO annual conference
(which was awarded poster of the year, btw). In 2010, W.A.V.E.
Technology 2 was also reviewed- and again awarded a poster
(these are the only two ophthalmic products to ever earn status
as a presented technology by the AAO).

Design W.A.V.E. Technology As stated earlier, W.A.V.E. Technology results in lower levels of
W.A.V.E. Technology provides proven benefits HOA in the lens itself. This graphic (taken from the AAO 2010
"Clinical studies indicate the advances in progressive lens design achieved through
wavefront optimization correlate to an improved visual experience for presbyopes." poster) demonstrates the level of HOAs found in Varilux Physio
DRx vs. numerous premium competitors (including at least two
which claim to have a wavefront benefit in their lenses).
Lens A

Lens B

Lens C

Lens D
Design Proven Performance The design performance of Varilux Physio DRx has been
Numerous studies confirm
independently compared to premium competitive progressives in
the superior performance of
Varilux Physio DRx.
independent clinical studies. In Spain, Varilux Physio was
compared to Hoyalux iD. Not only did wearers rank Varilux
Clinical study
Physio higher- but the range of responses was tighter (Hoyalux
conducted in Spain.
iD averaged 7.5, but had scores as low as 5.9- Varilux Physio
Clinical study
was ranked between 7.9 and 10.0). Likewise, comparisons with
conducted in U.K.
Zeiss Individual in the UK demonstrated satisfaction levels which
were higher with Varilux Physio.
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 Once again, width of distance vision is crucial in small frames.
Live Optics testing has repeatedly demonstrated distance Varilux Physio Short DRx has an even wider distance zone than
area is crucial for wearer satisfaction in small frames!
New Varilux Comfort Short DRx!

Varilux Physio Short DRx provides a wider

distance angle than other back side digitally
surfaced PALs.

Design Varilux Physio Short DRx Extensive R&D has demonstrated the keys to wearer satisfaction
Live Optics provided crucial findings which led to in small frames is a combination of short progression and width
a better short corridor PAL
of distance field. This is a graphic representation of the
23

Comp D
superiority of Varilux Physio Short DRx in these key design
Progression Length °

22 (2002)

21
Comp B Comp C areas.
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 To summarize Varilux Physio DRx- all the benefits of New
Varilux Physio DRx provides: Varilux Comfort DRx are provided- PLUS the sharper, wider
W.A.V.E. Technology
reduced HOA levels
vision provided by W.A.V.E. Technology. Most importantly,
measurably sharper vision
PLUS the benefits of New Varilux Comfort DRx
these benefits are measureable on real wearers in independent
natural head posture
quick adaptation clinical trials.
Delivered precisely to the wearer's needs
Benefits are measurable on real wearers
proven in numerous independent tests
 Varilux DRx- Practice Benefits There are a lot of back side digital products on the market-
All businesses live by a simple equation: including many “generic” and competitive offerings. Why should
Retail
-
Cost of
=
Profit the private practitioner use Varilux DRx? ALL businesses live by
Price Goods per Sale
Regardless of whether the business provides a...
a simple equation- regardless of whether the business provides
Product
Service
products, services, or a blend of the two (like an Optometric
Experience
All of the Above practice)… The business sells a service or product for a certain
price, pays a certain price, and banks the difference.

High Quality Business Model Ah, but there is one ADDITIONAL component to the equation-
Sustainability involves one additional component: volume! Volume determines what the markup must be to remain
Retail
-
Cost of
=
Profit
X Volume
a viable business. Also, volume is often represented by repeat
Price Goods per Sale
business in the Optometric practice, so the consumer (patient)
HIGH HIGH HIGH LOW

The equation can be worked numerous ways...

must be kept happy.
Rolex watches are:
• Expensive ($6,000 avg. price)
For example, the Rolex business model involves high retail
• Costly to build (>115 parts / mvmt.)

• $3B annual sales

prices, high costs of production- but low volume (most high end
• Sales volumes are relatively low

(2,000/day vs. 300,000/day by Citizen) sales involve lower volumes). Rolex only sells 2,000 watches
per day (vs. 300,000 for Citizen), but is tremendously profitable
due to the high profit per sale. Numerous optical boutiques use
this model.
Low Price Business Model You can also strive to reduce cost of goods and pass the savings
Sustainability involves one additional component: on to the customer. Of course, this means you have to have
Retail
-
Cost of
=
Profit
X Volume
really high volume (because the profit per sale is relatively low).
Price Goods per Sale
(RIDICULOUSLY) Walmart has perfected this strategy (including in the optical –
LOW LOW LOW HIGH

The equation can be worked numerous ways...

which is why this is a very tough model for a private optometric
The Wal-Mart business model is:
• Least expensive price
practice- Walmart is doing it pretty much as well as it can be
• Least expensive source

• Modest profit per sale

done).
• Incredibly high volume

Devastating Business Model “What if I could reduce my cost of goods- but still charge a high
Sustainability involves one additional component: price?” This is an oft asked question in business, and it tempting
Retail
-
Cost of
=
Profit
X Volume
for obvious reasons. In 1982, Cadillac decided to take the Chevy
Price Goods per Sale
(DEVASTATING)*
Cavalier platform, add some trim, and sell it as a Cadillac.
HIGH LOW HUGE

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

Although the car cost about the same as a Cavalier to produce,
The 1982-88 Cadillac Cimmaron was:
• $13,000 (almost 2x a Chevy Cavalier)
Cadillac sold it for nearly twice the retail price of a Cavalier.
• Built on a cheap platform

• Produced huge profit per sale

25,000 were sold the first year- with huge profits per unit sold,
• Sold 25,000+ units its 1 st 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)
and the results were… DEVASTATING! The problem was the
product didn’t live up to the price… in fact, in a survey of Cadillac
Cimmaron buyers, 25% of those who described themselves as
“Cadillac loyal” vowed to “never buy a Cadillac again.” One short
term profit lost a long term customer because the performance
did not match the expectations.
Because of this, and other horrible business decisions, Cadillac
lost nearly ½ of its market share between 1979-97. When
practitioners try generic or competitive lenses, we often hear
“well, it must be working well, because no one is bringing the
lenses back.” Note that GM consumers did not “bring their
Cadillac Cimmarons back,” they just didn’t come back. The real
effect of a dissatisfied customer is only felt two years later in the
Ophthalmic Retail business.
 A Profitable Strategy The best business strategy involves building perception of value.
Building Perception of Value is a proven strategy. Perception of Value (POV) is the concept a consumer has of a
Perception of Value is based upon:
Quality product, and is involved in every purchase decision. Note that
Service
Level of Need
Convenience
price (for the American consumer) is RARELY the primary driver
Price
of POV (only occurring when all other factors are considered
VALUE equal- i.e., commodity products).

Perception of Value Brands are the single most important factor in consumer
Quality perception of quality. In fact, this is demonstrable in ophthalmic
Quality is a perception area where the private care retail industry, where 67% of consumers go to private
practitioner clearly has an advantage…
practitioners for exam services- because patients trust the brand
…over 66% of ophthalmic
consumers in the US choose a (name) of their doctor. Rather than going to a big box,
private care practitioner for
examination services consumers prefer to go to the name brand represented by an
individual doctor. Even though all doctors go to the same
…your personal brand as an eye care practitioner
is the cause- patients trust your brand! schools, receive the same training, and often use the same
equipment, consumers value the brand represented by a doctor’s
name.
Perception of Value Unfortunately, consumers have no perception of brands when it
Quality comes to ophthalmic products- which may explain why only 40%
Only 40% of ophthalmic consumers choose private of the eyewear sold in the US is sold by private practitioners.
care practitioners for eyecare products…
Consumers believe eyewear is basically a commodity, and they
…this indicates a
consumer’s lack of
head to the big box where they feel they will get a cheaper price.
perception regarding
product quality
Their perception of value is based almost solely on price,
because differences in quality have not been presented.
…branding is a solution to this perception problem!
Branding is the answer to this problem. Inform consumers that
there are brands, and which brands you sell, and make your
brands work for you.
Perception of Value Here’s an example of branding in your own life… The average
Quality grocery store has 35,000+ items, yet the average consumer can
Brands are valuable to consumers- they assist in creating
quality expectations and make choices easier…
complete their shopping in less than an hour! Brands are the
…the typical grocery store has reason- if I say “spaghetti sauce,” most of you either just thought
over 35,000 items- but consumers
purchase the same 80 or so over
and over- due to brand preference!
“Ragu” or “Prego.” Brands help us know what to look for… So, if
The branded products you provide you sell a patient a “progressive lens,” and they are delighted
differentiate your practice & attract
repeat business- IF you use them! with their vision- what do they look for next time they purchase
eyewear? That’s right, a progressive lens (which can be
purchased for $79 from a big box). If you sell them a “Varilux
lens,” and they are delighted with their vision, they look for a
Varilux in the future (and they know they can find Varilux at your
office).
Perception of Value Level of Need is another HUGE driver of POV. If you need
Level of Need something, your perception of its value increases. For example,
Level of Need has a huge effect on perception of value… in the early 80s, if banks had tried to charge a $2.00 fee to use
their brand new ATMs, no one would have paid the fee (because
…consumers value things they
can’t live without- resulting in far
no one “needed” an ATM in 1985- people were used to going to
less price resistance!
tellers and planning cash withdrawals ahead of time). So, the
banks first got us all “addicted” to ATMs at no cost… then, when
we “couldn’t live without them,” they started charging us… and
we pay!
 Perception of Value The reason AR, polarized, and Transitions sales do not reach
Level of Need their potential is because consumers do not NEED these
Crizal, Xperio, and Transitions all products (because they’ve never tried them). However, people
have reorder rates of over 95%…
who do TRY these products repurchase at a rate of 95% plus-
obviously, patient trial results in patient need (and less resistance
to price). One suggestion, find a way to give the first time wearer
…patients who try these products of these products a “trial” (maybe not free, but perhaps just
continue to buy these products!
The key is to gain patient trial! above cost). Let them see the value of the product by building
their level of need- then charge them the rest of their life (and
they will pay, because now they “need” the product).
Perception of Value A good example of level of need trumping price is the air pump in
Price the middle of the desert. If you have a flat tire, and are at the
Price is the lowest common denominator- it comes into play
when all other perceptions fail to create differentiation…
only air pump for 100 miles, does it really matter what they’re
going to charge you for that air???
Price is always part of the
equation- differentiate and it
becomes asmaller
smaller part!

Value to the Practice- Summary To summarize, lowering costs is a terminal business strategy-
Lowering cost is a terminal strategy because someone will always beat you to the basement when it
There is always someone cheaper
Consumers do notice performance
comes to price. Consumers do notice performance- but may not
The results can be devastating “bring the product back.” Make your brands work for you to build
Build Perception of Value as a strategy
Quality
perception of value in the quality area, and addict your patients to
Make your brands work for you
– Differentiate
better vision!
– Drive repeat business
Level of Need
Addict your patients to better vision!

Conclusions Varilux DRx products provide your patients with more precise
Varilux DRx lenses deliver precision. eyewear that is customized to their Rx needs. Varilux DRx
greater Rx accuracy
precise placement of the near
provide proven wearer benefits, and the Varilux brand can be
Varilux DRx provides measurable benefits. used to differentiate your practice. If you are using a back side
New Varilux Comfort DRx
natural
natural reading
reading posture
posture
digitally surfaced product, it should be Varilux DRx. If you are
wider
wider visual
visual zones,
zones, with
Varilux Physio DRx
with easy
easy transitions
transitions
using traditional products, they can be upgraded to Varilux DRx.
all
all the
plus
the benefits
benefits of
plus measurably
of New
New Varilux
measurably sharper
Varilux Comfort
sharper vision
vision
Comfort
For even greater performance, Varilux Enhanced products offer
Grow Perception of Value with Varilux.
whole new levels of visual performance!

Thank You!