Transforming HOYA Vision Care: a synergy of brand innovation, digital prowess, AI, and sustainability.
Background.
As Japan’s leading vision care manufacturer and the second-largest globally, HOYA Vision Care appointed Nomads in 2019 as their global strategy and brand communications agency working across their suite of brands (HOYA, MiYOSMART and Seiko).
Tasked with leading a roster of agencies and support teams, our mission was to drive a customer-centric transformation across the organisation, helping to shape and facilitate key initiatives that would help tackle the growing epidemic of eye health issues.
The project began with the rebranding of HOYA’s mid-tier brand, ensuring global alignment to reinforce its position as a trusted partner to eye care professionals. This rebranding was grounded in a new brand idea, For the Visionaries—a commitment to unwavering support for Eye Care Professionals, not only through lens products but also by providing the tools and resources they need to best serve their patients in the mass market segment.
A clear, consistent global identity.
We developed a new visual identity that captured this mindset shift, based on three key brand pillars: care, knowledge, and foresight.
Mapping the customer and patient experience.
We then created a service blueprint to identify new opportunities for the business to operate more efficiently, which informed the development of a comprehensive suite of services for Eye Care Professionals.
Delivering value through digital products & services.
One significant need we addressed was the digital landscape. To support Eye Care Professionals in delivering clear and concise lens recommendations to their patients, we developed a digital tool that compares various lens products and helps practitioners upsell features that extend lens longevity.
Empowering Eye Care Professionals with global product marketing toolkits for patient education.
To further assist Eye Care Professionals in educating their patients about new and existing lens technologies, we produced product marketing toolkits that were regularly distributed globally and adapted for local markets.
Defining and designing a global loyalty programme.
We also established the Visionary Alliance loyalty programme, designed to provide independent opticians with the same level of business support typically enjoyed by larger chains.
Bringing myopia care to kids around the world.
By 2050 half of the global population an estimated 5 billion people will be affected by myopia. Myopia is the most significant eye health threat of the century. Currently, it already affects 30% of the society globally. To tackle this problem we helped launch the Global Health Initiative, a program that unites researchers, Eye Care Professionals, parents, teachers, and government agencies in the fight to slow the progression of myopia. Alongside this, we created marketing campaigns to raise awareness about the importance of myopia control and the effectiveness of HOYA’s innovative MiYOSMART lenses which slow down the progression of myopia in an easy, non-invasive way.
Seiko Precision for Vision: strengthening a brand for the premium segment.
For the premium market segment, we strengthened the Seiko brand by enhancing the Seiko Vision Specialist Program and creating global marketing toolkits that elevated the brand’s presence worldwide.
Bridging the vision care gap.
HOYA Vision Care’s commitment to sustainability.
At the HOYA Vision Care, we helped to establish a partnership with Orbis to bridge the vision care gap in developing countries, providing essential eye care services to disadvantaged communities.
We also assisted HOYA Vision Care in designing its flagship One Vision program, reinforcing the organization's commitment to sustainability as a central part of its business strategy, with a focus on long-term growth that is both environmentally and socially responsible."
