Davis Vision Launching New Brand Strategy

SAN ANTONIO, June 21, 2013 /PRNewswire/ -- Davis Vision is launching a new "Eyecare Reframed" brand strategy aimed at educating employers and consumers about eye wear and eye care. The model has been well established, and is the only offering that wholly controls the end-to-end delivery of vision care, to include all labs, frame design, retail and every aspect of the customer service delivery. This includes a solid foundation of 40,000 independent and retail participating provider points of access.

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Davis Vision's "Eyecare Reframed" system provides a superior customer experience,  as a result of the fact that Davis Vision's buying power comes from direct end-to-end management of the process, starting with eyewear fabrication which enables Davis to provide a more progressive low-to-no out of pocket offering through a proprietary eyewear collection, and through their retail arm at Visionworks.

"After 25 years on the health care side of the industry, said Davis Vision president Celina Burns,  I joined Davis Vision precisely because of its distinctly unique and wholly controlled integrated delivery system which doesn't exist elsewhere in the market today. What was additionally appealing was the fact that despite Davis Vision being the third largest vision plan offering available, we are own best kept secret!  Our new campaign is designed to better educate employers about the breadth of value and choice available through Davis Vision. In summary the efficiencies garnered through our collective lab and frame design capability alone translate into an unparalleled suite of options, to include using an allowance for the members frames of choice through any participating provider. We are additionally in the process of packaging additional product offering(s) to take the member out-of-pocket experience to an even greater level of savings."

Burns also noted that in the current health reform environment there is a defined contribution movement underway that is translating into higher cost share and decision making responsibility for consumers. This trend is driving a significant interest by employers and members in understanding the true value and cost in all facets of health care, including vision. Because of our platform and end-to-end delivery capability we believe we have the highest value and choice offering in the industry. We understand the demand for transparency, and will be taking a lead position in educating consumers on the true eyewear and eyecare value and cost components through our reconstructed web site*.

Davis Vision's unique ability to leverage this capability translate into the following features:

• Directly controlled, non-outsourced ISOS certified national lab network, known for being state-of-the art and leading in the areas of quality and service
• Broad product choice that emphasizes selection and value from leading lens manufacturers like Essilor, Zeiss  and Davis Vision private labels.
• Newly updated frames for members and providers with Davis Vision's exclusive collection, to include brand and proven best sellers

Davis Vision's EyeCare Reframed platform is focused on engaging consumers to take a new look at eyecare. Specifically, within the framework of a long standing, directly controlled integrated vision care system that is optimally equipped to maximize the customer experience with an array of choices, optimum savings, high value-- that emphasizes clarity, ease of administration, and the overall eye-health care connection.

Davis Vision provides coverage to  18.5 million members in fully funded vision plans. Davis Vision is a wholly owned subsidiary of Highmark.

*Davis Visions newly constructed  website will be launched in the 3^rd quarter 2013.

SOURCE Davis Vision