Davis Vision Launches ‘Eyecare Reframed’ Brand Strategy


SAN ANTONIO, Texas – Citing current trends in the health care and insurance arenas and its own integrated products and delivery system, Davis Vision is launching a new brand strategy, with the message “Eyecare Reframed,” aimed at educating employers and consumers about eyewear and eyecare. The company said its new messaging 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—one that emphasizes clarity, ease of administration, and the overall eye-health care connection.”

Davis, the U.S.’s third-largest managed vision care plan, pointed out in its statement that its “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.”

Davis Vision reports that it provides coverage to 18.5 million members in fully funded vision plans. Davis Vision is a wholly owned subsidiary of Highmark’s HVHC Inc. group of companies, which also includes Visionworks and Viva International Group.

Davis Vision’s “Eyecare Reframed” system, the company said, “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,” she said.

“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 joined Davis Vision a year ago, as reported by VMail, from Buck Consultants, with work experience at several health insurers and health and welfare professional service firms, including Humana, Prudential Financial and Aetna.

Among the messages that Davis Vision’s new Eyecare Reframed campaign will emphasize: its “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,” a “broad product choice which emphasizes selection and value from leading lens manufacturers like Essilor, Zeiss and Davis Vision private labels,” and “newly-updated frames for members and providers with Davis Vision’s exclusive collection, to include brand and proven best sellers.”

Burns also noted, “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 website.”

Davis anticipates that the new Davis Vision website will be launched in third quarter, 2013.