EssilorLuxottica Instruments Division - Sales Excellence Program
January 2026 | INTERNAL USE ONLY - CONFIDENTIAL
🚀 Essential Diagnostic Equipment at Best Market Price: Every optometry practice needs a topographer—it's not optional. CORNEA 550+ provides professional-grade topography at competitive pricing (matching Topcon CA-800) PLUS comprehensive dry eye diagnostics (NIBUT, meibography, lipid layer) and contact lens fitting capabilities—all included. You get essential topography + complete dry eye suite + CL support at the best value in the market.
Focus Your Sales Efforts Strategically
Core Message: "You need a topographer. CORNEA 550+ gives you professional-grade topography at the best price—and includes comprehensive dry eye and contact lens capabilities at no additional cost."
Positioning: "You're investing in dry eye treatments—you need the diagnostics to support them. CORNEA 550+ gives you comprehensive dry eye evaluation tools plus professional topography at a price point other dedicated dry eye devices can't match."
Positioning: "You know you need topography for specialty fitting. CORNEA 550+ delivers the accuracy you require at the best price, plus comprehensive dry eye diagnostics to address the problem affecting your contact lens patients."
Understand Before You Sell
Purpose: Establish if they have a topographer and assess age/capabilities
Follow-up: How often do you use it? Are there capabilities you wish it had that would make it more valuable to your practice?
Purpose: Identify diagnostic gap if they lack topography—position as standard of care
Follow-up: Have you ever wished you had more detailed corneal information when managing a patient with irregular astigmatism?
Purpose: Reveal dry eye opportunity (typically 30-40% of patients)
Follow-up: When patients have dry eye, how do you determine if it's evaporative, aqueous deficient, or mixed? What diagnostic tools do you use beyond symptom questionnaires?
Purpose: Identify CL volume to position topography benefit for fitting
Follow-up: For your more challenging fits—high astigmatism, irregular corneas, or patients who've failed with other lenses—how do you approach the fitting process?
Connect Features to Practice Success
Feature: 24 rings with 8,144 measurement points providing accurate corneal topography
Benefit: Get diagnostic accuracy you need at most competitive price in market—matching/beating Topcon CA-800
Impact: Essential diagnostic equipment becomes affordable for practices of all sizes. No compromise on clinical quality—professional-grade topography that pays for itself through better patient care and practice reputation
Feature: NIBUT with video, meibography with color-coded gland loss grading, lipid layer assessment—complete dry eye suite included at no additional cost
Benefit: Address the #1 unresolved problem in eyecare. Objectively diagnose dry eye type with visual evidence
Impact: 30-40% of patients have dry eye. Identify 15-20 additional patients monthly → Medical billing (H04.12x) plus treatment recommendations → $2,250-$8,000 monthly potential new revenue stream. Competitors charge separately—you get it included
Feature: Detailed corneal topography with shape analysis ideal for CL fitting—especially specialty lenses
Benefit: Improve fitting success rates and reduce trial-and-error. Identify poor candidates early, optimize toric lens selection
Impact: Specialty lens fitters: Save significant chair time, reduce remakes. General practices: Better fitting decisions, higher patient satisfaction, fewer failures
Feature: Built-in screening for corneal irregularities (keratoconus, pellucid marginal degeneration, post-surgical ectasia)
Benefit: Early detection of progressive corneal conditions affecting 1 in 2,000 people
Impact: Identify undiagnosed cases in your practice, explain why vision isn't optimal, fit appropriate specialty lenses before condition progresses, ensure optimal clinical care. Essential diagnostic capability for understanding vision problems
Address Concerns Consultatively
Initial Response: That's great—what model are you currently using?
Approach: If older model: Position as upgrade with modern dry eye diagnostics and CL capabilities they're missing. If recent: Acknowledge quality, then ask about dry eye and CL capabilities—do they have them or pay extra?
Close: "The CORNEA 550+ gives you modern topography plus comprehensive dry eye and CL tools all included. If you're considering upgrading anyway, why not get all three capabilities at the best price?"
Initial Response: That's actually more common than you'd think. Let me ask—what percentage of your patients experience dry eye symptoms?
Approach: Pivot to dry eye as primary value driver (30-40% of patients). Position topography as essential diagnostic equipment and CL capabilities as valuable complement if they expand, but dry eye diagnostics as the immediate revenue opportunity.
Close: "Even if contact lenses aren't your primary focus, every comprehensive practice needs a topographer. The CORNEA 550+ gives you that essential topography plus comprehensive dry eye diagnostics that directly address 30-40% of your patient base."
Initial Response: I understand. Let me clarify—this isn't primarily a surgical device.
Approach: Reframe as essential general optometry equipment. "Every comprehensive practice needs to assess corneal shape for astigmatism diagnosis, contact lens fitting, and identifying corneal irregularities like keratoconus (1 in 2,000 patients—likely in your practice now). The CORNEA 550+ provides essential topography for your everyday comprehensive care, plus the dry eye diagnostics you use daily."
Close: "This is about delivering comprehensive patient care in your general practice, not surgical planning. The included dry eye and CL capabilities make it ideal for comprehensive optometry."
Win Against Key Competitors
Their Strength: Established brand in corneal topography, proven technology for surgical planning, includes basic dry eye features (NIBUT, meibography), 24 rings
Our Key Advantages:
Positioning: "The Topcon CA-800 is a solid topographer and does include some dry eye features. However, at the same price point, CORNEA 550+ offers more complete integration, superior patient education tools, easier dry eye workflow due to better working distance, and 10mm corneal coverage vs. 9.8mm. Same price, superior clinical capabilities and better workflow."
⚠️ Trap to Avoid: Don't claim they lack dry eye features entirely—they do have NIBUT and meibography. Instead, emphasize our superior workflow, easier dry eye use, and more comprehensive platform at the same price.
Their Strength: Established reputation in dry eye diagnostics, strong meibography capabilities, comprehensive tear film analysis, good software
Our Key Advantages:
Positioning: "The Keratograph is an excellent dry eye diagnostic tool. But are you also fitting specialty contact lenses, or do you have surgical co-management relationships? CORNEA 550+ gives you equally strong dry eye diagnostics—meibography, NIBUT, lipid layer analysis—while also providing corneal topography and keratoconus screening. Instead of buying two separate devices, you get comprehensive capabilities in one platform at about $10,000 less."
⚠️ Trap to Avoid: Don't dismiss their dry eye capabilities—acknowledge they're strong, then pivot to overall value, price advantage, and clinical versatility.
Their Strength: Very high measurement point density (32 rings with 9600 points), excellent for detailed irregular cornea analysis, strong reputation among specialty CL fitters
Our Key Advantages:
Positioning: "Medmont is known for extremely detailed corneal mapping. But that level of detail comes at a significant price premium. CORNEA 550+ delivers the precision you need for 95% of your patients—24 rings with 8144 measurement points—plus comprehensive dry eye diagnostics and intuitive patient education tools, at a considerably more accessible price point. You get excellent clinical capability without paying for specialist-level features most practices rarely use."
⚠️ Trap to Avoid: Don't claim we have more measurement points—we don't. Instead, emphasize that our measurement density is more than adequate for typical clinical needs, and our much better pricing plus integrated dry eye/CL platform offers superior overall value.
Guide Decisions, Don't Push
"Every comprehensive optometry practice needs a topographer—it's essential diagnostic equipment. CORNEA 550+ gives you professional-grade topography at the best price in the market, matching Topcon CA-800 pricing.
But here's what makes this exceptional value: the comprehensive dry eye diagnostics are included. With 30-40% of your patients experiencing dry eye symptoms, you can identify 15-20 additional patients monthly. That's $2,250-$8,000 in potential monthly revenue from billable dry eye services (CPT 92025, 92285, H04.12x codes).
If you fit contact lenses, the precise corneal mapping improves fitting success and reduces remakes. Total value: essential topography at competitive pricing + comprehensive dry eye diagnostics + contact lens support + keratoconus screening—all included. Based on what we've discussed, does this represent the diagnostic investment your practice needs?"
Best used: With general practices and financially-oriented decision makers. Emphasize topography as essential + dry eye as primary revenue opportunity
"Based on what you've shared, you mentioned that specialty contact lens fitting currently takes 3-4 appointments per patient, and you're interested in expanding your dry eye service capabilities. The CORNEA 550+ is specifically designed to help practices achieve those goals.
The real question becomes: what's the timeline for achieving these goals? Every month without these capabilities means continued inefficiency in specialty lens fitting and missed opportunities for dry eye revenue. When would you like to start seeing these improvements in your practice?"
Best used: When customer acknowledges challenges but hasn't connected them to the solution. Reframes from cost of equipment to cost of inaction
"Based on everything we've discussed, CORNEA 550+ is an excellent fit for your practice goals. Now we need to decide on implementation timing. Would you prefer to have the equipment installed before your busy season so your team is fully proficient when patient volume peaks? Or would you rather implement during a slower period when you have more time for staff training?"
Best used: Customer is interested but stalling on final decision. Assumes the sale and focuses on implementation details