After almost 15 years of successful collaboration with Designs for Vision and subsequently Paragon Care, HOYA Surgical Optics Australia has transitioned to a direct sales model.

As of 1 April 2026, the company is supplying its intraocular lens (IOL) technology directly to ophthalmic surgeons, hospitals, and clinics across the country. Equipped with a newly engaged national sales team, HOYA Surgical Optics Australia will support its sales with consistent training, service, and delivery.

GLOBAL STRATEGY

Japanese owned HOYA Surgical was founded in 1941 and has been involved with the design and manufacture of intraocular lenses since 1993.

The decision to shift to a direct sales model in Australia forms part of the company’s global strategy to strengthen customer support as it evolves into the trifocal and extended depth of focus (EDOF) IOL spaces.

Scott Cockrum, Managing Director of HOYA Surgical Optics Australia, said it is also in response to increasing customer expectations.

“We are seeing a change in the marketplace, with increasing expectations from the customer base for direct representation. They want to interact with dedicated support staff who have high level clinical skills. One of the ways we can satisfy these needs is to bring our global expertise to the local level in Australia.”

Acknowledging the contribution that Designs for Vision and subsequently Paragon Care have made to HOYA Surgical Optics growth, Mr Cockrum said the decision to transition to a direct model “was not made lightly”.

“True to the Japanese decision-making culture in business, every decision is carefully considered. This plan has been in motion for some considerable time as we have explored implications for not just the product itself, but also for how it is supported and how it gets to the customer without interruption.

“Consistency is what we are after.”

ESTABLISHING INFRASTRUCTURE

With more than 16 years’ experience in the ophthalmology surgical space, including over seven years with HOYA Surgical Optics, and a background in clinical nursing and the pharmaceutical industry, Mr Cockrum is well positioned to oversee the transition.

To get the job done, HOYA Surgical Optics has established a team comprising 14 staff members, including salespeople in South Australia, New South Wales, Victoria, Queensland, and soon Western Australia, with head office operations in Adelaide. The company has invested significantly in its supply chain, partnering with Linfox for warehousing and Smartways Logistics to ensure 72-hour delivery service to all states and territories.

Scott Cockrum

“We surveyed surgeons and discovered that consistent, uninterrupted supply, with strong clinical support, rated very highly on decision-making criteria.

“So, as well as focusing on exceptional product, I’m bringing in a sales team with a strong clinical background and ensuring their clinical training levels are maintained at a very high standard.

“Our commitment extends to consistent delivery and comprehensive education for entire surgical teams – from surgeons to nurses and administrative staff – covering everything from essential biometry measures to consignment management.”

Ultimately, he said this plan will “enhance proximity, partnership, and relevance to the ophthalmic community… While not being the biggest player in the market, we genuinely want to delight our customers as we grow our portfolio.”

MAKING HEADLINES AT AUSCRS

HOYA Surgical Optics Australia will cement its new direct sales model with a significant presence at the upcoming Australasian Society of Cataract and Refractive Surgeons conference (AUSCRS) on the Sunshine Coast from 15–18 July.

As a platinum sponsor for the first time, it will launch its new Vivinex Gemetric trifocal IOL technology at a conference dinner featuring international speaker Dr Dylan Joseph.