EssilorLuxottica Instruments Division - Sales Excellence Program
January 2026 | INTERNAL USE ONLY - CONFIDENTIAL
🚀 Cost-Effective Wide-Field Screening: Cellview WRI-1 is designed for busy optometry practices that want to screen more patients efficiently. 50% lower acquisition cost than market leader + zero per-image fees + unlimited cloud storage + free unlimited review software with web access. Not about replacing specialized equipment — it's about making retinal screening fast, affordable, and routine for your entire patient base.
Focus on Cost-Effective Screening for Enhanced Patient Flow
Key Discovery: How many comprehensive exams daily? What percentage over 50 receive retinal screening? Biggest challenge with patient flow during busy hours?
Key Discovery: How many locations? Equipment inconsistencies between locations? Budget for standardizing screening capabilities?
Key Discovery: How many stores offer retinal imaging? Rollout strategy for new technology? Ongoing costs concerns with imaging technology?
Uncover Needs and Build Urgency
Purpose: Understand current workflow and identify gaps
Follow-up: What percentage of your comprehensive exam patients receive retinal imaging today?
Purpose: Quantify status quo expenses and surface hidden cost pain points early
Follow-up: Have you calculated the total 5-year cost including all usage fees?
Purpose: Identify workflow bottlenecks where Cellview adds value
Follow-up: How much time does retinal documentation typically add to an exam?
Purpose: Quantify volume for ROI calculation
Follow-up: What would you charge per retinal imaging screening?
Purpose: Get them to visualize the value and articulate the benefit themselves
Follow-up: How important is comprehensive retinal screening to your patient care approach?
Purpose: Surface cost objections early and position zero per-image fees advantage
Follow-up: Have you looked at the total 5-year cost including per-image fees and storage?
Connect Technical Features to Practice Success
Feature: Captures significantly more retinal area than standard imaging in a single shot
Benefit: Clinical studies show that a significant proportion of diabetic retinopathy lesions and retinal breaks occur in the peripheral retina, beyond the area captured by standard posterior-pole imaging. Widefield retinal imaging improves the likelihood of identifying peripheral pathology during routine screening that may otherwise be missed, and can provide a more comprehensive assessment of retinal disease.1,2
Impact: Improve the likelihood of identifying pathology earlier in disease progression when intervention is more effective, enhance patient outcomes, reduce liability from missed peripheral findings
Supporting Studies:
1 Silva PS et al. "Peripheral Lesions Identified on Ultrawide Field Imaging Predict Increased Risk of Diabetic Retinopathy Progression Over 4 Years." Ophthalmology, 2015. [Diabetic retinopathy – peripheral lesions outside standard fields]
2 Zhao XY et al. "Location of Retinal Breaks in Rhegmatogenous Retinal Detachment." BMC Ophthalmology, 2021. [Retinal tears/breaks – peripheral location]
Feature: Fast capture with minimal patient cooperation + automated focusing eliminates operator variance
Benefit: Screening doesn't disrupt patient flow, consistent quality regardless of operator
Impact: Maintain schedule efficiency while screening more patients, reduce training time, delegate to staff confidently
Feature: Unlimited imaging with no usage charges + all images stored in cloud with no limits
Benefit: Screen freely without concern about ongoing costs, complete patient history accessible anywhere
Impact: Predictable expenses, higher profit margins on imaging procedures, better longitudinal care, easy referral communication
Feature: Free unlimited review software with web-based access—no additional licensing fees
Benefit: Staff can review images from any workstation or web browser without tying up the capture device; doctor can review remotely
Impact: Improved workflow efficiency, faster image interpretation, better staff productivity, convenient remote review capability
Competitive Advantage: No per-station fees (competitors charge for additional review licenses), ease of use for staff, ability to check results from any connected device
Feature: Side-by-side viewing of historical images
Benefit: Quickly identify changes in retinal health over time
Impact: Enhanced monitoring of progressive conditions, better patient education showing changes, strengthened patient relationships
Feature: 50% lower purchase price than market leader
Benefit: Affordable for practices at any volume level
Impact: Shorter payback period, justifiable for smaller practices, ability to equip multiple locations economically
Address Concerns Consultatively
Initial Response: That's great - what are you using currently?
Approach: Listen first. If traditional fundus camera: emphasize wide-field screening capability for peripheral pathology identification. If Optos: position as cost-effective second location or backup unit at half the acquisition cost with zero per-image fees.
Close: "Think of Cellview as your screening workhorse—fast, efficient, and affordable enough to use on every appropriate patient without worrying about per-image costs."
Initial Response: Optos is a great device. Tell me, do you have per-image fees with your current agreement?
Approach: Calculate their hidden costs over 5 years. Show unlimited storage/users savings. Position as 'backup unit' or 'second location' opportunity. Mention that Cellview costs half what they paid for Optos initially.
Close: "Most Optos users pay ongoing per-image fees. At your volume, that adds up. Cellview eliminates that entirely. Plus at half the acquisition cost, you could have screening capability in multiple locations for less than one Optos unit."
Initial Response: I appreciate being mindful of budget. Let's look at this as an investment—what would you charge per retinal imaging screening?
Approach: Calculate ROI together. With routine comprehensive exam screening at typical volumes, most practices recover investment in under 12 months. Emphasize 50% lower acquisition cost than market leader.
Close: "At typical screening volumes, you'll recover your investment in less than a year. And with no per-image costs, your margins remain strong long-term."
Initial Response: Let me ask—how many comprehensive exams do you perform weekly? And what percentage of those patients are over 50 or have risk factors?
Approach: Expand their thinking about screening candidates. Patients with family history, those over 50, routine comprehensive exams—these all benefit from retinal screening. Position as standard of care, not optional add-on.
Close: "With wide-field capability, you can efficiently screen your entire comprehensive exam patient base. Many practices find they screen 3-4x more patients once they have quick, affordable screening technology."
Initial Response: That's an important question. Think of it this way: would you rather have a microscope or a satellite view?
Approach: Use satellite vs. microscope analogy. Traditional cameras give microscopic detail of a small area. Cellview gives satellite view for screening. Clinical studies show that a significant proportion of diabetic retinopathy lesions and retinal breaks occur in the peripheral retina, beyond the area captured by standard posterior-pole imaging.1,2 Most peripheral pathologies are missed because they're outside the field of view entirely.
Close: "Many peripheral pathologies develop outside the standard examination area. It doesn't matter how detailed your image is if you're looking at the wrong part of the retina."
Initial Response: OCT is excellent for what it does. Tell me, how do you decide where to scan with your OCT?
Approach: Position as complementary, not competitive. OCT provides cross-sectional detail at specific locations, but you need to know where to look. Cellview provides the retinal map that guides where OCT analysis is needed. Use analogy: "OCT is like an MRI slice—incredibly detailed but limited to where you point it. Cellview is the screening map showing you where to investigate further."
Close: "You need both technologies for comprehensive care. Cellview screens the entire retina to identify areas of concern, then OCT provides the detailed cross-sectional analysis where it's needed. They work together, not against each other."
Win Against Key Competitors
Their Strength: Market leader, established brand recognition
Our Key Advantages:
Positioning: "Optos pioneered the category—and charges premium prices for it. You face a significantly higher upfront investment, THEN pay per-image fees on top of that. Cellview delivers effective screening at half the acquisition cost with zero ongoing usage fees. Over 5 years, the savings could equip your second location."
⚠️ Approach: Acknowledge Optos innovation, then pivot to cost-benefit with specific numbers. Avoid disparaging tone—let numbers tell the story.
Their Strength: Higher resolution in limited viewing area
Our Key Advantages:
Positioning: "Think of it like satellite view vs. microscope. Traditional cameras give you a detailed view of a small area. Cellview gives you the screening view—see the entire landscape where disease often develops in the periphery."
⚠️ Approach: Emphasize that comprehensive screening requires seeing MORE area. This is about identifying pathology first, then referring for detailed imaging if needed.
Their Strength: OCT provides cross-sectional retinal detail
Our Key Advantages:
Positioning: "OCT and retinal imaging serve different purposes—they're complementary. You need both the map (Cellview wide-field screening) and the cross-section (OCT) for complete patient care."
⚠️ Approach: Never position as either/or—emphasize they need both technologies for comprehensive care.
Guide Decisions, Don't Push
"Based on your patient volume and comprehensive exam frequency, with routine retinal screening you'd generate [specific amount] annually. The Cellview pays for itself in under 12 months, and with no per-image fees, margins remain strong. Does that timeline work for your practice planning?"
Best used: With financially-oriented decision makers or when budget is the primary concern
"More optometry practices are making retinal screening standard for comprehensive exams—it's becoming expected by patients. Where do you want to position your practice—maintaining current standard or leading with enhanced screening?"
Best used: With competitive or reputation-conscious doctors
"If we could arrange an in-office demo with your real patients during normal flow, would that help you make a confident decision?"
Best used: When they need tangible proof of workflow integration
"Given that you operate [X] locations, Cellview's cost structure makes it economically viable to standardize screening across all offices. What would it mean for your practice to offer consistent screening capability at every location?"
Best used: With multi-location groups focused on standardization
"One of the biggest concerns I hear from practice managers is staff training time and workflow disruption. Cellview is designed for minimal training—most staff are capturing quality images within 30 minutes. The automated focusing eliminates operator variance, so you maintain consistent quality regardless of who's running it. How important is ease of staff adoption for your practice?"
Best used: With practice managers, office administrators, or multi-doctor practices concerned about staff adoption and maintaining patient flow