Creating the Best Customer Experience

Transcription

1 Creating the Best Customer Experience May

2 Agenda 1 Getting started: Creating the Best Patient Experience 2 It s all about the lenses: design and production 3 The freeform revolution: Zeiss Experience HD2 4 Taking vision to new heights: enhancement and multiple pairs 5 Investing in lens care: Zeiss accessories 2

3 Agenda 1 Getting started: Creating the Best Patient Experience 2 It s all about the lenses: design and production 3 The freeform revolution: Zeiss Experience HD2 4 Taking vision to new heights: enhancement and multiple pairs 5 Investing in lens care: Zeiss accessories 3

4 Who is the expert in your vision center? YOU ARE! 4

5 Only you... Can customize eyewear solutions to create the Best Patient Experience and become the trusted advisor. Good Better Best = Came in for = Meet additional needs = Meet ALL needs = Order Taker = Relationship Builder = Trusted Advisor Make it relevant & understandable to the Patient Features vs. Lifestyle Benefits 5

6 OPTICAL 6

7 What does PROBE mean? P R O B E Prescription Recreation Occupation Best Fit Expectation Probing is finding out about the lifestyle of the patient and their eyewear needs 7

8 Recommending Resist the temptation of offering solutions until you have completed the PROBE and asked the expectation question.» Listen 80%» Talk 20% Provide 3 solutions, based on lifestyle information. One pair is never enough! 8

9 Getting setup for success Are you ready for your patients? Clean, organized optical Fitting and dispensing tools at hand Lifestyle and needs questions at the ready Knowledge of the offered vision solutions Practice with troubleshooting Positive attitude 9

10 The top 12 retail players Vision Source reported sales for the first time, so Walmart fell to #3, but sales and units continue to increase Walmart holds steady as the #1 mass merchant/club with opticals and Sam s Club hits at #3 10

11 Current industry landscape in a nutshell Independent optometrists and opticals Mass merchants/wholesale clubs Smaller optical retailers Online optical retailers 11

12 What matters most? ~70% of patients put a priority on lightweight/thin and scratch resistant lenses 12

13 Agenda Getting started: Creating the Best Patient Experience It s all about the lenses: design and production The freeform revolution: Zeiss Experience HD2 4 Taking vision to new heights: enhancement and multiple pairs 5 Investing in lens care: Zeiss accessories 13

14 From frame board to dispensing table Help your patients understand the importance of lens selection. Try an analogy between prescription medicines and prescription eyewear Pill bottle: Frame Medicine: Prescription lenses I see you have already found some great frame choices, but before we settle on something, let s talk about your vision solutions. This will help me guide you to the best frame for your needs. How do you take your patients from the frame board back to the dispensing table? 14

15 Aspheric vs. Spherical Lenses Originally all lenses were spherical Spherical lens: has the same curvature across the entire surface of the lens Think of it as half of a tennis ball Aspherical lens: curvature of the lens change across the surface Think of it as half of a flattened ball All progressives are aspheric: changes in curvature creates the progression in power 15

16 What this means for your patient... Spherical Single Vision Aspheric Single Vision Design Feature Basic design Low cost Flatter Thinner Lighter Minus Rx Reduces (minification) coke bottle effect Plus Rx Reduces (magnification) bug-eyed effect Larger optic zone Patient Benefit Basic vision Low Cost Improved cosmetics Improved appearance Improved comfort Natural appearance Natural appearance Improved peripheral vision 16

17 Larger Optic Zone Standard Spherical Single Vision Aspheric Polycarbonate Single Vision Hi Index 1.67 Single Vision All ZEISS Hi-Index and polycarbonate lenses are aspheric 17

18 Flatter, Thinner, and Lighter = Improved Cosmetics, Appearance, and Comfort Plus and Minus lenses from CR 39 to Polycarbonate to 1.67 Similar to SV, fully aspheric progressives are flatter with less peripheral distortion 18

19 Common multifocal lens designs Bifocals: two focal points; near and distance Progressives: infinite focal points Near to distance, with everything in between Gives wearers the closest thing to their natural vision prior to presbyopia Trifocals: three focal points; near, intermediate, and distance 19

20 Designing a progressive lens Why can t we have edge to edge clarity, even in the periphery?? Imagine, a petri dish of sand. Slide the sand around in the dish to create a pathway in the middle. You can design your pathway however you want, there is only one rule: You cannot remove any sand Modern progressive lenses use a combination of the best ideas to provide more comfortable, dynamic vision. 20

21 Designing a progressive lens New manufacturing techniques and design technology continue to improve the width of the viewing zones and distortion, also known as oblique astigmatism, in the periphery. It is important to remember that every patient is unique and may experience designs in different ways or have different lifestyle needs. For this reason it is important to be familiar with a variety of progressive designs to provide the best solution for your patients Carl Zeiss Vision, Patrice Leslie

22 Setting the Stage For first time multifocal or existing lined multifocal wearers: ask the patient about difficulties with tasks are at arm's length Be sure to: Explain that progressives provide the closest thing to natural vision Explain that progressives will offer the most complete solution at any age or stage of presbyopia Manage the patient expectations 22

23 ZEISS Progressive Designs always offer... Low levels of unwanted astigmatism A balanced central viewing zone An emphasis on binocular performance Optimization by add power 23

24 Instinctive family of lenses 24

25 Introducing Instinctive Short Ideal for fitting heights between 17 and 14mm A high, wide reading area in frames with a small B measurement 25

26 SOLA Elan family of lenses Available with 26

27 SOLA Elan delivers maximum versatility SOLA Elan relies on a careful balance between the distance, intermediate, near, and peripheral zones of the lens in order to achieve maximum versatility and wearer satisfaction in all viewing tasks 27

28 Physiologically Mapped Optics- myopia/hyperopia The lens designs utilized for the flatter base curves (for minus powers) provide myopes with the wide, clear distance zone that they prefer The lens designs utilized for the steeper base curves (for plus powers) provide hyperopes with wider near zone that compensates for the excess magnification produced by plus-powered lenses 28

29 Physiologically Mapped Optics- presbyopia The lens designs utilizes for the lower add powers provide emerging presbyopes with a shorter intermediate zone that to reach the necessary reading power more easily, like SV lenses once did The lens designs utilized for the higher add powers provide advanced presbyopes with a larger intermediate zone, when they need it most 29

30 Premium: ZEISS Experience 30

31 Wider Channel Channel is designed to be as wide as the iris, instead of as wide as the pupil This provides smoother transitions and a wider intermediate zone Wearers will be able to adapt easier 31

32 Horizontal Symmetry ZEISS patented Horizontal Symmetry balances the optics on either side of the eye path This gives wearers uninterrupted binocular vision 32

33 Advanced Aspherization ZEISS experience molds are produced using digital ray tracing This produces flatter, thinner lenses while maintaining superior optical quality 33

34 Agenda 1 Getting started: Creating the Best Patient Experience 2 It s all about the lenses: design and production 3 The freeform revolution: Zeiss Experience HD2 4 Taking vision to new heights: enhancement and multiple pairs 5 Investing in lens care: Zeiss accessories 34

35 Lens Technology When the first computer was delivered, it took a large truck and several men to unload it Now, we carry small versions of computers in our back pocket. Over time, our lens technologies have also transformed to deliver the best vision possible. Let s look at the evolution of lens technology 35

36 Progress in progressive designs Even semi-finished progressive designs now employ more advanced symmetry for improved binocular vision Asymmetrical Design Horizontal Symmetry Horizontal symmetry creates wider fields of view than an asymmetrical design while balancing powers to reduce image swim. 36

37 Progress in progressive designs Mulit-designs take into account the patient s prescription to ensure patients adapt easier and have more comfortable vision Mono design One design for all prescriptions Multi design 12 designs that consider increasing add powers Design by prescription More than 50 unique designs used for each base curve and add power combination SOLA Elan and ZEISS Experience lenses all utilize Design by Prescription technology for wider fields of view where it matters the most 37

38 Traditional Lens manufacturing LENS DESIGN CREATED LENS DESIGN MOLDED LENS IS SURFACED LENS IS POLISHED Lens designers create the basic design The lens design is molded on the front side of blank and the back is ready for the Rx A generator coarsely surfaces the back of the lens with the curves for the Rx and to the proper thickness The lens is polished and fined using hard lap polishers 38

39 Limitations of traditional lenses Traditional lenses, even aspherics, can perform optimally only for a limited number of Rx powers Lenses can only perform optimally for a single, spherical power that satisfies best form optical principles (Blue Shading) As the actual prescription deviates from this optimal sphere power, optical performance will deteriorate because of residual optical aberrations (Red Shading) 39

40 Limitations of traditional lenses Patients want more from their lenses When purchasing prescription eyewear, were patients more concerned with the look/fashion or getting the best vision possible? 40

41 Eliminating compromises through freeform, digital surfacing Traditionally surfaced lenses ZEISS freeform progressive and single vision lenses Every prescription is optimized for unprecedented clarity Including the 70% of prescriptions with astigmatism No more compromises due to base curve and processing limitations Customized base curve selection produces thinner, flatter lenses with superior optics Carl Zeiss Vision, Inc., Retail Business Development Representative

42 Delivering the best vision through freeform lens processing To achieve the best vision possible, it takes a marriage between: Digital Equipment ZEISS Proprietary Software Over 100 years in precise lens design The lesson: Freeform won t give patients a better visual experience unless combined with a sound optimization + customization approach. Carl Zeiss Vision, Inc., Retail Business Development Representative

43 Equipment: Accuracy Advanced accuracy through Schneider Freeform Generators 1. Rotating diamond bits begin surfacing the back-side of a SV blank (both for SV and PALs) 2. A single, polycarbonate diamond bit pecks at the surface of the lens grinding in the optimized prescription point-by-point 3. Soft polishers uniquely polish each lens while preserving the optics Carl Zeiss Vision, Inc., Retail Business Development Representative

44 Equipment: Accuracy Advanced accuracy through Schneider Freeform Generators 1. Rotating diamond bits begin surfacing the back-side of a SV blank (both for SV and PALs) 2. A single, polycarbonate diamond bit pecks at the surface of the lens, grinding in the optimized prescription point-by-point 3. Soft polishers uniquely polish each lens while preserving the optics Carl Zeiss Vision, Inc., Retail Business Development Representative

45 Equipment: Accuracy Advanced accuracy through Schneider Freeform Generators 1. Rotating diamond bits begin surfacing the back-side of a SV blank (both for SV and PALs) 2. A single, polycarbonate diamond bit pecks at the surface of the lens grinding in the optimized prescription point-by-point 3. Soft polishers uniquely polish each lens while preserving the optics Carl Zeiss Vision, Inc., Retail Business Development Representative

46 Design: Full Back-side When you look through a keyhole, the further away you are, the less of the room you are able to see.

47 Design: Full Back-side The closer you move to the keyhole, the more of the room you are able to see. The same is true for progressives. The keyhole effect is reduced by bringing the optics closer to the eye- producing wider fields of clear vision.

48 Software: Sophisticated calc engine Optical Optimization Are you able to read these letters? Is this better? Carl Zeiss Vision, Inc., Retail Business Development Representative

49 Software: Sophisticated calc engine Optical Optimization Is this better?

50 Introducing ZEISS Experience HD2 Progressives... Up to 38% wider, clearer fields of view than ordinary ZEISS progressives lenses. ZEISS Experience HD2 utilizes full backside freeform technology for excellent lens performance across all points. More Customized for frame shape and size with new FrameFit+ Technology Higher, wider reading area for greater comfort when viewing print or digital devices Expanded Rx Range makes ZEISS HD technology available to more patients. Carl Zeiss Vision, Inc., Retail Business Development Representative

51 Customization based on frame choice FrameFit+ Technology The power of full frame trace customization! New FrameFit+ Technology takes our variable corridor feature to new levels. It takes into account the lens size and shape to avoid cut-outs of the near zone ideal for special frame shapes. Conventional calculated near point Optimized near point with FrameFit+ Technology Unlimited choice of frame Carl Zeiss Vision, Inc., Retail Business Development Representative

52 FrameFit+ Technology Frame trace and shape customization, fitting heights 13mm+ With FrameFit+ Technology Takes into account the full frame trace - lens size and shape to avoid cut-outs of the near zone also for special frame shapes change of near point location inset Non-optimized location of the near point 1mm radius around the near point Optimized location of the near point Without FrameFit+ Technology Progressive lenses with fixed corridor lengths cannot adapt to many popular frame shapes Fitting height based on box length system Location of the near point is too low with long corridor progressive lenses Carl Zeiss Vision, Inc., Retail Business Development Representative

53 ZEISS Experience HD2 Design ZEISS Experience HDV ZEISS Experience HD2 Increased width to the funnel entering the progressive Softer, smoother periphery Wider Carl Zeiss Vision, Inc., Retail Business Development Representative

54 ZEISS Experience HD2 Design ZEISS Experience HDV ZEISS Experience HD2 Higher, wider reading area for more comfortable near vision Addition 2.00 Carl Zeiss Vision, Inc., Retail Business Development Representative

55 The Benefits of full HD Optimization Up to 38% wider clear fields of view ORDINARY PROGRESSIVES ZEISS EXPERIENCE HD WIDER distance with virtually no distortion above the 180 degree line Higher, WIDER near zone for more comfortable use while reading, even on digital devices WIDER range of frame selection with Frame Fit+ Technology *For illustration purposes only. Not intended as a precise depiction of viewing zones. Carl Zeiss Vision, Inc., Retail Business Development Representative

56 ZEISS Experience HD2 Stamp and engraving ZEISS progressive engraving gives patients and opticians confidence in authenticity 200 EH67 Carl Zeiss Vision, Inc., Retail Business Development Representative

57 ZEISS Single Vision HD Lenses... Up to 30% wider, clearer fields of view than ordinary ZEISS single vision lenses. ZEISS Single Vision HD utilizes full backside freeform technology for excellent lens performance across all points. More lens options to meet your patients lifestyle needs. Flatter, thinner lenses through a more optimized base curve selection. Expanded Rx Range makes ZEISS HD technology available to more patients. Carl Zeiss Vision, Inc., Retail Business Development Representative

58 As the prescription deviates from the ideal power, optical performance deteriorates Cylinder Power Sph Standard Single Vision Single Vision HD Sphere Power Plano Carl Zeiss Vision, Inc., Retail Business Development Representative

59 As the prescription deviates from the ideal power, optical performance deteriorates Cylinder Power Sph Standard Single Vision Single Vision HD Sphere Power Plano Carl Zeiss Vision, Inc., Retail Business Development Representative

60 Experience HD Product Brochures Progressives and Single Vision Carl Zeiss Vision, Inc., Retail Business Development Representative

61 Fitting & Dispensing Guide Carl Zeiss Vision, Inc., Retail Business Development Representative

62 Comparison Card Carl Zeiss Vision, Inc., Retail Business Development Representative

63 ZEISS Assurance Warranty What is covered? Defect Timing* Description Coating Failures Scratches Lab Errors 2 years 1 year 30 Days Crazing, peeling, clouding, etc. Any scratches that interfere with vision Wrong Rx, cut-out issues, aesthetics How do I submit a claim? Go to: Select: the ZEISS Assurance Warranty tab and submit the form with all necessary details. *from the date of the initial purchase What comes next? A product advocate will contact you after 1-2 business days with a return authorization number Ship the frame with defective lens/lenses, along with the RA number The complete pair with new lenses will be shipped to your store in 7-10 days 63

64 Agenda 1 Getting started: Creating the Best Patient Experience 2 It s all about the lenses: design and production 3 The freeform revolution: Zeiss Experience HD2 4 Taking vision to new heights: enhancement and multiple pairs 5 Investing in lens care: Zeiss accessories 64

65 ZEISS Platinum Finish Who needs AR? Patients who... Desire more natural vision Drive at night Desire to be seen rather than have their lenses seen Patients wearing higher index lenses **Tip: The optometrist's phoropter is AR coated 65

66 ZEISS Platinum Finish Features Super-hydrophobic layer repels water Anti-static layer repels dirt and dust Allows only 1.3% of reflectance for superior vision Hard coat increases scratch resistance Easy cleaning water repellent oil repellent Anti-static Anti reflection (blue-green) NEW Platinum Finish is even more scratch resistant and easier to clean Scratch resistance ZEISS Platinum Finish 66

67 Introducing ZEISS Platinum Blue Protector ZEISS Blue-Violet Blocking solutions 67

68 ZEISS Blue Protector No Glare Blue-violet light protection Easy cleaning water repellent oil repellent developed for patients who spend a lot of their time indoors, and are exposed to blue-violet light from artificial sources such as LEDs, TV or computer screens and mobile devices. Anti-static Anti reflection (purple/blue) Scratch resistance ZEISS Blue Protector Carl Zeiss Vision, Inc., Retail Business Development Representative

69 What is Blue-Violet Light? High Energy Visible Light (HEV; nm) Scientific evidence has indicated there are benefits to HEV exposure, but there are potential risks as well. This is known as the Dualism of blue light. Blue-Violet Light (HEV; nm) is considered the potentially harmful part of the HEV spectrum and might cause damage to the retina ZEISS Blue-Violet Blocking solutions 69

70 Why a Blue-Violet Light Blocking Solution? ZEISS Blue-Violet Blocking solutions 70

71 Why a Blue-Violet Light Blocking Solution? 71

72 Blue Light Protector Anti-Reflective Specially tuned Blue Blocking reflectance targets harmful Blue-Violet light and reduces the amount that reaches the wearer s eyes. Index optimization reduces or eliminates the rainbow effect seen on the outer edge of lenses Reduces overall exposure to harmful HEV from digital devices Better consistent color makes the lenses more appealing

73 Probing Questions To determine whether ZEISS Platinum Blue Protector is the right lens enhancement for your customer, implement these key questions into the probing process: Key Questions to Ask Patients: Do you regularly use a smartphone? Do you use a computer or tablet more than 2 hrs a day? Do you watch or play video games on an LED TV? Do you have LED or CFL lighting at home or in your office to save energy? Note: yes to any of these questions may place you or your family at risk of harmful blue light exposure. ZEISS Blue-Violet Blocking solutions 73

74 Polarized Sun Lenses Who it benefits: Anyone who drives a vehicle during the day Patients who complain of strong glare from the sun People who spend time on the water or snow Without Polarization With Polarization 74

75 Tinting, polarization, mirror, and self-tinting Polarization How it works: Scattered rays of light pass through a filter After passing through the filter, the scattered rays are aligned in one direction Did you know: Without polarization If you take two polarized lenses and hold them together so that one has its axis horizontally and the other has its axis vertically all light is blocked and the lens appear opaque/black. This happens many times when you view polarized digital screens while wearing polarized lenses. With polarization Carl Zeiss Vision, Patrice Leslie

76 Opportunity for growth US Self-tinting Average sales Patients interested in purchasing self-tinting lenses 76

77 Up to 20% Faster to Darken Source: COLTS Laboratories Report #: 0-CSD (Material: Hard Resin) 77

78 Up to 2X Faster to Clear Source: COLTS Laboratories Report #: 0-CSD (Material: Hard Resin) 78

79 ZEISS Velocity Self-Tinting lesnes Up to 20% faster to darken Up to 2X faster to clear Superior, long-lasting color consistency Transitions 7 Velocity Activated 30 sec 1 min 1 min 30 sec 2 min 2 min 30 sec 3 min 5 min Stages of fade-back for Velocity and Transitions 7 at 65 degrees Fahrenheit 79

80 Eyewear Consumer Perception Why would a patient own more than one pair of glasses? Almost 70% of respondents purchases a second pair for comfort, convenience, or fashion. 80

81 Eyewear Consumer Perception ~25% of patients perceive eyeglasses as fashionable 81

82 Opportunity for the Vision Center Multiple pair sales as an industry are at 25%- 30% of the eyeglasses sold Offer multiples to all patients Lose the Do you want?.you are the expert! Make appropriate recommendations and practice your skills Check and review the Rx Review lifestyle and ask MORE questions Remember the 80/20 rule Know how to troubleshoot Pre-adjust before all measurements What is your goal? 82

83 Why multiples? Would you... wear the same shoes on a hike and to a formal dinner? wear the same outfit for cooking and scuba diving? use a chain saw to open a can of soup? A Multiple pair can be Eyewear that enhances an important patient activity A backup pair Sun lenses Office lenses A different look 83

84 When fitting multiple pairs What patients need to know: That eyewear selection is more than just frame choices That different types of lenses can enhance vision, comfort and satisfaction What you can tell them: Often an everyday pair is not optimal for other important activities they participate in The value to the patient s life of the second pair often exceeds the financial cost The benefits a second pair can provide them and if you don t tell them, who will? 84

85 Identify a problem and offer a solution Patients minds are full of other things, you must help them understand the specific benefit to be gained from the recommendation How will it make their vision/ lifestyle better? How will it eliminate something they didn t like about their previous glasses? Magnified 4000 times 85

86 Continuum: office lens ZEISS Continuum is the perfect second pair solution for patients whose occupation forces them to work mostly at arm's length Near Tasks Intermediate Tasks Distance Tasks 86

87 Continuum: office lens Do NOT use computer or occupational prescription by doctors, use only standard refractions Measure the PD Dot the pupil and measure the ocular center height Found in BOSS under SV 87

88 Solutions: Recreational Outdoor activities Lenses to reduce glare, especially in fishing, boating, driving Sports/vigorous activities Lenses and coatings to protect eyes and prevent lens damage Hobbies Sustained close up or intermediate activities (stamp collecting, needlepoint) may require specialized design Gaming 88

89 Crush bad habits Bad Habit #1: Inflicting personal prejudices about products o o What works for you might not be best for your patient What has failed for you may not be taboo Bad Habit #2: Making recommendations based on your own hassle factor o o o Lined multi-focal vs. progressive Non-AR vs. AR Photochromic vs. sunglasses Bad Habit #3: Making recommendations for the pocketbook o o o Everyone values things differently You don t hold the purse string Everyone deserves the best possible vision 89

90 Multiple Pairs= Outstanding Service You are in a competitive marketplace Service can set you apart from the competition Understanding lifestyles and recommending second pairs demonstrates individual attention to the patients Even if they don t buy a second pair, they ll appreciate that you took the trouble to understand their needs Multiple pair dispensing is an opportunity to better integrate eyewear with lives 90

91 Current Optical Offers $40 off a consecutive pair of eyeglasses Express the impact of $40 off of every consecutive pair. This is a great benefit for patients to take care of all their visual needs. Additionally, you can offer Plus Members the same $40 off with a one year supply purchase of contact lenses. Get $40 off each additional pair of regular priced prescription eyeglasses when you purchase a complete pair of eyeglasses at regular price. Plus Members Get $40 off a regular priced pair of prescription eyeglasses when you purchase a one-year supply of contact lenses. Members can buy in bulk, even at the optical. 91

92 Agenda 1 Getting started: Creating the Best Patient Experience 2 It s all about the lenses: design and production 3 The freeform revolution: Zeiss Experience HD2 4 Taking vision to new heights: enhancement and multiple pairs 5 Investing in lens care: Zeiss accessories 92

93 Eyewear care and cleaning How often have you noticed someone cleaning their lenses with their shirt tail? This is very common practice, but is also the leading cause of scratched lenses. Our shirts constantly collect small dirt particles that when rubbed on lenses can produce scratches. Laundry detergent on our clothes can also deposit residue on the lenses. You have to educate your patients on how to care for their lenses Carl Zeiss Vision, Inc., Patrice Leslie

94 Eyewear care and cleaning Lens cleaning Microfiber cloths: Be sure to replace cloths regularly as they will absorb oils. Do not wash with detergent. Should you need to clean the cloth, only rinse it with water. Lens Sprays: Spray both sides of the lenses and use a microfiber cloth to clean, dry and shine the lenses. Be careful to read the instructions of the solution and make sure that it will not degrade coatings and lens materials. Ammonia Never use ammonia based cleaning solutions, such as Windex, on lenses. This degrades coatings and is especially dangerous to polycarbonate lenses. Carl Zeiss Vision, Inc., Patrice Leslie

95 Eyewear care and cleaning Frame cleaning Often the metal on frames will corrode when in contact with the oils from our skin. For this reason it important to clean frames. Rinse your frame and lenses in warm water. You can then use a soft soap on the frame and lenses (yes, this is safe for your lenses). The soap will remove any oil build up on the lenses and frame. If you chose to use a soft brush to clean the crevices, be careful to avoid the lenses. Focus any additional scrubbing near the nose pads. Only you can educate your patient on how to prevent green nose pads! Carl Zeiss Vision, Inc., Patrice Leslie

96 Win with your patients by teaching good habits! Patients who know how to care for their lenses will have less problems with their eyewear and will enjoy the full benefits of their frame and lenses for the life of their prescriptions. Help make happy patients! 96

97 Bringing Quality and Value to your Members Mitchell M. Kyc (616) January 2015

98 Bringing Quality and Value to your Members Mitchell M. Kyc (616) January 2015

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