The Eyesight Sessions

Welcome to the Eyesight Sessions, a new series focused on the people in the Ophthalmology and Eyecare markets. These interviews are designed to focus on leaders in the space; their journey, their influences, what they are currently working on and their passions outside of eyecare.

In this edition, we gain insights from Ernest Cavin , International Sales Leader across the ophthalmic equipment sectors working with Ziemer Ophthalmic Systems and Haag-Streit USA as well as an extensive commercial background in other areas.

For those in my network who may not have had the pleasure of connecting with you yet, can you introduce yourself and tell us about your career journey so far...

My journey began in Solothurn, Switzerland, a city steeped in history and known as the Ambassador City. Shortly after my birth, my family relocated to Grenchen, a hub of the watch industry where both my parents worked. Post high school, I embarked on an apprenticeship as a micromechanic at Switzerland's largest watch manufacturer. This was followed by earning a Bachelor of Science in Micromechanics and Microelectronics from the Engineer School in Biel, one of the finest institutions for education in these fields in Switzerland.

?In my early 30s, after completing my MBA, I transitioned to the telecom industry, joining Swisscom Mobile. There, I was in charge of paging services before moving into the international division as the Head of International Service Providing, offering global cellular services. I thrived in this role, enjoying international travel and meeting customers worldwide.

?A transformative opportunity led me to the USA, where I served as President & CEO of Haag-Streit USA in the MedTech sector. Not only was I new to MedTech, but I also knew nobody, had no network, couldn't even pronounce the word ophthalmology, and had no idea about diagnostic devices. Despite these challenges, I adhered to my credo: listen, learn, and lead. This philosophy drove a remarkable achievement—growing the business by 50% and doubling the EBIT.

?After a decade, I returned to Switzerland to further my MedTech career with Ziemer Ophthalmic Systems. Starting as the Director of International Sales, I was promoted to VP of International Sales within five months. During my tenure, we celebrated the best sales year in the company's history in 2023 and the best quarter at the beginning of 2024.

You've had many successes in ophthalmology with both Haag-Streit USA and with Ziemer Ophthalmics. Can you tell us more about the challenges you faced and key strategies you employed to achieve this success?

For the Haag-Streit Group, the US ophthalmic market was paramount, contributing up to 40-50% of our overall business. One major challenge was positioning our high-quality products within the upper price segment. However, by highlighting the total cost of ownership over 20 to 30 years, we demonstrated that our products offer exceptional long-term value, making them extremely competitive. Together with the team, we grew Haag-Streit USA and Reliance Medical Products from $60 million to $90 million in under a decade, despite operating in a saturated market.

At Ziemer Ophthalmic Systems, we leveraged strong global partnerships. Our business partners don't just represent our products; they are ambassadors of our brand. Building and maintaining personal relationships was key to our success. This industry is fundamentally about people—trust and strong networks are crucial. Ultimately, people buy from people, and trust is an essential component in those transactions.

Success in international sales and marketing within the medical devices industry hinges on staying close to the market. It's vital to listen to and learn from both business partners and customers. Being attentive and responsive to their needs and feedback ensures that we can adapt and provide the best possible solutions.

When were you first exposed to the ophthalmic industry and what made you fall in love with it?

Before transitioning to the MedTech industry, I spent over 15 years in telecommunications. In 2012, the Haag-Streit Group was searching for a President and CEO to lead its largest subsidiary in the USA. Despite having no prior experience in this industry, no network, and no familiarity with Haag-Streit Group's products, I was selected from nearly 100 candidates.

?Taking on this role was an incredible journey. I adhered to my credo of the three Ls: listen, learn, and lead. It took me years to fully understand the industry, master the products, and build a strong network. I deeply appreciated my management team, whose exceptional work played a pivotal role in our success.

What truly made me fall in love with the ophthalmic industry was the impact we had on improving people's vision and quality of life. The combination of technological innovation and the opportunity to make a real difference in patients' lives was profoundly rewarding.

The ophthalmology industry is all about the people, so who has had the biggest impact on your career in the space and how?

Indeed, the ophthalmology industry is all about the people. I'll never forget the warm welcome I received from my management team in 2012. As an outsider unfamiliar with the U.S. ophthalmology market, I had to start from scratch. Despite my numerous questions and the constant challenges I posed to the existing business model, they remained patient and supportive. Living in the Midwest, despite having visited the USA many times before, was a different experience altogether. Some team members went out of their way to help me acclimate, and we still maintain those friendships today.

?I want to mention Steve Juenger , VP of Sales for Diagnostic Products, and Irwin Kronenberg , VP of Sales for Specialty Products. Both emphasized the importance of empowerment and trust. Learning to empower my management team, focus on the big picture, and lead through key performance indicators (KPIs) instead of micromanaging was a crucial lesson for me. Additionally, my CFO, David Edenfield , acted as a compass, providing clarity on the company's direction. My personal assistant, Cheryl Potter , managed my calendar efficiently and helped me understand the norms and values of my new home.

?I am also deeply grateful to Dr. Robert H. Osher, Dr. Michael E. Snyder, and Dr. Christopher Riemann. They not only promoted our products and brand but also contributed to our organization's innovation and product development. Their friendship and guidance were invaluable to me.

?Overall, these individuals had a significant impact on my career, helping me grow both personally and professionally within the ophthalmology industry.

What is the best advice you have received in the ophthalmology industry that you would pass on to people just starting in the space?

Building and nurturing business partnerships requires a strategic and empathetic approach. Throughout my career in the dynamic telecom/IT and MedTech industries, I have discovered that successful channel management revolves around the principles of the three L's: LISTEN, LEARN, and LEAD.

Listen: Engage in active listening, show genuine interest in partners' concerns, and accurately interpret their needs by paying attention to both verbal and non-verbal cues. Listening builds trust and fosters stronger relationships.

Learn: Take the time to understand partners' priorities, challenges, and business models. Analyse the competitive landscape and market trends to develop tailored support plans that address their specific needs. Continuous learning allows you to adapt and stay ahead in the industry.

Lead: Communicate clear sales expectations and provide regular updates. Develop structured sales processes and implement necessary tools, fostering a culture of collaboration and continuous improvement. Effective leadership inspires confidence and drives team performance.

By embracing these principles, you can build meaningful connections, achieve mutual success, and navigate the complexities of the ophthalmology industry with confidence and compassion.

Looking at the wider ophthalmology space, which technologies or areas of research excite you the most?

Currently, I am on the board of directors of PeriVision , a spin-off from the University of Bern and an innovative start-up. PeriVision is addressing the eye care challenges of our century with their VisionOne? platform. Their first product is a VR visual field test, which offers industry-leading speed and accuracy for diagnosing and monitoring glaucoma.

?I strongly believe that AI, machine learning, and VR will dramatically transform our industry in the next few years. These technologies have the potential to enhance diagnostic precision, improve patient outcomes, and make eye care more accessible and efficient. Witnessing the integration of these cutting-edge innovations into everyday practice is incredibly exciting, and I am confident they will pave the way for a new era in ophthalmology.

If you weren't currently working in ophthalmology, what would you be doing?

If I weren't currently working in ophthalmology, I would seek another exciting journey where I could find a true and higher purpose in my life. My passion lies in helping people, particularly in improving their vision and overall quality of life. I believe there are numerous avenues where I could make a significant impact, whether through another branch of healthcare or a mission-driven organization focused on innovative solutions for health and well-being.

?Ultimately, it's about finding ways to make a difference and contribute to something greater than myself. The fulfilment that comes from positively affecting people's lives is what drives me, and I would strive to continue that mission, no matter the field or industry.

Huge thanks to Ernest for sharing his journey, achievements and insights into the world of ophthalmology. Be sure to follow him and PeriVision on LinkedIn