Barry Caldwell
Analyst · Canaccord
Thank you, Deborah. As some of you know, I’ve been traveling extensively over the past few weeks -- attending the World Ophthalmology Conference in Abu Dhabi where STAAR had a significant presence, including the first ever Middle East experts meeting; multiple presentations during the WOC and an evening symposium on the Visian ICL; then on to China for 4 days. We held the first ever ICL China Experts meeting, which was attended by 57 surgeons. Later that day we had a special educational program through an association with the Eye and ENT hospital Fudan University in Shanghai, which 150 surgeons attended, to learn more about the ICL technology. We also had the opportunity to visit the Eye and ENT public hospital and Shanghai Aier Eye Hospital, which has 38 private centers throughout China. I finished with 2 days in Japan working with our direct teams there on the large opportunity we have in Japan now that the Toric ICL is approved. Everywhere I’ve been reaffirms the enthusiasm and commitment to our enhanced Visian ICL and IOL products by leading ophthalmologists around the world and gives me confidence in our continued and expanded progress.
Not only was 2011 a very important and productive year for the company, it helped position us well for expanded growth, 2012 and beyond. Though IOLs were flat during 2011, we expect to see growth in 2012 with our new products. The growth of ICLs, however, will continue to outpace IOL growth. You can see that ICLs with their higher gross margins represented about 51% of STAAR revenues in 2011 as compared to 44% in 2010, and we expect ICLs will be at around 60% of our revenues this year, 2012.
Looking at our sales distribution, you can see how dramatic our growth has been outside the U.S. During 2011, sales outside the U.S. represented 77% of our sales as compared to 72% in 2010. We are expecting -- sales outside the U.S. increased at the 80% level during this year. We are expecting sales in the Asia Pacific markets to increase the 56% of our total sales. We do anticipate nice gains in our European markets, which have already received approval of the V4c technology. The sales estimates here includes an increase of ICLs sales in the U.S., but does not project any additional approvals anywhere in the world during the year. That would only represent an upside.
Now a quick look at the IOL business. The product mix of our IOL business during 2011 reflects the strong IOL sales we have in Japan, which is where the preloaded silicone IOL is mainly sold. As Deborah mentioned, we did continue to increase our overall gross margin in IOLs. It’s grown more quickly than I had originally anticipated. In 2011, it grew 200 basis points to 59% gross margin overall and during the fourth quarter it grew 300 basis points to the 60% level. During 2012, we expect to see increases in our Toric IOL segment, which is the highest gross margin segment, nanoFLEX and preloaded single piece acrylic IOL.
Now if we look at the 3 new product launches in the IOL line that we have in various stages during 2012. First the nanoFLEX IOL. It’s just in its second full quarter of introduction in Europe. And the nanoFLEX Toric IOL will begin its premarketing launch late this quarter or early second quarter in Europe. We have struggled from a technical perspective with the preloaded injector system for the KSSP single piece acrylic IOL. There is several markets, particularly in Japan and Europe, with an already pent up demand for this product. We are working to get this already approved product to market.
Now on to our fastest growing and highest gross margin product, the Visian ICL. As stated upfront, our growth for the year was 32%, and we expect to have exceeded that growth rate for the full year 2012. Total ICLs for STAAR were $32.1 million, but remember that about 80% of our sales went through distributors. Sales based upon end customer purchases were nearly $60 million for the year.
Now turning to the slide on ICL market shares, you can see that we grew market share with the ICL in 8 of our 10 focus markets during 2012. Now -- I’m sorry, during 2011. During 2012, we are adding 1 more market to our focus to make it 11, and that’s Italy, you can see it marked in green. The asterisk marks or points besides each one of the markets, it shows where we are adding sales and marketing personnel to help grow the ICL business during 2012. The gold boxes reflect recent approvals; hence, the Toric ICL in Japan late last year; the V4b ICL in Korea, which we just got approval last week on; and the V4c, which the submission is now been accepted in the Middle East. During the WOC, meeting the surgeons from the Middle East, we could see the excitement about getting the opportunity to use the V4c technology.
Now let’s look at the APAC region, Asia Pacific. This slide begins to reflect the growing opportunity we have in key markets around the world. First in the Asia Pacific markets, Japan was our fastest growing market during 2011 at 158% growth rate. I just returned from Japan last week, as I said, and our weekly sales this year -- weekly sales -- are running at the monthly rate during the first 2 months of 2011 last year. You can see also in the chart that China nearly doubled again during 2011 and that could -- so that Korea continues to have a very nice growth rate, 34%, despite its high market shares. Our estimates are that the ICL now represents over 13% of all refractive surgery in Korea. This is based upon the latest market scope data for 2011 of refractive procedures. Remember, the goal of our distributor in Korea is to reach the 25% share level. Both Japan and China had great growth last year, they are still only 1% or less of the market. So we have a lot of opportunity there for expanding growth.
Next slide shows Europe and some of the key markets there. Germany grew at 78% last year, the Middle East at 50%. Remember that these markets have the V4c available now, which commands a 10% premium in price. Germany and Latin America are only at 1% market share penetration, while the Middle East is over 7% and Spain is over 3%. Again, a lot of opportunities in these markets as well.
Now let’s look at the 3 new ICL products, which are in various stages of market launch and will continue to progress through these 3 products and these 3 areas during 2012. And though in our plan we don’t anticipate any additional V4c approvals in the Asia Pacific markets, if that indeed happens, those will all be upsides.
Now to look at our marketing and sales investments we are making, this slide shows we are adding personnel to help fuel the ICL growth in key markets. Thus far, only 4 of the 16 additional employees have been hired at this point, but we are moving quickly to hire the remaining positions.
As we do every year, we’ve established target metrics for 2012 that we'll be driving toward and that we'll report to you on each quarter. For new investors this is an approach we’ve taken for the last 3 years, the metrics are challenging we are fair in our assessment and we don’t always meet every one of them each quarter.
As seen earlier we did achieve 90% green arrows on that chart for our targets for 2010 [sic]. The achievement in 2010 was 75% and 2009 it was 70%, so we are making progress I think it shows we are getting better overall in our execution. So the 5 new metrics for 2012 include: 1, total revenue growth of 15%; 2, growth in Visian ICL revenue greater than the 32% growth rate we achieved in 2011; 3, continuous expansion quarter-by-quarter of the gross margin and to achieve 71% gross margin for the full year 2012; fourth, profitability in each quarter and for the full year; and, finally, 5, management of the manufacturing consolidation program with no disruption to our customers. We will measure this by tracking the level of our customer back orders each quarter versus prior year.
2011 was a very good year for STAAR, but I’m most excited about the prospects for our continued growth in both revenue and profit in this year ahead. Our recent new product launches have positioned us very well against LASIK and we have additional technology enhancements in our pipeline. We have a very large market opportunity ahead of us that we’ve only begun to address. The potential for growth of our Toric ICL in Japan is extremely promising. As we remain focused on manufacturing efficiencies and cost containment to drive margins and the bottom line.
Late last week, we were excited to get additional coverage from Canaccord Genuity and Northland Capital and we welcome them. You will also see that we will be on non-deal road show March 14 and 15 in New York City and Boston with Benchmark, and we will be attending the Stephens West Coast conference in San Francisco on March 22.
Before we open the call for your questions I would like to thank the STAAR employees for their dedication and very hard work to drive the company to solid profitability in 2011. I would also like to thank our physician customers for their confidence in our products, and finally our investors for your continued support.
Operator, we can now open the line for questions.