Page 18 - 2015 Best Practices of Spectacle Lens Management

What Goes Wrong

• Assume that eyeglasses patients with no vision • Stereotype the eyewear budget limit of individual
complaints, who need a prescription update, will patients or let a patient’s vision insurance allowance
want to purchase the same lens type as currently dictate the lens recommendation. It’s impossible to guess
worn. In the rapidly changing world of spectacle lens technology, accurately the value that individual patients place on eyewear.
an “if it ain’t broke, don’t fix it” mentality quickly dates a practice. Stereotyping patients’ ability to afford eyewear surely will result
Patients who do not voice a complaint about their current spectacle in lower revenue and less satisfied patients. To avoid unpleasant
lenses are not necessarily totally satisfied. People learn to accept discussion about cost with patients, staff has a natural tendency to
small compromises in the performance of their lenses, usually propose eyewear that will cost no more than a patient’s insurance
because they are not aware that better alternatives exist. Eyewear allowance. Staff members on limited household budgets themselves
patients put up with glare, have difficulty driving at night, accept may have no personal experience with high-performance eyewear
age-revealing segment lines or wear heavy, uncomfortable lenses and be uncomfortable recommending what appears to be
because no one ever bothered to present something better. People expensive. As you evaluate patients’ eyewear budgets, consider this
who tried first-generation progressive or No-Glare lenses and had fact: The average U.S. household spends just $200 per year for eye
problems are unlikely to ask about these lens types and probably care, representing less than one-half of one percent of household
do not know that the early problems have been eliminated in later- spending.
generation lenses.
• Recommend mature-technology, moderate-cost
• Assume patients understand available options and lenses to most patients. To avoid sticker shock and reduce
wait for patients to express preference. Few patients the number of unpleasant conversations about price, some offices
take the time to explore lens options before visiting the office. They recommend middle-of-the road spectacle lenses to most patients.
do not know what is best to satisfy their needs. They have difficulty This assures a sub-standard average eyewear transaction size and
even expressing their needs, not knowing what is possible. Although a low incidence of patients who have their expectations exceeded.
®
patients may recognize brands such as Varilux and Transitions ,
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they know little about what distinguishes these products from • Doctor’s lens recommendation is inadequately
others and are unlikely to ask for these brands by name. conveyed to dispensing staff. A doctor’s spectacle lens
recommendation is seldom challenged by patients. But if the lens
• No lens recommendation is made by doctor at recommendation is not accurately conveyed to dispensing staff, it
conclusion of eye exam. In many offices, all discussion of can be lost or distorted in the hand-off between the exam room
spectacle lenses occurs only after the eye exam and dialogue and dispensary. If an explicit Rx is not conveyed directly from doctor
with the doctor is over. A 2006 Essilor survey indicates to staff, there is risk that patients will have difficulty remembering
that less than 15 percent of ODs always discuss spectacle the precise terminology of the doctor’s recommendation, opening
lens brands with patients, and less than 10 percent always the door to misunderstanding, confusion and disappointment. Poor
personally recommend a lens brand. Patients may not link hand-offs can sometimes result in staff contradicting a doctor’s
discussions with the doctor about eye exam findings or vision recommendation, eroding trust in the practice.
needs with the lenses an optician suggests. Spectacle lens
recommendations from an optician often are viewed more • Present advanced features as non-essential add-ons.
as salesmanship than as professional advice. This can cause When features such as lens material, No-Glare treatments and
patient decision-making to hinge on the price points of photochromic lenses are presented as afterthought options and not
options presented, not on lens performance. When a doctor as integral lens features, patients tend to view them as nice-to-have,
does not discuss spectacle lenses with a patient, the lens but unnecessary and costly frills. Making the eyewear selection
chosen later in discussion with staff is not perceived as part process a lengthy set of decisions confuses patients and causes
of a doctor’s prescription for the patient. them to postpone decision making,

18 Best Practices of Spectacle Lens Management 2015