Page 26 - 2015 Best Practices of Spectacle Lens Management

Best Practices For each of the following vision problems, indicate how frequently you experience the problem:
continued Frequently Occasionally Seldom/never
Glare while driving at night ( ) ( ) ( )
Tired eyes while working at computer ( ) ( ) ( )
Neck or back strain while working at computer ( ) ( ) ( )
Glare in sunlight or bright lights ( ) ( ) ( )
Difficulty reading printed material ( ) ( ) ( )
Discomfort wearing glasses ( ) ( ) ( )
Difficulty seeing television clearly ( ) ( ) ( )
Inconvenience from frequent switching between
regular glasses and sunglasses ( ) ( ) ( )
Are there any questions about or problems with eyeglasses lenses that you would like to discuss with the doctor or staff today?

2. Create the expectation among patients that • As exam appointments are confirmed, suggest to patients that they
purchasing multiple pairs of eyewear will optimize bring in their sunglasses: “The doctor asks that you bring in your
satisfaction. Creating a patient expectation that using multiple sunglasses so we can take a look at them and adjust them for
pairs of glasses is normal and beneficial begins with the first dialogue you, if necessary.” This creates the expectation of a conversation
with patients about their vision needs. Patients should be routinely about sunwear.
asked about their normal indoor and outdoor activities, their work and • During pre-testing as the medical history/lifestyle questionnaire is
home environment, their hobbies and special interests. This will reveal reviewed, the optometric assistant should say: “I see you spend a
the ideal combination of eyeglasses and sunwear to recommend to lot of time outside. For patients like you, we recommend one pair
each patient. Effective multiple-pair presentation involves creating of eyeglasses for inside and another for outside to reduce glare
a mindset among the optical staff that patients benefit from having and block UV rays. The doctor will discuss this with you.”
different pairs of glasses for the different visual environments they • As the exam concludes and after the indoors-appropriate lens is
encounter at work or during leisure. Dr. Gailmard makes a habit of recommended, the doctor should say: “I recommend that patients
referring to special-use lenses as computer glasses, TV glasses, golfing who are in the car or who are out-of-doors a lot during the day
glasses, tennis glasses, driving glasses, sun glasses, safety glasses and have corrective lenses that reduce glare and block UV rays that
other combinations of special use and the word “glasses.” He says this can cause vision problems later in life. The sunglasses you buy
gives added credibility to the device and makes its usefulness clear. in a drugstore don’t do this adequately and, of course, don’t
correct your vision. With a good pair of polarized lenses you’ll see
3. Provide discounts when multiple pairs are comfortably even in bright sunlight with greater clarity and less
purchased. MBA faculty members Dr. Gailmard and Dave Ziegler, color distortion.”
OD, are not believers in promotional price offers for eyewear, but each
recommends that practitioners offer attractive discounts to encourage 5. Develop benefit-oriented presentation scripts for
multiple-pair sales. To encourage multiple-pair sales of eyeglasses, each lens type. As recommendations about spectacle lenses are
Dr. Ziegler makes a standard offer of $75 off a complete second pair made, it’s important to remember that patients don’t buy glasses or
of single-vision lenses and $100 off a complete pair of progressives. contacts just to see better. They buy them to enhance their personal
This incentive greatly reduces the sticker shock of purchasing multiple appearance, project youthfulness or stylishness, for convenience
pairs and is an effective call to action. Dr. Gailmard offers a 50 percent of use or for enhanced personal comfort. For example, people buy
discount on any second pair, applying the discount to the lower-cost progressive lenses primarily to eliminate the telltale line between the
pair and requiring that both pairs be purchased at the same time. He distance and near zones that shouts to the world that they are getting
notes that profit is always higher when a second pair is sold. Having older. It’s the emotional end benefits that should be emphasized.
such an attractive discount creates a sense of obligation among the Patients want to hear how eyewear will improve their lives.
staff to discuss multiple pairs with every patient.
People do not care much about technical details such as the
4. Create the expectation with each patient that mechanics of refraction, materials properties or optical zone
he or she requires a pair of eyeglasses for optimal architecture. Technical terms (high-index, photochromic), jargon
vision inside and another pair for outside. Many people (dual-sided) and abbreviations (CR39, No-Glare, etc.) should be
spend a great deal of time out-of-doors, but have only a single pair of avoided in patient presentations.
eyeglasses designed for their indoor vision tasks, which might involve
vision compromise when worn outside. These patients would benefit A recent Essilor study indicates that the most important benefit of anti-
from use of polarized lenses. To stimulate discussion about “outside” reflective lenses is glare reduction. This should be emphasized first as
eyewear, the following standard operating procedures can be used: these lenses are presented. MBA faculty member Mark Wright, OD,

26 Best Practices of Spectacle Lens Management 2015