Page 7 - 2015 Best Practices of Spectacle Lens Management

Best Practices Pre-testing
• Based on responses to the medical history questionnaire, ask patients Patients with no prescription change are also good candidates for a
continued
follow-up questions about their daily activities to learn additional second pair of glasses for specialized use. For example: “Because your
detail about their vision needs and problems. prescription did not change and your current glasses are in good shape,
° Do your eyes ever get tired from working at a computer all day? this would be a great time to consider a second pair of glasses to use
° Are you frequently in and out of doors during the day? when you’re working at your computer. Computer glasses provide a
° Are you ever bothered by glare and haloes when driving at night? wide and deep field of vision at an intermediate distance between 18
° How much time is spent each day in reading and other and 24 inches, which is the normal distance between your eyes and the
close-up work? computer screen. You will find that you’ll see the screen more clearly
° Are there any problems with your current glasses? and will not have to hold your neck in an uncomfortable position to see
• To patients observed to be not currently wearing No-Glare (anti- the screen best. Working on the computer will be a lot easier and less
reflective) lenses, suggest that they consider them after hearing more stressful.”
about the glare-reduction benefits from the doctor and optician.
Say: “I see that your current glasses don’t have the No-Glare lenses Dr. Gailmard suggests a “Cash for Clunkers” promotion in which patients
that we recommend to all our patients who drive at night or use a donate their old glasses to a charity (VOSH, Lions Club, etc.) and receive
computer. The doctor will explain more about how No-Glare lenses a credit towards a new pair. This may be effective to encourage upgrade
can upgrade your vision.” among patients with no prescription change.
• If scratches are noted on a patient’s lenses or frames show damage,
point out the defects and say: “Your visit today is a convenient time 4. Devote at least 25 percent of office space to the
to replace your worn glasses.” This comment makes it clear that optical dispensary. Maintain attractive, well-organized,
defects that patients have come to ignore are noticed by others, well-lit, well-stocked frames and plano sunglasses
providing motivation to replace their frame and lenses. displays. Attention to frames and sunwear merchandising will
• Explain to appropriate patients that their vision will be enhanced convince patients that the selection offered by the practice will satisfy
if they have two pairs of eyeglasses—one for inside and one for their needs as well as any optical retailer.
outside. (See Patient Profiling and Lens Recommendations.)
5. To all contact lens patients at the conclusion of the
Eye Exam eye exam, the doctor assumptively suggests an update
• To address anxiety during subjective refraction, empathize with of their eyeglasses prescription, or asks if they would
the difficulty and reassure patients that they are doing fine as they like to browse in the dispensary to see the latest frame
make subtle distinctions in clarity of vision. This will reduce patients’ styles. Say: “With your prescription change we’ll take care of
hesitation to commit to an eyewear purchase. updating your eyeglasses today. You may want to update your frames
• The doctor recommends the highest-performance spectacle lens, as well—we have some great new styles.” Or:
linking the recommendation to exam findings and what has been “Although your prescription didn’t change, your yearly visit is a great
learned about patient needs. time to upgrade your glasses, I see your glasses don’t use No-Glare
• During the hand-off to the dispensary, the doctor personally conveys lenses. I recommend them to all my patients.”
the lens recommendation to the optician. (See Patient Profiling and These reminders will increase the likelihood that contact lens wearers
Lens Recommendations.) will purchase eyewear during their exam visit.

Dispensing 6. To each patient who requests his or her eyewear
• Relate the benefits of spectacle lenses to the patient’s daily activities Rx to take to another provider, ask about the reasons.
or vision problems, as eyewear is both ordered and delivered. Inevitably, some patients will request their prescription, intending
• Convey enthusiasm about how the patient is likely to enjoy his or her to go to another eye care provider to purchase eyeglasses. Politely
new eyeglasses. asking such patients why they choose to go elsewhere may reveal
• Compliment patients on their lens and frame choices. deficiencies in the practice’s eyewear presentation process, which
• Explain to patients that their satisfaction with eyewear is guaranteed. can be eliminated. By demonstrating the practice’s interest in helping
patients to select eyewear, the question also may result in some
3. To patients without a prescription change, encourage patients reconsidering their intent to go elsewhere. An anonymous
upgrade of their existing glasses. MBA faculty member Neil patient-satisfaction survey is another technique to discover why some
Gailmard, OD, recently recommended the following lead-in to a patients choose to buy eyewear elsewhere.
discussion of upgrading glasses: “Your prescription did not change
much this year, which is always good to see, but there are some 7. Feature new spectacle lenses and frames on the
other aspects of your eyeglasses I want to talk with you about. There practice web site. Enabling patients to order eyewear online
have been some amazing advancements in lens technology in the is likely to reduce the re-purchase cycle. It also conveys that the
past year, which can improve your vision.” Dr. Gailmard then advises practice is technologically up-to-date and offers a convenient
that the patient’s daily vision tasks be reviewed, his or her current method to order eyewear.
glasses examined for missing features that can be added, and an
upgrade recommendation made.
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