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are sometimes called relaxed vision lenses, enhanced single vision lenses or anti-fatigue lenses. Technically, they are progressive addition lenses because the power changes as the eye moves downward. But the low adds used limit peripheral astigmatism, which, combined with the careful positioning of the area of add power, allow the lenses to maintain the single vision feel that younger wearers demand. Studies have shown that this type of lens can signi cantly reduce digital eyestrain among wearers.
SELLING ADVANCED LENSES TO PRE-PRESBYOPES
Clearly, customized single vision and augmented single vision lenses offer signi cant advantages to many wearers. And yet, sales of both categories remain relatively low. According to the Premium Lens MarketPulse survey (see the May 20/20 issue), only 24 percent of ECPs said that digitally enhanced single vision lenses comprised more than 15 percent of their single vision lens sales, while 27 percent said the number was less than 3 percent. Digitally enhanced progressives, on the other hand, averaged 48 percent of progressive lens sales. (The survey did not include data for relaxed vision lenses.)
The question is, “Why aren’t more of these lenses being sold?” The most likely reason is that few single vision wearers are aware of them. That’s really not a patient problem, since they rely on eyecare professionals to keep them abreast of new bene cial lens technologies. But dispensers may not be talking about them—likely because they don’t think single
vision wearers will pay signi cantly more (perhaps twice as much) for their eyewear compared to standard single vision lenses. Below are some tips that might help increase sales of these advanced lenses.
Don’t make assumptions. A common piece of advice in the lens business is “stay out of the patient’s wallet.” In other words, don’t make assumptions about how much the patient is willing to spend. Some younger patients may not be able to afford more expensive lenses, but there are plenty of single vision wearers in their late 20s and 30s with disposable incomes who may well be willing to upgrade to a better visual experience. It is up to us to give them that opportunity, without any prejudice regarding their budgets. In other words, talk about customized single vision and relaxed vision lenses to every patient you consider a candidate.
Focus on the greatest need. As discussed above, there is a signi cant population of traditional single vision wearers who aren’t getting clear vision across the entire lens. But in most cases, they’re not likely to complain, because they have grown used to the limitations of their lenses and assume that a better experience is not available. The patients most likely to be experiencing problems are those needing sphere powers above +/- 2.00 or cylinder above -1.50. It’s a good idea to talk to all of these patients about customized single vision.
Identifying the need for relaxed vision lenses is somewhat more subjective. In this case, focus on younger patients who are heavy users of digital devices and suffer from symptoms such as tired eyes, headaches, or neck and shoulder pain. These patients may not associate all of these symptoms with their vision, and they are likely unaware that there is a type of lens that can alleviate the symptoms.
it’s easy to assume that patients are content with the lenses they are wearing now, or that they won’t be willing to pay for something better. But if we make these assumptions, we risk denying patients the bene ts of technological progress. (And as we’ve seen, progress in lenses for younger wearers has been signi cant.) As with so many aspects of vision care, communication is the key to higher patient satisfaction and practice success.
Jeff Hopkins is an ophthalmic lens and dispensing expert with experience in marketing, education, manufacturing and distribution.
Source: 20/20 Magazine. Published here under license and reprinted with permission of Jobson Medical Information.
61 EYEZONE Issue 91-92 May / August 2020