Say thanks to technology. Technological change improves our lives every day and is changing faster today than ever in the history of the world. It allows us to experience more, enjoy more options and live longer. And while more options and longer lives require more decisions, the choices are further influenced by technology. For the eyewear industry, technology delivers materials, designs and treatments that, when intelligently combined, deliver to each patient valuable benefits and practice. It allows us to grow profitably and professionally while patients enjoy better eyecare than ever before. How can understanding technology make a difference in patient care?

LOOK AROUND YOU
Technology is changing more rapidly now than any other time. Computer memory is common in gigabytes and is very inexpensive. The benefit is faster processing times and more storage available in one place. For example, an 80Gb iPod will hold movies, photos and many folks entire music collection.

Wireless communication is instant and many users no longer have traditional home phones or land lines. GPS navigation systems and satellite radio make sure you know where you are at all times while they bring you the music that is personal for you. Cars park themselves; surgery can be completed robotically and for many in college today, they are being trained for jobs that dont yet exist using technologies that havent yet been invented. Thats how fast technology affects todays world.

With faster change, it also allows speedier introductions with the possibilities of faster obsolescence. So understanding how to add as well as delete products and technologies is a requirement for any business.

Lastly, we have seen the rise of the individual through the addition of technology. Mass production methods allowed more people more goods but with the detail that technology now allows, it provides the individual with the opportunity for more personalized products. Consider publishing where small numbers of books can be created or the thousands of blogs and videos that deliver personal opinion.

In eyewear, digital surfacing and edging creates personalized progressives and custom lens shapes. In the manufacturing process, it allows the ability to deliver products that were unavailable only a short time ago.

Situation — Reflected sunlight becomes polarized when bounced off a flat surface. The reflection is overly bright and blinds the viewer. This can create unsafe and very uncomfortable conditions when driving, playing sports or just being outdoors on a sunny day.

Technology — Look for integrated film technology where the polarizer becomes an actual part of the chemical structure of the lens. Modern polarizing films efficiently absorb reflected polarized light. They are made using electric presses and robotics to create film and high-performance uniformity. The film, available in a variety of colors (darker colors are typically more efficient), is then cast or molded into a variety of lens materials in a variety of lens designs. For example, SunRxfrom Vision-Ease is a patented technology that eliminates 99 percent of reflected glare while absorbing 100 percent of UVA and UVB radiation.

Wearer Benefits — First, polarizing films absorbs reflected light so wearers are protected from potentially blinding reflections. Polarizing lenses also absorb light scatter so they make vision crisper and more comfortable.

Opportunity — Make polarized your choice for all sunglasses. Demonstrate polarized to all patients regardless of whether they purchase sunwear today or not. Show how objects hidden in reflections are visible with polarized lenses. Have them try on plano tints and polarized, take them outdoors and theyll see how much more comfortable they are with polarized lenses.

PHOTOCHROMIC LENSES
Photochromics are only an estimated 15 percent of the U.S. market yet when asked (according to data from VisionWatch, a study conducted by Jobson/VCA) more than 35 percent of consumers have an interest in purchasing lenses that adjust for sunlight. If another 20 percent of consumers would buy a photochromic (20 percent of 75M purchases annually at $65 equals $975M), thats about a billion-dollar opportunity. And, for everyone that doesnt have a pair of prescription sunwear, they would benefit from the sun protection of photochromics.

First, all photochromics used for general purpose lenses are activated by ultraviolet radiation. Therefore, in the presence of UV i.e., on sunny days and even on cloudy days, when outdoors, and when UV is present, the lenses will darken. Depending on the manufacturers technology, they may darken at different speeds or to different densities or darknesses. Refer to the manufacturers literature for the differences.

Situation — Sunlight is bright and makes people uncomfortable, squint and seek relief. For the senior, even moderate sunlight can be too bright because of cloudy media or a developing cataract. Many people also have jobs or tasks that take them outside for brief periods of time but leave them uncomfortable.

Technology — There are now three technologies to produce photochromic lenses. Understanding the technology can help when explaining them to patients and when discussing them between colleagues.

Imbedded Film technology is the newest and is used by Vision-Ease Lens to uniquely create polycarbonate flat top and other style photochromic lenses. The front of the lens is a polycarbonate covered photochromic film. The balance of the lens blank, the thick portion is polycarbonate and forms the semi-finished blank used by the laboratory to create any variety of prescriptions. UV, which activates the photochromic dye in the film, passes through the front of the lens and darkens the film. Because the film is uniform throughout the front of the lens, the color and density or darkness is also uniform. At more than 40 percent of the lens market, polycarbonate is an essential part of every opticians toolbox. Polycarbonate is super-impact and 100 percent UV while creating lenses up to 25 percent thinner and lighter.

In the In Mass version, the photochromic dye is dispersed throughout the lens. Therefore, the dyes exist at the edges of the lens as well as the very center. In the presence of UV, the dyes at the surfaces of the lens are activated. Lens transmission color and density or darkness is uniform.

The third example is Front Surface photochromic technology. Here the dyes are imbibed into the front surface of the lens or coating. In the presence of ultraviolet, the dyes activate, the lens darkens and transmission is reduced. Because the dyes are dispersed evenly, the transmission color and density is uniform as the wearer looks through the lens.

Because the dyes absorb ultraviolet when they activate, the lenses do not allow UV to pass through the lens. This is true for both forms of the UV we are concerned with, UVA and UVB.

Wearer Benefits — The newer technologies activate so fast and are so subtle that we often have patients that call back suggesting their lenses are not darkening. Asking them to have a quick look at their glasses next time theyre outside, while holding them against a light background will show them their lenses are doing exactly what they paid for.

Lenses fade somewhat slower than they darken but the most recent entries have reduced those times to half or a third the time. This is especially true in polycarbonate and high-index lenses where they fade significantly faster. This is important for patients that have suggested to you they would prefer lenses that became clearer sooner after theyve returned indoors.

Not all designs are available in all materials or brands so consult your lab or the manufacturer directly for availability. Your lab is often your best source for current information.

Opportunity — The imbedded film technology is available in polycarbonate. It allows the only photochromic polycarbonate flat top. These are ideal for bifocal wearers who have wanted three-piece frames. They also work well in semi-rimless or nylor frames. Remember the polycarbonate photochromic is one of the faster fading versions. An example is the manufacturer Vision-Ease whose photochromic brand is LifeRx.

In-mass lenses are available in glass, plastic and mid-index materials. Depending on material, they are available from different manufacturers, so confirm lab availability. There are no polycarbonate in-mass photochromics. Some manufacturers are Signet Armorlite with Sunsensors Plus and InstaShades as well as Corning with Thin & Dark, Photogrey and Photobrown Extra.

Front surface photochromics are also available from a variety of manufacturers, in a variety of lens styles and include the Transitions photochromic technology and brand. There is no polycarbonate photochromic flat top. Again, the polycarbonate and high-index versions are faster fading. For all products, confirm availability with your lab.

ULTRAVIOLET RADIATION & HIGH ENERGY VISIBLE LIGHT PROTECTION
There is high consumer awareness of the need to protect ones skin from ultraviolet radiation (UVR) but misunderstood for the eyes. Fewer consumers realize everything that happens to skin also happens to the eyes when over-exposed to UVR. Fewer consumers and professionals understand there is concern building for the high-energy visible (HEV) or blue light that is accumulated by the retina.

Situation — UVR causes sunburn (UVB), skin cancers, melanoma as well as cataracts (UVA). Eye structures, when over exposed and when UV is accumulated over a lifetime, can result in less than optimum vision. HEV has been linked to age-related macular degeneration. HEV has been suggested as related to the Drusen formation in the layers of the macula reducing the ability of the macular to process light. The result is blurred central vision that can progress into a central blind spot.

Technology — The chemistry of various materials and the dyes used to add color or selective filtration create materials that are 100 percent UVR and selectively absorptive to HEV light. Use polycarbonate and any of the high-index materials for 100 percent UV absorption or photochromics when clear lenses are also required. Not all tinted lenses are 100 percent absorptive so be sure to use UV absorptive materials or polarized lenses for complete protection.

Lenses that use melanin as an absorptive agent selectively absorb the shorter, higher energy visible wavelengths (380-530nm). Why melanin? The bodys naturally occurring pigment, melanin, acts as a sunscreen and absorbs UVR and HEV.

Wearer Benefits — Protecting patients from UVR and HEV is an important part of every opticians responsibility. UV protective lenses shield the eyes and the surrounding structures from sunburn damage and the accumulating effects of UVA, a cause of cataracts. Using unique lenses like melanin provide preventative care for the eyes by reducing the HEV reaching the lens and the retina.

Opportunity — Tell every patient and provide literature that describes the importance of UVR and HEV protection. Sell only lenses with 100 percent UV absorption. Consider sun lenses where the patient has growing room i.e., specialties, sports, vacations and activities. Use melanin lenses to absorb HEV for patients at risk for AMD.

ANTI-REFLECTIVE LENSES
AR lenses allow the wearer to see clearer and improve vision in critical situations like night driving. On average, AR usage is about 27 percent but when tested with consumers for interest up to 55 percent suggest they would buy it. That means there is significant opportunity. Many patients that tried AR in their past may say they had it once and it was too hard to clean or scratched too easily. Technology has changed all that.

Technology — Layers of metal oxides¹/4 wavelength thick are deposited on a lens surface between adhesion and durability layers of silicon dioxide. The thickness of the layers causes destructive interference so reflections virtually disappear. Vision is clearer and crisper, the veil of surface and internal reflections are removed and the wearers eyes are clearer to viewers.

Placing the AR on top of a dual hard coat system has significantly enhanced scratch resistance and durability. A primer layer is applied first to the bare lens on both sides and a super-hard scratch coat is then applied over it. Since AR durability typically improves the harder the substrate, this super-hard coating creates super scratch and abrasion resistance. In addition, the primer is very sticky so delamination is non-existent.

Lastly, hydro and oleophobic topcoats are applied over the AR. These top-coats repel dirt, add to surface smoothness and many are anti-static and improve the ease of cleaning.

Wearer Benefit — Better vision and better looks in a durable and scratch-resistant AR lens adds precision to every prescription. For kids, they make glasses disappear, for adults, they look better and see better and for the senior, it sharpens acuity and can improve vision at night.

Opportunity — Like the untapped market of photochromics, AR could add more than $1B to the industry or about $30K to every office in the U.S. Patients appreciate new AR technology because it performs so well, even if it is more expensive. And when asked, patients would purchase it again.

TECHNOLOGIES FOR 2007 AND BEYOND
This years introductions create a new list of opportunities tuned more specifically to the individual, their sports, daily tasks and wants.

New Film Technologies — The integration of photochromics and polarized lenses together allows for variable density lenses that also polarize. In this way, lenses adjust to the wearer. For example, Drivewear from Younger Optics is an example of combining a visible light and traditional photochromic technology with a specially colored polarizer so the additive effect is a variable density high-contrast polarizing filter.

Opportunity — Almost everyone drives, so demonstrate lenses that enhance contrast while adding the benefits of polarizers. Show Drivewear, melanin and brown polarized lenses.

Digitally Surfaced Progressives — Add precision to prescriptions and improve the replication of designs in progressives through both custom cut lenses and lenses from digitally surfaced molds.

Opportunity — Improve a patients vision, especially those higher cylinders and hard to fit cases. Better meet the increased demand for luxury and individualized products.

INTEGRATE NEW TECHNOLOGY, IT DIFFERENTIATES YOU
Baby Boomers focus their financial resources on medical and dental expenses as well as in gifts for kids and grand kids, so meet this demographic with lenses that answer their needs and wants. They are all presbyopic, some are seeing the initial effects of cataracts and their parents may have some form of AMD as well as other systemic diseases that affect vision. The over 45 and the over 55 year old seek more information about the products that can make their lives better. It is not uncommon today that patients visit and have already read all about the polarized or photochromic lenses youll discuss. The opportunity is progressives, reading glasses, UV-absorbing and contrast-enhancing eyewear. Use the Internets technology to your own advantage— create a web site and direct all your current patients to it for information about the products that you sell and their benefits. Collect email addresses and regularly communicate with patients about new products, their benefits and new technologies.

Echo Boomers are young consumers 18 to 28 years old, and their spending will eclipse that of the Baby Boomer—(according to a new Visa USA study). Echo Boomers are more likely to listen to their parents, spouses and children rather than members of their own generation so consider advertising through your older patients to their children. They define themselves by brand. Selling branded eyewear and super-sized sunwear meets their demand. The opportunity is specialty eyewear for fashion and convenience. The well-educated dispenser that can better translate benefits and options wins here.

Seniors desire continued independence so any vision enhancement addresses a critical need. However, clear explanation and understanding of the technology is required to have the senior agree there is good value in the extra cost associated with better eyewear. The opportunity is coordinated care between practitioners and optical so there is improved communications about needs. In this way issues are handled the first time and products like readers, lenses for glare control like photochromics and polarized, multiple pairs and low vision aids can be made available.

Managed care brings patients in the door. Use practice management software for recall to remind patients of their benefits and to fill the appointment book. When patients are pre-appointed they can begin to understand how regular eyecare is essential and it can become part of a regular routine. Patients today return for eyewear every two years and get their eyes examined about every 1.7 years. Considering the rapid changes taking place in technology every two years, every visit is an opportunity to introduce new products.

All patients want good value and not necessarily the lowest price. Value is a combination of the benefits received, your service and knowledge, and the brands you carry. Increase value by adding technology, increasing knowledge about them and descriptions of the experiences of other patients when trying these new technologies.

USE TECHNOLOGICAL FEATURES & BENEFITS
With advancements in technology every year, educating patients is key. Dont think patients know or understand details, especially the technical descriptions, so simplify. Remember to cover the important details.

Patients do not buy features; they buy benefits. For example, ultra-high index is a feature but the benefit is thinner, better-looking eyewear that is lighter and more comfortable (up to half the thickness and weight). Therefore, consider the benefits each technology feature provides and be sure patients learn how they personally benefit.

A good way to test yourself is to ask So what? or And that means? By having to answer these questions, it produces answers that are meaningful to wearers. Remember, patients understand new technology is more expensive but keep explanations simple and loaded with benefits. Patients purchasing benefits increase the average sell price and improve margins.

Create a plan with goals and agreements from all staff. Include the doctor in any training so they can briefly recommend and discuss the benefits with the patient. Ensure there is a checklist prescription pad, lenses and point-of-purchase materials for demonstration, and use it yourself. Your own experience is often the best teacher.

Learn all you can through CE, live events and manufacturers materials. Displays and selling tools are also available from your lab. Often, manufacturers want you to try their products so rotate the coupons in the office to the most appropriate subject—have them report their experiences to the group.

ASK, LISTEN AND ADD MULTIPLE PAIRS
When the benefits from a variety of technologies are available, the optical, lifestyle and flexibility needs of a patient can be addressed. It may be the most amazing technology, but simple communication is required.

Ask the right questions; make them open ended so the patient can give you more information about himself or herself. Ask about visual needs, lifestyle needs and ask about their eyewear. Most importantly, understand what they dont like about their current glasses.

Listen to their answers. Its even more important than asking the right questions. Spend 25 percent of your time talking and 75 percent listening. Be alert and attentive. Hear what they mean, not what they say. Tell them what you think they meant. Then offer the patient a single solution to all of their visual and lifestyle needs as a general-purpose solution. For their specific wants, describe those other pairs of glasses, the benefits delivered and the costs or the total solution.

Use what youve learned about the newest technology to show them why they need more than one pair. Review the damaging effects and dangers of sunlight, the advantages of polarization and glare control. Review new evidence of the dangers of HEV and how melanin lenses are tuned to absorb the HEV wavelengths. Discuss the added convenience of photochromics, the better vision and comfort with new progressives, all with new AR to further enhance vision.

CONCLUSION AND SUMMARY
Understanding technology makes a difference in patient care. Technology changes and improves our lives every day. In eyewear, technology delivers materials, designs and treatments that, when intelligently combined, delivers valuable benefits to each patient and practice. It allows us to grow profitably and professionally while patients enjoy better eyecare than ever before. Thanks, technology.