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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.
THE TECHNOLOGY PRIMER
Follow this guide to best understand
technology, its benefits and the words to use to describe and target
technologys opportunities.
Polarized Lenses
Polarized lenses are estimated to be
about 6 to 7 percent of the prescription market and about 60 percent of
sunwear. Most people know that polarized lenses are an upgrade from regular
tints but dont know how they deliver more comfortable and clearer vision.
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. |