Catering to the Active Progressive Wearer, A 2007 Update

By David M. Schwartz, FNAO, ABOC

Release Date: November, 2004	Expiration Date: August 31, 2008
Learning Objectives: Upon completion of this program, the participant should be able to: Understand patient characteristics to better understand the needs of active presbyopes. Explain why patientes should have two pair of glasses. List some of the benefits of newer progressives..
Faculty/Editorial Board:  David M. Schwartz, FNAO, ABOC, 20/20 Optical, San Rafael, CA
Credit Statement: This course is approved for one (1) hour of CE credit by the American Board of Opticianry (ABO). Course # SJMI193-1 This CE is also available online at www.2020mag.com Please check with your state licensing board to see if this approval counts toward your CE requirement for relicensure.
This course is supported by an unrestricted educational grant from VISION-EASE LENS CO. Reprinted with permission from November, 2004 20/20

In 2004, I wrote about dispensing progressives to the new, active progressive lens wearer. Over the last three years, new progressive wearers became re-purchasers, adds increased and their needs and wants changed. It does-n't change the fact that there are still many new opportunities. The presbyopic market is booming with optical opportunities for growth all around you. In fact, presbyopes defy every past stereotype that’s been printed.

Today’s presbyopes are hip to fashion and function and get the concept that “just one pair won’t work.” At the same time, new technology in lens designs and coatings have evolved to offer optical solutions to visual/task-oriented problems for the active progressive wearer.

ADDRESSING THE MARKET—
WHO IS THIS “ACTIVE” PRESBYOPE?

Not the usually described over 45 year old dealing with presbyopia. The active presbyope can be in their 40s, 50s, 60s or older and expects more from their glasses than before. They are more active and are better informed about eyewear options. They are interested in the new technologies that have made improvements to lenses and frames and therefore expect more from opticians and the dispensary. Moreover, they are a major portion of the market today and have very specific requirements.

First, discovering this presbyopes needs is easier than one thinks. Create a mental script to ask the right questions. In this way, each pair of eyewear will meet a real need. To understand the need, know the following about each patient.

• Today’s presbyope doesn’t fit a mold—they are as varied as there are patients in a practice.
• Be open to learn about work and recreation or special activities.
• As in any other professional or retail situation, patients crave personal attention.
• Make the time to answer all their questions.
• Every eyeglass wearer wants to look good.
• Know their eyewear needs to meet the way patients combine lifestyles, i.e., academic, active, extreme sports, etc.
• Educate them about lens thinness, lightness, clarity and/or protection; they will request eyewear with these benefits.
• Don’t assume that the eyewear purchased for everyday use will be good enough for other tasks like night driving, recreation or “just” surfing the web.

As a result, it is critical that enough time is given to discuss the options available and have crisp and clear descriptions ready.

PRESBYOPES HAVE CHANGED, CHANGE THE WAY YOU SELL TO THEM
Throwaway The Mold
We live in an information explosion supplied by the media, the web and a mobile population. As a result, older patients may be even more interested in new technology than younger patients. Since eyewear is transformed continually by the new introductions and technologies in frames and lenses, understand each new product category and find the way to make it part of the every patient’s options.

For example, polarized progressives are available in a number of colors. Describe the color’s performance characteristics; brown vs. melanin vs. gray vs. green, and the way each color affects vision and daily activities. Brown alters color to warmer tones; melanin absorbs high-energy visible blue light, gray lenses keep the colors patients see the same and green brightens and enhance contrast. Brown enhances contrast and depth perception and provides better daytime acuity, for golf, especially in the older eye.

Speak To Them Personally
Aging changes eye sight. It creates new needs. Presbyopia, while part of the normal aging process creates a variety of real problems for patients. Those problems are specific to each individual. Patients will have a multitude of profiles that needs have to meet. These needs are work, task, sports, recreation or lifestyle related; develop a “speak to me personally” attitude so each patient has their real needs addressed.

Make Them Look Great
While meeting each patient’s personal vision, one must also meet his or her fashion needs. In fact, fashion may drive the sale but the lens characteristics contribute greater to successful eyewear for presbyopes. For example, if drilled rimless is the primary sale, this will require materials such as polycarbonate to make the job successful. Look for progressives with availability in a variety of materials so it is easy to offer the same polycarbonate design in clear, photochromic and polarized. In this way, fashion meets function and eyewear looks and performs great.

Offer Them The Best
Always offer the best first so each patient knows the opportunities. It’s then easier for the patient to decide which option they’d prefer based on benefits and budget. Don’t assume what a patient wants, always provide them with choices, they will decide what appeals most and meets their value perspective.

DISCOVERING THE DISPENSING OPPORTUNITY
Separate the benefit categories for discussion with patients so decisions can be made. They are:

CHOOSING THE RIGHT PROGRESSIVE
Newer Progressives
Older progressives have evolved; use new designs since they provide better vision benefits to wearers. When patients switch from an older design to a newer progressive, they typically experience noticeable improvement in comfort. They benefit from increased reading area, variable inset and corridor length as well as reductions in overall astigmatism and blur. All in a lens that can be tuned for smaller fashion frames. In addition, the range of new materials and treatments provide a variety of solutions that makes it easy to dispense a second pair. As a result, everyone benefits, the dispenser and especially the patient.

New designs reduce overall astigmatism and typically feature shorter corridors. Earlier lens designs had lengthened corridors to reduce peripheral blur. New computing power and techniques have created designs that are softer overall and therefore reduce peripheral blur while featuring shorter corridors. The results are clearer fields of peripheral view. Newer designs have made reading easier, reduced the rotation required by the eye for comfortable reading and improved overall patient satisfaction. Patients will only look as far down the corridor to read. This means that younger presbyopes, those with a reserve of accommodation, may read in the corridor. Therefore, reducing corridor length makes these presbyopes more comfortable and does not sacrifice intermediate.

Fitting Height
Don’t be concerned using the minimum fitting heights recommended by the manufacturers. However, consider the following: Low-add patients, plus and minus Rx’s, usually have easier times with short corridor progressives and smaller frames. These patients still have some reserve of accommodation so they rarely have problems reading. High-add wearers, for whom there is no accommodation, and especially hyperopes, benefit from all the height available so if the frame is “just okay” in size, consider a larger frame.

Is Wide Always Required?
Typically, wide near zones create a greater gradient of blur surrounding the near. Some patients prefer softer designs with less peripheral blur and a slower gradient of astigmatism. These lenses have a slightly narrower field of distinct vision. Therefore, understand the preferences of patients and provide the appropriate lens accordingly.

Wonder whether a sensitive patient will adapt? Patients that tell you they cannot read a book or newspaper while riding as a passenger in a car because they get nauseous are disturbed by the magnification changes seen in the lens periphery. Rather than not try progressives use a softer design lens that allows them reduced blur and an easier adaptation (Vision-Ease Outlook, Varilux Physio, SOLAOne, Zeiss GT2, etc). Wider reading area designs have increased peripheral blur as tradeoffs.

Use Progressives Available in Multiple Materials
The choice of the right progressive design requires an understanding of the patient’s visual preferences and habits. The frame also determines the lens design choice. Making that choice takes time. Consider the availability of that design in the variety of lens materials and treatments (such as polycarbonate polarized and photochromic) so patients wearing second pairs can enjoy the advantages of that same design in all the eyewear they purchase and won’t have to adapt to a new design.

Materials, design and treatments determine overall lens thinness, lightness and special performance. Consider each of the following when matching a patient’s lifestyle needs to available materials. Review and use the descriptions of the following materials and treatments.

WORK HARD, PLAY HARD…
…DISPENSING TIPS FOR THE ACTIVE PRESBYOPE:
So… Sell by lifestyle
Since patients have such a variety of activities and hobbies. It is not unusual for presbyopes to invest thousands of dollars on a hobby. A tri-athlete, for example, will spend up to $500 on custom breakaway shoes and $4,000 on a custom bike. The same is true for eyewear. High-performance eyewear is also a key to best performance, yet this pair of high-performance eyewear will not be the only pair of glasses or sunglasses the athlete owns. An athlete understands the advantages of the right equipment.

Each patient deserves the highest performing pair of glasses for every activity whether it’s for TV, the office, yard work or an afternoon fishing, so take the time to understand a patient’s passions and meet that need head-on.

All patients should have at least two pair of glasses. In this way, each task during the day will probably be performed using a pair of glasses best suited to the task.

Two Pair Benefits the Patient, You and the Business
For example, a pair of photochromic progressives, as everyday general-purpose lenses, provides daily comfort indoors and out. Combine this with a pair of polarized progressives as sunglasses and driving lenses and the patient will have the best eyewear for outdoors and driving.

When patients experience the benefits of prescription sunwear, they begin to understand the importance and opportunity of eyewear tuned to a particular need. It’s then easier to describe and suggest glasses for use at the computer or in the office. A pair of Rx swim goggles becomes a possibility and lastly, the dispenser becomes a more credible professional in the eyes of the consumer.

With the average eyeglass wearer in the US owning only about 1 pair of glasses and the repurchase cycle at just about two years, it is important to have patients understand the opportunity the right eyewear provides. Increased sales also benefit the business but it is more important than just increased revenue. Most presbyopic patients really do need at least two pair of glasses and rarely regret their purchase. In fact, your patients will be generally grateful for the advice and suggestions regarding extra eyewear. As a result, patients are happier and this creates loyalty as well as customers that recommend your office to others.

Make It Part of the Process
If a dispenser makes it standard practice to discuss the advantages of two pairs of progressives, then two-pair sales become the rule rather than the exception. Create a script that describes the importance of indoor and outdoor lenses and how a one pair attempt is a compromise. Once patients understand the opportunities and the benefits, they’ll be able to make their own educated decision. Try it for a month and measure the results.

Know Your Patients
Spend time with each patient to best understand their needs and describe the progressive, its material choices and treatments that make the lens a customized and essential product for them.

Embarrassed about the Cost?
It’s easy to be embarrassed when suggesting a patient spends $500, $1,000, $1,500 on eyewear since it may not be personally affordable. However, the DVD or digital camera salesperson never thinks whether the customer can afford the product—it’s for the customer to decide. Think benefits, performance and the convenience that eyewear provides a wearer everyday. It’s a small cost when one considers that pair of glasses will be worn for almost two to three years continuously.

Bottom Line
Catering to active progressive lens wearers can be a rewarding and successful venture. Armed with a genuine commitment to helping people see well, along with knowledge of new advances in lenses and coating technologies, we can’t go wrong. Let’s keep presbyopia within arms reach.