The popularity of AR lenses is growing in the U.S.
Time for you to get growing.
By Eric Rollins
Although the U.S. still trails far behind many European
and Asian countries in anti-reflective (AR) lens
sales, the domestic AR market is on the upswing.
Thanks to a sustained push by leading optical chain
retailers, mass merchants and, increasingly, independent
eyecare practitioners (ECPs), sales of AR
lenses have been growing in the U.S. over the past
several years. AR lenses accounted for 21.9 percent
of all lenses sold in the U.S. during the 12-month
period ending September 2006, up from 20.7 percent
for the same period in 2004, according to Vision-
Watch, a study of 100,000 U.S. consumers conducted
by Jobson Medical Information and the Vision
Council of America.
Among independent ECPs, a growing number of
“AR stars” are emerging. These savvy practitioners
understand how to educate their patients about the
value and benefits of AR lenses. Several were willing
to share the secrets of their success with L&T.
Practices with a high percentage of AR
shared a number of common traits. All the
doctors and dispensers interviewed for this
story believe in the product and wear it themselves.
They are knowledgeable about the features
and benefits of the newer technology.
They take the time to explain those features
and benefits to their patients. They have also
built a high level of confidence dispensing the
product to their patients.
The newest AR treatments available, such
as Carl Zeiss Vision’s Teflon Clear Coat,
Essilor’s Crizal Alizé with Clear Guard and
Signet Armorlite’s Kodak CleAR combine
excellent abrasion resistance with
dirt and smudge resistance for easy
cleaning. The newest technology
combines oleophobic (oil-resistant),
hydrophobic (water-resistant) and
anti-static properties to not just
make the lenses easy to clean,
but also repel dirt and
smudges. These enhancements
have made AR more
user-friendly than ever.
Ed Grubb of Eye Associates Optical Services
in Langhorne, Pa., was an advocate of
AR in the early days despite the drawbacks
the product has now outgrown. Now that the
newer AR treatments are available, he recommends
AR for all of his patients.
“Our sales techniques and comfort levels
have grown over the years. It seems easier to
offer a $100 AR treatment with $500 progressive
lenses than $150 flat-tops. Our percentage
of AR on progressive lenses is over 75 percent,
but not as high on single vision and flat-top
bifocals.”
Patients at Eye Associates Optical Services
hear about AR from three different people
while going through the examination and
selection process.
The MDs prescribe or recommend AR to
the patients, the certified ophthalmic technicians
talk about AR during testing and the
opticians follow up those conversations with
more information about AR.
Grubb uses Crizal Alizé as his AR of choice.
“Logistics are good now that Balester Optical
has it on site. Quality and service are great, so
we can sell it with confidence. The theme with
our patients is educate, educate, educate.”
Grubb also markets AR with accessories to
keep the patients compliant with their care
regimen for the lenses. “We give every patient
a two-ounce bottle of lens cleaner and will
refill their bottles for free. We also give a free
box of Kimwipes to every patient with a purchase
over $400. We take a lot of time teaching
our patients how to clean their lenses.”
Kathy DeCarlo of Family Vision Care in
Lagrange, Ill. is a newer convert to AR. “Five
years ago I didn’t wear AR. I tried it, but
found myself cleaning it 50 times a day. But
then I turned 40 and started having issues
with night driving. So I tried AR again and
was impressed with the newer technology.
Now they are easy to clean, scratch resistant
and still do what they are supposed to do—
let more light in and prevent reflected glare.
All of the higher-end AR coatings are equally
wonderful. Teflon, Crizal Alizé and Hoya
Super Hi-Vision are all fantastic.” DeCarlo
emphasizes that Family Vision Care doesn’t use
the “standard” AR products, only the better
“B” and “C” levels from the VSP options list.
“Our newer doctors are very pro-AR,” says
DeCarlo. “The doctors encourage AR in the
chair. Ninety-five` percent of our sales are done
in the exam room.”
DeCarlo also incentivizes the opticians, setting
growth goals to earn rewards. Family
Vision Care also targets some specific patients:
people that drive a lot, plus Rxs (hyperopes)
and high-index lens wearers.
Tapping Your Lab’s AR Expertise
If you want to increase your AR sales, the laboratories and
lens manufacturers can be great allies. Many labs and lens
manufacturers have developed programs to assist eyecare
professionals (ECPs) in improving their AR lens sales. According
to Dominic Parisi, sales manager for Balester Optical in
Wilkes Barre, Pa., it all begins with education. “Our sales consultants
will help eyecare professionals understand the level of
technology and quality of today’s AR, and how AR will benefit
their patients.” Their consultants do in-office seminars and larger
educational gatherings for customers. Balester has in-house
facilities to produce the Crizal family
of coatings, RF Endura EZ and
Zeiss coatings. Parisi also emphasizes
the financial importance of
AR. “There are wonderful success
stories out there today. The perception
of AR has changed dramatically.
With the improvements
in scratch resistance and cleanability,
it needed to be changed.
The new processes produce a
product that benefits the patient
and benefits the financial health of
the practice. It’s a win-win for both
the patient and the practice.”
Balester promotes AR to its
customers with promotions and
packaging. The lab has developed frame and lens packages
that offer the AR coatings at a small discount from their normal
prices. Balester sales consultants work with practices one-onone
to set up packaging programs in their office and help the
practice implement the changes. Parisi also credits Transitions
for assisting the eyecare industry with their Transitions On-line
Marketing (TOM) program.
“Transitions has done a great job with TOM, packages including
AR are laid out on line for the ECPs and it doesn’t cost the
ECP anything to develop their own packages,” says Parisi. “It is
such a valuable tool to encourage the ECP to embrace the new
high-tech products.”
Jerry Mansuy of Vision Craft in Walled Lake, Mich., is also
working to support ECPs’ efforts to increase AR. Mansuy has
produced a “Ten Tips for Selling More AR” sheet that he gives
to his customers. He recommends using the best of the new
AR products.
 “Sell on the best AR, don’t sell tiered products,” says Mansuy.
“It may be a negative experience for the patient to use older
technology coatings. If they use the older technology and have
issues with scratching, smudging and cleaning it is a negative
for the patient.”
Mansuy believes that one of the
biggest drags on AR sales is the
attitudes of some dispensers and
doctors. “I do business with all
three of the ECPs in a small town.
One of the practices is over 80
percent AR, one is just over 50
percent AR and one is less than
20 percent. I spoke to the practice
under 20 percent and offered to
work with them to raise their
numbers, but they felt that the
population of their town couldn’t
afford AR. If the ECP doesn’t feel
the product is worth it to the
patient, they won’t even offer it.”
Vision Craft also promotes AR
with education tools and seminars. In addition, they have an
innovative promotion to grow AR with their customer base
called “Stairway to Success.” It is a monthly rebate program
that gives increasing levels of support as the ECPs’ percentage
of AR increases.
If you aren’t already working with your laboratory or lens
supplier to grow AR, it would be worth a call to get started. As
Robert B. Gollance, MD, observed, “Get to know your suppliers,
they can be your best friends. Approach them with the
thought ‘if I do well, you do well.’ They are going to help you
tremendously if you approach them correctly.”
—Eric Rollins
Daniel Quon, OD, of South Coast Optometry
in Costa Mesa, Calif. is over 80 percent
in utilizing AR with all spectacle lenses sold.
“I am confident in prescribing the newer
technology AR products such as Teflon,
Crizal Alizé with Clear Guard and Zeiss Carat
Advantage,” says Dr. Quon. “Premium ARs
are so much better than the standard AR
products of the past. The oleophobic and antistatic
properties keep the lenses clean and the
lenses have great transparency with less
reflected color than previous AR technology.
Clean and clear lenses require less cleaning so
they will last a lot longer than the older ARcoated
lenses. The AR treatments also work
extremely well with photochromic lenses
such as Transitions. The AR helps the Transitions
immediately appear much lighter in
color when the patient comes indoors and
make a fantastic package for night driving.”
Dr. Quon also takes the time to prescribe or
recommend AR from the chair. “I believe in
the newer technology AR products so
much that I plant the seed at the conclusion
of my exams and as part of my treatment
recommendations. This way, the
optician is merely following the recommendations
of the doctor and doesn’t
project the image of an aggressive sales
person. Everybody gains this way. The
patient gains the benefits of AR and my
opticians gain time efficiency.”
Tamia Kingsfield, manager of the
regional chain Wisconsin Vision’s Blue
Mound, Wis. store, is over 80 percent
AR. “I love the product, I wear it all the
time. My patients see it on me and the
staff. AR gives me better vision.” Tamia
feels that AR is affordable and works
great for her patients. “I have a lot of
confidence in AR. I always wear my Teflon
lenses.” Kingsfield also credits her doctor’s
recommendation for AR with the patients.
AR sales for this location have doubled in
the last year due to the confidence of the
staff in the quality of the product. Kingsfield
also encourages the opticians with little contests
and incentives, but notes “the main
motivation of the staff comes from the quality
of the product.”
Robert B. Gollance, MD is in practice at the
New Jersey Eye Institute in Wayne, N.J. Dr.
Gollance was concerned after the first six
months’ sales at the optical shop were slightly
off from the previous year, so he went to Vision
Expo West with the mission of learning more
about that aspect of his practice. After a whirlwind
first day filled with new ideas and concepts,
he was so excited he couldn’t sleep. He
used the show and classes to educate himself.
He and the other ophthalmologists and opticians
are determined to keep up with new technology
and trends, and all have registered for
the exhibits and classes at Vision Expo East.
His first focus back at his practice was to
spend more time with the patients and recommend
solutions for their eyewear needs.
Dr. Gollance feels it is critical that the doctor
is educated in all aspects of opticianry to be
prepared to discuss optical options with the
patients. He takes the time to walk the
patients into the dispensary and discusses in
front of the patient and optician what he recommends
for their eyewear. He hires the best
opticians and avoids micro-managing them.
Dr. Gollance feels he needs to spend time
addressing his patients’ primary concern. “If
it’s a cataract patient, then we spend time
discussing treatments for cataracts. I don’t
treat eyes; I treat people, their concerns and
their needs. Most patients’ primary concern
is their eyewear. If I can insure that their primary
concern is handled more fully by
spending a little more time discussing their
eyeglass options, then I feel that the patient
is entitled to that time. After all, they are
spending a lot of money in our dispensary.”
Dr. Gollance also notes the dispensary is
equipped to demonstrate many products to
the patients, including AR, progressive lenses
and polarized lenses.
Charlene Ford of Huron Ophthalmology in
Ypsilanti, Mich. is another AR success story.
Their practice averages over 80 percent AR by
offering the product to every patient. Charlene
explains, “We have tried the product
ourselves, we love the product and we
demonstrate it.” Among the point–of-sale
tools used is a Crizal Alizé’ with Clear
Guard anti-static demonstrator, a lens with
AR in a “bull’s-eye” and utilizing a dryerase
marking pen on an AR and non-AR
lens. “The marking pen is a dramatic
example of why AR is so good. It leaves a
heavy blue line on the regular lens, but the
line disappears on the Crizal lens.”
Ford also notes the importance of educating
her patients. “We tell the patients
about the great technology of AR, including
the durability, the two- sided scratch
resistance, the warranty and the ease in
cleaning. We have an elderly patient
base—glare bothers them. They want to
improve their vision.” Ford also credits the
doctors. “The doctors here all wear AR lenses
and they suggest AR to our patients.”
If we will follow the advice and techniques
of the eyecare professionals above, two things
will happen: AR percentages in the U.S. will
rival the 80 percent numbers of Europe and
Asia, and we will have happier patients with
better vision.
LT
L&T contributing editor Eric Rollins is a 20-
year veteran of the optical retail, manufacturing
and laboratory segments. He is president of
Rollins Consulting LLC, a Michigan-based
firm serving independent eyecare professionals
and optical retailers.
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