SCRIPTOPEDIA
The Sunglasses Sale
Don’t “sell” sunwear; “prescribe” it
MARK HINTON
Patients don’t view sunwear the same way they view eyewear, often making sales of the former a challenge. Specifically, sunwear is seen as a fashion accessory that makes the sun less oppressive, while eyewear is seen as a requirement for clear vision. One reason for these views is that eyecare practitioners educate patients on the need for eyewear via the exam, but “sell” sunwear in their opticals. It’s time to stop selling and start helping patients understand WHY sunglasses are essential to preserving and protecting eye health and sight.
These scripts will enable you to “prescribe” sunwear.
Doctor’s Script:
“Kate, this little spot in your eye is your macula. It’s responsible for at least 95% of what and how well you see. UV radiation and blue light from the sun can harm your macula. In fact, macular degeneration is the leading cause of blindness, and a cure doesn’t exist. To promote a healthy macula, I’m prescribing outdoor glasses, which will reduce your risk for macular degeneration. Sound smart?”
Script for “I can’t afford them right now”:
“You’re not alone, Kate. To meet your outdoor eye health need, how about we choose your favorite sun frame now, I’ll save your measurements and when you pick up your glasses or next month, you can instruct me to make them? Other patients appreciate this. Sound good?”
Optician’s Script:
“Kate, Dr. Wise prescribed outdoor glasses to preserve your sight from future damage and keep you safe on the highway. The sun damages eyes like it does the skin, except we have no fix for the eyes. To lose your central macular sight from sun-related ultraviolet radiation means you can’t read, see faces, drive or live independently. This is why we’re vigilant with all patients. I’ve pre-selected frames that would work efficiently with polarized lenses and look pretty awesome, too. Polarization eliminates blinding glare, which is the cause of roughly 1/3 of all highway accidents; but before we choose, let me ask you, when do you feel sunglasses are most helpful for you?’
Mr. Hinton is CEO and president of eYeFacilitate. E-mail him at mark@eyefacilitate.com, or send comments to optometricmanagement@gmail.com.