CLINICAL

  DIVERSIFY YOUR PORTFOLIO

PROVIDE STELLAR VISION

GO BEYOND THE SNELLEN VISION CHART

MOST CONSUMERS think of glasses and/or contact lenses as the only vision-correction products needed to reach their full visual potential. As optometrists, we know better, yet many of us become complacent with refractive correction. Let us not forget the effects suboptimal contrast sensitivity, photophobia and measurable visual deficits, such as glare recovery, can have on one’s vision. Do you offer products in these areas?

Here, I discuss these products and how to talk about them with your consumers.

SUPPLEMENTS

Numerous studies show nutrition can produce measurable visual outcomes. For example, a customer who has photophobia can become less light sensitive through time with a carotenoid-based supplement. Consumers appreciate supplements because they provide an alternative to changing their diet. (It is easier said than done to add spinach, kale and other eye-healthy foods into the average person’s diet.)

Introduce supplements during the prescription part of the exam. Make sure to differentiate between a multi-vitamin, which may contain insufficient levels of the supplement you are prescribing. Instead, focus the consumer on an eye-specific supplement, which can be carried in your office, for convenience and correctness, be dispensed via a specific website that you have directed the patient or purchased at a store for which you have provided a sample or coupon. It is important consumers are given a clear recommendation for these vision correction treatments. Just as we would not give a prescription for “glaucoma drop,” be exact with a specific supplement prescription.

What to say: “Mr. Jones, I want you to take Product X twice a day to help with your visual performance and to decrease your risk for age-related eye disease.”

ADD-ONS

There are more to lenses than just the refractive prescription. AR coatings and those that correct for blue-wavelength attenuation also help consumers achieve their true vision potential.

During the exam, ask lifestyle questions, such as what the consumer’s occupation is. Take the conclusions drawn here into consideration when you recommend optical solutions. Provide the consumer with some background on the coatings, and explain how purchasing them will help him or her to see better.

What to say: “Mr. Jones, I want to add an anti-reflective coating to your lens prescription. This will cut down on glare that compromises your vision and make driving a little easier.”

In addition to helping your consumer see better, you have also alerted him or her to a product you carry and provided an opportunity for word-of-mouth referrals because of excellent customer service.

OVERALL IMPROVEMENT

As we improve the quality of life of our consumers through diverse means, we improve the quality of care we provide, which increases the quality of our practices. Remember, vision is more than 20/20. OM

JEFFRY D. GERSON, O.D., F.A.A.O., practices at Grin Eyecare in Olathe, Kan., a full-scope combined O.D./M.D. practice. Email him at jgerson@hotmail.com or visit tinyurl.com/OMcomment to comment.