CLINICAL

  OPTICAL

INCREASE AR SALES

INCLUDE THE COST OF AR IN YOUR LENS PRICING

AS TECHNOLOGY improves the products we offer, lens features go from “add ons” to “standard.” For example, air conditioning, once an option, is now standard in new cars. Similarly, more than 30 years ago, the patient had the option of an anti-scratch lens coating. Today, this is standard. So, why aren’t AR coatings viewed as “standard” by all eye care practices? The answer: Many optometrists and opticians falsely believe the technology hasn’t evolved.

Let’s look at two ways to increase AR usage.

1 GET OVER YOUR FEARS

Introductory AR coatings experienced issues, leading consumers to complain and O.D.s to question the quality of the product. But new AR coatings have improved. O.D.s’ reluctance may stem from lingering fears over these historic issues:

1. The AR coatings were hard to keep clean. Years ago, patients would occasionally complain about how dirty their lenses were. This problem has been eliminated with the new hydrophobic coatings that repel dirt, dust, oils and moisture. The new lenses are easy to clean — and keep clear.

2. The AR coatings scratched easily. Even though a high-quality anti-scratch coating was on the lens, the AR coating was on top — and subject to scratching. New AR treatments are stronger and match the durability of an anti-scratch coating.

3. The AR coatings could craze. Crazing has a spiderweb appearance and is caused by the lens increasing and decreasing in size with different temperatures, while the coating doesn’t. This problem has been solved with coatings that expand and contract with temperature as the lens does.

4. The AR coatings made the glasses too expensive. The decision to spend money on a product that offers a superior vision experience and an improved cosmetic appearance is not yours to make. It belongs to the consumer. Your job is to inform the consumer about what is available and how it will help him or her see. Then, let the consumer decide whether the product has enough value to purchase it.

2 INCLUDE IT IN THE PRICE

The eye wear we offer should include features that help our customers see their best, and these proven AR products are among them. So how can you get AR coatings to all your patients instead of just some of them? I suggest that you approach it the same way the eye care industry did with anti-scratch coatings: Include it in the price.

Within our practice, we include AR coatings in the prices of all our lenses. Using this approach, we have 100% AR. And when we add the additional eye protection benefits of blocking high-energy blue light, there is no reason not to have AR coatings on all lenses. This will continue to increase our ability to help our customers achieve better vision.

GIVE IT A TRY

Try this simple approach of adding AR to all your lenses to increase AR sales in your practice. Your patients will appreciate clearer lenses with more protection, and your staff will prefer this streamlined way of presenting lenses. OM

DAVE ZIEGLER, O.D., is a senior partner at Ziegler & Leffingwell Eyecare in Milwaukee, Wisc., and a fellow of the American Academy of Optometry. Email him at daveaziegler@gmail.com, or visit tinyurl.com/OMcomment to comment.