SCRIPTOPEDIA: HOW TO DISCUSS DISPENSING DEVICES WITH PATIENTS

Diane has been handed off to the optician, who introduces her to a digital dispensing device. The optician should consider these points:

• Introduce the device: “Diane, this device is the most modern means to capture your exact and precise measurements needed to ensure your modern lenses match the way you saw during your exam today. All lenses aren’t the same, and I am going to make sure your lenses are optimized for your best advantage, without compromise.”
• If the patient decides to take her prescription to another optical, discuss the unique benefits of your office’s technology, not price: “Diane, before you go, I want to show you something other patients found impressive! Some lenses correct sight while others optimize sight. If the other optical doesn’t use this device to measure all the critical points connecting you and your lens, I advise you to excuse yourself and return here to have lenses made to match the modern lenses you were examined with. Then you’ll have crystal-clear sight, which will give you a leading edge, because the better you see, the more energy you feel, the faster you can react to be safe. Of the many things we have no control over, you do have control over your quality of sight. Make sense?”
• If the patient still decides to take her prescription to another optical: Diane, absolutely do your due diligence, and when you determine the other optical does not have this device and you consider carefully what I’ve shared, I’d love to fill your prescription to optimize your sight. Do you have any questions I may answer?”

The take home: For consumers to buy-in with confidence, they need to know “why” a specific technology will benefit them. By using the above scripts, you have an excellent chance of consumers either immediately buying premium lenses or returning to buy them so that they receive the best vision. Be Extraordinary. It’s fun (and profitable)! ■

— Mark S. Hinton, CEO and president of eYeFacilitate

DAILY DISPOSABLE, MULTIFOCAL AND TORIC CONTACT LENSES SEE GROWTH

In 2016, daily disposable, multifocal and toric contact lenses saw rises in use, reports ABB Optical Group, the wholesale contact lens distributor.

Specifically, in reviewing 2016 sales and in determining growth in 2017, the company’s data on same-store purchases reveals:

• Daily disposable wear increased close to 23% and allotted for 76% of all growth in contact lenses in 2016.
• Multifocal wear grew almost 17%, with daily disposables comprising almost 70% of sales.
• Toric wear increased 11%, with daily disposables comprising 36% of sales.

(Be sure to check out the May 2017 issue of OM — our annual contact lens issue — for additional practice management information on contact lens wear.) ■

JOHNSON & JOHNSON COMPLETES AMO ACQUISITION

Johnson & Johnson announced it has completed its acquisition of Abbott Medical Optics (AMO). The all-cash $4.325 billion transaction includes three AMO business segments: cataract surgery, laser refractive surgery and consumer eye health. These businesses will join the Acuvue Brand Contact Lenses business and operate under Johnson & Johnson Vision.

Johnson & Johnson Vision will consist of two divisions: the Contact Lens Platform and the Surgical Platform. Both will report to Ashley McEvoy, company group chair, Johnson & Johnson Consumer Medical Devices. The Contact Lens Platform, led by Worldwide President Swami Raote, will include Acuvue contact lenses and AMO’s consumer eye health portfolio of contact lens care products.

Worldwide President Tom Frinzi will lead the Surgical Platform, which includes AMO’s laser cataract system, phacoeumulsification systems and IOLs, among other products in the AMO surgical portfolio. By supporting the surgical solutions with the resources and global supply chain of Johnson & Johnson, “we can improve and restore sight for more patients across the globe,” says Ms. McEvoy.

Johnson & Johnson sees the acquisition of AMO as a good fit because of AMO’s strong foundation in surgical ophthalmics, contact lens solutions and a “small but fast growing dry eye drop business,” says Ms. McEvoy. Also, “both companies’ cultures put science and technology in the forefront to best serve both customers and patients,” she says. Ms. McEvoy adds that she hopes Johnson & Johnson can be a “bridge between optometry and ophthalmology in the service of patients.”

“We believe health care professionals should always be skilling up,” she says. “Surgeons should be in surgery and optometrists can play the role as the quarterback of care for primary eye health. We have been studying practices that integrate coordinated care, and we really think that’s a scalable business model of the future.”

In other news, J&J launched Acuvue Oasys 1-Day for astigmatism (see “What’s New” p.51). ■

ALCON ANNOUNCES PORTAL, CL PROGRAM AND SOLUTION DATA

To help O.D.s and their patients benefit from Alcon’s line of products, the company announced it has launched a marketing portal, created a contact lens savings program and released data regarding its CLEAR CARE PLUS with HydraGlyde hydrogen peroxide solution. The announcements were made during SECO 2017 in Atlanta.

The Alcon Vision Care Marketing portal, found at alconODmarketing.com , provides branded patient education videos, logos, product photography, social media content and digital resources. To register, visit the website.

Alcon’s AIR OPTIX and DAILIES Choice Programs provide up to $100 and $200 (Alcon Visa Prepaid card) savings on an annual supply of AIR OPTIX. The programs are available for patients new to or who are switching to another lens that’s part of the AIR OPTIX family and those who are new to DAILIES TOTAL 1 or DAILIES AquaComfort Plus lenses, respectively. Purchases must be made within 90 days of the eye exam and/or contact lens fitting The programs end June 30 and Dec. 31, respectively.

The “Bubble Upgrade Challenge” survey of Alcon’s CLEAR CARE PLUS with HydraGlyde reveals that 93% of patients found it easy to clean their lenses with the hydrogen peroxide-based cleaning and disinfecting solution and liked seeing the bubbles leave their lenses. Eighty-three percent agreed they intended to continue to use CLEAR CARE PLUS and would recommend it, and 81% found their lenses felt like new after using the solution.

More than 600 patients, from more than 200 optometric practices across the United States comprised the survey. ■

“EYEPOWERMENT” AND RESTASIS MULTIDOSE BOTTLE LAUNCHED

Allergan launched “Eyepowerment,” a consumer education program on the symptoms of chronic dry eye disease, which showcases the faces of statement makers, trail blazers and game changers, such as Grace Kelly and Amelia Earheart. Visit eyepowerment.com to learn more. In other news, Allergan announced the U.S. availability of Restasis MultiDose, a preservative-free, multi-dose bottle that offers the same preservative-free formulation of Restasis (cyclosporine) 0.05% in single-dose vials.

BAUSCH + LOMB HOLDS B+LIEVE EVENT

In an effort to provide ECPs with education and training on its Biotrue ONEday Astigmatism daily disposable contact lens, Bausch + Lomb held a B+Lieve symposium on the lens in San Francisco on Feb. 27 and Feb. 28.

During the symposium, more than 200 ECPs learned about the company’s Surface Active Technology, which aids the lens in maintaining 98% of its moisture for up to 16 hours, according to the company. The ECPs assessed the lens’ peri-ballast design in terms of comfort and clear vision throughout the day, received fitting technique training and learned how to incorporate the Bausch + Lomb portfolio of products into their practices.

The first B+Lieve symposium took place in 2014 and covered the company’s ULTRA contact lenses. The next events are scheduled to be held in Dallas, Denver and Atlanta. ■

VISION EXPO TO PROVIDE FASHION-FORWARD PROGRAM

Vision Expo East, which is set to take place March 30 to April 2 at New York City’s Javits Center, is expected to take a page from Fashion Week and provide attendees with four “moving” fashion shows, along with a “New Designer Gallery” and educational opportunities.

The fashion shows will present walking models dressed in black clothes, wild makeup and hair clad with the latest eyewear. The first show will feature bold, colorful frames, the second will focus on frame shape, the third will feature frame details, such as embellishments, and the last show will focuse on lenses, such as those that are gradient.

The “New Designer Gallery,” to be held at the Javits Center’s Madison Square Park Lounge, will feature emerging frame designers and their wares, and three opportunities for education: Pop Up Talks regarding fashion, business and social media, an invitation-only Boutique Buyer Panel and CE sessions on sourcing suppliers, pricing and promotion and inventory. ■