People go to experts to help them achieve the best results. Our patients come to us because we are the experts in the eye care services and related products we provide. Given our expertise in these areas, I have found that garnering patient buy-in to premium spectacle lens options comes down to educating the patient on how said options can solve their specific vision problems and/or needs, enabling them to achieve clear and comfortable vision.

Here, I discuss how to accomplish this. (See “Vision Correction in the United States by the Numbers,” below.)

Vision Correction In the United States by the Numbers*

80% Those who use a form of vision correction        (i.e., glasses, prescription sunglasses, reading glasses, and contact lenses)

67%

Those who use prescription eyewear        (i.e., glasses, sunglasses, and contact lenses)

 

57%

Those who use some form of non-prescription eyewear        (i.e., plano sunglasses, blue light glasses, reading glasses, and non-prescription contact lenses)

 

9%

Those who do not use any vision correction or eyewear products

 

*Data collection for the Q2 2022 occurred between April 11 and June 27, 2022, resulting in 5,000+ completed surveys each month. Respondents were age 18 or older and lived in the United States.

Source: The Vision Council: Consumer InSights, Q2, 2022

EDUCATE YOURSELF

You must first educate yourself on what premium products are available and what makes them perform differently from non-premium products. Doing so enables you to then explain to patients the benefit(s) of the premium product as it relates specifically to them.

To accomplish this, meet with optical representatives on a consistent basis, read related eye care industry articles, attend related webinars and eye care industry trade shows, and ask colleagues what premium spectacle lenses they’re prescribing, the ideal patient candidates for them, and why. Educating yourself on the latest offerings can also consist of trying the premium spectacle lens yourself, so you can share your personal experience with patients: If I, as the expert in this area, derive one or more benefits from a specific premium spectacle lens, I find sharing that increases the likelihood of patients wanting to have the same experience and, therefore, buying the lens.

Finally, it goes without saying that it’s also important to educate optical staff on the characteristics and features of premium products, so they can re-emphasize the importance of your prescription.

BE A PROBLEM-SOLVER

As the expert, patients put their trust in you to prescribe products they need or can benefit from. To illustrate this to patients, I’ve found that the best approach is to come from a place of solving a patient’s specific vision problem. Of course, to accomplish this, you must first ask patients, “how is your vision in your current eyewear?” and “Are there times when you wish your current glasses could provide better vision?” Both questions elicit problems and/or needs. An example patient script that illustrates problem-solving:

“Based on the fact that you’re experiencing computer-use-caused eye strain and blurred vision, I’m prescribing a single vision computer lens, which is specifically made to help reduce these problems.”

Another example patient script:

“Based on the fact that you’re having trouble with contrast on the golf course, I’m prescribing you photochromic lenses, which will enhance your contrast sensitivity and visual acuity in the sun.”

Keep in mind that effective education can look different for each patient. Thus, in addition to the examples of problem-solving scripts used above, it’s also worth investigating the use of specific facts (e.g., “A recent study shows that on average, computer vision PALs were rated significantly better with respect to vision at the monitor...”¹) visuals (e.g. side-by-side lens example), patient endorsements (showcased on the practice’s webpage), and storytelling (See bit.ly/OMstorytellingArticle ).

In my office, we have used audio snippets about product features as our phone hold music, and displayed product features on a TV in the waiting and exam rooms.

DON’T MAKE ASSUMPTIONS

Never assume a patient cannot afford a premium product. Every patient deserves to hear about how a specific premium product can enhance their visual demands. Again, people go to experts to help them achieve the best results. OM

REFERENCE

1. Jaschinski W, Konig M, Mekontso TM, Ohleendorf A, Welscher M. Comparison of progressive addition lenses for general purpose and for computer vision: an office field study. Clin Exp Optom. 2015;98(3):234-43. doi: 10.1111/cxo.12259.

DR. QUINT is a co-owner of Smart Eye Care in Maine. She is passionate about entrepreneurship and optometric practice management. She was the 2019 Theia Young O.D. Award winner and consults for Allergan.