Niches For Youngsters
By Erinn Morgan

Eyes Cream Shade's polycarbonate lenses protect kids from UV rays and injuries due to glasses shattering

New developments in lenses have opened the door for two niches to gain increased sales in kids' eyewear. Photochromics recently became available in kid-friendly polycarbonate as well as in clearer indoor lens versions. Progressives, used to treat accommodative esotropia in children, have also become available in shorter corridors to fit younger children.

These advances have allowed forward-thinking dispensers the opportunity to better serve patients and increase profits at the same time. Those children diagnosed with accommodative esotropia, who have been fitted with bifocals, have the opportunity to move over to a no-line option. Additionally, younger children now have the opportunity to take advantage of the benefits of PALs in options that will fit their needs.

In the photochromic arena, the opportunities are endless. "I cannot think of a child who I would not recommend photochromics to," says Thomas Pusateri, M.D., an ophthalmologist with the two-location Florida Eye Center in Tampa. "About half of the prescriptions I write for kids are for photochromic lenses in polycarbonate."

The key, say savvy kids' eyewear dispensers, is to have the knowledge to educate the parents about the benefits of photochromics and the ability to create excitement for the children about this lens choice. "It is important for the adult to understand the photochromic and how it works," says Vincent Russell, an optician with Optical Outfitters in Port Jefferson, N.Y. "But it's also about illustrating the magic of the lens to the children."

LENSES FOR ACTIVE YOUNGSTERS

Undoubtedly, the growth of these "lenses that change" has increased recently in the kids' market due to the introduction of polycarbonate photo-chromics. "I see my numbers increasing," says Monica Monica, M.D., an ophthalmologist with LakeView Vision in New Orleans. "We had about 2 percent of kids' eyeglasses being made up with photochromics before and we now have almost as much as 50 percent. As soon as you start talking safety, the parents understand. Polycarbonate clear photo-chromic lenses are perfect for kids."

Most kids are potential candidates for photochromics. "It is a good idea for all kids, but especially those who are outside a lot more," says Russell. "Sometimes we will not recommend it for a small child as they are not outside as much. But for the more mobile child at ages 2 through 5 and up who's running around the back yard, we recommend photochromics."

UV protection is particularly important for children, especially for their eyes. "I think that UV protection is as important an issue to eyecare professionals as sunscreen is to dermatologists," says Monica. "The accumulative effects of UV light to young children is very strong, so the key in health care here is protection and prevention. Photochromics are a win-win situation because they will protect the child's eyes from UV light, which does most of its damage in the first years of life."

PHOTOCHROMIC SELLING STRATEGIES

Because this sale is being made to two customers--adult and child--it requires defined strategies for presentation on all fronts. Thus, the photo-chromic conversation often begins in the doctor's office with parent and child. "I talk about the features and benefits, including UV protection. It is an education process for the family," says Pusateri.

Once the doctor has made this recommendation, dispensers can use P-O-P, presentation props, and educational brochures to further educate customers. "With children, it helps when you put something tangible in their hands to show the difference between this and other lenses," says Monica.

	Transitions lenses are more clear than ever, a plus for school-age children

CHALLENGES FOR LENSES THAT CHANGE

The main rival for the business of this child and parent is clip-on sunlenses, an option that many view as less expensive and easier. However, dispensers successful with photochromics say they point out that clips are easily lost, and the price of two pair of clip-ons quickly approaches that of one pair of photochromics. "A lot of times the clip-ons get broken, lost, or hammered up pretty quickly," says Russell. "It's nice to have one pair with all the features built in."

Another area that has hindered photo-chromic sales to kids is the fact that many schools do not allow children to wear tinted lenses indoors. "Because they've come out with photochromics that are quick to change back and return to almost clear, they are much more attractive to both child and parent," says Bill Ferns, owner of Dallas Youth Optical in Dallas.

The final caveat with photochromics is customer price resistance, especially for a child who may require new glasses every year. Many dispensers say they combat this with education about the features and safety benefits provided by photochromic lenses.

"Occasionally I meet with price resistance from parents," says Russell. "Some kids are lucky to get a year out of a pair of glasses, so this is understandable. But education and presentation of features and benefits will usually get customers over this issue."

FITTING PROGRESSIVES

Another spectacle lens niche in the kids' market is progressives, an area which is also growing. "We have been using progressives since Day One," says Katheryn Dabbs Schramm, president and owner of A Child's View, which has three stores in Orange County, Calif. "It is easier now since they are available in a shorter corridor, because you can use them on younger children."

She notes that due to these advances in manufacturing, her business in this area has increased with just under 10 percent of her young patients now getting PALs.

"The need is there," she notes. "Some children have accommodative esotropia and we treat this (with multifocals). Parents have a hard time seeing the child in a bifocal, thus they are asking for progressives. We have never been asked to take anyone from a progressive back into a bifocal."

At Dallas Youth Optical, the number of patients being fitted with PALs comes in just under five percent. "Usually the doctor writes 'progressive bifocal okay' on the prescription form for the patient, and it is left up to the parents and myself to discuss this option a little bit more," says Ferns. "The accommodative esotropia causes crossing of eyes due to far-sightedness. The child's eye is using all its power to correct the problem, but when it gets to a high enough power, the eye cannot compensate and becomes crossed. A lot of times dispensers give them a bifocal to help keep the eye aligned when looking at things up close. But the progressive is probably the closest you can get to a normal eye."

Putting the focus on PALs to help alleviate this problem not only better serves patients, it increases profits in the dispensary. New opportunities exist with both progressives and photochromics, but dispensers must educate themselves so they can in turn supply the patient with all the information they need. Working hand-in-hand with either your optometrist or ophthalmologist on these issues also increases sales potential.