Discovering Overlooked Niches
Finding new opportunities to offer your patients premium lenses
By Joseph L. Bruneni

As the field of high-tech prescription lenses continues to expand, doctors and dispensers have grown accustomed to categorizing lens types to help them determine when each specialty lens should be recommended to the patient. With the variety of sophisticated lenses on the upswing, there are new opportunities to fine-tune patient recommendations even further. There are greater reasons and rewards for deviating from the norm and using premium lenses to answer specialized patient needs. To increase your awareness of the value of niche marketing, the following reviews areas for recommending premium lenses.

Safety glasses in polycarbonate protect eyes on the playing field and in the workplace. Shown left: Liberty Optical sport goggles. Shown below: Titmus safety glasses model FC704

PHOTOCHROMICS

There are two important niche markets in the field of photochromic lenses: Skeptics and kids. Each represents lucrative possibilities.

Skeptics. There is a vast reservoir of eyewear consumers who tried photochromic lenses in the past and were unimpressed with how they performed. Photochromic technology has advanced greatly recently, and most of the shortcomings that disappointed wearers in the past have been overcome. Not knowing this, many previous users are saying no to photochromics.

Despite their reluctance, these people are ideal candidates for photochromics. They tried them in the past--so the concept was once appealing. When the substantial improvements in today's photochromics are explained and demonstrated properly to former wearers, many will reconsider ordering photo-chromic lenses.

Kids. Two benefits--an eye health advantage and improving a child's willingness to wear glasses--can encourage parents to opt for photochromic lenses.

Parents generally take precautions to protect their children's skin from the sun, but they seldom make any effort to protect children's eyes from the sun. About 80 percent of a person's lifetime sun exposure occurs before they reach age 18, and photochromic lenses offer UV protection to the child's retina, according to Transitions Optical.

Another recommendation for photo-chromic lenses for children is this: It is a great incentive for a child to wear glasses with "magic" lenses that darken in the sun. Children are seldom enthusiastic about wearing glasses, but that attitude changes dramatically when their new glasses have photochromic lenses.

	Computer lenses are a growing PALs category. Shown: Prio lenses

PROGRESSIVES

Progressive addition lenses have come a long way in the last 30 years. These sophisticated lenses were once primarily for vain presbyopes or those whose income exceeded their common sense. Today, the ratio of successful fittings has soared and, for the first time, a majority of emerging presbyopes are going directly into progressives. The age of progressives has arrived.

It doesn't make sense to offer progressives to people less than 40 years old, so where is the niche market?

Overlooked seniors. Patients in the 60-plus age category come in wearing bifocals or trifocals with no complaints. Should they be offered progressives? Most ECPs choose to play it safe by leaving the patient in bifocals or trifocals.

If this is happening in your office, you have an important niche market that needs to be served. Review your policy today and take action. You may be surprised at the reception you get.

Computer users. With 75 percent of all computer users suffering from some vision complaints, the potential market for specialized computer-tailored eyewear is huge. While aspects such as computer angle and lighting contribute to computer vision syndrome, proper eyewear can help relieve symptoms including headaches and eyestrain.

Steer your patients toward specially designed PALs created for computer use with a small distance window at the top and wider intermediate and near areas.

Post LASIK patients. Laser surgery patients may have previously worn reading or computer glasses, or may have developed the need after surgery due to advancing age and presbyopia. PALs will allow them have corrected close-up vision and uncorrected distance vision without taking off their glasses.

POLYCARBONATE

Where is the niche market for polycarbonate? In view of the rapid growth of polycarbonate during the past five years, some might say there is no untapped niche market for polycarbonate lenses. But in today's tight economy, there are many situations where poly could provide an attractively priced premium option for the patient.

For poly, this represents a useful and profitable "niche" market. Eyecare practitioners whose use of poly is less than 20 percent are probably not dispensing as many premium lenses as they could. Consider a couple of the niche uses that make lightweight, impact-resistant polycarbonate a strong lens option for patients with a variety of specialized needs.

Safety first. While glass lenses have a traditional stronghold on the safety eyewear market (see sidebar above), poly offers a thinner, lighter option for people who need impact-resistant lenses while on the job. These lenses can apply to industrial workers and even those who drive often and can potentially end up with ocular injuries as a result of airbags deploying into the face and shattering lenses.

Photochromics provide protection from UV light and provide a fun motivation for kids to wear glasses. Shown: Transitions Lenses

The sporting edge. Participation in any sporting events and outdoor activities goes hand-in-hand with polycarbonate lenses. Thanks to their lightweight properties, the lenses are comfortable. In addition, they provide significant protection from flying balls or jabbing fingers during games. Active adults and children can benefit from polycarbonate sport goggles in prescription or plano forms.

MULTIPLE PAIRS FOR MULTIPLE USES

The next time a patient discusses special times or situations where they have unusual visual problems at play or at work, consider devising a "special use" pair of glasses for them. Avoid falling in the trap of trying to solve the normal day's visual problems with one pair of glasses.

Special visual tasks can often best be answered with special-use lenses. The fact that these special-use glasses may not work for full-time wear is no reason to avoid discussing them with the patient. Nothing impresses the patient as much as the ECP who offers tailor-made solutions to their personal lifestyle needs. Niche marketing lenses benefits both the practice and its patients.