Lens Tips
Photochromics for All
By Erinn Morgan

Are photochromics right for every eyewear customer--from kids to seniors? "There really isn't anyone I can think of who couldn't benefit from a photo-chromic lens," says Ron Goldstein, OD, New York City. "There is no clip-on to lose, no second pair of glasses to buy."

In fact, photochromics have benefits applicable to all age groups, including young children, teens, young adults, boomers, and seniors. All age groups can reap photochromics' ease of use, especially with the new technology that allows lenses to change more quickly from dark to light and vice versa. Clip-ons can be cumbersome and are easy to misplace. People also need to keep track of an extra pair of prescription sunwear, a second-pair option that can be costly.

The top demographic for photochromic lenses is men ages 28 to 65 PHOTO COURTESY OF CORNING SUNSENSORS

In the current economy, photochromics are turning out to be a viable option for those customers looking for the advantages of prescription eyewear and sun protection, but at a lower price. "A lot of times it is a price thing," says Linda Disston, owner of Disston Optical and Gotta Have Shades in St. Petersburg, Fla. "Purchasing a pair of photochromics is a lot cheaper than buying a second pair. That makes it a lot more appealing to the customer."

BREAD AND BUTTER

While photochromics may be beneficial to most customers, there are certain groups that generate the lion's share of that category's sales. "The number-one photochromics purchasers are men ages 28 to 65. The most emphasis is on the 40- to 65-year-old group. This is the one group that you don't have to work too hard to sell the merits of the product," says Goldstein. The second big group, he notes, are women of the same age.

Photochromic wearers tend to be more pragmatic. "They are probably between the ages of 40 to 65, and they are more concerned about utility. Our customer for this lens is either young middle age with a family or an older patient looking to save costs. Still, we present it to everybody," says Paul Klein, OD, of Broward Eyecare Associates in Fort Lauderdale, Fla.

According to Goldstein, those in the 25- to 35-year-old age group purchase photochromics, but less often. "We get them, but in a smaller percentage than the other groups," he says.

One type of patient who will most decidedly benefit from photochromics is the employee who spends much of the day going inside and out for work-related functions. "They tend to be people who spend their time working outdoors, but not total outdoor activity--they are kind of in and out. We have a lot of truck drivers and delivery people purchasing photochromics," says Klein.

While many dispensers report sales of photochromics at five to 20 percent of all patients, the majority expect growth in the area as patients become aware of the benefits and cost savings. Dispensers need to routinely educate patients about the lenses.

"It is all about presenting the product to each and every patient," says Goldstein. "It is kind of a no-brainer because it saves your patients so much money, especially if they are progressive wearers. The cost of an extra pair of progressive sunglasses is often prohibitive."

	As photochromic technology improves, kids are a growing user group PHOTO COURTESY OF TRANSITIONS OPTICAL

CHILD'S PLAY

One group that is beginning to embrace photochromics is kids. "The great part about photochromics for children is that it's available in poly," says Goldstein, who puts photochromics in his young patients' first pair of eyeglasses. "The big advantage is that it gives them sun protection all of the time. The statistics show that most kids get the majority of their sun exposure damage by the time they are 11 years old."

While clip-on sunwear is good in theory, it is not always a smart sale to make to kids. "It's nice to sell clip-ons to them because they end up coming back for them so many times," he jokes. "But it is not really a good sell because parents get irritated when they get lost. The difference in cost between clip-ons and photochromics is so minimal that photochromics just make more sense."

Some dispensers are even fitting young infants with photochromics. "Their eyes are so sensitive and can absorb a lot of ultraviolet, so it's good to cover their eyes with something--especially at this stage," says Bill Ferns, owner of Dallas Youth Optical in Dallas. Ferns also fits about five percent of his pint-sized customer base with photochromics.

He does, however, bring up one concern with kids and photochromics. "When the kids come into the classroom from the outside, their lenses are sometimes still dark, and it takes a few minutes until they are clear," he notes. "Some parents say the teachers don't like this, but we have never had a customer come back for a refund because the teacher or principle said they cannot wear them in school."

With a new-and-improved, high-tech lens product that is available in many materials and lens designs, it appears that the photochromic market offers something for everyone. In a tough economy that is impacting buying habits, photochromics are coming into the limelight as an option for those seeking prescription eyewear with a sunwear advantage.