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True Believers: Converting Seniors from Bifocals to PALs
With today's lens technology and practical dispensing approaches, seniors can transfer from bifocals to PALs without you having to draw a line. Here are tips to ensure true converts
By Karlen McLean, ABOC, NCLC

The silver set is open to the potential advantages of PALs, they just need guidance from ECPs. Image courtesy of Shamir Insight

Converting seniors from bifocals to PALs doesn't seem to be too difficult at first glance. However, ECPs who work in primarily senior-populated areas observe that it may not be as easy as it seems. But, they also note that, with the right balance of lens choices and dispensing expertise, successful conversions can be accomplished.

An enormous potential market is just waiting for the attention of the optical community, says Edwin Y. Endo, OD, in private practice in Aiea, Hawaii. "A large number of presbyopes wear bifocal lenses. It's a giant market that needs to be acknowledged," he confirms.

Here are tried-and-true techniques that can be employed when interacting with seniors to convert them happily and smoothly from bifocals to progressive addition lenses.

SHOW AND TELL

There are several surefire sales techniques that recommend PAL conversion through example. If you are a presbyope yourself, wear PALs. "Being a +1.75 add

wearer myself helps, as I'm a fellow presbyope and my explanations are first-hand," says Alan Rubin, LDO-owner of Rubin Optical, Inc., in Punta Gorda, Fla.

When these patients can be shown what they have been missing and what PALs can deliver—including improved intermediate vision—the switch becomes practical and beyond the cosmetic value.

"Seniors mention a lot of intermediate vision situations that they need help with, like playing cards and bingo, and food shopping," says Suzanne Offen, OD, of Offen Eye Associates in Westfield, N.J. "If bifocal patients complain about intermediate vision, I'll put them in a PAL. We've had great success with a specific bifocal conversion PAL with virtually no non-adapts."

In-office examples of lost intermediate distance, such as writing at a desk, reading an order, and viewing the frame board may help illustrate the benefits. Rubin points out visual acuity and comfort gains patients by putting lenses to work. "At the dispensing table, I hold up a bottle of lens cleaner and ask bifocal wearers if they can read the print without craning their necks. They say no. Then I hold it up again and tell them, 'This is what I do,' and simply read the print. I discuss everyday situations like window shopping in a mall or reading prices at the supermarket."

Show-and-tell and re-tell works for Melinda McCormick, ABOC, of Eyecare Specialties in Lincoln, Neb., as well. "We explain the layout of the lenses with demos and samples, and provide example of some experiences they will likely feel during adaptation," she says. "We offer these explanations at the front-end of the sale and again at dispense.

Seniors will often come into dispensaries seeking out PALs based on the advice of friends. Image courtesy of Carl Zeiss Vision

PROS AND CONS

Today, PALs generally have a good buzz with consumers. Building on that buzz can build business.

"Many seniors come into the practice asking for PALs," observes Randall I. Shadd, optician-owner of Artisan Optical in Las Cruces, N.M. "Their friend has PALs and loves them and suggests that they'll love them, too. So they're virtually pre-sold on PALs."

The appeal of PALs as a unique option is a powerful selling tool. "This custom-made approach differentiates us from mass merchants like two-for-one retailers. We carry different PAL brands and only quality products, and our staff is well trained in optics not just sales. This is a real draw for the senior market," Shadd says.

The latest PAL technology can help convert those who have never worn PALs or those who tried PALs unsuccessfully in the past.

"Many bifocal conversion patients have been quite happy with direct-surfaced lens designs, which manage peripheral distortions far better than past PAL designs," Endo points out.

PRICE LINE

One area that seniors may not be so pleased about with PALs is the price. Focusing on the custom-made aspects of PALS helps explain not only the uniqueness of the design, but also the price.

"I ask customers, 'What are you wearing that's custom-made now?' They usually respond that nothing is. I tell them that's what glasses are: Custom-made especially for them and fitted only to them," Shadd says.

Being forthright and upfront about PAL pricing while emphasizing PAL benefits helps waylay patient confusion or misunderstanding.

"I explain that PALs are around double the cost of bifocals, but that comparing bifocals to PALs is not comparing apples to apples. PALs are a truly different, better product," Rubin says. "I'll add that besides the no-line appearance, patients gain a smooth, continuous image."

NO FEAR

Thanks to savvy dispensing techniques and premium PAL products, today there are few PAL non-adapts. Informing patients about their options and the practice's policies can help keep the process running smooth.

■ Non-adapts. Having a non-adapt policy to back up the PAL sale is important for patient trust and buy-in.

"If there's concern about getting used to PALs upfront, I tell patients that it's no problem, we'll take care of it and make them whatever they want if they can't adapt," Rubin says.

■ Try Outs. A trial pair can prevent confusion before it starts. "I'll make up a trial pair of single-vision lenses in their intermediate Rx for them so they can see the difference in gaining intermediate vision for themselves," Rubin notes.

■ Warranties and Guarantees. Patients at Endo's practice are given a 60-day warranty for non-adaptation, "so they are able to change back to their bifocal lenses if necessary," Endo notes.

Going another step, Offen "offers to refund the difference in cost between a PAL and a bifocal if the patient can't adapt to PALs."

Eyecare Specialties also offers a non-adaptation timeframe and generous remake policy. "We offer a 60-day satisfaction guarantee for PALs, and if failure occurs, we'll remake lenses into the patient's previous lens style or a lens that will accommodate their needs," McCormick says.

Keeping the lines of communication open is a dispensing key. Image courtesy of Essilor

■ Follow-up. Staying in touch is the final step for success. "I ask that all my PAL customers return in a week to 10 days for a follow-up to see how they're doing," says Shadd. "This helps us fine-tune the frame adjustment and catch any problems early. The key to preventing remakes is to ensure that what you tell patients is working."

Finally, consistency in presenting PALs can offer dividends, Offen says. "I've seen 50-somethings in bifocals and asked them why they're wearing lined lenses. Their answer is, 'We never knew unlined lenses were an option.'"