FEATURE
Best Looking
Lenses can be just a luxurious as frames. Here's how to position the best and deliver a complete luxury eyewear experience
By Karlen McLean, ABOC, NCLC

Plan proactively to ensure that your patients have the latest from the lens pipeline	Educate patients on the enhanced value of lenses from the highest tier

Luxury lenses can build your business while offering patients features and benefits such as outstanding visual acuity, comfort, and cosmetic appeal.

Adding top-end lenses has its challenges, however. Sticker shock, staff training, and longer turnaround processing add performance pressure on practitioners.

The following will help you keep luxury lens efforts on the upswing.

DIVING INTO LUXURY

Getting into the luxury lens market can involve some hit or miss work. Keeping an open mind and a solid work ethic will help you fit new products into your marketplace. "Sometimes you have to experiment," says Steven Rosenak, OD, owner of Dr. Rosenak's Optical Options in St. Joseph, Mo. "At least try the product."

To lower the risk of adding new product, Lossman Eye Care Associates in Lake Zurich, Ill., utilizes a high-tech PAL measuring tool as part of the pre-test routine.

Technicians explain why the measurement is being taken, and patients are impressed and receptive, notes optician Tom Hyde.

When the technician, doctor, and optician recommend personalized PALs, the patient ties in the testing with the lens and is eager to try the new lenses.

Thinking ahead on luxury lens products and placement also pays dividends. Long-term patients at Lossman Eye Care already wear polycarbonate or high index materials, and more than half have AR, which is steadily growing in numbers.

To keep on growing, promotional plans are in place for 2006 with personalized PALs at the forefront.

Working as a team from front desk to dispensary creates a luxury atmosphere

TOP LUXE LENSES

Wondering what products to add? Arguably, the current top 10 luxury lenses in the optical marketplace today are:

►Personalized PALs (freeform)

►Photochromics

►Specialized rimless (custom designed shapes; facets)

►Super AR

►Polarized sunwear

►High index

►Superior single vision (polycarbonate; Trivex)

►Mirrored lenses

►Lens edge treatments (polished edges; edge tints)

►Personalized tints (tri-gradient; frame matching; tattooed).

There are several options in each category with consistently more introductions, so eyecare professionals should be constantly learning. Customized or vendor-
supplied lens education and support materials assist in the process by offering bullet-point features and benefits.

Good service separates the success stories from the near misses in the luxury lens marketplace

BEST PRACTICES

There are more luxurious lens choices than ever, and dispensing them from start to finish can be streamlined by using tailored techniques. Take some tips from eyecare teams that specialize in luxury.

►Tell and show. Pointing out that a lens price is higher based on improved optics and cosmetic appeal, along with high-tech design and materials directs patient attention and spending. Emphasize features, such as edge-to-edge clarity, clear indoors photochromic ability, and durable AR.

"We consistently educate our patients. Part of this is telling them about the best products and why the products are the best visual solution for them," Rosenak adds.

Additionally, Rosenak notes, "Sometimes you have to re-educate the educated consumer. When the patient spends more money, we reinforce that 'this is what you paid for, and this is what you get for what
you paid.'"

Demonstrating lenses can show off appearance and performance. For example, Houston-based D.E.Y. Optical's Bonnie Clapham, ABOC, says that the staff demonstrates anti-reflective lens cleanability and
creates eye-catching high-end
lens displays.

One setup consists of flashback mirror samples featured in gray and brown in differing densities with a unique twist: A brown polarized lens is treated with a silver flashback mirror. Clapham observes: "It is a real attention getter."

Emphasizing that patients are getting the best lens for them is key to helping them feel their money is well spent

►Be a team player. For a successful luxury presentation, the entire office should be involved in the process. "It's a team approach all the way. We explain everything we do to each patient, from check-in to pre-test, to eye exam, to dispensary," Rosenak notes.

In the exam rooms at Lossman Eye Care Associates, optometrists tell patients about the new product and make product suggestions, then opticians sell.

"With personalized PALs, I always sell lenses first as the best visual solution for presbyopes. We inform patients upfront about our products, that there's a big difference in quality and product performance, plus service, between us and elsewhere," Hyde says.

►Play on personalization. Thinking outside the typical lens box is the focus at D.E.Y. Optical by emphasizing the unique nature of high-end lenses. "Personalized appearance is an appealing luxury," Clapham points out.

Standout appearance is backed up by staff recommendations of quality. "We tell patients, 'This is the finest lens you can buy. It has the finest features available.' We recommend it because it's the best visual solution," Clapham adds.

Personalized PALs are the luxury visual solution for presbyopes at Lossman, Hyde says.

"I tell patients 'this is the best lens available.' I also have patients tell me, 'I want the best.' This leads to features and benefits explanation using the phrase: 'These lenses are specifically designed for your vision—no one else's," he notes.

►Go medical. Clairmont-Nichols, Inc., promotes the fact that all staff members of the practice's locations in Manhattan and Westchester, N.Y., are New York State licensed opticians, which instills customer confidence, notes Lloyd Malsin, owner and LDO.

The practice has also forged a strong bond with ophthalmologists and other MDs. "That's around 400 MDs," Malsin calculates. "We've sent mailers to each ophthalmologist offering eyewear troubleshooting services at no charge."

This has helped the practice gain MD fans, driving in patients. As an added bonus, the MDs themselves come in. "We're the first choice of many MDs in the area. We also offer credit education to ophthalmologists," Malsin adds.

TRUST ME

Service is a major ingredient in the luxury cocktail. "Service is a big part of the luxury eyewear experience. We offer high-end service, and our pricing is competitive for high-end," according to Clapham.

Combine that with trust and you have the deciding factors for success with luxury lenses. ECP-to-patient confidence is key in establishing and maintaining a practice known for luxury eyewear.

Sharing personal experiences with patients is the top way to get their attention and understanding. Talking about the eyewear you are wearing and showing that eyewear to patients is a powerful example of what's possible.

"Our customers take for granted that we only show them what's best," Malsin points out. "I wear the latest photochromic lenses myself and am very satisfied with them. It's easy to promote something you believe in."

Showing flexibility is another way build relationships. Rosenak's practice allows patients to test drive their new lenses.

"Eyecare professionals must believe that what they're offering is the best, and explain why with sincerity. Treat the patient luxuriously," Rosenak says. "Everyone deserves the best. Something luxurious. We recommend the best to every patient, then let the patient decide. If we don't, that's negligence on our part."