AR Rights & Wrongs

When is AR appropriate? All the time? Most of the time? Some of the time? Rarely? Never? Here are ways to find out

By Karlen McLean, ABOC, NCLC

AR lenses are ideal for many users. ECPs just need to know the ins and outs of dispensing. Image courtesy of iCoat Company

It's said there's a right and wrong way to do everything. Knowing the right way to promote anti-reflective lenses can help upwardly direct plodding practice sales figures.

Knowing when AR should be suggested is a judgment call. Some wearers may use an approved cleaner and cleaning cloth for their AR lenses, for example, while others wipe AR lenses dry on their jeans.

But there are some examples when AR is a must or AR is a must not.

RIGHTS: AR APPROPRIATE

While AR for everyone is the battle cry, and many practices nationwide currently sell more than 75 percent of eyewear with AR, there are instances where AR truly is a must.

■ Specialty lenses. Lenses that go the extra mile can benefit from AR's features and benefits. "I recommend AR to everyone and definitely when using high-index and aspheric lenses," says Mary Seguiti, optician-owner of ii's Optical in Odessa, Fla.

■ Technology users. "We recommend AR to all computer users since AR is a big plus to eliminate glare in the work environment," notes Robert Sorrell, OD, of Middletown Eyecare in Middletown, Ohio.

■ Night driving. For its reflective glare-cutting ability, Sorrell notes, "We also especially recommend AR for nighttime driving."

■ Families. Glen Ellyn Vision Center in Glen Ellyn, Ill., recommends AR to everyone, including kids and any parents who are starting to put their kids in eyewear.

There are choices when it comes to AR. Consider making your's part of a package. Images courtesy of Optima

WRONGS: NO AR?

Generally the marketplace advocates and is actively recommending AR to patients. But that doesn't mean 100 percent of patients are necessarily suited for it.

There are instances that AR may not be the best solution to vision challenges or lifestyle needs.

■ Budget. "The only time I might not recommend AR is when I know—not assume, but know—that cost is an issue," notes Seguiti.

■ Rough handlers. Sorrell notes particular instances when he hasn't recommended AR: "If a patient is very abusive of glasses with poor cleaning habits."

■ Basic buyers. For those who are looking for the bare necessities, Sorrell adds that AR is: "not for people who want a basic pair of glasses, especially contact lens patients who only wear backup glasses."

■ Not committed. It might be best to give AR a pass for patients with temporary eyewear. Holding off is a good plan "If the lenses are temporary and will be replaced soon," Seguiti says. Instead, wait until the long-term eyewear is selected.

There are times when it's important to to be flexible with your AR policy.

"Sometimes patients will pass on AR at the initial sale, then return two months or so later wanting AR," explains Joanne Sikorski, office manager at Glen Ellyn Vision Center. "When that happens, we remake the lenses and only charge the patient for the anti-reflection."

In another instance, a girl's dog destroyed her lenses when they were past the warranty date. The practice remade the lenses at 50 percent off.

ADD-ON OR NECESSITY?

Many lenses today are sold to ECPs as a package and marketed to patients as a package. Typically, that package includes AR, UV protection, and scratch-resistance.

Experts recommend package pricing whether your practice deals with lenses that need to be coated or if the lenses you carry are inherently UV, scratch-resistant, and AR.

Discussing add-ons, even though they're part of the lens, is a strong ECP sales strategy. It's important that ECPs don't assume patients know every lens feature.

Consider the special needs of each wearer when helping to decide upon an AR lens. Images from top courtesy of Essilor and Carl Zeiss Vision

Add-on discussions can be simple. For example:

Make a quick statement: "Your lenses come with protection from UV rays and are scratch-resistant."

Then ask: "Do you have any questions about what I've described to you?" This keeps the patient an active participant.

As the conversation continues, if the patient says he's had UV and scratch protection before and is aware of the benefits, then you save time. If the patient asks what UV and scratch-protection are, then you're cued to expand the explanation. Most patients need more AR information, or at least a brief review.

Warranties, while not a benefit inherent in the lens, can be considered part of the add-on chat. While some industry experts note the downside of warranties—including potential consumer abuse—these can still be compelling selling tools. Because products are backed by one-year, two-year, or Rx lifetime warranties, ECPs can sell and patients can buy with confidence that if the lenses are damaged, they will be replaced.

The add-on conversation may actually begin before appointment day. Glen Ellyn Vision Center sends regional direct mail informational pieces for new lens products with AR. They also include information and a coupon in reminder mailings.

Evaluate patient information to determine the best way to discuss the options in AR. Before and after images courtesy of Signet Armorlite

Others get their communication started in the waiting room. ii's Optical uses a lifestyle questionnaire asking about hobbies and work. This helps guide ECPs to the right lens and add-on recommendations.

Once the patient is in the practice and in the process of fitting, the efficiency and effectiveness of presenting add-ons as a package with lenses becomes clear. Pricing add-ons separately ramps up the cost of lenses as each feature is tacked onto the sale. This selling up strategy can be time consuming and patients may resist, experiencing sticker shock. Instead, present the package lens.

"We mention UV, scratch-resistance, and AR benefits and explain exactly what patients are getting." To close the sale, Sikorski adds: "For those who are hesitant, we remind them how much they rely on their glasses, that they wear them every day, and take them for granted." EB