Solid Single Vision Lens Sales

Why and how to ramp up single vision sales right now!

By Karlen McLean, ABOC, NCLC

While single vision sales are flat lately, new options and technology provide selling stories. Images courtesy of Essilor of America (top) and Seiko Optical Products of America

Single vision lens sales declined slightly in 2008. So why should you focus on single vision lens sales in your practice? According to The Vision Council, single vision lens sales have been declining slightly in terms of both absolute units sold (pairs) and as a share of total lens sales (compared to multifocals and PALs). A survey conducted by The Vision Council in late 2007 showed a trend of increasing Rx eyeglass usage among 18- to 34-year-olds, which did not hold up throughout 2008.

In fact, according to Steve Kodey, The Vision Council's research manager: "Single vision usage rates returned to levels that we observed in 2004 to 2006. Thus, the increase in single vision sales that we anticipated as a result of that increase we observed in younger eyeglass wearers never really materialized."

The good news is that The Vision Council predicts future single vision sales should remain relatively stable, and with a host of expanded options and features for these versatile lenses, opportunity is knocking. Here's how to open the door to welcome more single vision lens sales than ever before.

THIN & LIGHT AND MORE

Elevating lens sales by upgrading lens materials is a key way to help patients while expanding practice profits, and the easiest way to do this is with the doctor. Technology resonates with younger people. Scratch resistance is still a sought after lens trait, followed by thinner, lighter lenses.

The technology of new single vision lenses can help sell the younger generation. Images courtesy of Ophthonix (above) and Vision-Ease (below)

"I tell patients exactly what lenses—design, material, and brand—are right for them at the exam," says Peter Kehoe, OD, of Kehoe Eye Care, P.D., in Galesburg, Ill., and current American Optometric Association president. "Doctor-driven dispensing is the most successful dispensing."

Eclectic Eyewear in Austin, Texas, reports a high Asian patient population with most having high-minus Rx's in the -6.00 to -12.00D range.

"Most are used to having strong Rx's and understand the cost," says Zach McLean, ABOC. "We do suggest smaller frames to avoid edge thickness and plastics which hide a lot of excess thickness, or frames that are translucent or clear which can blend with high-minus lens edge thicknesses."

The practice offers high index lens options starting at 1.60 in aspheric or non-aspheric, 1.67, and 1.70 and 1.74, which automatically include AR to help manage the increase in surface reflection with the increase in index of refraction.

Large retro-throwback frames are becoming the new niche style for Eclectic's college and teen customers. Patients in the -3.00 to -5.00D range who want this look are advised to go with Trivex or high index lenses.

"We call our lab, Pech Optical, and give them the Rx, PD, and frame measurements, and they give us the computations for the thickest edge in each of the lens material options," McLean says.

"This often shows that we can reduce edge thickness by only 1mm or even half by increasing to the next index of refraction in some situations where it's negligibly worth it for the money to increase index. This allows us to avoid selling customers more than they need and to give them the best option for the best price or value."

Eclectic's Kevin Gajda, OD, has an Rx of OD -6.75 -1.25 and OS -8.25 -1.25, and is aware of the benefits of aspheric and high index lenses and AR. Post-exam, he hands off the Rx to an optician with an explanation of his recommendations.

"I will recommend AR or other options," he says. "With high-minus patients, I always mention and recommend high index and AR, and with high-plus patients, I mention the benefits of aspheric lenses."

SUNWEAR

"Single vision is a big part of the sunwear business," says Pete Hanlin, ABOM, NCLC, LDO, training and development manager for Essilor of America in Dallas. "What consumers consider important in sunwear is: 1. UV protection, 2. glare reduction and, 3. better outdoor experience."

With more young patients choosing LASIK surgery, becoming savvy in post-LASIK eyewear needs is crucial to capture this market, particularly in quality sunwear choices.

Appealing to active lifestyles and fashion-forward patients is key to keeping second-pair sales moving. Images courtesy of (top to bottom): Shamir Insight, Carl Zeiss Vision, Optima, and Polycore

"There is sometimes a change of attitude post-LASIK that now they have the option and opportunity to shop anywhere for sunglasses, especially at large department stores. This shift is an opportunity for the practice," observes Jack Schaeffer, OD, of Schaeffer Vision Center and Schaeffer Laser Center in Birmingham, Ala.

"If you want to sell single vision lenses to post-LASIK patients, number one, have a dedicated sun lens center with a full inventory of fashion, basic, and sports sunwear," adds Schaeffer.

AR: THE MAGIC POTION

A final effective way to elevate single vision lens sales is anti-reflective lenses (AR). Many of today's AR materials have additional features and benefits that appeal to both seller and buyer. Hydrophobic and oleophobic top treatments make AR lenses resistant to dust, debris, water, and oil. Lenses stay cleaner longer and are easier to clean when necessary. Scratch resistance has also been improved, making lenses more durable for a longer period of time.

Another boost to AR sales is that managed care increasingly covers in AR and has recently created a new category for ultra premium ARs.

"While industry lens sales were down around four percent in 2008, sales of a premium AR with photochromics were up 30 percent," says Brian Hauser, director, lens manufacturer sales at Transitions Optical. "AR with photochromic technology is positioned as the best, most complete choice for healthy sight."

Low Rx patients can opt for the bare minimum, standard plastic lenses, or upgrade. "We encourage upgrades by comparing the difference in cost from adding scratch and UV protection to standard plastic lenses to that of the next step in material, either poly or Trivex," McLean says. "Often that difference is only $10 to $30, and the higher quality lenses already have SRC and AR included." EB