ARtistry: THE ART AND SCIENCE OF AR

HOW AR ADDS A LUXURIOUS TOUCH TO LENSES.

By Karlen McLean, ABOC, NCLC

Images courtesy of Satisloh

Anti-reflective (AR) lenses are arguably the "it" fashion statement of optical lenses. By virtually eliminating reflections, AR helps create clear, crisp visual acuity and wearing comfort. AR lets the wearer's eyes be seen and focuses attention on their frames and face, highlighting the wearer.

Eyewear is like a picture frame: what people notice is lenses first and foremost since they're looking for the "picture" of the person behind the specs. And they can't see that picture, that person, with light bouncing off the lenses. Enter AR.

Achieving AR AR is easily applied to glass substrate while plastic substrates create many development and processing challenges. Glass is simply glass, but plastic and other new materials and ocomprise several indices, each with its own characteristics.

AR is applied by using two basic methods: factory-coating or custom-coating. With factory-coated stock lenses, the AR is generally applied to large batches of the same lens material, index, and scratch coating. This results in AR that is formulated specifically to the lenses being coated. Custom-coating allows processors to coat a wide variety of lens types in a batch. The chemistry and application of the scratch coatings being processed may also vary.

Typically lens manufacturers utilize thermal curing, a slower process better for big batches, with labs using UV-curing, a faster process suitable for smaller batches.

No single element has a greater effect on the efficiency of AR than the scratch resistance underneath. Poor adhesion typically results in poorly performing AR. Today, ARs are integrated and multi-layered, a stack of features that incorporates the lens, scratch resistance, adhesion, conditioning and pre-treatments, buffers, and hydrophobic/easy cleaning layers.

Premium ARs boost AR performance with extra-durable, anti-static, hydrophobic/oleophobic top layers that help resist debris, dust, dirt, and oils and repel water to make lenses less likely to attract dirt and smudges and easier to clean. Keeping AR lenses clean means clearer vision and a more beautiful appearance. Making AR lenses more durable by enhancing scratch resistance keeps lenses visually and cosmetically crisp, letting AR do its reflectance avoidance job to the fullest.

Presenting Practicalities

Successfully selling AR typically depends on several factors coming together. It starts with the entire office being involved—including all staff members wearing AR lenses—effective use of selling tools like brochures, doctor's recommending or prescribing AR chair-side, and opticians who can explain AR details in succinct and saleable terms by identifying and relating to each patient's individual needs.

Scenario 1: ONE TOUCH-POINT

This approach utilizes only one type of AR: premium. Several practices choose to only offer premium AR for many reasons, with the primary reason being patient satisfaction. ECPs cite a plethora of patient concerns under the satisfaction banner, including patients who:

1. Have had problems with poorly performing AR.

2. Are unfamiliar with AR.

3. Are highly active adults and children.

4. Use poor eyewear cleaning and care.

In each of these four cases, premium AR is likely to answer satisfaction concerns and keep patients as happy and returning customers. By offering only premium AR to patients, the goal is to keep patients from returning unhappily with under-performing AR adherence, scratches, and worn out- looking lenses. The downside is that patients may resist the cost, thus, presenting AR as a package (see sidebar 2) is crucial in this scenario.

Scenario 2: TWO TOUCH-POINTS

Practices that use this approach offer two types of AR: premium and basic. If a patient can't or won't afford the premium AR, they may opt for the basic AR. What's important here is to let patients know that while basic AR may offer the same visual benefits such as anti-reflection capabilities, that the long-term wear benefits, including scratch resistance and cleaning ease, will be less than with a premium AR. Point out the price difference between the premium and basic AR and bullet point the premium AR's benefits while fairly comparing the two.

Scenario 3: THREE TOUCH-POINTS

Working with three levels of anti-reflective lenses (premium, good, and basic), can be an effective choice for practices and also a necessary one for those who work with managed care plans that offer three or more price points for patients to choose from. The job here is to keep things as uncomplicated as possible while still effectively explaining the differences. It's best to stick to benefits-only bullet points highlighting each AR category while pointing out what each level means not only in terms of price difference but performance. For example:

1. PREMIUM AR: "This AR is the strongest, best performing choice. The scratch-resistance, AR qualities, UV protection, and visual acuity are at the highest level they can be. This means that you'll see better with top-performing scratch resistance, your lenses will get dirty less, and you'll enjoy pristine, clear vision and visual comfort."

2. GOOD AR: "This AR is a solid performer, but over the long-term may not work as well as the premium AR. While these lenses offer crisp reflection-free viewing and UV protection, the scratch resistance isn't at the same high-durability level and the cleanability isn't as easy."

3. BASIC AR: "This AR performs well when it comes to offering reflection-free viewing comfort and clarity and UV protection. However, the lenses aren't as durable as the good or premium AR choices. This means the lenses, while scratch-resistant, are more easily scratched and you'll have to clean your lenses more often."