last word

Karlen McLean, ABOC, NCLC

chicken or egg?

When I first started dispensing, the perception of glasses was that they were a medical necessity.

That has changed over the years as frame styling has become a larger portion of the dispensing process.

However, lenses (free-form driven, perhaps) are becoming more important to the eyewear sale as health-focused consumers and ECPs recognize lenses as the driving factor in an eyewear purchase. How many people would wear glasses, I wonder, if vision correction wasn't required?

A recent post on Eyecare Business—Facebook page (facebook.com/eyecarebusiness) inquired, “Which comes first, frames or lenses? As an ECP, which do you present to patients first?”

We received several replies, from one word, in capitals—LENSES—to more detailed input. The answers made me wonder if we should think about and sell eyewear as separate components (frames + lenses), or change our mindset and day-to-day language to eyewear, period.

LET THE DEBATE BEGIN!

IT'S FRAMES: Style in the form of frame shape and color often catches patients' attention first.

“We're told we should consider lenses first,” writes Debbie O'Brien Gagne, practice manager at Eyecare Associates in Davison, Mich., “but patients are always interested in their ‘new look,’ so it's frames first (keeping in mind the Rx).”

IT'S LENSES: Lenses are driving quality vision, and therefore (in theory) the final buying decision.

“Work with everyone individually Some people need to spend a few minutes focused on fashion, but always bring the conversation back to lenses as soon as possible,” counsels David Evan Salk, FNAO NCLC, of Focal Point Opticians in Berkeley, Calif., and owner of Eclips Custom Clip On Sunglasses.

“It may be a factor in how the consumer allocates finances or influences frame selection,” he notes.

IT'S BOTH: “Patients almost inevitably begin shopping for frames first; they see shopping for frames as a productive use of their time while waiting for their eye exam or for the optician to become available,” observes Darryl Meister ABOM, technical marketing manager for Carl Zeiss Vision.

He adds: “Your best bet is to present both to your patients at the same time. Place P.O.P. materials for lenses in the vicinity of the frameboards and engage the patient in a discussion of lenses while trying on frames.” EB

ONE OR TWO?
WHICH IS BETTER?

Reassess how you present not only product, but pricing, to your practice's patients.

This looks and sounds complicated and intimidating.

Stating the total price is simple and easy to understand. You can always break down the total price to its parts upon request.

Senior editor Karlen McLean has been in the optical industry for more than 35 years. She has spent half of that time in the dispensary. In this monthly column, Karlen shares her own experiences, and hopes you'll share yours. Contact her via email at karlen.mclean@wolterskluwer.com or online at facebook.com/eyecarebusiness.