ECP Solution Center

Prescribing POLARIZED

Mark R. Wright, OD

Mark R. Wright, OD, president of Pathways to Success, a practice management consulting company, wears many hats. In private practice for many years, he is now Clinical Associate Professor, College of Optometry, The Ohio State University, and Faculty Coordinator, Bennett/VSP Business Management Program at TOSU.

Dr. Wright is a passionate proponent of polarized sunwear because it's good for patients and the practice. But it's no mystery that sunwear sales can be challenging.

That's why over the past two years, Essilor has offered the Xperio Sunwear conversation Series, training more than 15,000 ECPs to grow polarized sunwear in their practices.

“WRIGHTING” WHAT'S WRONG

What barriers need to be broken and systems restructured for polarized sunwear to be a success? “Most practices don't focus on second pair sales very well,” explains Dr. Wright. “The quickest way to create this paradigm shift is to get agreement from everyone on staff that every patient would benefit from outdoor polarized sun-wear. If your numbers are not at least 20 percent sales of polarized sunwear, then immediate attention needs to be directed in this area. Don't rest until your numbers exceed 60 percent.”

Where should ECPs focus their sunwear sales attention? “The largest return on investment (ROI) is internal versus external marketing,” Dr. Wright says. “Place internal marketing focus on polarized sunwear benefits at every place a patient stops—such as the reception area, pretest, exam room, and dispensary.”

THREE KEYS

Three keys to selling polarized sunwear in uncertain economic times are: “Prescribe the sunwear, prescribe over time, and educate patients.”

The prescribe-over-time approach is designed to help patients select and pay for their sunwear in a way they can control, easily, and without hassle. “If the patient says they can't afford the purchase right now, then ask, ‘How long will it take you to afford this?' If he or she says three months, then schedule the patient to pick up the new Rx in three months.”

Another key is to focus on education. Most patients understand the principle that you get what you pay for, but they often don't understand the difference between quality sun-wear and cheaper alternatives. “Create your 30-second elevator speech educating patients why they should invest in quality sunwear; and make sure every staff member can state this naturally and comfortably.”

His conclusion? Prescribing and dispensing polarized sunwear is a rewarding way to care for patients.

“The most important reward is the knowledge that you're providing excellent, complete care,” concludes Dr. Wright. “By wearing the appropriate polarized sunwear, your patients are safer when driving, protected from damaging UV light, and functioning better in life.”