Free-Form Presentation Pointers

ECPs discuss how they break down this complex lens technology for patients and increase their sales

By Susan Tarrant

Dispensing free-form, digitally surfaced, and highdefinition, lenses can provide your patients, especially the progressive lens wearers, with crisper vision with less peripheral distortion and aberration. And embracing the cutting-edge technology can set your practice apart.

But it can be difficult to translate such a complicated lens technology, with its more expensive pricepoint, to patients. We asked several ECPs who are successfully dispensing digitally surfaced lenses to share their strategies for presenting a complex product with ease and success.

TECH-NO SPEAK

Keep the technical jargon to a minimum. Patients probably don’t want to know about front-side versus backside versus dual-side surfacing. Instead, point out the positives such as pinpoint accuracy, state-of-the-art digital surfacing, and a personalized design for the patient’s prescription.

This image helps dispensers understand and explain the complex design of VSP Optics’ Unity PLxpression lenses

“I tell patients, ‘The lenses we provide here are digitalized, and that means they are designed just for your prescription,’” says Addie Bogart, LDO, ABOC, of Boys Smith Vision Center in Ellensburg, WA, which sells only free-form lenses (except in those designs in which they are not available, like Flat Top 28s). “We explain that they are cut with precision, not ground, and say, ‘We’ll measure how the frames sit on your face and how you wear them, and the lenses will be created accordingly.’”

An analogy often works best, such as equating free-form lenses and conventional lenses to high-definition TVs and old tube TVs; or buying a suit off the rack versus a tailormade outfit. Patients will respond to simple descriptions of lenses that are “personalized,” “customized,” “digitized,” “catered to your prescription,” “have less peripheral distortion,” “have wider fields of clear vision,” or “provide crisper vision.”

Above, Essilor of America presents information about its digital lenses in easy-to-understand pamphlets and, below, Augen Optics provides a demonstration tool to explain the attributes of its High Definition lenses

The Hoya Vision Consultant from Hoya Vision Care uses an iPad to demonstrate to patients what vision will be like through the company’s digital progressive lenses

Patient brochures and dispensing mats from Seiko Eyewear help explain the company’s custom-made PALs

Just in case, though, be prepared to tout specifics when necessary.

“You’re going to lose most people right away with all the technical details, but other people are going to want to hear all about it,” says optician Jim Turinski, who runs the optical center at Sneed Eye Associates in Mountain Home, AR. “It’s a matter of being able to read your patient.”

Dr.-Driven

Danny Clarke, OD, of Clarke EyeCare Center in Wichita Falls, TX, also suggests keeping the conversation jargon-free, but emphasizes the importance of starting the message in the exam room.

“I would hope my patients come to me for my expertise and knowledge,” he says, “and that they’ll trust my recommendations.”

Even if it doesn’t result in a digital lens sale, Clarke says he believes he has at least planted the seed of information. “It’s not a 100 percent capture rate, but at least they’ve heard about it and they know I think it’s the best for them,” he explains. And the next time that patient comes in, he may be more open to the digital lens.

DISPENSING AIDS

Shamir Insight has Mr. Progresso videos and the soon-to-be-released Spark device; Hoya Vision Care has Hoya Vision Consultant (HVC) viewer and its Spectangle app; Zeiss has iDemo; Essilor has Visioffice… the list goes on. Patient education and demonstration tools run the gamut from pamphlets to countertop demonstrators and iPad apps.

And they all provide layman’s explanations—but not dumbeddown text—for the lenses and how they can positively affect vision. Using them to describe what sets digitally surfaced progressive lenses apart from conventional PALs will also help break it down for patients.

The latest measurement devices, which take added position-of-wear data digitally, will enhance the accuracy of the lens design. But they can also elevate the patient experience, cementing the fact that they are getting state-of-the-art treatment.

PRICING PACKAGES

Free-form lenses often come with a higher price tag, but that’s no reason to shy away from presenting them to every PAL patient, our ECPs say. Those who are most successful in free-form sales are those who put the emphasis on vision and advanced technology over price.

Information about the Narrative progressive lens from Vision-Ease Lens is presented in easily understood language

iDemo from Carl Zeiss Optical uses patient-friendly graphics to show differences in lens performance

Shamir Insight offers entertaining videos featuring “Mr. Progresso” that can be used for staff and patient education

“We don’t need to decide for patients what they do and don’t want to spend,” Clarke says. “It’s our job to recommend what we think is best for them and their vision.”

“We explain that it’s a better lens, so you’re paying for that increase in quality and technology,” explains optician Robert Mitchell, with Bomar Opticians in Edison, NJ. When the patient fully understands the level of technology behind the lens, he has few reservations.

Whether the ECPs stick with one brand or manufacturer, or engage a multitude of lines, pricing tiers can help with price-reticent patients.

Another option is to work with the lab to provide a mid-range digital lens that can be sold under your own house brand. Bogart suggests working with your lab on package pricing, as she did, moving to an all-digital offering while retaining margins similar to those for conventional lenses.

Regardless of approach, these ECPs agree that when it comes to presenting free-form lenses, be committed to the technology and the resulting lenses. Your patients—and your sales—will benefit. EB