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Eyecare Business

Article

The Case for Premium Progressives, Now.

The quantum shift in consumer mindset has opened the door for premium progressive lens products. Expert optician + optical manager Sheena Taff shares why.

By: Sheena Taff
Eyecare Business May 1, 2021 Vol 35, Issue May 2021

The landscape of the world has evolved in what sometimes feels the blink of an eye.

Our reliance on digital devices to meet our everyday needs has undeniably accelerated over the last year, and outdated digital devices have been exposed for their shortcomings.

In this technology-driven world, most patients do not consider that eyeglass lenses are continuously evolving, and these technological advancements lead to easier wearability or multifocal adaptation.

As ECPs, we must keep apprised of the latest lens styles and educate our patients on how they translate into a visual experience that results in crisper, clearer vision.

WHY PREMIUM NOW?

Over the past year, there has been a monumental shift in the perception of what is essential.

Consumerism has changed, and patients are looking for an experience and connection to the community around them. Presbyopic patients who may in the past have prioritized their savings for travel are now willing to splurge on products that increase everyday enjoyment, such as high-end progressive lenses, nicer eyewear frames, and multiple pairs including prescription sunwear.

WHAT DO PREMIUM, HIGH-END PROGRESSIVE LENSES OFFER?

  • TRUE VISION. Fluidity in moving from one focal distance to another, plus stability in physical movements that offers the wearer a safer feeling when descending stairs or walking on uneven surfaces.
  • EASE OF WEAR. A wearer will quickly adapt to their new premium progressive lenses. These lenses are ergonomically designed to take into consideration each wearer’s subtle physical traits, such as head tilt, posture, and pupil asymmetry—and even lifestyle characteristics.
  • CLOSER CONSIDERATION. Newly designed layouts in premium progressive lenses consider all close-up visual needs, including new phone and tablet focal lengths. This results in a wider near and intermediate zone within the lens design.
  • EASY VISUAL ADJUSTMENTS. The lenses provide a smooth transition between far, near, and everything in between. This reduces the wearer’s need to move their head.
  • SHARP VISION. Premium progressives deliver reduced image distortions across all vision zones, resulting in distortion-free vision and minimal peripheral aberrations. Increased depth of vision and mechanics built into the lens compensate for dominant eye behavior.

WHAT’S THE DIFF?

The difference between a standard progressive and a high-end progressive typically lies within the mechanics and advanced research and development that goes into creating the lens.

Premium progressives employ customized measurements including vertex distance, distance and near PD measurements, reading area position, head tilt, and postural consideration. These elements come together to generate a superior visual experience that is more flexible and dramatically improves the need to find the “sweet spot.”

3 PREMIUM PROGRESSIVES TALKING POINTS

Using an easy-to-relate-to analogy is a helpful tool for patients to understand the characteristics of what sets high-end progressive lenses apart and why they are worth the investment.

➤ “You can purchase running shoes at a discount retailer. They may look somewhat similar to the top-of-the-line running shoe, yet the difference can be felt in each step. Thousands of hours of research and development go into making the perfect running shoe: the layout, the foundation, the flexibility, and the quality of the fit. It affects your posture, your mood, and your overall performance. Premium progressive lenses are no different. They too will improve all of the above.”
➤ “Think of the difference between a regular TV and a high-definition flat-screen TV. Side by side, you are technically seeing the same images. But the brightness, clarity, and depth are far superior on the high-def TV. The same premise applies to premium progressive lenses. The visual experience is sharper and clearer at all focal distances.”
 
➤ “An investment in a premium, high-end progressive lens is an investment in an improved quality of life for the wearer. How can we really put a price on sharper, comfortable vision throughout any task in daily life? It is a visual benefit to our patients to wear a superior progressive lens, and as opticians, our duty to enlighten our patients on the benefits and enable them to see a clearer tomorrow.”

WHAT CAN WE DO?

Our job as ECPs is to elevate the optical experience to validate the additional cost of high-end progressive lenses.

➤ Demonstrate the Technology in the Lens. This can be felt by the patient before they even receive their new glasses, beginning with the measuring process when the optician utilizes digital measurement devices.

Far more precise than a penlight and marking pen, handheld tablet programs and desktop or freestanding measuring tools take into account fitting anomalies that aren’t visible to the optician’s naked eye. These tools will also wow your patients and offer measurements at a safe distance.

➤ Discuss the Difference. When we are discussing the options with patients, differentiating a pair of $250 progressives and a pair of $800 progressives comes down to education and how the benefits of lens layout and features are expressed.

We must remember that the differences are not apparent to the untrained eye. The terminology you use to talk to your patients about the specific details of what sets a high-end, quality progressive apart can quickly get overwhelming. My suggestion is to interpret the jargon and inform the patient with easy-to-understand terminology.

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