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A Publication ADVERTISEMENT Sponsored by
20/20A Practical Guide to Selling Multiple Pairs
For the first time your patients can enjoy the clarity of Varilux® W.A.V.E. Technology™ with the comfort of Essilor
Polarized Lenses. This combination delivers unmatched contrast sensitivity and depth perception, plus superior
glare reduction and 100% UV protection. And, as with all Varilux® Physio® lenses, your patients get the sharpest
progressive vision available in far-, mid-range- and near-fields. Recommend Varilux Physio Airwear Polarized
and Varilux Physio 360°™ Airwear® Polarized to your progressive patients today.
Call your sales representative or visit www.varilux.com for more information.
The sharpest, most comfortable progressive vision in the sun.
Varilux® Physio® airwear® Polarized
©2007 Essilor of America, Inc. Essilor, Varilux, Physio and Airwear are registered trademarks of Essilor International, S.A. W.A.V.E. Technology, W.A.V.E. Technology: Wavefront Advanced Vision Enhancement and design, Crizal Alizé with Clear Guard and Varilux Physio 360° are trademarks of Essilor of America, Inc. VisionWeb is a service mark and “Streamline, Simplify, Succeed” is a trademark of VisionWeb, Inc. 5/07
INTRODUCTIONMost Eye Care Professionals are awarethat dispensing multiple pairs of glasses tothe same patient is important. Having theright glasses for every situation is critical toa patient’s eye health and comfort. Dis-pensing multiple pairs also improves officerevenue and office dynamics.
The opportunities for multiple pair dis-pensing are richer today than ever before.Opticians are equipped with an almost end-less array of frame and lens choices and newtechnology is opening up a wide array of newspecialty glasses. So, the potential for improvedpatient care and satisfaction is the best that ithas ever been in the history of eyewear.
Yet even with today’s’ seemingly endlessset of options, research suggests that onlyabout 20% of patients actually own morethan one pair of prescription eyeglasses. Sowhy aren’t we as successful as we’d like tobe at dispensing multiple pairs? Four main items come to mind. Does your office have: 1. Well-educated opticians regarding prod-ucts and sales techniques so patients under-stand and can compare their options?2. An overall plan and a set of specificsales goals?3. A process for multiple-pair dispensing?4. A perspective to improve the percep-tions of the value of glasses to patients?
The Elusive Second Pair, sponsored byEssilor of America, provides you with solu-tions, suggestions and samples of thingsyou can do to increase your effectiveness atmeeting patient needs through multiplepair eyewear sales. Where applicable wehave included tools or templates that helpaddress roadblocks to success.
WHY FOCUS ONMULTIPLE PAIRDISPENSING?Multiple-pair dispensing is critical forsuperior patient care and practice profitand stability.
SUPERIOR PATIENT CARENaturally, one of the key responsibilities ofeye care professionals is to diagnose andtreat vision problems. Patients expect a visitto their eye care professional to result in:1. The Sharpest Vision Possible in allsituations whether watching a movie,driving a car, reading or working at thecomputer.2. Superior Eye Health, Protection andPrevention. Patients do and should expecttheir glasses to improve their eye health andprovide reasonable protection given theirlifestyle. For example, apatient working in a facto-ry requires a unique pair ofhighly impact-resistantsafety glasses along withtheir normal everyday eye-wear. And everyone shouldhave 100% UVA andUVB protection for theireyes any time they are out-doors. 3. Comfort. A patient’sglasses should not only becomfortable to wear butalso comfortable for theeyes. For example, bifocalsgenerally provide widenear and distance visionbut no intermediate vision.As the patient progresses in presbyopiathis will cause increasing discomfort if they
spend much time doing things that requireintermediate vision, such as working on acomputer. Comfort is key.4. Fashions and Style. Even thoughglasses are a medical device, they alsomake a statement about one’s fashion pref-erences. Patients expect their glasses torepresent their style and make them lookgood no matter where they are.
Multiple-pair dispensing is an importantpart of providing these four expectationsto your patients.
PRACTICE PROFITABILITYAND STABILITYImproved profit and practice stabilityrequires an increase in capture rate and anincrease in sales per patient. By using newtechnologies and multiple pair dispensingthe office can address the pressures of man-
aged care and/or lowerreimbursement rates, com-petition, increased operat-ing expenses, or lowerprofitability in contact lenssales.
The first step in suc-cessfully managing thepractice is to make surethat the appointmentbook is filled, that everyslot that should have apatient does. Next, knowthe capture rate of yourpractice, i.e., how manypatients move from theexam room to the dispen-sary. If patients never visitthe dispensary, its full
potential is diminished. Understand andchart the finances of the office so that
The Elusive Second Pair • 3
If the capture rate isbelow 60%Determine why they’re leavingand consider:DOCTOR• Escort the patient to the
dispensary• Communicate opical needs on
the prescription• Discuss new lens technology
(just an overview, not thedetails)
• Mention new frame styles orframe lines
OPTICIAN• Increase lens and frame product
knowledge through classes andcontinuing education
• Take a critical look at optical—is it inviting, is there a goodmix of frame styles, colors andpowerful brands
• Do you have all the tools youneed
critical for offices to create and implementa plan around multiple pair dispensing.
Everyone in the office should under-stand when general-purpose eyewear fallsshort of providing ideal vision (or whenone size doesn’t fit all). Use this knowl-edge to better educate patients about theireyewear purchases, both the benefits andshortcomings. The chart below summa-rizes these compromises.
CREATE A PLANTo be successful dispensing multiplepairs, a plan and consistent followthrough are essential. Here are the criticalcomponents for increased dispensing andsales of multiple pairs.Set Goals Goal setting is a critical part of the plan.This means both business and individual
goals. For example, for the business side,the simplified P&L is a good start. Setgoals for the dispensing portion and thesales portion separately though they arerelated. For dispensing that’s exams perdoctor, capture rate, multiple pair ratio,product knowledge and scripting. Forsales include ASP (average sales price),COGS (cost of goods sold) and percentmaterial costs (get copies of lab invoices
The Elusive Second Pair • 5
every employee under-stands their effect onthe business. Thenmake sure everyone hasa daily goal that theycan reach then, theywill know what to workfor each day
A Profit and Lossstatement is one of theways that a businessmeasures its success i.e.,the effect of every personin the office every day.Consider adding yournumbers into the exam-ple shown above; it canhighlight areas for attention and will becomepart of the plan created later in the guide.
Enter exams for the month andpatients that purchased, and then calcu-late capture rate. Divide patients thatbought by the total glasses sold for a Mul-tiple Pair ratio. Next list the average sellprice and the average cost of goods (thetotal paid for frames and lenses). Dividecosts by total sell price for percent mate-rial costs. Good benchmarks are 65% ormore for capture, and 30% or less formaterials costs. (Set better than averagebenchmarks and plan to get there.)
The profits pay fixed office costs likeemployees’ salaries, taxes and benefitsand the lights, heat, rent, equipment,insurance, etc. to keep the office open,probably about 40%. The rest pays mar-keting and administrative costs.
In this example, fixed costs are about$90 of the profits every time a pair ofglasses is sold.
If the patient is already at the dispens-ing table (think $90) and a 2nd or 3rdpair of glasses is purchased, it’s almost asif the first pair of glasses has paid for you,the rent and the lights.
Where does that extra profit go? It helpsfund remodels, new tools, trips for stafftraining and rewards, raises and bonuses.Managed care also impacts profits depend-ing on the percent of managed care patientsand each patient’s benefits. The managedcare tradeoff is an increased potentialpatient pool but with lower potential prof-it. That’s another reason why dispensingmultiple pairs is so important. In multiplepairs, the first pair is insurance covered, typ-ically every pair of eyewear purchased afteris privately paid and at full profit. Multiplepairs are essential to grow an office.
The point here is that implementing
programs like multiple pair sales requiresplanning—it’s always good but it can bemade even better with numbers that meas-ure success. Understand how the sale eachday for each person affects the businessthat month, that quarter and that year.
So how is it done and what does itmean for the office?
MULTIPLE PAIRSUCCESS - DISPENSINGCan One Pair of GlassesDo Everything?One pair of eyeglasses equals compro-mise. One pair of glasses cannot be allthings to all people and the reasons arepretty straightforward.
Research suggests that patients canunderstand the need for multiple pairswhen the benefits are explained to them.In a recent research study, when consumerswere detailed the benefits of polarized lens-es and asked if they were interested in pur-chasing a pair, the majority said “yes.” Yetonly about 20% of patients have more thanone pair of prescription eyeglasses.
Why is there such a difference betweenpurchase intent and actual purchases?One reason is clear. Most patients arenever told about their options or giventhe opportunity to buy them. This repre-sents a huge opportunity. This is why it is
4 • The Elusive Second Pair
New! Perfect for the 100 Yard DashMultiple paired patients enjoy more hassle-free eye “wear.”
Eyewear for every need means that whether it’s the partof the day when that patient is an athlete, accountant,ballroom dancer or plumber, they can concentrate ontheir performance—rather than try to manage with glass-es that don’t make the task easy—and look good too.
Don’t forget the patient without a prescription. Even the person that thedoctor has told “…good news, there is no prescription correction needed…”benefits from the right eyewear for every situation.
Don’t let them out the door until the advantages of professional sunwear areexplained and the importance of impact and UV protection is detailed.
Example YourNumbers
Exams/doctor 200 Avg exams/day Xdays worked in month
Purchases 126 Patients that purchased
Capture rate 63% Purchases/Exams (%)
Glasses sold 137 Total glasses sold
Multiple pair 8.7% Total glasses sold/ratio purchasers (%)
Average sell price $325 Total $/pairssold
Average Cost of $97.50 Total frame and lensGoods Sold (COGS) costs/total glasses
sold
Percent material 30% Percent spent tocosts buy or make eyewear
COMPROMISES IN EYEWEARSV Bifocals Progressives
Clear Distance Yes Yes Yes
Clear mid range No for presbyopes Only adds < +1.75 Yes
Clear near Yes (non-presbyope) Yes Yesreading glasses(presbyopes)
Comfortable Usually, in Only adds < 1.75 Only for adds < +1.75mid range vision non-presbyopes with lots of
computer work
Comfortable Near Yes (non-presbyope), Yes Depends onreading glasses amount of(presbyopes) reading required
Fashionable and Yes, also frame Maybe not Yes, also framestylish dependent dependent
Read in bed Yes (non-presbyope) Easier in shortcorridor lenses
Reduce reflections Required AR Require AR Require ARlenses lenses lenses
Reduce disabling Only if tint, Only if tint, Only if tint,glare photochromic photochromic photochromic
or polarized or polarized or polarized
Eliminate blinding Only if Only if Only ifglare polarized polarized polarized
Paint a ceiling, work Usually, in Only adds Only addsunder a carlift non-presbyopes <1.75 <1.75
Putt effectively Has the vision Segment is in Near is independs on skill the way the way
critical for offices to create and implementa plan around multiple pair dispensing.
Everyone in the office should under-stand when general-purpose eyewear fallsshort of providing ideal vision (or whenone size doesn’t fit all). Use this knowl-edge to better educate patients about theireyewear purchases, both the benefits andshortcomings. The chart below summa-rizes these compromises.
CREATE A PLANTo be successful dispensing multiplepairs, a plan and consistent followthrough are essential. Here are the criticalcomponents for increased dispensing andsales of multiple pairs.Set Goals Goal setting is a critical part of the plan.This means both business and individual
goals. For example, for the business side,the simplified P&L is a good start. Setgoals for the dispensing portion and thesales portion separately though they arerelated. For dispensing that’s exams perdoctor, capture rate, multiple pair ratio,product knowledge and scripting. Forsales include ASP (average sales price),COGS (cost of goods sold) and percentmaterial costs (get copies of lab invoices
The Elusive Second Pair • 5
iple pair sales requiresys good but it can beith numbers that meas-tand how the sale eachn affects the businessarter and that year. ne and what does it?
PAIRDISPENSINGair of Glasseshing?
asses equals compro-glasses cannot be alle and the reasons areard. sts that patients caned for multiple pairs
are explained to them.study, when consumersnefits of polarized lens-were interested in pur-
majority said “yes.” Yetpatients have more thantion eyeglasses. h a difference betweennd actual purchases?ar. Most patients areheir options or givenbuy them. This repre-tunity. This is why it is
rson that theion needed…”
onal sunwear are detailed.
COMPROMISES IN EYEWEARSV Bifocals Progressives
Clear Distance Yes Yes Yes
Clear mid range No for presbyopes Only adds < +1.75 Yes
Clear near Yes (non-presbyope) Yes Yesreading glasses(presbyopes)
Comfortable Usually, in Only adds < 1.75 Only for adds < +1.75mid range vision non-presbyopes with lots of
computer work
Comfortable Near Yes (non-presbyope), Yes Depends onreading glasses amount of(presbyopes) reading required
Fashionable and Yes, also frame Maybe not Yes, also framestylish dependent dependent
Read in bed Yes (non-presbyope) Easier in shortcorridor lenses
Reduce reflections Required AR Require AR Require ARlenses lenses lenses
Reduce disabling Only if tint, Only if tint, Only if tint,glare photochromic photochromic photochromic
or polarized or polarized or polarized
Eliminate blinding Only if Only if Only ifglare polarized polarized polarized
Paint a ceiling, work Usually, in Only adds Only addsunder a carlift non-presbyopes <1.75 <1.75
Putt effectively Has the vision Segment is in Near is independs on skill the way the way
IMPLEMENT THE PLANImplementing a few simple protocols can sig-nificantly improve your office’s success withmultiple pair dispensing. Think of it as a two-part system. Part one is the signage and non-verbal messages patients are exposed to inthe office. Part two are the explicit verbal rec-ommendations made by the doctor and staff.And let us be clear, real success comes when
the entire staff is engaged, knowledgeable,and understands their role in the multiplepair dispensing process.
The foundation of any multiple pairdispensing strategy begins with the sig-nage and point-of-purchase displays.Here are some recommendations of whatyou can do to improve the multiple pairfriendliness of your office:
Reception/waiting area• Replace non-relevant reading mate-rial with condition and product edu-cation• Consider installing a video educationsystem such as iPort media or other highquality interactive media. These programsoffer education in a format that is veryengaging.
The Elusive Second Pair • 7
and frame costs for COGS numbers).This means that an analysis of the practiceis required. Practice management soft-ware often can provide these reports;contact your software representative if thereports aren’t yet being accessed. Other-wise, go back and measure the last 3months. Establish this as a baseline. In anoffice meeting determine what are rea-sonable goals for the next three months.
Benchmarks are 65% capture rate,30% materials costs and a 20% multiplepairs ratio as benchmarks. Determinearea(s) of focus and set targets. Engage the teamOnce targets and overall business goals areset, engage the team with individual goals.They are the assignment of reportingresponsibilities, personal education, actionsfor reception, pre-testing, exam and dis-pensing. Individual goal setting will assistwith making the plan work since it address-es the areas where attention is required tomeet the plan over the next three months.For example, if a real opportunity such asprescription sunwear exists but the staffdoesn’t understand the importance of polar-ized lenses, immediate training and proof ofcompetence is essential. So for each individ-ual, develop 3-6 goals per review period (1,3 and 6 months) that complement businessgoals. All staff must understand the com-promises of general-purpose eyewear andthe advantages of specific multiple pairoptions. If possible, have a reward systemfor those who accomplish their individualgoals, as well as the team as a whole. Whatgets measured, gets done.Organize the office & establish a processNext, take a step back to get an overviewof the patient path through the office. Ateach touchpoint, integrate something relat-ed to multiple pairs. This way the processleverages the entire patient experience.
Consider reading material, signage andPOP in reception, questions asked in recep-tion and data collected during pre-testing.Develop methods to record this info anduse it in the exam room and during thepass-off to the optician. Draw a big map ofthe process and list all the pieces that mustbe available to better accomplish the goals.Track and review progress regularlyGoals must be tracked and reviewed reg-ularly. Once monthly, by owner and aspart of an office meeting, review the num-bers. For each category, list the successes,issues and actions required for improve-ment. (Remember to praise publicly andcounsel privately). Focusing on the posi-tives encourages others to perform betterand be part of the team’s success. Be sureto also look at the trends for the previous3 and 6 months. Eventually a look at theprevious 12 months is good as well as adirect comparison with the same month ayear ago. Excel has a graphing functionand it can add trend lines automatically.Learning Excel and graphing data is agood goal for a designated staff member.Make adjustments Every month list successes and issues.Develop 1-2 action items to address eachissue. It may mean training or re-training,lab considerations, new POP, etc. Thekey to continuous improvement is realis-tic reviews and considered adjustments.
BECOME FAMILIARWITH MULTIPLE PAIRSNow that everyone is clear on the planand the compromises a patient faces withone general purpose pair of glasses, it’stime to focus on multiple pair options. Aswe mentioned before, technology andadvances in lens and frame design haveopened up the possibilities when it comesto multiple pairs. The chart on page 7
provides a brief summary of some of themost common multiple pairs. You andyour staff should become comfortablewith each category, who the best targetpatient is for each and what the benefitsare to those patients.
It’s easier for staff to sell products whenthey wear what they sell. This might alsobe the best time to review what you andyour staff are wearing. How many pairsdo each of you own and use? If it’s lessthan two, let us suggest making an invest-ment in eyewear. Everyone in the officeshould have at least a pair of sunglasses(plano if they don’t wear spectacles).
How many pairs of glasses shouldevery patient have? Two? Three? Theanswer is “it depends on the needs of thepatient.” For instance they might need apair of computer lenses to address symp-toms of Computer Vision Syndrome, apair of progressive lenses when theyaren’t spending as much time directly infront of the computer and a pair of singlevision readers when lying in bed reading.They may want several pair to give thema different look, a pair or two of sunglasslenses, polarized for driving, a pair for onthe lake, a fashionable flash mirror pairfor around town, the list goes on andon….but you get the idea. Don’t stopwith just two, find out what your patientneeds and make suggestions, being sureto let them know the benefits of havingmultiple pairs.
It is safe to say that everyone should atleast have a pair of polarized sunglasses inaddition to their primary pair. Everyoneneeds protection from the harmful affectsof the sun’s UV rays. And polarized sun-glasses significantly improve vision andcomfort outdoors. Other than sunwear,it depends on the specific needs of theindividual patient.
6 • The Elusive Second Pair
Category Who’s the Target What Do They Get?
Sunwear—General Patients with a variety • Ophthalmic materials for superior vision in the brightest sunPurpose of sun needs, no one • Protection from UV
task is more important • Comfort in the bright sunthan another • Great looks and style
Sports—some examples Cyclists—road and All the above pluswhat can you add? mountain biking • Good wind, dust and bug protection; at any speed, any eye issue
is dangerous• Colors like red, cranberry and brown help enhance contrast for gravel,ruts and when riding in overcast conditions• Many prefer dark grey for those intensely sunny days• Wrap styles with compensated prescriptions that work and look better—“they just look fast”• Lenses that are extra impact resistant for safety
Golf • Special multifocals—see to putt and keep score also• Lens colors that can make the ball more visible against a variety ofbackgrounds• Great fashions
Motorcyclists • Highly impact and protective eyewear• Lenses that change density for the right light on any ride• Wrap capable• Polarized to reduce glare on the roadways• Style to match their style
Computer Anyone that spends •Clear, superior vision at the desk for reading and mid-range, out to(Midrange and near) more than 2 hours a about 4 feet
day at the computer • Wider areas to clear vision than other lens types• Superior comfort. Reduced eyestrain, back and neck aches• Improved productivity and accuracy
Home Hobbies Scrapbooking, Sewing • Clear, crisp vision all sll distances• Comfortable vision whenever needed
Wood Turning, Lathing • Eye protection• Good vision at all needed distances
Occupation— some Car, airline mechanic • Eye protectionexamples, what can • Clear vision above as well as below for the presbyopeyou add? • Superior scratch resitance
• Comfort and safety all day on the job• New styles and fashions
Truck driver • Crisp day and nighttime vision for the faster reaction times = increased safety• Superior comfort from the color and lens desnsity chosen• Polarized lenses to eliminate the hazard of blinding glare• Lenses of variable tint for in- and outdoors, a polarized clip for driving• Eye protection for hazardous loading and unloading, adding chains for snow and ice
Plano Sunwear Contact lens wearers, refractive • Fashion and style, frame color and texture, looks surgery patients, non prescription • UV protectionpatients from eye health exams • Glare reduction, elimination, most comfortable vision outdoors
• Brand names
IMPLEMENT THE PLANImplementing a few simple protocols can sig-nificantly improve your office’s success withmultiple pair dispensing. Think of it as a two-part system. Part one is the signage and non-verbal messages patients are exposed to inthe office. Part two are the explicit verbal rec-ommendations made by the doctor and staff.And let us be clear, real success comes when
the entire staff is engaged, knowledgeable,and understands their role in the multiplepair dispensing process.
The foundation of any multiple pairdispensing strategy begins with the sig-nage and point-of-purchase displays.Here are some recommendations of whatyou can do to improve the multiple pairfriendliness of your office:
Reception/waiting area• Replace non-relevant reading mate-rial with condition and product edu-cation• Consider installing a video educationsystem such as iPort media or other highquality interactive media. These programsoffer education in a format that is veryengaging.
The Elusive Second Pair • 7
mmary of some of theltiple pairs. You andbecome comfortabley, who the best targetand what the benefitss. to sell products wheny sell. This might also review what you anding. How many pairsn and use? If it’s lessgest making an invest-Everyone in the officest a pair of sunglasses wear spectacles). rs of glasses shoulde? Two? Three? Theds on the needs of thence they might need anses to address symp-r Vision Syndrome, ave lenses when theymuch time directly inter and a pair of singlen lying in bed reading.eral pair to give them
pair or two of sunglassr driving, a pair for onable flash mirror pair the list goes on andthe idea. Don’t stopout what your patient
uggestions, being surehe benefits of having
hat everyone should atpolarized sunglasses inrimary pair. Everyoneom the harmful affectss. And polarized sun-y improve vision and Other than sunwear,specific needs of the
Category Who’s the Target What Do They Get?
Sunwear—General Patients with a variety • Ophthalmic materials for superior vision in the brightest sunPurpose of sun needs, no one • Protection from UV
task is more important • Comfort in the bright sunthan another • Great looks and style
Sports—some examples Cyclists—road and All the above pluswhat can you add? mountain biking • Good wind, dust and bug protection; at any speed, any eye issue
is dangerous• Colors like red, cranberry and brown help enhance contrast for gravel,ruts and when riding in overcast conditions• Many prefer dark grey for those intensely sunny days• Wrap styles with compensated prescriptions that work and look better—“they just look fast”• Lenses that are extra impact resistant for safety
Golf • Special multifocals—see to putt and keep score also• Lens colors that can make the ball more visible against a variety ofbackgrounds• Great fashions
Motorcyclists • Highly impact and protective eyewear• Lenses that change density for the right light on any ride• Wrap capable• Polarized to reduce glare on the roadways• Style to match their style
Computer Anyone that spends •Clear, superior vision at the desk for reading and mid-range, out to(Midrange and near) more than 2 hours a about 4 feet
day at the computer • Wider areas to clear vision than other lens types• Superior comfort. Reduced eyestrain, back and neck aches• Improved productivity and accuracy
Home Hobbies Scrapbooking, Sewing • Clear, crisp vision all sll distances• Comfortable vision whenever needed
Wood Turning, Lathing • Eye protection• Good vision at all needed distances
Occupation— some Car, airline mechanic • Eye protectionexamples, what can • Clear vision above as well as below for the presbyopeyou add? • Superior scratch resitance
• Comfort and safety all day on the job• New styles and fashions
Truck driver • Crisp day and nighttime vision for the faster reaction times = increased safety• Superior comfort from the color and lens desnsity chosen• Polarized lenses to eliminate the hazard of blinding glare• Lenses of variable tint for in- and outdoors, a polarized clip for driving• Eye protection for hazardous loading and unloading, adding chains for snow and ice
Plano Sunwear Contact lens wearers, refractive • Fashion and style, frame color and texture, looks surgery patients, non prescription • UV protectionpatients from eye health exams • Glare reduction, elimination, most comfortable vision outdoors
• Brand names
AD
Exam roomsHang educational postersthat discuss various opti-cal needs such as:• The harmful effects ofUV on the eyes• Computer Vision Syn-drome, the symptoms• Statistics of eye injuriesin the work place and athome and the need forsafety eyewearDispensing area• Keep demonstrationtools and educationprompts on the dispens-ing table within view oreasily accessible to theoptician.
Many labs and manu-facturers, such as Essilor,offer a variety of POPmaterials, to support theircustomer’s multiple pairdispensing efforts. Con-tact your lab or manufac-turer representative to seeif what they offer matchesthe POP needs of youroffice.
SET THE STAGEAt every touchpoint be-come a consultant andadvisor. Connect with thepatient by building rapport,listen to their wants and needs and getenough information to teach them abouttheir opportunities.Build Rapport – Smile, be friendly andinterested. It should be exciting to makeeyewear for this patient (even if they arethe biggest grump today). Put yourself inthe patient’s shoes (eyes), this helps tounderstand real need and wants.
Ask Questions and Lis-ten – To describe optionsand opportunities, gatherinformation by askingquestions. Don’t be tooanxious to answer andmake recommendations.Get enough informationto make valuable recom-mendations. Understandjob, driving, walking,exercise, hobby, TV,movie, reading, outdoorsand other vision experi-ences important to thepatient first. Many officesuse lifestyle question-naires and/or as wedescribed, an Rx withcheck-offs for doctor rec-ommendations.
It’s important to inte-grate the multiple-pairdiscussion throughout thepatient experience.Here’s some ways this canbe done:
RECEPTIONMultiple pair dispensingstarts with reception.When making appoint-ments be sure thatpatients are asked to“bring their sunwear andall other glasses with them
to the exam.” When they say that theydon’t have prescription sunglasses,describe how terrific a selection or men-tion the newest brands carried and howknowledgeable the doctor and opticianare about the importance of good sun-wear.
When they arrive for their appointmentand are being checked in ask if they are
interested in learning about any particu-lar kind of eyewear. With this informa-tion, the patient can be given educationalmaterial on prescription polarized sun-glasses with the forms they are asked tofill out. It makes better use of the timethey will spend in reception. Awareness ofoptions allows for a better exam becausethe patient will be reminded to discusstheir eyewear needs.
PRE-TESTINGAs the technician completes pre-testing, thedialogue continues about them and theirvision. It’s a good time to list complaints inthe chart. For example, “I have to raise myhead when working at my computer to seeit clearly,” or “it seems that I’m really sensi-tive to the sun these days.”
EXAMWithin the exam room, the opportunityto recommend and prescribe is uniqueand could ensure that the patient receivesjust the right lens for the complaint. If thegoal is for patients to understand the
8 • The Elusive Second Pair
Determine the Need?Determine the need by askingquestions. • “What do you like best aboutyour glasses? Actually, I’m moreinterested in what you like theleast.” This uncovers issues abouttheir vision in all the situationsthat they need good vision.• “What do you use for sunprotection?” Tells you whetherthey have prescription sun-glasses or not.• “How many hours during theday/night do you use a com-puter?” Opens the door for adiscussion about special uses ofthe eyes and how to makeevery task more comfortable.• “Tell me about your hobbies?”It could be golf, fishing, bas-ketball, hiking, cycling, boat-ing, sewing, etc.• “Are you sensitive to light?”Creates an opportunity for vari-able tint lenses.• “What’s your occupation?”Simply gets to the point – itdescribes how they use theireyes at work.• “Do you have trouble read-ing?” gets to the heart of whereand when, in bed, for example,or for long periods of pleasurereading.• “Do you have trouble readingsigns or with oncoming head-lights at night while driving?”Allows a discussion about ARlenses and special night drivingprescriptions.
Think full time, distance, andintermediate or reading only,safety, sun, early morning fish-ing, etc. The possibilities are end-less; be sure they also resonatewith the area in which the officeis located i.e., near the beach, inthe mountains or in the city.
For Reception: “Be sure to bring your prescription sun-glasses with you for your appointment.”
“Do you plan to buy sunglasses today?”
“Here’s a booklet on sunglasses and howthey can make you see clearly andcomfortably in even the brightest sun.”
For the Doctor“Good sunglasses during the day, in theright color and darkness, will help yoube more comfortable outdoors and canimprove vision at night.”
“What you’re indicating we call computervision syndrome, easily fixed with a pairof our specially designed computer visionglasses.”
“A pair of reading glasses in addition toyour progressive lenses will make it easyto read in bed and more comfortable forlonger periods of time.
©2007 Essilor of America, Inc. Essilor, PRIO, and Browser are registered trademarks of Essilor International, S.A. Crizal Alizé with Clearguard is a trademark of Essilor of America, Inc. 5/07
For more information on the PRIO computer vision solution, call 800-377-4567 or visit www.prio.com.
The complete computer vision solution
Computer vision care represents
enormous potential for your practice.
To capture that potential, you need
a complete computer vision solution.
That solution is PRIO®.
w State-of-the-art lenses: The PRIO Computer Lens and Browser™ Lens are designed to highlight intermediate and near zones for screen-oriented tasks. They provide the widest possible vision at the computer screen, less distortion and a wider reading area.
w Software: PRIO Shazam! software makes fitting easy by determining the best near variable focus lens for every patient.
10 • The Elusive Second Pair The Elusive Second Pair • 11
opportunities and benefits—the power ofthe white coat is key. From Dr. PeterShaw-McMinn and his CE on Differenti-ation, “Be sure the doctor is also dis-cussing new products and technologiesduring the refraction since the doctor’sopinion is key to the patient believingthese products are consistent with theireye health and eyecare needs.”
For example, the doctor might say….“After examining the growth you
pointed out on the surface of your eye Isee that it is a pingueculae. Because it iscaused and irritated by wind, dust andUV, I recommend 100% UV absorbingsunwear that fits close and provides excel-lent coverage.”
THE TRANSFERNext, the transfer to the optician passespower from the doctor to the optician toreinforce the recommendations from theeye exam. After all, compliance with theprescription only happens when thepatient receives the recommended glassesin the variety of forms suggested. Consid-er adding the variety of eyewear opportu-nities to the Rx pad. The optician can eas-ily review and discuss the doctor’s
recommendations without the patientfeeling like Optical is just a sales depart-ment. When you get a prescription fortwo medications, you don’t typicallydecide to just fill one, when both will
make you feel better soon. The samementality applies to eyeglasses. If thedoctor recommends two pair, more thanlikely the patient will strongly consider it,if not immediately, within the next fewmonths.
FITTINGThere are two starting approaches—lead-ing with lenses or leading with frames.Both work—it depends which resonatesmore with the patient. Many successfulmultiple pair sales use both as influencersat various times during the process ofchoosing eyewear. Most ECP’s say thatthe patient understands frame style differ-ences and often says, “I wish I could havemore than one”—the lenses can quicklymake the glasses have very different func-tionality.
Every patient needs a table of options.Show them the possibilities and they willask questions. Educate briefly about thechoices and develop a plan of eyewearthat meets all their needs. Total the costsand review with the patient. Ask for adeposit (50% or all) and complete theorder. Say thanks and keep theminformed about progress until delivery.
Consider using a worksheet to list thepatient’s daily experiences and their com-ments about their current eyewear andwhat interests them. See the samplebelow – it includes occupation, hobbiesand recreation for Ms. Diaz who is a pret-ty active presbyope. See the recommen-dations and how those can be combinedinto three pairs of glasses as recommen-dations. A worksheet like this introducesa systematic way to evaluate patients fortheir eyewear.
Be sure not to prejudge patients. It’simpossible to know whether a patient will
be interested in prescription sunglasses,golf glasses or computer lenses from theirclothes, car or the purse they carry. Offeroptions and let patients make their owndecisions. It’s also important to not letone’s own ability to afford many pairs ofglasses affect whether you talk to patientsabout more than one. Again, provideoptions and opportunities and patientswill make up their own minds as to whatthey want.
DISPENSINGWhen the patient picks up their glasses,review the recommendations made dur-ing the visit for fitting and ordering.Often when patients have had time tothink about the recommendations theyhave received, they are more inclined topurchase them during pick up.
In addition, don’t forget that this is acritical opportunity to re-educate thepatient and nurture the seeds planted
For the Transfer“Let me introduce you to Mary, she’s an
expert optician and will fully describethe two pairs of glasses I recommendedand their costs.
“Mary, Ms. Diaz needs her first add. I rec-ommend pair of progressives for generalpurpose and polarized progressive sun-glasses because she sails. I think thesewould really make her most comfortable”
How Do the Experts Do It?We surveyed a number of doctors and opticians, just like you, who are successfully fittingpatients with more than one pair of glasses. Here’s what they said:
Is there a certain type of patient to target? That was what was so exciting—there’s noway to predict it…the most important part is not to let any intuition become a judgmentabout what they like or afford. Mid to High income is certainly a factor but again – don’tpre-judge. Younger patients may be more influenced by brand and fashion, presbyopesinfluenced by the vision needs to make work or recreation easier and more fun. Fashionforward, women children and active sportsmen are likely.
Does the patient that buys have a certain attitude? Intrinsically they are interested inwhat eyewear can do for them in either style or function. They also find the conversationof value because questions specific to needs, issues and wants were addressed. Theythought that the experience was fun (imagine that).
For the 2 or more pair sale, was that the patient’s plan from the start? Good news—it wasevenly divided. Some wanted eyeglasses that were different; others had done web research orjust knew that there was a solution to their ‘problem’. The rest made the decision on the spotor bought again when they returned to pick up the first pair of glasses purchased.
Is there a usual multiple pair mix? No, the answers varied but prescription sunwear wasthe most often listed as added. The mixtures at one end were 3 different (very different)designer’s frames with SV lenses, the middle 4 pair, progressives clear, progressives polar-ized sun, SV TV/Night driving and a computer pair. Another reported the patient wanted 2but bought 6, and at the other end they purchased 10 pairs of plano sunglasses (no youcan’t have her name).
Were lenses or frames the driver? Lenses, frames, frames, lenses, etc.—no clear winnerhere—again question patients and listen to their answers doors open. The frame is easierfor the patient to initially understand but as you get into lenses, the discussion shifts.
How much was the sale? Just some numbers: >$700, $1000, $1200, $1600, $1830, and $2100
Are you located in an affluent area? Responses were from all around the country andpatient income reported was mixed.
What was the deposit? Most said half, the rest “paid in full” and remarked that thepatient that pays in full shows trust and that they “really wanted” that eyewear.
How do you start the conversation? “Do you have a good back up pair?” “What do youuse for sunglasses?” “Are these your street glasses?” “It’s more important than ever to pro-tect your eyes from UV, do you have prescription sunglasses?” “I start right away to findtheir needs and wants.” “Show me your sunglasses.”
Is there a special inventory to entice patients? Yes, anything that was purchased partic-ularly right or the last of collections or where there is a need to decrease inventory (seenext question). Some suggested that a budget line is used when budget is a concern.
Is there a 2nd pair discount? Most said yes and they ranged from 15-25%. One gives 25%if the patient also buys AR lenses. Another offers 50% promotionally and advertisesthrough direct and email. Another said this, “Don’t be focused on the 2nd pair discount,instead focus on multiple pairs as a better way to serve the patient and use discounts forthe patient’s family members and friends.”
When do you know you’ve been successful? When they return at times other than whenthey “need” to (new Rx, annual check) to see new styles, discuss wants or just to say howhappy or excited they are with their new glasses.
Who in the office is the best at multiple pair sales? “The optician that always talksabout the opportunities outsells the rest.” “Ask the questions that allow the patient tocome to the conclusion that they need multiple pairs.”
What’s the one attribute an optician must have to sell multiple pairs to the samepatient? “Can’t think of eyewear as something a patient doesn’t want so present the mostoptions.” “Interested in the well-being of the family” “Confidence and product knowledge.”“Demonstrations.” “Ask, then listen.” “Fun frames.” “Pushy, but not too pushy.”
The Elusive Second Pair • 11
make you feel better soon. The samementality applies to eyeglasses. If thedoctor recommends two pair, more thanlikely the patient will strongly consider it,if not immediately, within the next fewmonths.
FITTINGThere are two starting approaches—lead-ing with lenses or leading with frames.Both work—it depends which resonatesmore with the patient. Many successfulmultiple pair sales use both as influencersat various times during the process ofchoosing eyewear. Most ECP’s say thatthe patient understands frame style differ-ences and often says, “I wish I could havemore than one”—the lenses can quicklymake the glasses have very different func-tionality.
Every patient needs a table of options.Show them the possibilities and they willask questions. Educate briefly about thechoices and develop a plan of eyewearthat meets all their needs. Total the costsand review with the patient. Ask for adeposit (50% or all) and complete theorder. Say thanks and keep theminformed about progress until delivery.
Consider using a worksheet to list thepatient’s daily experiences and their com-ments about their current eyewear andwhat interests them. See the samplebelow – it includes occupation, hobbiesand recreation for Ms. Diaz who is a pret-ty active presbyope. See the recommen-dations and how those can be combinedinto three pairs of glasses as recommen-dations. A worksheet like this introducesa systematic way to evaluate patients fortheir eyewear.
Be sure not to prejudge patients. It’simpossible to know whether a patient will
be interested in prescription sunglasses,golf glasses or computer lenses from theirclothes, car or the purse they carry. Offeroptions and let patients make their owndecisions. It’s also important to not letone’s own ability to afford many pairs ofglasses affect whether you talk to patientsabout more than one. Again, provideoptions and opportunities and patientswill make up their own minds as to whatthey want.
DISPENSINGWhen the patient picks up their glasses,review the recommendations made dur-ing the visit for fitting and ordering.Often when patients have had time tothink about the recommendations theyhave received, they are more inclined topurchase them during pick up.
In addition, don’t forget that this is acritical opportunity to re-educate thepatient and nurture the seeds planted
e successfully fitting
exciting—there’s no become a judgmentor but again – don’thion, presbyopes more fun. Fashion
hey are interested innd the conversation
ddressed. They
t? Good news—it wasdone web research ordecision on the spoturchased.
cription sunwear wasent (very different) progressives polar-the patient wanted 2sunglasses (no you
c.—no clear winner The frame is easierdiscussion shifts.
600, $1830, and $2100
d the country and
marked that theat eyewear.
air?” “What do youant than ever to pro- right away to find
was purchased partic-ease inventory (seeet is a concern.
5-25%. One gives 25%and advertises 2nd pair discount,nd use discounts for
mes other than whents or just to say how
that always talksow the patient to
airs to the same so present the most
d product knowledge.”oo pushy.”
In this example, Ms. Diaz would benefit from a pair of general-purpose photochromic AR pro-gressives, a pair of polarized polycarbonate progressives with AR for high performance visionand a pair of computer lenses for computer and reading.
12 • The Elusive Second Pair The Elusive Second Pair • 13
during their initial visit. Budget may hin-der the purchase but a good discussionabout prescription polarized sunglasses orneck saving computer glasses will increasethe likelihood of success when budgetmay allow. “Let me give you thisbrochure that describes Computer VisionSyndrome and the special computerglasses that we discussed. Call me whenyou are ready to order them or if youhave any questions.
Then when you follow up with thepatient by phone in 2 to 3 weeks to seehow they are doing with their new glass-es, you can review once again multiplepair recommendations they received dur-ing their exam.Make adjustments Make adjustments as necessary however,not too often since most plans and train-ings need time to sink in and learn the realadjustments if any needed. Do fix whatisn’t working however, use the individualsthat are most affected to help with thesolution. They usually know the problemthe best and know how to best fix it. If theproblem is an individual, their managermust get involved and take responsibility.
Sales goals and results are prettystraight forward—good luck.
MULTIPLE PAIRSUCCESS—SELLINGSelling Goals For multiple pair success set clear salesgoals; some easily accomplished, others astretch. Goals should include the changesagreed for ASP, COGS and percent mate-rial costs. From the practice P&L, recordaverages and review the trends. Then final-ize a series of goals. Examples areincreased ASP, number of discussionsabout prescription sunwear or computerlenses, multiple pair ratio, number ofpolarized lenses demonstrated vs. sold, etc.
The critical part is that a set of goals are setfor everyone in the office affecting the sale.
Remember, starting benchmarks are 65%capture rate, 30% materials costs and a20% multiple pair ratio. As your averagesincrease, they become your new benchmark.
PRICING ANDOBJECTIONSNo discussion of multiple pairs is completewithout one about “How much of a dis-count for 2nd pairs?” The purpose of pro-motional discounts is to encourage customersto visit a store and find items that they wantand buy. You see them often, buy one getone, 25%-70% off, limited time only, etc.
In optical, 2nd pair discounts, for many,addresses the basic discomfort of sellingmore than one pair. If you believe that atleast two pair (clear and sun) serves thepatient best then make that 2nd pairadvantage known immediately and ensurethat the patient understands the cost.
Choose whether multiple pair discountsare general practice or whether to offerthem promotionally. The problem with pro-motional efforts in an independent office isthat patients’ visits are tied to the appoint-ment schedule and they may not be in theoffice buying glasses when the promotion isrunning. So many implement a 15-25% dis-count to cover all multiple pair sales. Thatmeans that the price reduction is visible inthe dispensary and each optician mentionsit at the beginning of the process of choos-ing frames and lenses. Also, consider a tentcard or small sign in the frame board thatsuggests that patients receive 20% off (orwhatever the discount) any 2nd or 3rd pairof eyewear purchased when purchasing orpicking up their primary pair. This helps ifthe optician fails to talk about the opportu-nities of multiple pairs.
From the section “How Do the ExpertsDo It?” most offer a multiple pair dis-
count. True multiple pair sales mean thatpromotional discounts are not used orneeded. After all, compare the averagenumber of 2nd pair sales reported, about20%, and the fact that almost all officesoffer a discount. So to just offer a discountsuggests that it’s not working. After all, theindustry is less than successful. Moreover,discounts reduce the intended revenueimpact of the additional sale.
On the other hand, a good solid stockmarket return on investment is 10%growth year on year so in this lies the ideaof an opportunity. The money sunk inframe inventory that has been “sitting onthe frame board” could be more creativelyused and, deliver a better-than-stock-mar-ket return if more deeply discounted formultiple pair opportunities. Again though,the discount without a plan, process andreview doesn’t work so add it to the plan.
For example, cull the inventory and usethem as an incentive for multiple pairs. Offersignificant reductions (30-60%) in price as amultiple pairs promotion. Patients, ofcourse, would appreciate the opportunity,and lens pricing remains the same. If a pro-motion, schedule mailing postcards to yourpatients to let them know about the sale.
One office successfully adds some condi-tion to a 2nd or 3rd pair discount like,“included when AR is ordered,” which off-sets the discount and, more importantly, ben-efits the wearer.
If the patient is unsure of buying thesecond pair during the original consult,some offices put aside the frame beingconsidered until the day that they cometo pick up the glasses ordered.
And, since some patients need time tothink about prescription sunglasses and com-puter glasses, consider allowing purchasesfrom this inventory up to 60 days after theirglasses were picked up. One way to reinforcethis are ‘preferred discount coupons.” If the
20% is the standard 2nd pair discount, thedoctor or optician may also have “30% off”coupons for preferred customers for specificlenses. Make up “Computer” or “Polar-ized” vouchers; it make patients feel moreimportant and they’re more likely to order.Call or send them a note reminding themthat the discount still applies and will expireon xxxx date.
BUNDLING ANDDISCOUNTINGBundling or packaging a variety of thebenefits together with one price removesthe clutter that happens when multiplepairs are being discussed. If the optician isusing an a la carte menu for all add-ons,the patient may feel overwhelmed.
Consumer behavior suggests thatpatients will have a better shopping expe-rience and feel better about their purchaseif decision making is relatively simple.
Offering patients 3 lens options (pack-ages) rather than overwhelming themwith individual options will simplify thesale, save time and improve satisfaction.
For example, one office bundles
SunwearFor example, the benefits of AR lenses are easy toshow but consider also having samples of Crizal Sun,
AR for sunlenses. Once patients actually purchaseand wear AR lenses, they typicallyalways purchase AR lenses in the
future. Trial is very important tocontinued success. The benefitsof backside AR virtually elimi-
nate the visibility of annoying backsurface reflections on dark lenses. Also have the polarized lensdemonstrator ready to show how polarized lenses improve comfortand can make driving, especially in the morning and at dusk,safer by eliminating blinding glare that hides important things onthe road.
Demonstrate the differences of color so patients understandthe way they see in addition to the way that they look. Usesample planos as well as finished sunglasses from the frame dis-plays to take patients outdoors to try tints versus polarized, greyversus brown.
Define the costs as you go and the total so there is no surprise.Adjust choices of lens materials to allow patients multiple pairs ifthe thinness requirement can be relaxed for a frame whose eye-wire thickness size allows a less costly material.
Computer LensesUsing samples made up in frames and consumer brochures,describe and demonstrate how “computer glasses” provide clearvision for the width of the computer monitor and how vision isalso clear for reading. Explain how the lensescan be ordered to provide clear mid-rangeand near vision to include people on theother side of the desk.
From www.prio.com: Almost everyone usesa computer. According to the 2003 US CensusReport, 175 million people use a computerevery day, including 60 million children. Whilecomputers enable us to be more efficient andmore productive, this can come at a price: Computer Vision Syn-drome (CVS). Typical symptoms include, eyestrain, headaches, slowfocusing, tired, burning eyes, neck and shoulder pain and/orblurred vision at distance.
One solution is PRIO Computer Lenses and Browser Lenses, newtechnology designed for computer use. Overall, PRIO lenses offersignificant advantages over older designs such as single vision, bifo-cals, trifocals, or general purpose progressives. While PRIO lensesare primarily intended for computer use, they work great for any-one requiring clear intermediate and near vision, such as musicians,seamstresses, mechanics, and many others.
SELL OPTIONS AND OPPORTUNITIES
Lens SamplesA good source of samples is your laboratory. Order sample lens-es edged as rights, sized about 54mm and with AR. Edged lens-es are more real when demonstrating them to patients and theAR demonstrates lens clarity. To get some clever animations, usea flat screen or monitor and go to www.crizal.com to use theCrizal Theatre.
Also, have the manufacturer’s collateral available to rein-force the advantages of the [roducts to the patient. In thisway, you remain the expert and have a variety of tools todemonstrate how well you know your craft and how to bestmeet the patient’s wants and expectations. For more infor-mation on Scripting for Success, see www.2020mag.com andlook for the CE with that same title.
The Elusive Second Pair • 13
e pair sales mean thatunts are not used orcompare the averager sales reported, aboutthat almost all officesto just offer a discount working. After all, the successful. Moreover,he intended revenueonal sale.
nd, a good solid stock investment is 10%r so in this lies the idea. The money sunk inat has been “sitting onould be more creativelybetter-than-stock-mar-deeply discounted fortunities. Again though,ut a plan, process andk so add it to the plan. the inventory and usefor multiple pairs. Offers (30-60%) in price as a
omotion. Patients, ofeciate the opportunity,
mains the same. If a pro-ailing postcards to yourknow about the sale.sfully adds some condi-rd pair discount like, is ordered,” which off-, more importantly, ben-
unsure of buying theg the original consult,side the frame being
he day that they comees ordered. patients need time toion sunglasses and com-der allowing purchasesup to 60 days after theirp. One way to reinforcescount coupons.” If the
20% is the standard 2nd pair discount, thedoctor or optician may also have “30% off”coupons for preferred customers for specificlenses. Make up “Computer” or “Polar-ized” vouchers; it make patients feel moreimportant and they’re more likely to order.Call or send them a note reminding themthat the discount still applies and will expireon xxxx date.
BUNDLING ANDDISCOUNTINGBundling or packaging a variety of thebenefits together with one price removesthe clutter that happens when multiplepairs are being discussed. If the optician isusing an a la carte menu for all add-ons,the patient may feel overwhelmed.
Consumer behavior suggests thatpatients will have a better shopping expe-rience and feel better about their purchaseif decision making is relatively simple.
Offering patients 3 lens options (pack-ages) rather than overwhelming themwith individual options will simplify thesale, save time and improve satisfaction.
For example, one office bundles
SunwearFor example, the benefits of AR lenses are easy toshow but consider also having samples of Crizal Sun,
AR for sunlenses. Once patients actually purchaseand wear AR lenses, they typicallyalways purchase AR lenses in the
future. Trial is very important tocontinued success. The benefitsof backside AR virtually elimi-
nate the visibility of annoying backsurface reflections on dark lenses. Also have the polarized lensdemonstrator ready to show how polarized lenses improve comfortand can make driving, especially in the morning and at dusk,safer by eliminating blinding glare that hides important things onthe road.
Demonstrate the differences of color so patients understandthe way they see in addition to the way that they look. Usesample planos as well as finished sunglasses from the frame dis-plays to take patients outdoors to try tints versus polarized, greyversus brown.
Define the costs as you go and the total so there is no surprise.Adjust choices of lens materials to allow patients multiple pairs ifthe thinness requirement can be relaxed for a frame whose eye-wire thickness size allows a less costly material.
Computer LensesUsing samples made up in frames and consumer brochures,describe and demonstrate how “computer glasses” provide clearvision for the width of the computer monitor and how vision isalso clear for reading. Explain how the lensescan be ordered to provide clear mid-rangeand near vision to include people on theother side of the desk.
From www.prio.com: Almost everyone usesa computer. According to the 2003 US CensusReport, 175 million people use a computerevery day, including 60 million children. Whilecomputers enable us to be more efficient andmore productive, this can come at a price: Computer Vision Syn-drome (CVS). Typical symptoms include, eyestrain, headaches, slowfocusing, tired, burning eyes, neck and shoulder pain and/orblurred vision at distance.
One solution is PRIO Computer Lenses and Browser Lenses, newtechnology designed for computer use. Overall, PRIO lenses offersignificant advantages over older designs such as single vision, bifo-cals, trifocals, or general purpose progressives. While PRIO lensesare primarily intended for computer use, they work great for any-one requiring clear intermediate and near vision, such as musicians,seamstresses, mechanics, and many others.
SELL OPTIONS AND OPPORTUNITIES
Lens SamplesA good source of samples is your laboratory. Order sample lens-es edged as rights, sized about 54mm and with AR. Edged lens-es are more real when demonstrating them to patients and theAR demonstrates lens clarity. To get some clever animations, usea flat screen or monitor and go to www.crizal.com to use theCrizal Theatre.
Also, have the manufacturer’s collateral available to rein-force the advantages of the [roducts to the patient. In thisway, you remain the expert and have a variety of tools todemonstrate how well you know your craft and how to bestmeet the patient’s wants and expectations. For more infor-mation on Scripting for Success, see www.2020mag.com andlook for the CE with that same title.
14 • The Elusive Second Pair The Elusive Second Pair • 15
together polycarbonate, a premium ARand edge polishing and details the list ofbenefits for one price. The result is afaster agreement by the patient to thatcombination so the discussion can moveonto using the same bundle with polar-ized for the sunglasses.
Focus on what the patient saves on mul-tiple choices, not what it costs them. In theexample below, bundling saves the patient
$72 on each of the pairs of glasses if theywere purchased separately. Bundling is theway that the consumer has come to pur-chase automobiles, electronics, home serv-ice etc. When combined with an incentiveof an additional 20%, the cost of the sec-ond pair of glasses saves the patient almostanother $100. Again, focus on the savings,not the costs. Use a chart like this withyour own numbers with patients. They
want to see how they can get more andsave more at the same time.
Also, when considering bundling vs.usual and customary pricing, it’s the wayone looks at incremental profit vs. profitmargin. Margin cannot pay the rent,absolute dollars does. Often, percentmargin is used to develop pricing forproducts. It’s better to look at the dollarmargin since that ensures that the fixedcosts of the office are covered.
BREAKING UP THEPURCHASESRemember that many patients have otherexpenses. Some offices have been success-ful at extending the discount periodbeyond the day of the exam. Some extendfor 30-60 days after the dispensing date. Ifyou do, talk to the patient at the end ofthe period and invite them back. Takedown all the information during the initialvisit including measurements so that theorder can be placed over the phone and acredit card used for payment.
ESTABLISH AMARKETING CAMPAIGNImplementing programs like multiple pairsales requires planning. Set goals; developa plan and educate where needed (don’tforget to ask suppliers for help).
Pre-dispose patients to purchase multiplepairs by sending product and service mes-sages to them continually, even when theyare not in the office. Therefore, all commu-nication should discuss the opportunitiesfor prescription sunwear in addition to newexams and a new pair of clear glasses.
Call your Essilor or ELOA representa-tive for materials and ideas about market-ing campaigns using Essilor materials.Also talk with frame representatives. Theyare your best allies to help educate, planand execute sales plans.
Bundled Usual & Savings Advantage/Customary Notes
PRIMARYEYEWEARFrame $200 $200Premium $475 $235ProgressivePolycarbonate $89 Newest, all distance visionPremium AR $109Photochromic $89 Thin, light, impact, UVUV $25
Crisp, clear visionConvenience, comfortHealth, protection
Total $675 $747 $72SUNGLASSES2nd pair,less 20%FramePremium $200 $200progressivePolycarbonate $235 $235 Newest, all distanceUV $89 visionPolarized $220 $89 Thin, light, impactPremium AR $25 Health, protection
Glare, comfort, safetyClear, no backreflections
-20% $89Total $455 $527 $72 20% reductionGrand total -$91
$564 $727 $91 Saved over the usual and$1,238 $1,474 $235 customary fees when
ordered togetherCOMPUTER/OTHER(3rd/4th pair, less 25%)LensMaterial *Additionl pairs enjoyPremium AR additional savingsTreatment
MINE THE DATAPractice Management software has areport writer function and that allowsevery office to find patients that wouldbenefit most from additional kinds of eye-wear. Review patient records and sendrecall cards to patients over +1.75 addwith a message about the new computerglasses the office has been so successfulusing. Targeting patients using informa-tion that you already know about themhelps open the door. Send an email orpost card to all patients that have pur-chased prescription sunwear about thenew frame sizes and collections. For helpwith direct mail programs go towww.2020mag.com/CE and look forMaking Direct Mail Fit Optical.
LEVERAGE MANAGEDCAREUp to half the population has some form ofvision care insurance, so each office under-stands what the programs allow. Regard-less, always focus on Usual and Customaryand the savings that their plan provides. Allhealth insurance plans require patients topay some “out of pocket” expenses.
The insurance benefit can be presentedas a benefit that reduces and makes morevision opportunities possible. Rather thansaying, you are allowed X dollars for yourglasses, say that your account allows Xdollars toward your purchase(s). Thisseems more like a discount toward theirpurchase and less of a definite allowanceand that’s all that they might want or get.
MAXIMIZEFLEX DOLLARSThe end of October is the time to beginsending emails, cards and advertising local-ly about Flex Dollars. Many employers’benefits plans offer a Flex program wherepre-tax money is placed in a separate
account to be used for medicallyrelated items during the year.Therefore, a promotion specifical-ly targeted at a special pair of glass-es would work to remind patientsto spend flex dollars and moreimportantly teach them about thevarieties of glasses (Rx sun, polarized, com-puter, hobbies, etc.) that they can get.
STAFF INCENTIVESAlways a controversy, rewards for satisfy-ing patient needs are appropriate. Thatreward can come in the form of a salaryincrease annually or semi-annually. It mayalso be a reward to change behavior.
For example, if the office believes thatall patients must wear UV protective lens-es outdoors regardless of whether theywear a prescription or not, for a period of90 days add $2.00 for each clear 100%UV absorptive pair and $4.00 for sunwearsold to an office fund. This covers all poly-carbonate, high index, photochromic andpolarized lenses. Therefore, more premi-um lens materials are discussed, UV con-cerns are taught and the office functionsas a team. All staff has responsibility forthe way that the funds are spent: dinner,lunch, office tools, flowers, etc.
If vendors periodically provide frames atno cost then doctor and staff should rotatethose freebies – it’s better to accumulatethose frame freebies during the year andhave all staff get frames at the same time.The same is true for lenses from labs andmanufacturers. Decide the purpose of thecomplimentary pair at staff meetings. Thevendor wants the office to have productexperience and they will be more inclined tooffer free fits to the offices that have a planto evaluate and share product experiences.
For salary review, set goals at least every6 months. They should require learningnew techniques, technology and personal
skills. Choose 3-4 goals twice a year andensure that they are not a slam-dunk—some should be a stretch and require somehard work. Because multiple pairs impactthe revenue of the office so significantly,some of the goals need to be multiple pairrelated. Monitor progress and ensure thatthere is consistent review of progress andrewards are delivered on time.
Should you spiff? For some, it’s a dirtyword, but if used, it should be appliedequally throughout the office for goals setby the business or practice owner(s) orbusiness manager. Consider the position-ing of the practice and the promise ofpatient care. If the patient benefits andreceives overall better eyewear, a commis-sion for that sale of a new or unusuallyhard product to sell is in order. It alsomay get a new dispenser over the discom-fort of what may appear to be an overlyexpensive pair of glasses. The key is thateveryone benefits, especially the patient.
SUMMARY AND CONCLUSIONMultiple Choices are a critical part ofsuperior patient care and help to ensurepatient satisfaction while growing thepractice. Today’s opportunities for multi-ple pairs are greater than ever before.There’s an almost endless array of frameand lens choices, so the potential forimproved patient care and satisfaction isthe best that it has ever been in the histo-ry of eyewear, all with the opportunity togrow practice revenue and personal skill.Make it your practice. n
The Elusive Second Pair • 15
hey can get more andme time.sidering bundling vs.ry pricing, it’s the way
mental profit vs. profitannot pay the rent,
does. Often, percent develop pricing forr to look at the dollarensures that the fixedre covered.
UP THESny patients have otherces have been success-the discount periodhe exam. Some extendthe dispensing date. If patient at the end ofvite them back. Takeation during the initialsurements so that the
d over the phone and a payment.
AG CAMPAIGNrams like multiple pairing. Set goals; develop where needed (don’ters for help).
nts to purchase multipleoduct and service mes-nually, even when they Therefore, all commu-cuss the opportunitieswear in addition to newir of clear glasses. or ELOA representa-d ideas about market-ng Essilor materials.e representatives. They to help educate, planlans.
MINE THE DATAPractice Management software has areport writer function and that allowsevery office to find patients that wouldbenefit most from additional kinds of eye-wear. Review patient records and sendrecall cards to patients over +1.75 addwith a message about the new computerglasses the office has been so successfulusing. Targeting patients using informa-tion that you already know about themhelps open the door. Send an email orpost card to all patients that have pur-chased prescription sunwear about thenew frame sizes and collections. For helpwith direct mail programs go towww.2020mag.com/CE and look forMaking Direct Mail Fit Optical.
LEVERAGE MANAGEDCAREUp to half the population has some form ofvision care insurance, so each office under-stands what the programs allow. Regard-less, always focus on Usual and Customaryand the savings that their plan provides. Allhealth insurance plans require patients topay some “out of pocket” expenses.
The insurance benefit can be presentedas a benefit that reduces and makes morevision opportunities possible. Rather thansaying, you are allowed X dollars for yourglasses, say that your account allows Xdollars toward your purchase(s). Thisseems more like a discount toward theirpurchase and less of a definite allowanceand that’s all that they might want or get.
MAXIMIZEFLEX DOLLARSThe end of October is the time to beginsending emails, cards and advertising local-ly about Flex Dollars. Many employers’benefits plans offer a Flex program wherepre-tax money is placed in a separate
account to be used for medicallyrelated items during the year.Therefore, a promotion specifical-ly targeted at a special pair of glass-es would work to remind patientsto spend flex dollars and moreimportantly teach them about thevarieties of glasses (Rx sun, polarized, com-puter, hobbies, etc.) that they can get.
STAFF INCENTIVESAlways a controversy, rewards for satisfy-ing patient needs are appropriate. Thatreward can come in the form of a salaryincrease annually or semi-annually. It mayalso be a reward to change behavior.
For example, if the office believes thatall patients must wear UV protective lens-es outdoors regardless of whether theywear a prescription or not, for a period of90 days add $2.00 for each clear 100%UV absorptive pair and $4.00 for sunwearsold to an office fund. This covers all poly-carbonate, high index, photochromic andpolarized lenses. Therefore, more premi-um lens materials are discussed, UV con-cerns are taught and the office functionsas a team. All staff has responsibility forthe way that the funds are spent: dinner,lunch, office tools, flowers, etc.
If vendors periodically provide frames atno cost then doctor and staff should rotatethose freebies – it’s better to accumulatethose frame freebies during the year andhave all staff get frames at the same time.The same is true for lenses from labs andmanufacturers. Decide the purpose of thecomplimentary pair at staff meetings. Thevendor wants the office to have productexperience and they will be more inclined tooffer free fits to the offices that have a planto evaluate and share product experiences.
For salary review, set goals at least every6 months. They should require learningnew techniques, technology and personal
skills. Choose 3-4 goals twice a year andensure that they are not a slam-dunk—some should be a stretch and require somehard work. Because multiple pairs impactthe revenue of the office so significantly,some of the goals need to be multiple pairrelated. Monitor progress and ensure thatthere is consistent review of progress andrewards are delivered on time.
Should you spiff? For some, it’s a dirtyword, but if used, it should be appliedequally throughout the office for goals setby the business or practice owner(s) orbusiness manager. Consider the position-ing of the practice and the promise ofpatient care. If the patient benefits andreceives overall better eyewear, a commis-sion for that sale of a new or unusuallyhard product to sell is in order. It alsomay get a new dispenser over the discom-fort of what may appear to be an overlyexpensive pair of glasses. The key is thateveryone benefits, especially the patient.
SUMMARY AND CONCLUSIONMultiple Choices are a critical part ofsuperior patient care and help to ensurepatient satisfaction while growing thepractice. Today’s opportunities for multi-ple pairs are greater than ever before.There’s an almost endless array of frameand lens choices, so the potential forimproved patient care and satisfaction isthe best that it has ever been in the histo-ry of eyewear, all with the opportunity togrow practice revenue and personal skill.Make it your practice. n
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©2007 Essilor of America, Inc. Essilor, Crizal, and Alizé are registered trademarks and Crizal Sun is a trademark of Essilor International, S.A. VisionWeb is a service mark and “Streamline. Simplify. Succeed.” is a trademark of VisonWeb, Inc. 5/07
