As consumers living in a high-pressure retail focussed world, we often feel like we are being upsold. It’s as if, with every purchase we make, we’re being asked “would you like fries with that?”. And it’s unpleasant. When selling optical lenses, we can ensure our patients don’t feel this way by carefully explaining the features of the lenses and lens coatings we recommend, and relating those features back to their individual lifestyle needs.

WRITER Sheree Lynch

There’s no question that a quality lens with appropriate coatings can make a significant difference to visual performance. As Christopher Pooley, Optometry Partner at Specsavers Orange explained, “As the digital demands on our eyes increase, the need for lens coatings to provide clarity and comfort when looking at screens has never been more important”.

As well as enhancing visual performance, Elmarie Pretorius, Professional Services Manager from ZEISS Vision Care, said antireflective (AR) lens coatings “provide eyeglass wearers with clearer and more cosmetically appealing lenses”, enhancing the overall wearer experience.

THE ROLE OF A COATING

AR lens coatings have been around since 1935. Invented by engineers at ZEISS Vision Care, the early coatings were criticised for crazing and being difficult to clean, however with advances in the technology, these complaints have almost completely disappeared.

Lens coatings are applied in layers, with each layer serving a unique purpose. The coating is applied in a vacuum, with each layer released as a vapour within the chamber and deposited onto the lens surface to an exact thickness.

The role of an AR coating is to increase light transmission through a lens, which in turn, reduces the amount of light reflected off the lens surface, improving both its cosmetic and visual performance. Modern anti-reflective coatings often have hydrophobic and oleophobic layers that also make lenses easier to clean and therefore, maintain their visual performance.

Hydrophobic layers help reduce the spread of liquids across the lens and oleophobic layers help make the lenses more resistant to oils. Although this will not prevent the lens from catching oils, particularly fingerprints, it does make it easier to remove with correct cleaning procedures.

Lens coatings have also significantly improved lens durability with Ms Pretorius advising that ZEISS lens coatings “provide nearly glass like scratch resistance”.

To assure practices and end consumers receive the highest quality lens coatings, CR Labs has invested significantly in building an inhouse coating testing facility. “We were sending coated lens samples overseas for quality assurance testing, but this was resulting in extended delays, so we decided to bring the process inhouse,” Todd Spencer, the Chief Commercial Officer at CR Labs explained. “We have recently employed a Specialist Coating Master from Asia who works with us fulltime, testing sample lenses from each batch against global benchmarks. We believe we are the only Australian lens lab to do this,” he added.

THE ROLE OF PATIENT EDUCATION

For many patients – even those who have been wearing optical glasses for all their life – the intricacies of lenses remain a mystery. That leaves it up to you to identify the patient’s visual needs, determine a recommendation, and ensure they understand the reasons behind it (and why it’s worth any additional cost).

The best way to go about this is to ask your patient, “how will you use your spectacles?”. This conversation opener will enable you to educate your patient on the difference that AR coatings can make to their personal visual experience.

Interestingly, Mr Spencer said Australia has traditionally been behind international markets when it comes to adopting AR coatings.

“AR coating is considered a standard in many markets – requesting lenses without AR coating would be outside of usual practice,” he said. “As such in Australia, AR offers a tangible means to providing a premium product for a practice and as competition in the sector increases, the importance of providing quality and perceived value will be important for practice brand longevity.”

WHEN TO START THE CONVERSATION

The test room is where the lens discussion should begin. Mr Pooley said this is the time to talk to the patient about how they use their vision and the visual demands of work, study, or hobbies.

Additionally, the optometrist can ask about any “limitations and/or frustrations” the patient is experiencing with their current visual solution(s).

Based on these discussions, the optometrist can determine the most appropriate lens and coatings, which should then be discussed with the optical assistant/optical dispenser during the handover.

This handover discussion has two purposes: it ensures that everyone understands the patients’ visual needs and requirements, and underlines the importance of these lens coatings to the patient.

Beware of falling into the trap of saying to a patient: “You have had an AR coating previously; would you like it again?”.

This is not best practice; you will find the majority of your patients will decline as they don’t know what an AR coating is or understand the benefits. Instead, try saying, “I have noticed you have had an AR coating on your previous spectacles, let me explain to you what that is and how it has been benefiting you”.

Changing your approach to the conversation can alter the patient’s appreciation of – and willingness to buy – this beneficial technology.

COMPLETING THE TRANSACTION

With the lenses selected, it’s time to help your patient choose a frame and this is where the ‘Three F’s’ of frame styling come into play: Fashion, Function, and Feel. We want them to walk out the door with a fashionable frame that provides highly functional vision and makes them feel fabulous!

As with lenses, Tracy Murray – owner of The Glasses Lady Eyewear Styling in Western Australia – said frame selection comes down to understanding the individual’s lifestyle, personality, and professional needs. And on top of that, it’s essential to carefully match a frame’s tone of colour and shape to the individual (see page 90 for more on this).

“We pride ourselves on using Australian frame makers like Roger Henley and Frank Seed who create individual pieces of eye artwork,” said Ms Murray. “Our commitment to quality and creativity is reflected in every frame. The Elusive Miss Lou collection features a range of interesting and different tones of colours, from which we can carefully match an individual’s unique style and personality. These frames are not just accessories –they’re an expression of who the wearer is, and they’re designed to make your patients stand out with confidence… to reflect their personality.”

And, while it may take time for your patient to choose their frame, this presents another prime opportunity to get to know them. Find out their interests and lifestyle needs and have fun during the process. Embrace your patients’ quirks, celebrate their style, and make choosing their new spectacle frame an enjoyable and memorable experience for all.

Sheree Lynch is a trainer and assessor at the Australasian College of Optical Dispensing. She has a Certificate IV in Training and Assessing and Certificate IV in Optical Dispensing. She has over nine years’ experience within the optical industry.

Reference
Wilson D, Daras S, Practical Optical Dispensing, Open Training and Education Network (NSW), 2014.