Polarized prescription lenses still comprise a small percentage of the lenses purchased by patients, but with the increasing concern of the effects of ultra-violet radiation and the discomfort of glare, you might want to make a greater push in this area. Polarization is considered an important quality for 25 percent of lens purchasers, according to The Vision Council’s 2012 Rx Polarized Lens White Paper Report. Yet just six percent of lenses purchased are Rx sun. Some 98 percent of ECPs offer Rx polarized lenses at their practice; they recommend polarized to about 68 percent of patients. According to the white paper, lens experts agree that the biggest challenge in growing the polarized market is convincing consumers to purchase a second pair of Rx eyeglasses.
Do you really believe that every patient wearing dress glasses should also have prescription polarized sunglasses? The numbers will tell the story. Only 6 percent of lenses purchased are Rx sun. That number is incredibly low. We need to get that number higher.
Here are five “musts” to improve the percentage of polarized sunwear sold in your office.
1. The doctor must prescribe it in the exam room.
2. Sunwear must be presented to the patient before dresswear.
3. The patient must experience the difference between polarized lenses and lenses that just darken.
4. Your practice must show at least 20 percent of your frameboard as sunwear.
5. You must make it easy for your patient to pay (i.e. CareCredit, second-pair discount).
Your action plan today is to make these five “musts” happen in your office. If you follow these five “musts,” then your practice will improve the number of polarized sunwear that your patients purchase.