Marketing

Most Consumers View Eyeglasses as “Medical Necessity”

By Carole Burns, OD, FCOVD,
and Mark Wright, OD, FCOVD

Some 86.5 percent of the consumers who purchased and regularly wear Rx eyeglasses see them as a medical necessity only, according to the Vision Council’s 2011 Fashion vs. Function Report. Some 13.5 percent of wearers view eyeglasses as being both a medical necessity and a fashion item, while 2.3 percent view eyeglasses as primarily a fashion accessory.

This poll highlights the value of explaining to patients the medical benefits of the lenses you are prescribing for them. For example: “Because your mother has macular degeneration, I’ve prescribed lenses for you that protect you from the harmful UV rays of the sun. You need this protection because we want to reduce your risk of developing the same condition.”

This poll also highlights the need to educate patients about the fashion value of eyewear. “What else do you wear every day with every outfit you have? We are going to help you both see great and look great!”

The action plan is to make sure that all doctors and optical staff are highlighting the medical benefits and the fashion benefits of eyewear to every patient.

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