By Rohit Sharma, OD
April 8, 2015
I prescribe Transitions lenses for a variety of reasons, both clinical and practical. I believe thatTransitions provide the best protection from UV damaging rays without requiring patients to change into a separate pair of sunglasses. They also aid our profitability, adding $50-$60 in profit per eyewear sale.
Prescribe From Chair
In our practice, we have achieved great success with patient acceptance of Transitions by presenting its benefits and prescribing itdirectly from the chair. We present it as sun protection, as well as an everyday lens, and go over the effects of UV damage to the eyes and around the periorbital area.
We individualize our presentation of Transitions by firstasking lifestyle questionsand then tailoring our recommendation to that particular need. It is a great advantage that we have a number of products within the Transitions family that permit us this individualization. Transitions offers a host of options, with products for ophthalmic lines and sunwear including Signature, Vantage and XTRActive.
We also inform patients of how the lenses make it easier to adjust to bright conditions. If patients are sensitive to bright lights, and even bright indoor lights, then we prescribe Transitions’ XTRActive lenses because it eases digital eye fatigue. We sometimes pair Transitions with a blue-light blocking lens for patients who use their devices and computers heavily.
When patients need reading glasses only, we prescribe Transitions progressive lenses to them to allow them the ability to read outdoors and have the flexibility to adapt to outdoor conditions while on their computer or reading a book.
I don’t tell patients I’m “recommending,” but that I’m “prescribing,” Transitions: “I’m prescribing Transitions because it protects against ultra-violet radiation, which, in turn, may reduce your chances of developing cataracts, macular degeneration and skin cancer around the eyes. I believe in it so much, I’m wearing Transitions right now. If it’s good enough for me, it’s good enough for my patients.”
Dr. Sharma’s office utilizesPOP materials throughout the office–evenin the office bathroom–to reinforce messaging about Transitions. Pictured above, a Transitions slideshow featured on a TV monitor mounted on the wall.
Emphasize Transitions for Children Patients
Children are more active than adults, and are outdoors more, so it is imperative that they have Transitions as it provides them with the best eye protection form UV rays, as well as bright lights in general. It also is the easiest option for children since it allows children’s eyes to be protected from the sun without requiring them to carry–and remember to change into–a pair of sunglasses.
Reinforce Doctor’s Prescription in Optical Handoff
When I am done with the exam, I prescribe directly from the chair and discuss why I am giving the patient what we discussed. Then I walk the patient to my optical manager and reiterate what I am prescribing, and why, to the patient. We go over the benefits yet again when the patient picks up the eyewear at dispensing time.
Standing with the patient, I say to the office manager: “Mrs. Smith, this is our optician, who is going to go over again the benefits of Transitions, let you demo the lenses yourself, and help you pick out your new glasses.”
Optimize Point-of-Sale Materials
We have POP all over the office—even in the bathroom. We have Transitions posters in our reception area, and also feature Transitions on the educational TV monitor in our reception area. In addition, we have Transitions brochures in the optical, reception area and dilating room, and promote it on our practice Facebook page.
Allow Patients to Demo Lenses
I’m in the process of having a pair of glasses featuring plano Transitions lenses created for patients to try on in our optical. We currently have Transitions lenses the patient can hold up to their eyes, but having Transitions in a sample pair of glasses that patients can actually try on is more powerful.
Offering lens demos is vital to sealing the deal and making sure the patient not only sees the adaptive nature of the lens, but experiences for themselves the reversal of the process–what it’s like by comparison to be in bright sunlight without the Transitions lenses they just tried on. This experience demystifies the product and eliminates their skepticism.
Include Transitions In Promos
We offer our private-pay patients 15 percent off a complete pair of glasses that includes Transitions and anti-reflective treatment. In addition, if patients choose to get a second pair, we offer a 50-percent discount to increase our capture rate on second-pair sales, as well as Transitions sales.