How I...
Sell Contact Lenses and Sunwear
By Amy Spiezio

As the contact lens market grows increasingly competitive thanks to the big box stores and Internet lens ordering sites, eyecare practitioners are finding ways to make themselves stand out and keep their patients. Offering more service and options communicates to patients that a dispensary is more than a place to buy replacement lenses.

One option that Internet contact lens providers can't offer is sunglasses. And with the right approach, ECPs can build their sunglass sales and relationships with their contact lens patients.

Contact lens wearers are more sensitive to sunlight. Shown, Christian Roth style 14230 for CXD (Charmant Exclusive Division)

CHAIR CHAT

Once a patient determines that contact lenses are the route they want to take, ECPs can use chair time to educate their patients about sunwear's importance.

A combination of verbal explanations, brochures, and videos help educate contact lens wearers at Charleston Eye in Charleston, S.C., notes Robert Lopanik, OD. "A lot of the sales happen in the exam room," he says.

Before the patients leave the chair, they understand the importance of backup glasses, including sunwear. The practice, which has two locations in the Charleston area, has a computer system that runs videos on eyewear. "It explains polarized lenses and photochromics," Lopanik says. "Patients also receive an in-house brochure to reinforce what we have told them. They have been educated as to what their needs are and how we can fill those needs," Lopanik adds.

After contact lens fittings at Ramsey Eye Care in Charleston, W.V., the patient and doctor discuss ophthalmic eyewear and sunwear, says Walter Ramsey, OD.

	After a contact lens fitting is an ideal time to explain the need for sunwear PHOTO COURTESY VISTAKON

"We recommend patients have a backup pair of glasses and almost 100 percent order a pair. But the sunglass percentage is much lower. We don't have real inexpensive sunglasses, and lots of times they buy cheap elsewhere rather than buying a quality pair of sunglasses. Sunwear combined with contact lenses is a small percentage of the total percent of the gross," he says.

And while it's a small segment of sales, Ramsey notes that sunwear business is a worthwhile pursuit. The dispensing opticians create an additional revenue stream for the practice selling sunwear, Ramsey says. "The sunglass sales are handled by other people. Any time you can have ancillary people generating income is good."

HEALTHY CONSIDERATIONS

While sunglass sales can help a practice financially, there are compelling health reasons to present them as a must-have to contact lens wearers. As a result of wearing contact lenses, this patient base has a greater need for sun-shielding eyewear. "They have more photosensitivity with contact lenses and will generally seek sunglasses," says Ramsey.

This is especially true for those using gas-permeable contact lenses. "Contact lens wearers have a higher light sensitivity, and GP wearers are even more sensitive. The lenses are smaller and they reflect light more obliquely into the eye," Lopanik says, adding that glare is also a factor helped by sunglass use.

In addition, increased knowledge of the dangers of UV has helped build the sale of good-quality sunwear, especially to outdoor sports enthusiasts.

"Charleston is on the coast, lots of people are involved in watersports, they get a double dose of UV. But UV is important to everybody--it's one of the largest single sources of damage to the eye. Over the course of one's life, having sunglasses with UV protection can only help," Lopanik says.

Discounts for sunwear to contact lens wearers helps make sales PHOTO COURTESY CIBA VISION

PRETTY PACKAGES

If the safety considerations aren't enough to encourage patients to opt for sunwear, a little extra nudge may do the trick. Coupons and discounts on sunwear when purchased with contact lenses may be a motivating factor.

"We tell them they are going to need sunglasses and we give them a coupon," Ramsey says.

At Charleston Eye, Lopanik notes that contact lens wearing patients are given a coupon for a discount on eyewear and a good portion of them make the decision to purchase high-quality sunwear. "Probably 80 to 85 percent of our contact lens wearers wear sunglasses and half of them buy them from the dispensary."

Lopanik adds that the educational efforts and discount programs help build relationships with patients. "If you provide a professional and comprehensive job, patients realize this is different. They think, 'This is not the just place to buy my contact lenses. This is where I get my eyes taken care of.'"