Total Coverage
Over-Rx sunwear offers both sun protection and convenience for wearers
by Joanne F. Schell

	Golf is one of many outdoor activities where sun protection is key. Shown here: Fitovers style Razor for Jonathan Paul Eyewear

Buying prescription sunwear as a second pair of frames can be cost prohibitive for some clients. Offering over-Rx sunwear, however, is a simple, low-cost way to provide your patients with complete sun coverage and UV protection.

Over-Rx sunwear provides a host of benefits to the wearer, including extra protection from side panels to block peripheral sunlight. Other selling points include comfort and coverage. "It fits close to the eye and blocks wind and other elements," says Bill Deering, an optician at The Massachusetts Eye and Ear Infirmary in Boston. "It creates a chamber for the eyes so they feel more comfortable."

Over-Rx sunwear can also be the simplest sun solution for many patients. "It can be worn with any prescription," says Patti Reddy, optician and office manager for Di Napoli Opticians in Delmar, N.Y.

This offering is a good idea for almost any customer, but success in this market requires an awareness of the full scope of potential over-Rx consumers. The potential is there to sell over-Rx eyewear to every customer. Marketing and displaying the frames correctly is the key to increased sales.

"We have a small display in each examination room and a free-standing display in our dispensary," says Vivian Villarreal, optician for Michael Lieppman, MD, in Long Beach, Calif. "Dr. Lieppman recommends over-Rx to everyone."

SENIOR STYLE

Most ECPs have found the greatest success selling to the over-55 crowd. And thanks to aging baby boomers, the market for selling over-Rx sunwear is far from saturated.

According to a VCA/VisionWatch study, 32.3 percent of consumers age 55 and older purchased their sunwear from a grocery, convenience, or drug store in 2004, sending a clear signal that optical dispensaries will have to take action to get their share of this powerful spending block.

Dispensers can offer this age group better sun protection, wind protection, and convenience. It's just a matter of educating patients on the benefits of quality over-Rx options. One strategy is playing on the simplicity angle, which provides a relief from the technical world.

"The age group we sell [over-Rx sunwear] to is older," says Miranda Woods, optician for the office of Samuel Hollingsworth, MD, in Jasper, Ala. "They don't want to fiddle with a sunclip. They would rather just put an entirely separate frame on."

Over-Rx eyewear provides eye protection. Shown here: SolarShield by Dioptics, distributed by Hilco and Eschenbach (exclusive low vision distributor of SolarShield)

AGELESS LOOKS

Even though most over-Rx sales are to the silver set, people of all ages can benefit from the features of over-Rx sunwear.

"At a recent health fair we generated a lot of interest from women in the 25 to 35 age bracket," says Andrew Stewart, operations manager at Wilmer Optical Services at Johns Hopkins University School of Medicine in Baltimore. "We had a selection that most women didn't know was available, like some of the smaller frames."

Newer and increasingly fashion-forward styles mesh with trendier optical frames. This eyewear also features moldable temples for a tight fit during athletic activities.

"The ideal candidate [for over-Rx eyewear] is someone with a busy lifestyle that includes occasional outdoor activity," says Stewart.

Younger clients and sports enthusiasts may discover appeal in models with polarized lenses, particularly when shown effectively. "We have a glare box, and it's helpful to display polarization in every over-Rx frame we have," says Linda Dugger, an optician at Eye Associates in Farmington, N.M.

MEDICAL MARKETING

Patients young and old may have health considerations that make over-Rx sunwear a necessary, practical choice. By establishing a good relationship with an ophthalmologist, you can connect with health-oriented patients and increase your over-Rx sales to post-operative patients.

"We are in a medical setting, so we get a lot of referrals for over-Rx eyewear from doctors," says Deering.

	Offering over-Rx sunwear that can be used for sports is a good way to attract a younger market. Shown here: Xtreme style X902G by Live Eyewear

Often, doctors' offices will let patients borrow over-Rx sunwear after a procedure. "The surgeons give them a pair, and then people come into us and want an extra pair," says Michael Barington, optician at The Eye Doctor PC in Sioux Falls, S.D.

Over-Rx eyewear is suited to those who experience macular degeneration, light sensitivity, or cataract surgery. "Keeping UV rays out of a patient's eyes can lessen the growth of cataracts," says Villarreal. "The shield can also work for dry eye."

THE PRICE IS RIGHT

Often, the bottom line is the last word in deciding on the purchase of a second pair of eyewear. The low cost of the over-Rx frames is a great selling point for those who need protection at a lower price point. "Fifty dollars is way more enticing than spending $200 to $300 on prescription sunwear," says Deering.

"An elderly patient may not want to pay for a separate pair of glasses," adds Dugger. "The over-Rx sunwear shields on the side of the eyes provide sporty sunglasses without the cost."