Crossing The Line
The untapped market opportunity of converting flattop wearers to PALs
By Karlen McLean, ABOC, NCLC

Converting flattop bifocal or trifocal wearers to PALs can help achieve higher margins with the same number of units. Here's how high-conversion practices help every flattop wearer be a PAL success.

MAKING THE SWITCH

The key to success is to not only bring in new patients, but also to covert flattop wearers who tried PALs unsuccessfully in the past.

With an older patient base, about 50 percent of patients walk into A-New-View Optical in Panama City, Fla., wearing flattop bifocal, trifocal, or executive style lenses, says optician Paul Peterson.

	Now you see it, now you don't. The new Essilor Liberty PAL is specifically designed to convert bifocal wearers

"It's my job to re-educate them on today's technology and reassure them that our practice's skills--combined with quality product--will give them a successful second chance in PALs," he notes.

While some diehards want to keep their lines, today's technology makes PAL conversion easy for new users and those who haven't adapted to PALs in the past.

"We ask non-adapts to describe their PAL experience, and then work from that information to see if we can help them convert now," says Mary Szczerbiak, optician and manager at Rosenstein Eye Care in Durham, N.C. "We typically tell the patient about new developments in PALs. With that information, almost all convert this time around."

From a design and warranty standpoint, Diane Charles, optician-owner of Woodlawn Optical in Redmond, Wash., says she finds today's PALs are more accepted.

"We find that few patients are non-adapts. We discuss our PAL return policy up front. We tell patients that only one percent of our patients return their PALs because they can't wear them, so their chances of being successful are high."

No line is a part of the conversion story--ease-of-use is another primary consideration PHOTO COURTESY OF ZEISS
The aesthetics of switching from a bifocal to a PAL shouldn't be forgotten PHOTO COURTESY OF VISION-EASE

INVESTING TIME

The conversion process means taking time to speak with the patient about the potential of PALs at every step of the patient's visit.

In the chair. "Lens information starts with the doctor in the exam room," says Kirk Smick, OD, of Clayton Eye Care Center in Atlanta. "If patients hear it from the dispenser, they're more likely to feel that they're being sold. From the doctor, it's prescribing."

Let flattop wearers know that they will regain their intermediate vision with PALs, "especially if they have a high add power," says Tom Graves, optician and president of Schaff Opticians in Brattleboro, Vt., and Greenfield, Mass.

"So much of what people do today is in the intermediate zone--gas pumps, computers, cell phones, office work. Having clear intermediate vision is an important part of visual function and comfort," he says.

A conversion talk takes one to two minutes, Smick estimates. "If they're wearing flattops, I tell them that our office is up-to-date on the latest lens technology and trends, and that I want them to see our opticians who will detail my recommendations."

After examining patients and prescribing PALs, he walks patients to the dispensary and introduces them to an optician. "I tell the optician and patient that I've recommended PALs."

In the dispensary. Opticians should go into detail when discussing patient lifestyle requirements and how a flattop to PAL conversion will affect their everyday life.

The secret to success for opticians is quality time, Woodlawn Optical's Charles says.

"We spend a huge amount of time educating patients on PALs and everything they need to know to be a successful PAL wearer."

In the fitting process. Taking time to take the right measurements pays off, and pre-adjusting the frame prior to measuring is a necessity.

SUCCESS STORY

To ensure success, focus on teamwork and always regard ophthalmic lenses as a medical device.

Smick concludes: "Successful dispensers take time to talk about lenses, with lens background and instructions on how to use the lenses, just like a pharmacist explains how to manage a patient's medication."

Bifocal lenses are still popular with many wearers.  Photo courtesy of Younger Optics