Polarized Push
A savvy school of dispensers is committing to polarized lenses--and reaping the profits. Is it time for you to make the polarized push?
By Karlen McLean, ABOC, NCLC

Polarized lenses provide a sporty look that can appeal to baby boomers and other generations. Shown: Kaenon polarized lenses

Polarized technology is the mainstream in many practices today. Not only are eyecare practitioners selling polarized sunlenses to patients the majority of the time, but many have made the jump to selling only polarized lenses. They've taken premium product further than ever.

Here's how three optometrists and three opticians committed to polarized lenses, and how their businesses now thrive because of it.

OPTOMETRY: REVIEWING IN THE CHAIR IS KEY

Subject: Pete Parenti, OD

Practice: Parenti and Morris Eyecare; Rogers, Ark.

There are a lot of big companies in our area, including large trucking industries, and truckers know the value of polarized lenses for sunwear and AR lenses for driving at night.

There is good fishing on the rivers and lakes nearby, and polarized lenses are the best tool in a tackle box.

The staff and I wear polarized lenses, so when we talk with patients about polarization, we speak from experience. Also, we use polarized demonstrators consistently.

Our focus is on visual health issues, especially with baby boomers. I explain the importance of protecting eyes from UV rays and glare and tell them that polarized lenses are a good way to slow down the development of cataracts.

Our practice holds weekly and monthly meetings tp discuss goals, education, and marketing.

Polarized lenses make a dramatic difference when near water or other reflective surfaces. Shown: Images courtesy of Polaroid Eyewear

Subject: Michael Raff, OD

Practice: Brockport Optometry, PC, Brockport, N.Y.

We start by talking to the patient and taking note of their work and leisure activities.

With about eight months of winter here, we discuss glare off snow and how it affects driving.

Touch, put on, compare, experience--that's what we want our patients to do. I keep a polarized demonstrator in the exam room and use an interactive unit to show lens features.

Emphasizing the importance of protecting eye from UV rays is a priority for ECPs. Image courtesy of Younger Optics

The polarized message should be intense. We're talking safety, health, and vision, and all are important.

Subject: David Rouse, OD

Practice: Rouse Family Eye Care, Sunrise, Fla.

Everyone is a good candidate for polarized lenses--adults and children need protection from the sun.

Patients receive constant exposure to polarization in our practice. Doctors recommend it and we have demonstrators in our waiting room. When patients are waiting in between dilation and seeing the doctor, they view a video about polarization.

Today's frame choices with optional clip-ons are often polarized. We also sell plano polarized sunwear to our contact lens patients.

We emphasize the health benefits and safety factor of polarized lenses-- that you'll squint less and see well.

OPTICIANRY: SHOW AND TELL EQUALS SELL

Subject: Cindy Elkin, optician

Practice: Point of View, Falls Church, Va.

Around three years ago, we maxed out on other premium lenses and decided to promote polarized lenses because we recognized the growth potential.

Once someone wears polarized lenses, they never get anything else. Some people think they're wearing polarized lenses when they aren't. After we show them the difference, they purchase polarized.

When our fashion frame lines also offer sunwear, we buy it to display with the regular frames and mention that we have that brand in polarized. We sell a lot of clip-ons in polarized.

We also mention the polarized health factor and tell them statistics on auto accidents caused by glare, which polarization eliminates.

Outdoor activities benefit from polarized lenses. Image courtesy Vision-Ease	Snow glare can be cut with the correct lenses. Image courtesy of Optima	Doctor recommendations can seal polarized sales. Image courtesy Essilor USA

Subject: Dianna Finisecy, president

Practice: Wagner Opticians, Washington, D.C.

Using a polarized demonstrator and comparing non-polarized versus polarized lenses always gets across the polarized message.

	Catching a keeper with good lenses. Image of fisherman Tony Pagliei courtesy of Beloptix

I talk about polarized lenses and fishing, how you can see the fish in the water with polarized lenses.

Mentioning my own experiences with polarized lenses cements our relationship and the sale since many customers have similar experiences.

It's important to be informative about possible polarized drawbacks up-front without killing the sale. I tell customers that when they're pumping gas or using their cell phones they may have difficulty seeing the numbers when using a polarized lens, because the technology can block LCD.

If the patient is a pilot, I recommend not going with polarized lenses due to safety concerns.

Subject: Marie Pitko, optician Practice: The Lens Boutique, Clinton Township, Mich.

We sell a lot of polarized clip-ons, so it was a natural progression to sell polarized sunlenses. We package price lenses, so it was easy to offer polarized lenses as our standard sunlens. We use polarized demos and brochures and talk about glare.

Since many of our clientele are post-cataract patients who experience glare after surgery, offering polarized lenses is an easy promotion.

Once someone tries polarized, they're hooked; we've increased our polarized business 35 percent this year. We generally mark up less on this product to help promote it, and when pricing the job, we always start with polarized.

Wearing polarized truly helps us explain polarized features and benefits. Our customers also like to know what we as experts wear, and they're eager to duplicate that.