Bargman: Glass is more prevalent in other parts of the world than in the U.S., and glass and AR are the most durable combination available. Also, some ECPs don't want to deal with AR because of past experiences with decreased turnaround time.

Iovaldi: Another reason is the technological challenges with coating all the various lens materials used here.

Lesher: There is a lack of consumer education. Also, turnaround time and price have been issues.

Steffey: In Europe and Asia, consumers expect AR. Here, it is up to the ECP to promote it. Give patients a choice. This burden also falls on the labs to train their customer.

Sutherlin: In the U.S., we pre-judge people's billfolds and are terrified to discuss premium products with patients. We must reach the point where we at least tell consumers what their options are and the benefits they provide, and then let them decide which ones they choose.

AR repels smudges. Photo courtesy of Essilor

EXPECTATIONS

Q What are reasonable expectations an ECP should have regarding today's AR?

Iovaldi: For in-house AR, they should expect one to two additional days of service time. For outsourced AR, it's five to seven days. Also, the failure/dissatisfaction rate on AR should be five percent or less during the warranted period, which is one year for regular AR lenses and two years for premium AR lenses.

Steffey: ECPs should expect a one- to two-year warranty on all AR lenses.

MISCONCEPTIONS

Q What are some ECP misconceptions about AR?

Bargman: There is the misconception that the new AR treatments won't scratch or smudge at all. There is also the expectation that AR-treated jobs can be processed as fast as non-coated lenses, but treating lenses with AR is a complex process that requires extra time.

Steffey: Patients must be educated on how to treat eyewear. Also, there are many AR lens colors offered, but sometimes they are hard to match.

SUPPORT

Q What have you done to help the ECP promote AR?

Bargman: Education is important. We have made efforts to increase awareness of anti-reflective lenses with regard to driving at night, working at computers, providing more light for low vision patients, and offering better visual acuity on high index and polycarbonate lenses.

Lesher: We have decreased our customers' turnaround time and reinforced the benefits of AR to them.

Steffey: We provide seminars, samples, and in-house training.

Sutherlin: Bringing our own brand of AR treatment in-house is probably the most important thing we've done. We have made an effort to assist the ECP with point-of-purchase displays, samples, patient brochures, and sell sheets of lens availability.

	Always present AR. Image courtesy of Carl Zeiss Optical

ATTRIBUTES

Q What attributes of AR should ECPs promote that they're sometimes missing?

Bargman: The ECP should instruct patients that special care should be taken with AR lenses to achieve peak performance.

Iovaldi: Focus on technology, such as new hydrophobic topcoats, which allow easy cleanability. We need to win back former users and attract new patients.

Lesher: Improved vision for all patients is the benefit that is most often left out.

IMPROVEMENTS

Q What do ECPs need to know about how AR has improved?

Bargman: We need to assure ECPs that the lenses are more durable and easier to clean than before, but they still need to be cared for differently than uncoated lenses.

Lesher: ECPs really need to communicate that AR has improved greatly in all aspects.

Steffey: They need to know that the development of better hard coatings that adhere to the AR coating makes modern AR more durable.

Sutherlin: It is imperative that ECPs know the benefits of the new coatings: Super clean, super scratch resistant, and super easy to clean.

As you can see, OLA lab members have a distinct vantage point. The real question is: What will your office do with this information?

For further information or to find an OLA lab near you, contact the Optical Laboratories Association at www.ola-labs.org.