HANDS ON - How I....
Sell Photochromics to Boomers and Seniors
by Karlen McLean, ABOC, NCLC

Better technology, boosted optical safety, and convenience of use are just a few of the multitude of selling points that today's eyecare professionals are presenting to promote photochromic eyewear.

	Explaining that photochromics help prevent UV damage is a powerful selling tool when working with boomers and seniors

The following are tips from ECPs who are dedicated to letting senior and baby boomer patients know about photochromics.

SPREADING THE WORD

Subject: Jeff Shpiner, optician and manager

Practice: Medical Center Optical at Eye Physicians of Sussex County, Newton, N.J.

Most of our senior citizens are post-cataract patients who are glare sensitive. We explain that while photochromics can't replace sunglasses behind the windshield of a car, they offer visual comfort at a reasonable cost by only requiring one pair of eyewear rather than two.

Then, if they need sunwear, we look at a second pair. We don't bargain, and we price reasonably.

We explain photochromics in non-techno-speak. We use displays and a photochromic tester to demonstrate the lenses' changing ability, and the staff demonstrates their own photochromic eyewear.

Many times, the most powerful purchase incentive is our 100 percent unconditional satisfaction guarantee. Trust is a huge element with this group, so we're up front with them immediately if there's any problem.

SENIOR SPECIALTY

Subject: Marina Salazar, optician

Practice: Prime Eyecare, five metro locations, Phoenix

The average age of our patients is 75, and our primary healthcare plan is heavily seniors. Many are on medications that increase their sensitivity to glare and UV. We note that photo-chromic lenses—especially with AR—will protect them from both.

Some patients still want glass lenses. They still remember previous photochromic technology that didn't get all the way clear indoors. It's great to tell them about how the technology keeps improving and to see them experience today's photochromics. I use our demonstrator to show how photochromic technology gets clear indoors and sunglass dark outdoors.

I also mention how the weight of glass may have pulled the skin on and around the nose out of shape, and how skin in that area gets more delicate with age. When they wear their new plastic lenses, they can't believe the comfort.

THE HEALTH CONNECTION

Subject: Bennett Romanoff, MD

Practice: Private practice, Sylvania, Ohio

About 70 percent of our patients wear photochromics, and around 60 percent are in AR. So we address the 100 percent UV and glare/comfort issues all in one lens.

The fundamentals of aging vision are that UV is a known trigger for macular degeneration and cataracts. UV also contributes to the aging of skin around the eye and skin cancers above the neck. So, we encourage all of our patients to wear 100 percent UV protective photochromic lenses. We tell patients that photochromics will help them maintain healthy eyes.

I tell patients that photochromics are great, but they aren't the world's best sunglass and won't darken behind a car windshield. We recommend polarized sunwear as a second pair or clip-on.

Our entire office made the commitment to photo-chromic dispensing, and our message to the patient is consistent. We discuss photochromics with every patient. This may be seen as a downside to some ECPs, but the upside is that it only takes me around two minutes with each patient.

Increasing our photochromic output has increased our productivity and patient satisfaction.