tech talk
UV and Internal Messaging
by Karlen McLean, ABOC, NCLC
When it comes to discussing the dangers of ultra-violet radiation (UVR) with patients, it's easy to get carried away, waxing poetic on nanometers and degrees, detailing eye diseases, and splitting hairs about what's 100 percent UV protective and what's not.
But time is valuable, not only from the "time is money" standpoint of an ECP, but also because if your patient feels like you're wasting their time, they'll go elsewhere in the future.
That's why it's important to keep the UV message short, simple, and sweet by focusing strictly on key information—information that you'd want to know if you were on the other side of the phoropter or dispensing table.
Waiting room brochures about UV protection can be a UV conversation starter
While some patients prefer embellishment, and they'll indicate that they want details by asking for more information, most only want to know: "How does UV affect my eyes, and what can I do about it?"
SEVEN UV TIPS
These top seven UV tips (and bonus tips) focus on giving patients just enough to keep their interest while keeping them informed, purchasing product in the practice, and coming back again for their vision care and eyewear.
1 WAITING ROOM: Start the UV message in the waiting room. Feature brochures and other print materials on UV and eyes.
Keep materials tidy and up-to-date by checking with manufacturers for their latest offerings.
Displays should be modern-looking and clean. Utilizing pre-exam messages on UV piques patient interest enough for them to ask about it during their exam.
BONUS POINT: Run an educational video on UV.
2 EXAM ROOM: Keep the UV message strong in the exam room. When a doctor recommends UV protection—be it UV ophthalmic lenses, contact lenses, plano sunwear, or better yet, all three—patients not only listen, they respond by being receptive to purchasing UV-protective products such as photochromic lenses.
Briefly explain the chief dangers of UV to the eye:
• UV can contribute to age-related changes in the eye and to several serious eye diseases, including cataracts and macular degeneration.
• UV is around us every day. It's reflected off surfaces and present even on cloudy days.
Then you, the doctor, recommend 100 percent UV protective eyewear, contact lenses, and sunwear.
BONUS POINT: Mention that all of your eyewear, including your staff member's eyewear and even your children's eyewear, is 100 percent UV protective.
3 HAND-OFF: Rx hand-off from the doctor to the optician includes UV affirmation. Walk with the patient to the dispensary, bringing the patient to the optician.
Start with a simple introduction: "Mrs. Thompson, this is our optician, Jonathan. He's an expert on UV protection." Continue with, "Jonathan, in the exam room, Mrs. Thompson and I discussed the dangers of UV and the importance of protecting her vision. Can you fill her in on what lenses/contact lenses/sunwear will answer her needs? This is her prescription." If you need to discuss the Rx further, including changes from her current lenses, do so.
BONUS POINT: Before thanking the patient and optician, mention, "I told Mrs. Thompson about my own UV protective eyewear."
UV: IN-OFFICE EDUCATION |
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There are many in-office tools available to help you educate patients about the dangers of UV and how photochromic lenses can help. Materials such as demonstration kits and cards, educational posters and videos, and patient brochures help to reinforce the importance of healthy sight and UV protection. Offices involved in presenting and selling photochromics should consider the following tools: ■ DEMONSTRATION KITS: A UV light demonstration kit shows patients exactly how photochromic lenses work. Also available are lens demonstration cards that can be used along with a demo unit and taken outside in the sunlight to demonstrate the light-sensitive lenses. ■ TABLETOP VISUAL AIDS: At fitting stations, counters, and frameboards, utilize visual tools to get your patients thinking about eye health. Dispensing mats featuring photochromic lenses is one way to get the UV message across. Countercards featuring photochromic products also educate and raise UV awareness. ■ WAITING AREA INFORMATION: Display posters for kids and adults about UV and photochromics' benefits. Stressing the importance of UV protection, patient brochures show the difference between clear lenses and photochromic lenses. Also consider equipping your waiting areas—and even in your lanes—with televisions and DVD players. Then broadcast educational videos that stress healthy vision at all ages, and encourage consumers to seek more information about lenses that can preserve their eye health. |
4 DISPENSARY DISCUSSION: Focus on the Rx, frame selection, lens selection, fitting, and measurements, but keep the message wrapped around UV protection. Point out how UV protective lenses will shield eyes from the harmful effects of UVR, and help protect the skin around the eyes from cancer and premature aging.
Emphasize that the photochromic lenses you're recommending have 100 percent UV protection along with other attributes (PAL, AR, polarized, etc.). Affirm that the UV protection won't "wear off" and will be effective through the life of the lens.
BONUS POINT: Mention that all of the eyewear you're fitting is UV protective, be it everyday photochromic lenses, sunlenses, or contact lenses, so the patient is assured of complete UV protection.
5 SUNCREEN FOR THE EYES: Compare vision protection to skin protection. Simple sentences like "UV protection in your eyewear is sunscreen for your eyes" are the most effective ones in the entire UV message.
BONUS POINT: Many people today, young and old, but especially the baby boomer generation, start the day by applying cosmetic skin lotions that automatically contain SPF. Why would they walk out the door to work or play without that same protection for their eyes?
6 MEDICAL MESSAGE: Consider the medical equation. Ask patients on the welcome questionnaire what drugs they're taking, including over-the-counter (OTC) medications. Many prescription and OTC medications can increase sensitivity to light and UV exposure.
Also, ask if they've previously had any eye surgery. The simple question, "Does glare bother you?" can easily start a solution-based conversation about UV.
BONUS POINT: Include space on your questionnaire and in your conversation for listing work and leisure activities, and ask, "Do you spend a lot of time outdoors?"
7 FOCUS ON DETAILS: Pay attention to details while keeping the patient message simple. In addition to lenses, recommend eyewear that hugs the curve of the face, and adjust any frame for better face form prior to fitting the lenses.
BONUS POINT: Recommend a hat with at least a four-inch brim; it can block around 50 percent of UVR. Also, sell frame/lens brand-complimentary hats. EB