continuing education
The Value of Value AR
A new AR category, value AR, offers patients and ECPs nearpremium performance and the benefit of choice. Value AR gives patients the option of AR no matter what their budget is and ECPs the opportunity to offer AR to everyone with more success. Choosing between premium and value AR options opens the door for more people to enjoy the benefits of anti-reflective lenses. Since 72 percent of eyeglass wearers don't have AR, and 62 percent who don't have AR are value-driven, understanding what AR can offer today and how value AR fits into the benefits equation allows eyecare professionals to put AR recommendation into practice with every patient.
CATEGORIZING AR
Too many choices can make decision-making confusing, leaving buyers with remorse because they're not confident with their purchase decision. Eyecare professionals also believe they've hit a wall with too many choices when it comes to lens products. This leads them to recommend older technology or to sell products in a pick-and-peck manner.
A premium and value AR selection may be the right way to present AR in your practice. By offering two choices you directly address the need for simplicity in your practice and with patients. Premium AR offers superior visual performance over regular non-AR lenses and is more durable. It also offers a better warranty timeframe—a two-year unlimited warranty.
Value AR offers superior visual performance, but is not known to be as durable as a premium AR. Value AR typically has a shorter warranty timeframe of one year with a one-time only replacement to the consumer.
Offering value AR to the segment of non-AR wearers that exists between premium AR and generic AR opens up a growth opportunity for ECPs.
Consumer AR lens usage and opportunity: 72 percent are non-AR wearers; 62 percent of non-AR wearers' top priorities are high quality and affordability; 28 percent are AR wearers. And 98 percent of patients will buy AR again.
ADVANCED AND AFFORDABLE
Value AR directly addresses non-AR wearers, the largest segment of the U.S. population (72 percent) and their chief concerns: high quality and affordability (62 percent).
| Four Benefits of AR Discuss the top four AR benefits with patients quickly and easily, while knowing the background of each to bring up if some patients want or need additional AR information. 1 Visual clarity. Quick hit: AR offers superior visual performance by reducing or eliminating discomforting and distracting reflections. More: Reflections from lens surfaces reduces light transmission which creates ghosting and starburst effects. As index of refraction increases, so does the amount of transmission lost due to increased reflections. 2 Durability. Quick hit: AR lenses are scratch resistant so they'll offer longer life-of-wear. More: AR lenses provide superior scratch resistance compared to untreated lenses. Scratches cause haze which impacts both the cosmetic and visual performance of lenses. 3 Cleanability. Quick hit: AR lenses are easy to keep clean. More: AR lenses are easier to clean compared to untreated lenses because of the higher surface tension created by today's hydrophobic top coats. 4 Cosmetics. Quick hit: AR lenses provide greater cosmetic performance by revealing your eyes. More: AR lenses remove reflections from lenses, resulting in lenses that are more cosmetically appealing. |
Packaging AR rather than adding it a la carte ensures that AR is perceived and valued as part of the lens, not a separate add-on.
Research the value AR products that are available and ask if the value AR offers:
- Pad control system?
- Super-hydrophobic top coating?
- Colts test results?
| Learning Outcomes At the conclusion of this credit education course, participants should be able to:
Use the attached form between pages 4 and 5 for your responses (you may photocopy the blank form for multiple respondents). Eyecare Business must receive answer card forms no later than June 30, 2008. Note: Some states do not accept home study courses for continuing education credit. Check with the licensing board in your state to see if this course qualifies. |
The typical value AR patient wants more for their money. The main features they expect are quality, high performance, advanced technology, and respectable pricing. Value AR should offer superior cleanability and light transmission.
By having the right AR options for your patients, your staff will feel more comfortable presenting AR. Since patients rely on ECPs to learn about AR, it's up to you to present value AR in a way that they can understand and appreciate.
First, make sure patients understand the benefits of AR: visual clarity, durability, cleanability, and cosmetics. Then offer them the premium option and the value option, briefly explaining the difference in warranties and pricing. Value-minded patients may decline premium AR due to price sensitivity, but with an ECP recommendation, they will likely choose value AR.
Then, at the patient's next visit, they've already experienced AR. The benefits of premium AR lenses can be re-addressed and explained, including increased performance, increased scratch resistance, enhanced visual clarity, and expanded warranty of the premium AR option. Keep the retail price difference between value and premium AR choices to no more than 40 percent for easier upgrades.
According to the Vision Council of America's AR Committee, selling one additional AR job each day at an average retail price of $55 can generate up to $14,000 in new business over one year.
| Verbalizing Value After discussing the benefits of AR, it's time to talk about premium versus value AR and pricing. Keep it simple, like this: Optician: "The premium AR lens called (brand name here) is $XX, which is roughly a $110 upgrade to your regular lenses." Patient: "That's more than I want to pay." Optician: "That's ok. We believe in this technology and want all of our patients to experience the best vision possible, regard-less of price. We provide another AR solution called (brand name here) which is competitively priced saving you around $50 to $55." Patient: "That's more like it. But what's the difference?" Optician: "Both products provide you with superior visual performance over regular lenses. Both are easy to clean with improved cosmetics. The main difference is the durability of each product, and therefore the warranty is different. The premium product offers a two-year unlimited warranty. The value solution offers a one-year, one-time replacement warranty." Patient: "That sounds more like what I can afford with some of the same visual benefits. I'll go with the value AR this time." Optician: "The value AR is a great first-time AR lens to try out for yourself. Once you wear it and enjoy the performance, maybe the next time you can upgrade to the premium AR." |
HANDS-ON AR TECHNIQUES
Demonstrating AR can be easy and dramatic. The easiest way is to wear AR lenses yourself, so that patients see the benefits first-hand. Consumer research shows that once a patient purchases AR lenses, 98 percent buy AR lenses again. Personally experiencing AR is the best way to understand the benefits. That's why everyone in the practice should wear AR lenses. AR is an easier benefit to explain and sell when you wear it, too.
Other ways to demonstrate AR include demo units from labs that are manufacturer or self made. Many are simple and hands-on, including a lens that's half AR and half without.
A before an after image captures the visual impact of AR lenses on aesthetics. The message: People see your eyes, not your lenses
One demo shows the effectiveness of new hydrophobicoleophobic coatings. Take a Post-It note and stick it to the surface of a generic AR lens or regular non-AR lens. The Post-It note will pick up the lens. Now, take a Post-It note and stick it to the surface of the premium AR lens. The Post-It note will not stick to the lens. The surface is so slick that dirt, oil, and fingerprints will have a hard time sticking to these AR lenses, too, making them easier to clean and keep clean. Less cleaning means less chance of scratching.
Proper lens care is the basis for long-term AR wear and patient satisfaction. Surveys have shown that dissatisfied AR wearers have used soap and water and improper wiping methods, usually on their clothing. Those with proper lens cleaning habits rarely complain about AR.
Show new AR wearers how to care for their new lenses with a step-by-step demonstration. Previous wearers can benefit from a review course in lens care and maintenance. Always dispense AR-approved cleaning cloths and liquid cleaner with every new pair of lenses, and explain to patients why you are doing so.
A bonus in today's AR lens care is that hydrophobicoleophobic topcoats slough off dirt, dust, and debris so that lenses don't have to be wiped as often. Less cleaning = less chance of scratching.
MYTH BUSTERS
Some AR perceptions, often assumed as facts, are simply wrong. It's time to separate AR myths from truths.
MYTH: AR isn't much different today than five years ago.
TRUTH: Today's AR isn't your daddy's AR. Premium ARs offer extended, expanded warranties, a testament to their toughness. Value ARs may offer a lesser warranty. Both premium and value ARs feature overall durability and performancethat can stand up to everyday wear and tear. Cracking and crazing with premium and value AR products are history.
If you're not sure of today's AR performance, get AR lenses and try them out yourself. If patients you're discussing AR with say they've tried AR before, inquire why they aren't wearing AR now and encourage them to wear new AR technology (think regular television versus high definition TV).
MYTH: AR coating is not scratch resistant.
TRUTH: The ability of an AR surface to resist scratching is derived from the hard coat on which the AR is placed.
The best AR surfaces are integrated with dip coated, thermally cured hard coatings that make the lenses more scratch resistant than non-AR lenses.
On the road, AR clearly cuts glare and improves vision quality for driving against the shine of headlights and streetlights.
| Successful Scenarios Patient reactions to being offered AR are varied. Real life scenarios don't often play out the way scripts are written; after all, health care isn't a movie and you only have one "take." Value AR can play the hero role as the reasonable alternative to premium AR by offering an affordable price. There are two scenarios to consider. 1. SEE BETTER. Optician: "Do you notice it's harder to see during the night, like when you're driving?" Two basic patient replies could be: "Yes, it's very hard for me to see at night," or "Yes, it's a little harder for me to see at night." Optician: "AR lenses make it easier to see at night. I've worn them for years and wouldn't be without them." Optician shows the patient her own AR lenses and/or an AR demonstration unit with contrasting AR/no-AR night scenes. Another patient reply could be: "No, I haven't noticed much difference between night and day." Optician: "Some people are bothered by not only oncoming headlights at night, but also by reflections seen during the day, like in an office environment on a computer." Patient reply: "Yes, I've noticed my office windows/computer screen/lighting bothering me; my eyes seem to get extra tired at work." Optician, "AR lenses help ease workplace and other daytime eyestrain." Optician demonstrates with her own AR lenses and/or an AR demo unit. Patient: "How much does AR cost? Will my insurance cover AR?" Optician: "We have a premium AR that has the added advantage of making your lenses more durable and easier to keep clean for $XX. We also have another option that offers many of the same features of the first option, but is not quite as durable for $XX." 2. LOOK BETTER. Optician: "Do you like the way your eyewear looks?" Two basic patient replies could be: "No, I don't like wearing glasses," to "Yeah, glasses are ok, I guess." Optician: "Look at my lenses. There's no reflection and you can see my eyes clearly." Optician shows patient his own AR lenses and then puts on a pair of demonstration eyewear without AR, pointing out the reflections on the lenses. Another patient reply may be: "Yes, I really enjoy wearing glasses." Optician: "If you enjoy wearing fashionable eyewear, we can enhance the look with AR, which eliminates the glare on the front of the lenses." Optician again demonstrates the difference between AR and non-AR lenses with his own eyewear or a demonstration unit. Patient: "How much does AR cost? Will my insurance cover AR?" Optician: "We have a premium AR that has the added advantage of making your lenses more durable and easier to keep clean for $XX. "We also have another option that offers many of the same features of the first option, but is not quite as durable for $XX." Bottom line: Most people don't know AR exists. If you don't mention AR, they'll never know about AR benefits. If they do eventually learn about AR, it will likely be from another source, not your practice, resulting in your losing credibility and profits. |
The hard coating upon which value ARs are placed is usually a combination of the manufacturerapplied coating on the front and a lab-applied spin coat on the back. UV-cured hard coating isn't as scratch resistant and protective as a dip coat, but does offer average performance, especially with a super hydrophobic top coat. The more slippery the lens, the less likely it is to scratch.
| By the Numbers Certain statistics make valid points illustrating why and how AR can better your business practices. .9% = the difference between light transmission with AR (16 percent) and without AR (15.1 percent) according to a large photochromic manufacturer. Offering photochromics with AR makes sense from an anti-reflective benefits standpoint. 72% = eyeglass wearers who don't have AR. Most who wear eyewear don't have AR, a huge opportunity! 62% = those eyeglass wearers who don't have AR who are value-driven. A clear reason to offer a value AR selection. 57% = the percentage of ECPs who are also value-driven. Offering value AR also appeals to the practice bottom-line. 110° = the contact angle of at least one value AR lens that offers superior cleanability. The higher the contact angle, the easier lenses are to clean and the more difficult they are to scratch. 50% = more than half of patients want AR lenses that are easy to clean. If a value AR offers easy cleanability, it fulfills what patients seek most from their AR selection. 99% = the light transmission of one value AR lens choice. High transmission means clearer, crisper vision, a benefit all patients want. $1 billion = the untapped profit in the non-AR wearing patient segment. There are plenty of AR profits to go around: Selling AR can raise every practice's profits. 150 million = how many eyeglass wearers there are in the U.S. According to the Vision Council of America, this number may rise as more people return to wearing eyewear from other modalities. 28% = how many of those eyeglass wearers have AR lenses. While the number of those with AR in the U.S. remains modest, it's also a huge growth opportunity. 1 year, 1 time = the warranty usually offered with value AR lenses. 2 years, unlimited = the warranty usually offered with premium AR lenses. 98% = of those who wear AR who buy AR again. |
MYTH: Not all lenses can be AR coated.
TRUTH: According to a large AR equipment manufacturer, all plastic and mineral (glass) lenses can be AR coated. The coating lab must know the type of substrate it's getting, because most of the lenses need an appropriate pre-treatment for successful coating.
MYTH: Tints are wiped out by applying AR.
TRUTH: Tints can be reduced but not eliminated by the AR coating process. Expect a five to 10 percent reduction in tint color density. To maintain the desired density, overtint the lenses by around 10 percent before sending them to the lab.
MYTH: Not every patient will benefit from AR.
TRUTH: It's true that every person who comes to your practice may not see the benefits of AR.
But a great majority will be interested. Make it practice policy to discuss AR with everyone and let patients decide.
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