Photochromic Demographics

Photochromic lenses can work for everyone, but many patients can benefit more from this technology than you may know. We answer who, what, when, where, and how

By Karlen McLean, ABOC, NCLC

All age groups can benefit from photochromic lenses. For kids, photochromics keep eyewear simple—UV protection and sun blocking in one pair. Image courtesy of Transitions Optical

Photochromic lenses offer two key benefits for patients: protection from ultra-violet rays and visual comfort through utilization of lens technology that adapts to one's environment.

The convenience of having lenses that change tint density with UV light exposure, combined with the cool technology factor, offer extra appeal. Photochromic features and benefits are evident every day, for everyone. Some patients, however, can benefit to a higher degree than others. Our breakdown of these photochromic demographics can help you hone your photochromic recommendations to some key groups.

WORKING WORLD

Work style is just as important—if not more important—than leisure lifestyle factors when considering the benefits of photochromics. Anyone who goes outdoors-to-indoors is a photochromic candidate, even for those who walk from a parking lot to an office building when going to and from work and for lunch and breaks.

Those with outdoor or in/outdoor occupations such as police officers, sales people, real estate agents, mail carriers, delivery people, construction workers, and landscapers, can receive optimum benefits from photochromic lenses.

Many wearers prefer neutral gray for driving, because it doesn't alter the perceived color of viewed objects, while others prefer brown hues that enhance certain colors and the appearance of what's seen.

Photochromics offer indoor-to-outdoor convenience. Image above, courtesy of Vision-Ease, and Corning SunSenors, right

Assess all lifestyle considerations and demonstrate both gray and brown shades when dispensing. Some work-style-focused questions to ask this group include:

■ What is your occupation?
■ Does sunlight bother your eyes when you're outside?
■ Do you find it hard for your eyes to adjust to light when you go from inside to outside on a sunny day?
■ Do your eyes feel tired at night?

LEISURE

Photochromic lenses have received accolades in sports like golf, snow skiing, cycling, and motorcycling. Polarized and non-polarized photochromics' ability to adjust to various light conditions appeals to wearers whose environments change.

The same is true for those who enjoy gardening or other indoors-to-outdoors leisure activities, and UV protection is an eye health bonus.

CONVENIENCE

Not having to switch eyewear when moving indoors to outdoors appeals to many. Position photochromic lenses as an all day, every day choice. Sound bytes to use with this group include:

■ Help prevent the loss of visibility
■ Improve visual quality and visual comfort
■ Provide a comfortable light level
■ Reduce squinting/eye fatigue
■ Improve visual contrast

TECHNO-FASHION

Like multicolored cell phone choices that combine style and technology, photochromic lenses enhance self-image and are perceived as making users appear younger, hipper, and more fashionable.

Ramp up your practice website to include impartial eye heath and eyecare advice, correlating this information with eyewear solutions such as photochromic lenses. Also, update your dispensary displays to include techno-messages, such as high-tech eyewear cases and even mock-ups of the latest hardware like cell phones and iPods.

MEDICAL

Medically, photochromic lenses can be used to help visual conditions such as retinitis pigmentosa, macular degeneration, and photophobia. Specific colored and controlled density photochromic lenses for medical conditions help regulate UV, visible blue light, transmission, and glare. Refractive surgery and other eye surgery patients can be photophobic post-op, and may benefit from photochromics' ability to change tint density according to lighting conditions.

"The increasing emphasis on quality of vision has prompted us, as eyecare professionals, to look beyond 20/20 in defining satisfactory vision for adult patients," says Susan Stenson, MD, clinical professor at the Department of Ophthalmology, New York University School of Medicine. "Visual comfort, convenience, versatility, and long-term ocular protection must all be considerations in prescribing eyewear."

Boomers frequently hit the net for health information. Image courtesy of Signet Armorlite

KIDS & TEENS

According to a Transitions study, nearly nine out of 10 children prefer photochromic lenses to clear lenses when considering factors such as visual comfort and peer acceptance.

"Children are more likely to wear their glasses if they enjoy them," says Madeline Romeau, OD, in private practice in West New York, N.J.

She also finds that parents appreciate photochromic convenience, since it's generally hard enough to enforce kids' eyewear compliance with one pair, let alone a second pair.

GENERATIONS X & Y

Today's marketing shift to micro-marketing is being driven by younger consumers with lifestyles based around multitasking. They often look for packages with trusted names, products, and services.

To reach out:.
■ Present lenses first, then frames.
■ Employ top-down selling techniques.
■ Offer vision-enhancing solutions that appeal to their well-being.

Photochromics and AR, in many cases, through performance and convenience, can satisfy this group and brand your practice with them as the future go-to source for expert vision care that cares.

"For this age group especially, we highlight the convenience of having one pair of eyewear that performs beyond a regular, clear pair," says Sharon Solano, LDO, of Optics Soho in Tampa, Fla.

BOOMERS & SENIORS

Studies show that 24 percent of boomers and eight percent of seniors say they get "a lot" of health information online, and boomers rate the Internet as the number-one media source for health information, while seniors rate it fifth. Nearly 90 percent of medical physicians report that their patients have brought information that was found on the Internet to their appointment.

To tap into the consumer Internet health care search boom, implement a self-assessment profile on your practice web site. At least one photochromic manufacturer utilizes a self-assessment profile on the consumer section of its website, and reports that consumers fill in and print out the profile to take with them and facilitate dialogue with their ECP.

Additionally, make sure your practice information is listed and up-to-date on the websites of manufacturers and labs you do business with, under the "Find an Eyecare Professional" feature, so that interested consumers can easily locate your practice. EB