Lenses: Safe and Strong

Tried and true tips for managing kids' visual needs, especially safety

by Karlen McLean, ABOC, NCLC

Managing Kids' Visual Needs

Keeping eyes healthy is an ongoing effort for ECPs and their patients, especially kids. Just like exercise and nutrition are learned habits, so too is taking care of one's visual health.

The effort is two-pronged: 1. Eye health, and 2. Eye safety.

EYE HEALTH = EYE SAFETY

Eye health includes regular check-ups, education on UV damage and other risks to healthy sight, and staff involvement to ensure that consistent, constant messages get through to each patient. Eye safety calls for product-specific solutions to visual risks, such as UV protective and impact-resistant lenses.

Recent findings of the "Global Attitudes and Perceptions About Vision Care" study conducted by The Vision Care Institute indicate that while 85 percent of Americans recognize UV rays can damage the eyes, only 65 percent wear sunglasses as protection and only 39 percent ensure that their children do.

By contrast, 78 percent make sure their children wear sunscreen when outdoors. "Compared to their parents, children have larger pupils (allowing more light in), clearer lenses, and are outside without eye protection much more frequently and for longer periods than most adults," says Christine W. Sindt, OD, associate professor of clinical ophthalmology, University of Iowa. "Short-term damage to eyes is hard to notice, but over the long-term, the sun can cause irreversible harm to all unprotected or under-protected structures of the eye."

TALKING WORKS

The best way to get eye health messages across to kids and parents is by simply speaking with them.

"I sit down with each parent and discuss at great length the visual conditions that their child has," says Christina M. Danley, OD, of The Center for Vision Development, Inc. in Franklin, Tenn. "I use a number of demonstrations to allow them to better see the visual problem. I discuss how it's impacting the child and we discuss workable solutions. When the parents completely understand their child's vision problem and recognize how it's impacting the child and the entire family, they are very compliant and involved."

Barbara A. Coldiron, OD, of Far West Optical in Austin, Texas, emphasizes the importance of good vision habits while reading and watching TV.

"Staring is a major source of vision discomfort. I talk about the five things that people do when they stare: 1. Not blinking as often as needed; 2. Frowning, causing tight facial muscles; 3. Hunching over or leaning into a task, leading to tight shoulder or neck muscles; 4. Shallow breathing, and; 5. Zoning out, a type of psychological tunnel vision," Coldiron says.

FEATURES AND BENEFITS

Be sure to express the difference between features and benefits. Basically, a feature is what it is and a benefit is what it does.

"If you can say ‘so what?’ after expressing what you believe to be is a benefit, you probably expressed a feature. People buy the benefits, not the feature," says Mark Hinton, optician- owner of Woodside Opticians and CEO of eYeFacilitate.com, in Clearwater, Fla. "For example, ‘lenses will be light and thin’ is a feature; ‘so the eyewear will stay in place and feel comfortable’ is a benefit."

IMMEDIATE INFORMATION

Hinton recommends that practices create and provide a laminated handout to parents at the front desk at check-in that includes facts about children's eye health, safety, and education, and why the practice advises and prescribes with their eye health and safety in mind.

QUICK SCRIPT: Here's a quick and handy statement to use when speaking with parents about the long-term importance of protecting kids' eyes: "Exposure to UV rays can cause short- and long-term damage. The longer eyes are exposed to UV rays, the greater the risk of developing severe visual conditions later in life, like macular degeneration or retinal damage. We should take steps now to prevent damage to your child's eyes by getting them a pair of UV-protective eyewear and/or contact lenses."

Davis Duehr Dean Optical, with more than 20 locations in Wisconsin, has several pediatric ophthalmologists on board. With hyperopia, their most common kids' visual condition, they have solid policies and procedures in place to address eyewear issues.

"For most of these [hyperopic] children, vision needs are easily met with eyeglasses," says optical supervisor Andrea Reis, ABOC. "That said, many of the children are extremely farsighted, so we work with our lab to produce lenses that are as thin as possible. We work with the parents and children to keep the frame selection within established parameters to ensure the best cosmetic result. And we require children aged 12 and under to be in polycarbonate or Trivex lens material."

SELLING SAFETY

The practice discounts and package prices children's eyewear, and also merchandises plano sunglasses, sun clips, and sports goggles.

"This helps illustrate to parents how important we feel the investment in protective lenses is for their children," Reis adds. "We stress the importance of a second pair of glasses, not only as a backup, but also for sport activities."

It's also important to address non- Rx kids as well as recognize budding contact lens patients. Typically, a child will be evaluated for maturity and level of parental support in deciding if they're ready for contact lenses. Good news: Kids may require less chair time than adults because they aren't complicated fits and typically don't have "eye baggage" like discomfort, presbyopia, or dry eye.

"I strongly recommend UV protection for glasses and contact lenses for everyday ocular safety," Danley adds. "I also educate kids and parents on visual hygiene, like using proper lighting and working distance to protect the visual system."

SPORT LENSES HELP ALL

"Promote safety and sport spec choices for kids with and without refractive error," Hinton advises. "High contrast sports lenses will improve visual comfort and sports performance, something parents can appreciate. Also, it's your responsibility to include AR. Explain that AR absorbs surface reflections that can otherwise interfere with their child's learning. Examples: sitting in front of white boards and computers."

An informative message to parents might be: "Serious eye injuries to kids are on the rise. Now's the time to protect your child by getting them a pair of high impact-resistant frames and lenses." EB

OUTREACH TIPS

Getting in touch with youngsters can help ensure this audience understands the importance of eye health. Consider these tips on how to best conduct school outreach efforts:

1 Younger students may not have had a vision screening. So offer vision screenings by a trained technician, and have hand-outs containing your office information and the screening results. Kids then take the info to their parents who can schedule an appointment if necessary.
2 Keep your presentation fun, short, and to the point. Address only one primary topic, such as vision safety, with subtopics (UV protection, sports vision protection, and every day vision health and protection). Use hands-on props like sunglasses, frames, and lenses. Utilize resources like www.eyedidntknowthat.info for help.
3 Play "eye games" featuring optical trivia Q&As based on your presentation. Use give-away items, such as magnets, that feature your office info.

EYEWEAR = EYE PROTECTION

In 2009, the American Academy of Ophthalmology and American Society of Ocular Trauma released findings that indicated an increase in the number of eye injuries suffered by children. Kids 12 years old and younger represented one in five injuries, a significant increase over a previous five-year survey average of 15.5 percent.

"Serious eye injuries can be avoided by simply using the proper eye protection," explains Hugh R. Parry, president and CEO of Prevent Blindness America. "Adults must make their eye health a priority by consistently practicing good eye protection habits not only for their own sake but as an example to children."