FIRST PERSON

5 Questions for…

Paddy McDermott, president, Transitions Optical, Inc.

paddy McDermott recently took over as president of Transitions Optical, Inc. He joined the company in 1983, previously holding several key positions in the EMEA region and globally. He spoke to EB about the future of Transitions and how ECPs can increase their photochromic and other lens treatment sales.

eb: What are you most looking forward to as you lead Transitions Optical into the future?

pm: I joined Transitions Optical more than 20 years ago, so for me, it has been an honor to be a part of making the Transitions brand what it is today. We have a history of relentless investment in R&D and technology and I am always looking forward to the next innovation.

eb: What will ECPs notice about the Transitions brand now that it is a wholly owned by Essilor?

pm: Transitions Optical will continue its open business model of ensuring Transitions lenses are available from nearly all lens manufacturers; so [ECPs] will not see a change in our product mix or our consumer advertising and brand-building efforts, which drive demand. We’ll be looking for ways to align our product benefits with our lens manufacturer customers’ product benefits so that eyecare professionals can offer comprehensive lens solutions.

eb: Transitions Optical research indicates that approximately 40 percent of patients walk into a practice wanting Transitions lenses, but only 20 percent actually get them. What can ECPs do to improve that capture rate?

pm: Through our lens caster partners we want to establish a clear message that allows [ECPs] to effectively talk about the product benefits in a clear, concise manner, along with other lens options. We’ll continue to maximize our brand strength by investing in marketing that drives not only awareness, but an understanding of the way our products work, resulting in an even stronger commitment to purchase. We’ve created tools that allow consumers to experience the product before purchase, for example, Transitions Viewer and Transitions Trial Decals.

eb: As lens surfacing and treatments evolve, how can ECPs leverage that array to build their business?

pm: Consumers want product choice and quality of products and service. The challenge is helping consumers understand the tremendous number of technologies available without overwhelming them. The complexity of choice can be daunting, but it creates the opportunity for eyecare professionals to provide a differentiated offering.

It is very important for us to fit into that picture of choice, which is why we offer a family of brands. Coupled with free-form, this gives [ECPs] the capability to deliver very specific and personalized product offerings.

eb: What can ECPs do to improve business and limit the number of Rx’s that walk out to be filled elsewhere?

pm: Consumers want their doctor to make specific product recommendations but, unfortunately, our research shows that some of them are not fulfilling patients’ needs in this area. Talking to patients about their lens needs and personally handing them off to the dispensary staff is a simple step doctors can take to increase patient satisfaction and limit the number of patients walking out the door. Our programs aim to support the ECP in this dialogue process as it pertains to the Transitions family of brands.