Devices that demonstrate the features and benefits of lenses and their add-ons are far more effective at promoting products than ECP explanations alone.
The easiest ways to upgrade patients into specific lenses is to demonstrate their properties. We used to show patients why they should have a scratch coating using a piece of steel wool that wouldn’t scratch the lens. Over the years, more sophisticated tools have evolved, using new technology to demonstrate what you are trying to sell. Here are some examples.
To show patients the benefits and colors of photochromic lenses, Transitions Optical offers both lens demo cards and a UV Demonstration Lamp to demonstrate the technology in action. You could display the UV Demonstration Lamp in the dispensing area, and with the demo cards you can show the difference between the activated and clear portions of the lens. Best of all, you can also show the difference between Transitions Signature VII and Transitions XTRActive lenses side by side.
BLUE LIGHT DEMONSTRATORS
One of the toughest characteristics to demonstrate is blue light protection, so lens companies are beginning to offer blue light demonstrators.
KODAK Lens (Signet Armorlite, Inc.) has a demonstration kit to support its Total Blue Lens. The display allows the patient to see firsthand how KODAK Total Blue Lens filters high-energy visible (HEV) blue light. To demonstrate the blue light filtering properties, the patient or eyecare professional (ECP) holds a special HEV Blue Light Demonstrator Pen Light above the demo lenses, pushes the button and slides the light across the two lenses.
A UV activation strip on the demo card behind the lenses turns purple as the HEV light shines through the lens. KODAK Total Blue Lenses block and filter up to 80% of harmful HEV light, so the activation strip behind it will not turn purple.
Another Blue Light Demonstrator from VISION EASE shows the enhanced protection properties of Clear Blue Filter lenses when compared to standard polycarbonate. The demonstration kit includes one display unit, one LED light, one Clear Blue Filter lens, one standard polycarbonate lens and a pack of consumer brochures. Upon shining the light through each lens, consumers will visually see
the advanced protection provided by
VISION EASE Clear Blue Filter lenses.
I believe polarized lenses are the easiest to sell by demonstrating. You will actually hear your patients say “WOW.” One challenge to ECPs is being indoors, away from the harsh blinding glare outdoors. To demonstrate the benefits of polarized lenses, Younger Optics reintroduced the NuPolarLED Glare Demonstrator. This portable demonstrator creates bright glare indoors so ECPs can demonstrate the glare-blocking power of polarized lenses without having to leave the office. The unit is battery operated and lights up with the push of a button.
Available through independent optical laboratories, the NuPolar Glare Demonstrator features an easy access on/off button on top and an automatic, timed shut-off. It also includes a polarized lorgnette that rests on top of the unit when not in use.
Maui Jim Sunglasses commissioned a variety of interactive Hawaiian-themed works for its Polage demonstrators to highlight the company’s high-quality polarized lenses. Without polarized lenses, these artworks appear “invisible” except for a colorful Maui Jim signature. But when viewed through Maui Jim PolarizedPlus2 lenses, they magically spring into bright, colorful Hawaiian images.
Costa Del Mar is another polarized sunglass manufacturer that uses a demonstrator for patients. Costa’s display mirror shows a message about the benefits of the company’s lenses when the brand’s polarized lenses are worn.
HOYA Vision Care was among the first to introduce an iPad demonstration app. Its HOYA Vision Consultant Viewer, or HVC Viewer, allows patients to “experience” HOYA lenses before they buy them. The HVC Viewer shows all types of add-ons as well as a representation of how HOYA lenses work.
The Viewer has five modules that demonstrate progressive lenses, single vision lenses, indoor lenses (which can show the difference in a variety of situations between standard reading lenses compared to other premium indoor solutions such as computer lenses), anti-reflective treatments (which allows you to easily show the increase in comfort derived from glare reduction, improved contrast and an increase in sharpness) and polarized lenses (which show how polarization enhances comfort by increasing contrast and reducing glare).
The patient simply picks the appropriate lens type from the available modules, holds up the iPad and through the camera can look around the room to see the benefits HOYA lenses provide.
ALL-IN-ONE INTERACTIVE TOOL
The Zeiss Demonstration Tool is an all-in-one interactive device designed to engage and educate patients about ZEISS lens and coating options. The tool visually demonstrates features such as wider fields of view available with customized progressives, the benefits of anti-reflective coatings and the quick-changing properties of PhotoFusion photochromic lenses (see page 50). It also gives patients the ability to feel and see the differences between eyeglass lens materials as well as experience the glare reduction possible with polarized lenses. The Zeiss Demonstration Tool even plays videos showing the benefits of quality optical products.
Samuel Morgenstern, LDO, is the optical manager for Princeton Eye Group in Princeton, NJ.
WHERE TO FIND IT:
Carl Zeiss Vision, Inc. • 800.358.8258 • zeiss.com/lenses
Maui Jim, Inc. • 888.666.5905 • mauijim.com