|PureCoat by ZEISS is considered Carl Zeiss Vision’s premium AR offering.|
ECPs can use tiering as a strategy for recommending AR treatments to patients.
Since its introduction over 50 years ago, anti-reflective (AR) lenses have evolved quite a bit, producing something eyecare professionals (ECPs) may not have envisioned years ago—different levels of AR lenses.
What is TIERING?
Many lens manufactures and coating labs have more than one AR treatment. More importantly, their features and prices also differ, which creates tiering. Here’s an example of what might be available from an AR supplier:
Good: transmits at least of 98% of available light and offers functional anti-scratch properties.
Better: transmits at least 98%, has improved scratch resistance, and an oleophobic and hydrophobic top coating.
Best: all the features of the “better” product with the benefit of an anti-static feature.
Premium: all the features offered at their highest level of performance.
DOES IT MAKE SENSE?
While it’s always good professionalism to offer patients the best product first, the majority of ECPs may notice some patients will not accept that recommendation. If this is so, then its reasonable to offer choices in products. This way, if a patient declines the premium AR recommendation, there are other AR lenses at different price points. Many offices already do this with other lens products such as lens materials and progressive lenses. Even Vision Services Plan (VSP) now identifies four levels of AR treatments, which it designate as A, B, C, D (D being the highest-priced products), depending on the features.
Carl Zeiss Vision Inc.’s PureCoat™ by ZEISS and Teflon® Elite are
considered premium offerings over its Carat Advantage® and Carat® AR treatments. Teflon Elite is only available on Carl Zeiss Vision substrates while PureCoat by ZEISS is available on non-Carl Zeiss Vision substrates and over 400 lenses. As the company explains it, PureCoat by ZEISS and Teflon Elite AR treatments utilize an improved anti-static process that helps the lenses stay cleaner longer. These premium treatments also use Zeiss’ Foundation® hardcoat, which provides exceptional durability and scratch-resistance.
Essilor of America, Inc. suggests ECPs use a two-tiered system—premium and value. In this way, ECPs still provide the patient choices, but not as many, making it less confusing. The ECP might offer Essilor’s Crizal® Sapphire™ with Scotchgard™ Protector for the premium and its value No-Glare line of lenses such as SharpView® or ProClean™ products. Crizal Sapphire lenses with Scotchgard Protector offer no-glare performance through its Enhanced Light Transmission™ (ELT) System, scratch resistance with its SR Booster™ layer, and cleanability courtesy of the High Surface Density™ (HSD) process. The value No-Glare line has ease of cleaning and good scratch resistance at a value price. In addition, Essilor also offers its new entry-level to the Crizal range—Crizal Easy™, which launched in January.
At the top of HOYA VISION CARE, North America’s tier is its premium offering called SUPER HiVision™ EX3, which offers extreme glare fighting, extreme cleanability, and extreme scratch resistance. Below this treatment would be its HOYA SUPER HiVision that utilizes Substrate Matching Properties (SMP) and ViewProtect™ technology, providing a finish that makes cleaning simple, yet almost never necessary—extending lens life.
Nexus Vision Group offers five AR treatments. Vision is its basic 10-layer AR treatment with a standard hydrophobic topcoating. A step up is Vision Plus, which adds an oleophobic topcoat for easy cleaning. The next level is NVision™ that uses a 16-layer process that includes an anti-static layer to repel dirt and dust with a traditional hydrophobic topcoat while its superior, NVision Plus™, offers an oleophobic topcoat and scratch resistance. In addition, Carbonite™ is the company’s newest treatment, featuring an extra-strong scratch-resistant coating with an oleophobic long-life topcoat.
While ECPs should always offer the best options, having a “fall-back” position with a tiering system will help ensure AR revenue.
Randall L. Smith is the Opticianry Program Director at Baker College in Jackson, MI.
WHERE TO FIND IT
Carl Zeiss Vision Inc.
800-358-8258 • zeiss.com/lenses
Essilor of America, Inc.
800-542-5668 • essilorusa.com
HOYA VISION CARE, North America
877-528-1939 • hoyavision.com
Nexus Vision Group
866-492-6499 • nexusvisiongroup.com