Photochromic Lenses
Catering to Your Patients' Lifestyle Needs

Consumers today are more technologically savvy than ever before. Exposure to advanced technology on a daily basis has prompted consumers to be very inquisitive and involved in decisions related to their daily life. Thus, dispensers who understand the singular needs of each patient will prevail. Many consumers and dispensers believe the �traditional� photochromic lenses are for older wearers. However, as we�ve just discussed, the recent advancements in photochromic technology should open up a whole new opportunity for younger wearers. For example, contact lens wearers, who tend to be younger, rarely wear their contacts 24/7. Yet, they traditionally have not taken advantage of photochromics. Some believe this is due to the fact that photochromics generally are more expensive than conventional lenses. Although some focus groups seemed to confirm that price was one issue, it doesn�t seem to make sense when you examine how other companies target younger audiences. Take, for example, the makers of athletic shoes, clothing, cosmetics and cars. These are the markets where young people flock to satisfy their colorful, fashionable, trendy and expensive tastes.

Here�s another example: the busy executive. What are they carrying? A cell phone. A Palm� Pilot with wireless e-mail. Is that a cup of Starbucks� coffee? Hope they don�t spill it on their designer suit. For recreation, they play with the best: a new set of Calloway� golf clubs. And what�s that car? Why it�s a Lexus. You might say they�ve got it all: the latest in technology, convenience and fashion. But what about their eyewear?

When you explain the advanced technology of photochromic lenses with the �What�s In It For Them� twist, they�ll come to understand why photochromics are a viable alternative to a regular pair of lenses. Of course they�ll still want premium sunglasses for driving and recreation, but that�s okay, they can have those too.

Here�s another part of our target audience: the stay-at-home parent. Interesting term, �stay-at-home.� All day long you see them running around taking care of their family�s needs. Driving the children to school, taking them shopping, trips to the drycleaners, grocery store, the gym and car repair shop. Then there�s volunteer work at the hospital, after school conferences with teachers, sporting events, and recreational activities. The list goes on. Amazing they can keep track of all they do. They certainly shouldn�t have to worry about where they left their eyeglasses. Whether for function or fashion, today�s photochromic lenses offer patients a wide variety of lifestyle options. Identifying the patient�s lifestyle needs, therefore, is critical to successful dispensing of these products.

One way to identify a patient�s lifestyle needs is to develop a patient questionnaire and lens recommendation menu that addresses various individual lifestyles. In addition to being an efficient means of transferring information from the doctor�s chair to the optical shop, this brief survey engages the patient into thinking about the importance and use of eyewear in his or her life, as well as expressing their eyewear needs in very specific ways. Generally, patients take the questionnaire very seriously and welcome the chance to discuss it with their eyecare professional. By understanding the patient�s lifestyle needs and demands in the areas of occupation, recreation, sports and hobbies, we are better able to make valued product recommendations. If you already use a patient�s lifestyle questionnaire, does it include questions that will help you identify individuals who might benefit from photochromic lenses as an eyewear option? For example, the lifestyle form in your dispensary should include questions about the patient�s sensitivity to light, as well as questions about occupational or recreational activities. If the questionnaire used in your office does not include these types of questions, consider redoing it so that these important subjects can be addressed when you make lens recommendations to the patient

Here are a few sample questions to ask:

�Are you bothered by glare from any of the following: sunshine, fluorescent lights, computer screens, night driving?�

Posing the question in this way allows the doctor or dispenser to pinpoint whether the patient will benefit from a specific photochromic lens so that the proper lens recommendations can be made. It also presents an opportunity to discuss photochromic lenses with each patient, and helps determine which type of photochromic lenses will work best for the patient. A very viable option for an extremely light sensitive patient, for example, might be a thin, lightweight photochromic lens to wear indoors or on cloudy days and a separate pair of prescription sunglasses for bright, sunny days.

�Does your work entail unusual visual demands due to changes in lighting, distance, position, bright light, etc.?�

Another question might be: �What are your hobbies? Cards, fishing, golfing, boating, gardening, etc.?�

The more accurate a picture you have of a patient�s visual needs, the more precise and useful your recommendations will be. Answers to these lifestyle questions can point the doctor toward a recommendation for photochromic lenses for the person who spends a lot of time going in and out of doors, or who works under varying light conditions where glare reduction is important. Certain outdoor occupations may require a glass photochromic if resistance to scratching due to heavy dust accumulation is important. Or, recreational activities like golfing or fishing may require a specific photochromic color that enhances contrast or a photochromic lens that also polarizes the light.

Here�s another important question to ask: �Are you happy with your current glasses? What improvements would you like to see in your new eyewear?�

Questions like these enable the patient to voice his or her concerns and involves them in the decision-making process. When you understand the full range that�s available in photochromic lenses, you can provide eyewear that is exactly right for each patient.