Sun Protection in optically way

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SUNWEAR
By: Het VORA
INTERN B.OPTOM

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INDEX
1. Selling Rx Sun: What You & Your Staff Should Know
2. 8Steps to Sell More Sunwear
3. Develop a Specialty: Tinted Sportswear Lenses for Individual
Sports
4. Strategies on Presenting UV Protection
5. How to Educate Patients that Sunglasses Are for All Year
6. How to Sell More Rx Sunwear
7. Tips to Sell More Sunwear to seniors
8. 15 Tips for Winter Sunwear Sales
9. Shine a Light on Why Children Need Sunwear
10. Promote Plano Sunwear to Capture Sales Year-Round
11. Opportunity to Educate: How Much Do Your Patients Care
About Sun Protection?
12. Drive Home Risks of UV Exposure–With a New App
13. Heat up Sales: Prescribe Sunwear for All Patients
14. “Outdoor Eyewear”: Present Sunwear in a New Light
15. Polarized Rx Sunwear = Prime Revenue Opportunity
16. KEYS TO SELLING POLARIZED RX LENSES

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Selling Rx Sun: What
You & Your Staff Should
Know
Prescription sun wear protects patients‘ eyes from ultra-violet radiation and blue light,
and increases their comfort and visual quality. And from a practice profitability
standpoint, selling Rx sun builds revenues.
With so much to be gained by selling Rx sun, it‘s surprising that independent optical
shops don‘t sell even more. Some 6.15 million pairs of Rx sunglass lenses were sold in
the U.S. in 2016, increasing 1.2-1.5 percent yearly, according to The Vision Council.
This number represents 7.4 percent of all Rx lenses sold. Reports show that roughly 43
percent of those lenses were sold through independent ECPs.
So where does the other 57 percent choose to buy their Rx sunglasses? Not from your
independent practice!

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If you and your staff don‘t have the know-how to make those sales, the dollars walk out
the door to online retailers, to a corporate-owned chain, or to a specialty sun wear shop.
Setting off a particular pair of sunglasses can draw attention to an exciting buying opportunity for patients
browsing the shop.
Know the Many Options Available to Your Patients
Polarized solid, or gradient, are the first two choices the patient has. From there, you
have many photochromic variations to choose from, including lenses in grey, brown or
green, Transitions Vantage (photochromic and polarized) for indoor and outdoor in one
pair, and dozens of colors in mirror coatings, blue-guard tint, back-lens AR, racing red
tint for mountain biking, and high-contrast amber for golfing.
Talk Rx Sun in the Exam Room
If Rx sunglasses seem to be a difficult sell to your patients, maybe the presentation is
coming too late in the conversation, when they are ready to go home.
The solution: Make prescription sun wear a key part of your exam-room conversation
with all of your patients requiring vision correction, including presbyopes.
For example, you might say: ―Emily, in addition to a pair of glasses for the home and
office, I‘m prescribing a pair of prescription sunglasses. Your eyes will be more
comfortable, and you‘ll be able to see much better when doing anything outside, from
driving, to walking your dog to doing the activities we talked about, like hiking and
biking. Since you also sometimes go boating, I‘m also prescribing lenses with
polarization, which cuts out the glare from the water, so you can see better and more
comfortably. We‘re learning more and more about the sun‘s harmful effects on the eyes,

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so it‘s important that you wear sunglasses whenever outdoors. Since you also wear
glasses, it makes sense to have a pair of prescription sunglasses, so you don‘t have to
worry about only being able to wear your sunglasses if you have your contact lenses in.‖
In the exam room, the OD can also look over the patient‘s current RX sun wear and
make suggestions about updating the fit, tint, or mentioning the new gradient polarized
lenses now available.
Having the OD‘s own prescription sunglasses on hand to show off a new style of
polarized lens color, or the lightweight styles now available, makes the hand off to
dispensing optician much easier.
Placing sun wear in a display case like this one sends the message that this is a special selection of
products.
Have Staff Ask Patients to Bring All Eyewear to Appointment
I can‘t stress enough that dialog about the need for Rx sun wear needs should be
addressed as early as possible in your office‘s interaction with the patient.
Consider planting the seeds for the conversation during the call for an exam
appointment. Staff can suggest the patient bring all of their recent
eyeglasses, and sunglasses to be cleaned, adjusted and evaluated during their exam. If
the majority of your patients now make appointments online, you can program a pop-up
bubble to appear with the same message of bringing along all eyewear, including
sunglasses, to the appointment, or you can make the request on one of the online forms
the patient is asked to fill out.

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Train Opticians to Show Sunglasses at Same Time as Frame Options
Sunglasses tend to be an afterthought in too many frame sales, when in reality, they
should be presented along with frames for new glasses.
While the patient has only asked to be shown frame options, every optician can casually
include one or two pairs of sunglasses. Your patients will appreciate the thought your
optical puts into also offering them sunglass options.
Your optician might say: ―I‘d love to see this on you! We just got these new Christian
Dior sunglasses in, and I need someone to model this pair to see how it feels and looks.
May I see it on you?‖
Don‘t skimp on frame board space for sun wear. If you feature it prominently, you give more patients the
chance to notice it, and make a purchase.
Promote with Special Offers
Sunglasses are most often a patient‘s second pair of Rx glasses, so a discount can help
to encourage sales. For example: 25 percent off the frame, or 15 percent off the frame
and lenses, depending on your profit margin. Making the discount on second pair Rx
sunglasses as attractive as possible keeps those sun Rx dollars in your practice‘s
pocket.
Make Sunwear Merchandise Easily Accessible with Opticians On
Hand
Keep your sunglasses out front and easy to try on. Having an optician easily available,
and sun wear easy to touch and feel, makes sales more fluid than keeping sunglasses
locked away in display cases. Too many locked cabinets make patients feel they aren‘t

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trusted. Being sure you‘re properly staffed, and that your staff is out front, keeps theft
down and your patients buying. While security today is more important than ever,
personal service is paramount.
Greeting every shopper within a few moments of entering your business keeps theft
down, and upfront personal care and knowledgeable experts on hand to increase sales.
Avoid the help-yourself atmosphere. Your place of business is not a self-service
discount shop. Offering quality sunglasses, and displaying them in such a way that
shows their worth, represents how you care for each patient. Prescription sun wear is a
premium product that improves patients‘ lives.

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8 Steps to Sell More
Sunwear
Selling Plano sun wear poses a set of challenges. You must educate patients on why
they should buy Plano sun wear–and why they should buy it from you. The best
approach is a team effort.
First, have the doctor discuss the importance of sun protection in the exam room.
Second, have the optical team reinforce that message, while providing patients with
options that excite them. Further, you must display Plano sun wear throughout your
office. Finally, reaffirm that message online, using social media to let patients know
of the products and special deals you offer. If you complete all of these steps, you make
buying sunglasses easy.
Over the past year, we have set a plan in motion that assertively tells patients about sun
wear options and benefits, and we‘ve incentivized our staff to sell more sun wear. It‘s
worked well: We sold as many pairs of sun wear in the first half of this year as we sold
all of the previous year.
Sunwear options shown on the home page of Dr. Thomas‘ and Byrum-Goad‘s practice web site. Dr.
Thomas and Byrum-Goad say it is important for the doctor to talk about Plano sun wear in the exam
room, for the opticians to reinforce the message, and to display sun wear prominently throughout the
office, and online.

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CREATE ACTION PLAN
Talk sun wear. While doing confirmation calls, we ask patients to bring in their indoor
glasses, sunglasses and list of medications. This puts the idea of sunglasses in their
head.
Offer sun wear credits. If a patient is coming in for a contact lens exam, at front desk
check in they are told that with an annual supply they get a $50 credit toward a pair of
Plano sunglasses.
Focus on the optical handoff. We‘re trying to remember to have the doctor walk every
single patient (unless we are referring to OMDs) to the optical gallery to give our
opticians the opportunity to go over insurance benefits and sale specials.
Use POP. On the back of the exam doors there is a framed picture of sun wear to keep
it at the top of the patient‘s mind.
Advertise sun deals in the contact lens area. Our contact lens insertion and removal
training area has signage about sales on Plano suns, including our $50 off on Plano sun
wear with an annual supply purchase.
Even advertise Plano sun In the bathroom. In the bathroom, there are plexiglass
holders with photos of beautiful people wearing sun wear – and the ―savings‖ we offer
on sun wear.
Demonstrate polarization. When talking to patients, our opticians demonstrate
polarization. They are not allowed to just talk about it. They have to demonstrate it using
a Maui Jim demonstrator – the best!
Offer Plano sun specials. When a person buys a complete pair of glasses, and they
don‘t want to take us up on a second-pair of Rx lenses, we offer a pair of planos with a
$25 savings.
DISPLAY PLANO SUNWEAR PROMINENTLY
In the reception area we have two small EyeDesign curios with sun wear. There are
also four EyeDesign frames with sunglasses on them. People sit for brief periods and
see them. In the contact lens training area, there are a few Plano sun wear pairs in an
Eye Design Versa Wall unit. This is a stopping point for all contact lens exams. In the
optical gallery, Plano sun wear are intermingled with existing ophthalmic frames.

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Also, watch how you display the sun wear in your optical. Turn the frame so the temple
treatment can show, and give access, so browsing patients can touch and feel and try
on.

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Develop a Specialty:
Tinted Sportswear
Lenses for Individual
Sports
Distinguish your practice by offering tinted lenses tailored to specific sports and activities. Give
patients customized care and protect their eyes from sun exposure.
Most practices sell sun wear and educate patients on the importance of protecting their
eyes from the sun. But many still do not sell a selection of tinted sun wear customized
for the particular sports or activities patients participate in. Offering tinted sun wear for
sports ranging from golf to hunting is a low-cost way to show patients you care about
their unique needs, including finding solutions that suit their individual lifestyle.
Wearing sunglasses on a bright day creates a catch-22 for those who enjoy sports.
High-quality sun wear protects the eye from damaging ultra-violet rays, but it makes the
pupil larger as the pupil dilates behind the darkened lenses. Vision is defined as the
brain‘s ability to interpret usable light, so if the sunglasses cut down on the amount of
usable light, the athlete‘s ability to see the playing field also is reduced. Lenses tinted to
suit specific sports offers sun protection that enhances rather than reduces the athlete‘s
ability to see adequately to play the sport well.
The only cost associated with making a variety of tinted lenses available to our patients
is the display kit that contains the trial lenses, which costs about $100. The cost to your
practice to get the specialized tinted sun wear made-to-order varies depending on your
arrangement with an optical laboratory. In our case, the cost is kept low due to a
volume-based discount we are eligible for. If a high-end sunglass such as one made by
Rudy Project or Maui Jim costs the patent between $160 to $300, the patient would pay
between $590 to $790 to get those same sunglasses made with specialized tinted
lenses.

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The return on investment for incorporating these sports-specific tints and eyewear into
your practice is not only substantial from a monetary stand point, but has intangible
value as well in enhancing the image of your practice as a full service eye care
establishment.
When patients come into our office, we ask about the sports and other activities they
participate in on our patient intake form, and I follow-up with the patient in the exam
room to inquire once more about the activities they participate in.
Transitions Lenses for Golf and Other Sports
Along with specialized tinted sun wear, you can offer patients Transitions Optical lenses
tailored to specific sporting needs.
DEFINITY FAIRWAY Transitions SOLFX lenses and NEOX Transitions SOLFX sun
lenses are optimized for golf, and are designed for outdoor activities with similar lighting
conditions to golf. These sun lenses are available from Walman Soderberg. They offer
increased depth perception, improved distance vision and superior clarity.
Essilor offers DEFINITY FAIRWAY Transitions SOLFX lenses, which are a progressive
sun wear product designed to meet the unique visual demands of golfers with multifocal
prescriptions. The lenses change from amber to a darker brown and come with Crizal
Sun Mirrors. —ROB Editors
Before you sell tinted sports sun wear to patients, your staff must fully understand and
be able to communicate the advantages of each kind of tint.
To help you get started, here is a primer on the best tints for different sports and
conditions:
Clay Pigeon Shooting: Purple-Red Lens
Clay shooters usually are looking for their targets against a bright blue sky, with the
need to differentiate the clay target from the graph made by surrounding trees. A purple-
red lens works best for these athletes because it cuts down on light without making the
lens become too dark. A more standard sun wear lens, such as a lens with a brownish
tint, would not work as well because the dark color tends to distort the green of the
surrounding grass and trees, making it harder to spot the clay target within that mass of

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green color. Some clay shooters opt to purchase sunglass frames that are made to
allow the shooter to switch out different lenses to accommodate varying time of day and
weather conditions.
Water Sports: Polarized Sunwear in Standard Brown or Gray Tint
Polarized sun lenses in standard brown or gray is a good choice for water sport
aficionados because it cuts back on the glare off the water. This allows water sport
participants to see the contours of the water better and also may allow them to see
further with the glare on the horizon cut down.
Hazy Conditions: Yellow Tint
American Optical used to make a Haze Master yellow-tinted lens that was marketed as
the lens of choice for those participating in sports like full-day hikes because the yellow
makes it easier to see in the haze that often accompanies dawn and dusk.
Drivers: Mirrored Lenses
Mirrored lenses are a good choice for long-distance drivers because the it deflects the
reflection of light off metal, allowing the driver to see the road and other cars clearly
while still having the ability to clearly see their own dashboard.
Frequent Overcast, Cloudy Conditions: Clear Lens with Glare-Free Treatment
If a patient participates in a sport in a location such as San Francisco that is often
cloudy and overcast, a clear lens with a glare-free treatment that doesn‘t have any color
at all would work best.
Providing patients with tinted sun wear that makes the sports they participate in more
enjoyable increases your practice‘s value to them, giving them one more reason to visit
your practice regularly.

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Strategies on Presenting
UV Protection
Educating patients about the dangers of ultra-violet radiation from the moment they
enter the office, through pre-testing, the exam room and the optical, delivers a strong
eye health message. Good communication also ensures that patients will leave with the
optical products they need to fulfill your treatment plan
Use a UV Spectrometer. During pre-testing, Dr.X says his office asks about all of the
patient‘s eyewear and sun wear, testing the glasses and sunglasses with a UV
spectrometer, which gauges the level of UV protection the lenses provide. Dr. X says he
and his staff explain to patients that all glasses, those with clear lenses, as well as tinted
sunglasses, should offer adequate protection from UV light.
Be a good model for patients. Dr.X wears sunglasses hooked to his lapel in place of a
tie, which opens a conversation about the importance of patients carrying their
sunglasses with them every time they leave the house during the daytime.
Discuss the link between eye health and UV protection. Dr.X says she always sets
time aside in the exam room to discuss the patient‘s medical history, and any signs of
early eye disease, and then links that discussion to the importance of the patient
protecting their eyes from the effects of the sun. She says that making the connection
between eye health and the need to protect the eyes from UV light is a key to making
an impact on patients.
Educate parents about the need to protect children’s eyes. Dr.X notes the
importance of not only getting adults to wear glasses and sun wear with UV protection,
but to explain to them the importance of protecting their children‘s eyes, as well. She
says that ODs should impart a strong message to patients: Make wearing sun wear to
protect your eyes as second nature as applying sunblock to protect your skin.

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How to Educate Patients
that Sunglasses Are for
All Year
Sunglasses are a fashion statement, and many consumers know to wear sunglasses for
comfort and protection from ultra-violet radiation during the summer. But what about when the
temperature dips and the sun keeps shorter hours? It‘s easy for patients to assume they don‘t
have to bother with sunglasses during the winter. As the eye health expert, it is your job as
doctor to educate patients that this is far from the truth–that conditions during the winter can
sometimes necessitate sunglasses at least as much as during the summer months, such as
when the sun glares off of snow and ice.
Even in places where the temperature remains mild during the winter, there seems to
be a misconception that sunglasses are not needed in the winter. The following studies
demonstrate the enormous need for the public to be educated about the importance of
sun wear protection.

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More recently, the Vision Council did a study showing improvement, but still a large
percentage of Americans do not seem to know they must protect their eyes from the
sun.
We, as eye care professionals, must do a better job to educate our patients. We must
remind our patients that, even in the winter, light rays can harm the eye and surrounding
skin. Light reflects off wet surfaces and the snow. Protection from sunlight must occur
year-round, not just during the summer months.

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ALBEDO (REFLECTIVITY) OF VARIOUS SURFACES
Surface Percent Reflected
Fresh snow 80-90
Old snow 50-60
Sand (beach, desert) 20-40
Grass 05-25
Dry soil (plowed field) 15-25
Wet earth (plowed field) 10
Forest 03-10
Water (sun near horizon) 50-80
Water (sun near zenith) 05-10
Thick cloud 70-85
Thin cloud 25-30
Earth & atmosphere (overall total) 30
One of the ways we can do this is to encourage gifts of sunglasses for babies. Baby
Banz is just one of multiple companies that provide sunglasses, hats and other
accessories to all ages of children. A doll with sunglasses strategically placed near the
check-out counter, and a script for your staff to follow with every patient, could educate
the public that protection from sunlight should start at an early age and continue
throughout life. A bio microscopy he intraocular lens during bio microscopy can educate
the patient about future cataract changes and present brunescence.

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We owe it to our patients to alert them that UV protection is not present for light
reflecting off the back of sun lenses. So often I see beach goers, sitting in a chair
reading in the bright sunlight with the sun to their back, not realizing dangerous light
rays are reflecting off the back of their lenses onto their eyes and surrounding tissues.
They are under the assumption that their ―100 percent UV‖ sun lenses are giving them
adequate protection.
Let‘s make a pact
to educate all of our patients on the need for year-round eye protection from sun light.
And give your staff tools to make it easy to convey the message.

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How to Sell More Rx
Sunwear
Consumers know the dangers of sun exposure and the importance of good sun wear.
But how about prescription sun wear?
Many patients are just getting used to the idea of wearing sunglasses regularly, so you
and your staff may be hesitant to start encouraging these same patients to invest in a
pair of prescription sunglasses. However, putting patients in high-quality prescription
sun lenses is a great way to protect patients‘ eyes and improve their enjoyment of the
outdoors. It is a way to leverage lifestyle dispensing as you better understand how your
patients work and play, and the vision needs that accompany those activities.
Prescribing prescription sun wear also is a winner for the OD and their practice as
prescription sunglasses are much more profitable to sell than Plano sun wear. Here is
how my practice makes the most of this opportunity.
HAVING THE CONVERSATION:
PRESCRIPTION SUNWEAR
We try to make it sound like prescription sun wear is not an ―option‖ if someone wears a
prescription, but more of a necessity. In the exam room, I routinely ask the patient:
―What type of prescription sunglasses do you have and how old are they?‖
If they say they have none, that is my window to explain the health and vision benefits
of prescription sun wear. If they say they do have sun wear, but it is more than a year or
two old, that is my opportunity to prescribe a new pair.
Prescription Sunwear = Profitability
Right now, our practice has about 8-10 percent of our optical revenue based on
sunglasses and prescription sunglasses. Our goal is to raise that percentage to 15-20

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percent since that would indicate a lot of second-pair sales. Meeting that goal will
require more patient education and continued questioning of patients by myself and my
staff to determine how best to meet their lifestyle needs.
Prescription sun wear is generally significantly more expensive than Plano sun wear.
The Plano sun wear generally retails in our office for between $60 to $200. With
prescription sun wear, we are often using these frames and then selling sun lenses
which are usually polarized for anywhere between $200 to $600 depending on whether
they are single vision or multifocal.
Master Rx Sunwear Optician Hand-Off
When we hand off to the optician, we have many times already determined whether the
patient prefers separate prescription sunglasses, sun clips or Transitions lenses. We will
stress the patient‘s preference to the optician. If the patient is not sure, I will say
something like: ―Mr. Jones is not sure which type of sun wear he prefers, so could you
please show him his various options?‖ The opticians then use that opportunity to show
demonstration lenses utilizing polarized technology, Transitions samples and clip
samples. The patient is able to go outside and see for themselves the difference
polarized and Transitions lenses make. Utilizing in-office samples and demos is a
powerful way for patients to experience the various options available to them.
Don’t Prejudge Patients’ Ability to Purchase Prescription Sunglasses
I try not to make any assumptions on who will buy prescription sun wear. Of course,
anyone who wears eyeglasses full time is an excellent candidate and I am always
surprised at how many people still do not have prescription sun wear who have been
wearing clear glasses for years. We recommend polarized sun wear in almost all
situations because of its superior ability to reduce glare.
Consider Developing Niche in Prescription Sports Sunwear
Prescription sports sun wear is a slowly growing niche. I think many people are still
unaware that we can do specialized lenses for golf, biking, running and other outdoor
activities. The key is to have a vendor that provides this type of eyewear so you can
demonstrate it in the office. We work with a company called Rudy Project that offers
almost any type of sports eyewear imaginable. We are also listed as a retailer on their
web site, which helps bring consumers seeking sports sun wear into our office.

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Use Second-Pair Discounts to Encourage Patients to Purchase
Prescription sun wear is often more expensive, especially for higher prescriptions, due
to the fact that it is sun wear, and the optical are probably putting the patient into thinner
high index type lenses that are more expensive in general. When you combine the cost
of high index lenses, polarization, and anti-reflective treatments, the cost can become
quite high. We try to use second-pair discounts to encourage, and make it easier, for
patients to purchase prescription sunglasses.
Strategically Place Sunglasses in Office–And Let Patients Know Nearly Any Can
Accommodate Rx
We have some point of purchase materials in our optical, but the main way we market
sunglasses is by placing them directly adjacent to where patients relax in our reception

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area. That encourages them to try them on and look at them. My staff is always telling
patients that almost any sunglasses they try on can be made into prescription ones. We
hold an annual trunk show that is devoted to sun wear, and always encourage patients
to purchase not just sunglasses, but prescription sunglasses, at these events.

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Tips to Sell More
Sunwear to seniors
Senior patients need to visit your office to preserve their eye health and vision–and to
purchase products to protect their eyes from the sun–and give their personal style a
boost. Sunwear can improve the lives of older patients, making driving, outdoor sports
and hobbies more enjoyable, but it also can appeal to many seniors‘ desire to be
fashionable and of the moment.
As a dispensing optician for over 35 years, and an older person myself, I am
experiencing first-hand the challenges, and joy, of finding the right sun wear.
Along with style opportunities, sun wear is important to improve the functioning and
enjoyment of life as we age. Seniors have special needs for sun protection because of
changes in the aging eye, such as the development of cataracts, and the effects of
cataract surgery. Post-cataract surgery patients may be extra photo-phobic, and need a
darker tint or polarized lens.
In addition, seniors often have difficulty driving due to eye conditions that become more
common as we get older, such as a detached vitreous, the presence of floaters and
glare, and slower reaction times. All of this creates the need for the best visual clarity
when driving. The right sun wear can enhance the ability of seniors to safely drive and
be independent.
Don’t Market to “Seniors”
The first rule of marketing to today‘s seniors is realizing that, perhaps even more so
than previous generations, they don‘t want to be labeled as ―senior.‖ A ―senior‖ discount,
or promotion, may not be well received by all patients. Many don‘t want to be
categorized as older, or elderly. Rather than offering a ―senior‖ discount, you could
make it fun by offering a discount to anyone who knows the answer to a trivia question
that older patients would have an advantage of answering, like questions about pop
music hits from the 1960s or 1970s, or even current events trivia from that era. A

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younger patient could look up the answer online, but asking fun questions that relate
especially to things older patients would remember, and enjoy reminiscing about, shows
the practice has an interest in more than just the youngest patients and current pop
culture.
Applying that idea to sunglasses, you could have a small display with maybe a dozen
sunglasses featuring both current, and retro, styles (which happen, ironically, to be
current again), with a graphic of people from the 1960s, maybe free online stock photos
of Woodstock, with the banner: ―Remember, the Summer of Love?‖ Or another idea
would be to have sun wear similar to styles worn by rock stars in the 1960s and 1970s,
displayed under free stock photos showing those stars in scenes from that era. It would
certainly be a way of getting not just your seniors‘ attention, but maybe even that of
younger patients.
Address Light Sensitivity
I have experienced a detached vitreous in both eyes, resulting in sensitivity to light. So,
I‘ve become especially well skilled at listening to the complaints of my fellow seniors
looking for the best sunglasses. The most common complaint I hear and see myself, is
that the eyes are so sensitive to light. The related complaint is diminished acuity when
the sunglasses‘ tint is too dark.
As doctor, be sure in your prescription for the patient that you specify the right sun wear
tint, and reinforce that prescription in the handoff to the optician. Too often, the optician
hears the first complaint about light sensitivity and quickly recommends a solid Grey 3

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tint, or worse, a solid polarized Grey. Those two choices work for some seniors, but
more often, that tint density reduces the patient‘s visual acuity for driving.
An anti-reflective (AR) treatment on the backside of sunglasses often works well for
seniors. You could try offering a lower cost lens for the backside only. Seniors will
appreciate your explanation of added glare reduction from the sides and from back light.
Seniors also often request wraparound styles in frames to further eliminate unwanted
glare.
3 Key Questions to Ask Seniors About Sunwear
“May I see the sunglasses you’ve been wearing, and could you tell me how
they’ve been working for you?”This is a good place to begin assessing the next step
in choosing a better tint or fit. It also acknowledges that maybe they love what they‘ve
been wearing, and want the same style/fit/tint again. Asking and then listening
attentively will help relax the patient who is no longer in a big hurry to get anywhere, and
often complains that nobody listens.
“Is there anything you’d like to improve in your next pair of sunglasses?” This is
part two of the first question. This is where we show we‘re really listening. (A big plus to
valued senior patients.) Listen to how often a senior patient will say something like:
―Well, yes. I‘d like to be able to see road signs more clearly.‖
―I need a lightweight pair that doesn‘t bother the hearing aids I just got.‖
―I‘d like something more stylish and fun.‖
―This pair I‘ve had forever works just fine. Maybe I‘ll just get new lenses.‖
After listening to all their requests, complaints and maybes, now it‘s your optician‘s turn
to address those requests. It‘s helpful to repeat back to your seniors what they asked of
you, and say you will address all those issues, and that you‘d like to show them what‘s
new, too. This is why the third question is so important:
“ I understand all you’ve mentioned. May I show you some frame suggestions I
feel would work great for you, along with some tints designed to enhance your
visual clarity?” Wait for the yes and proceed. Older eyes, while extra-sensitive to light,
can also find too dark a tint cuts down on clarity. Consider brown tint and a gradient

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brown polarized lens for their sunglasses. Even when they swear they prefer a polarized
solid grey or solid grey tint, I ask permission to demonstrate a gradient polarized brown
and tinted non-polarized brown in front of their clear Rx lenses. I ask them to look out
through the sunlit windows and compare brown to grey and polar to non-polarized
lenses. Patience here is important; be sure to train your opticians to give their senior
patients ample time to make a decision.
Eight out of 10 times, my senior patients are surprised at how much clearer they see
through a brown lens than a grey lens. I explain how blue light, the harsher light of the
visible color spectrum, has a hard time passing through a brown tint. And that it
increases one‘s visual acuity while blocking the brightest light. The other two patients
stick with their grey tint, but we get a chance to discuss just how dark is dark grey.
Using tint samples is the best help. Allowing seniors to try the lenses themselves, and
choose, with a little help from their friends, goes a long way toward senior satisfaction.
Let Opticians Know if Patient is Pre- or Post-Cataract
As doctor, it‘s up to you to set the conversation for the patient and optician, based on
your exam findings and the patient‘s history. It‘s important to let your opticians know if a
patient is pre- or post-cataract surgery. Pre-cataract definitely will need a lighter brown
tint while post-cataract will need a darker lens choice. I have found that many seniors
aren‘t forthcoming in expressing their needs.
It‘s important to discuss with post-cataract patients how their vision has changed since
having the surgery, and how their brightened world may require a new pair of
sunglasses.
The optician who can ask the right questions, listen fully to the answers, and have tint
samples and appealing styles to show, is best equipped to serve–and sell to–seniors.

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15 Tips for Winter
Sunwear Sales
Now is the time to show patients how to protect their eyes from the damaging effects of winter
sunlight. These 15 tips will get your staff on target with a successful winter sun wear sales
strategy.
Many ODs only actively market sun wear in the spring and summer, assuming patients
will only be receptive to purchasing sun wear in the months known for heat and
sunburns. But by offering promotions like gift certificates for sun wear and posting
educational information on your web site, Facebook and other social media pages you
can encourage patients to invest in new sunglasses, regardless of the time of year.
Here are 15 proactive strategies that will help you sell sun wear all year long:
1. Brown and lighter tint polarized lenses are ideal for your ―winter sun campaign to
protect and rescue‖ your patient‘s sight.
2. Use Facebook and Twitter and your web site to inform and advise not only about the
need to protect eyes from the sun during the winter but of special sun wear sales at
your optical.
3. Develop a time-bound gift certificate to patients who do not purchase Plano or Rx
sunglasses the day of their office visit.
4. Opticians: When you provide the time-bound gift certificate, express that the savings
is a laboratory promotion and that your other patients appreciate a courtesy reminder
before expiration, because when it expires, it‘s gone! So, you‘ll do the same for them.
5. Make the gift certificate valid for up to 30 days. Ask your lab to provide 50 percent off
the same Rx for up to 45 days. This gives your patient a chance to recoup from their
first pair.
6. Offer Care Credit where it may save a sale, today.

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7. Develop a sun effect fact sheet for a tangible takeaway and hand it to your patient
with the gift certificate, or e-mail to your patient, with an explanation of the importance.
8. Opticians: Do not ask if the patient would be interested in sunglasses. Ask if winter
sun eye damage information would be beneficial for their consideration.
9. The US consumes approximately 80 percent gray color sunglass lenses, while
Europe is approximately 80 percent brown consumption. Brown blocks blue wavelength
light and provides higher contrast sharpness to bleak winter days. Brown will make
people ―feel‖ better in bleak winter months.
10. Opticians: pick up brown and other lighter color polarized lenses for your patient
and simply hand to them and say ―test drive this!‖ ―You‘re about to be amazed.‖
11. AR will reduce the back surface reflections on sunglass lenses that accounts for
roughly 30 percent of sunglass lens surface reflections responsible for ―bounce back‖ off
the back of the lenses and reflected into the eyes.
12. Opticians: You must have a Plano sun line you can retail for $99 and sell for $49.50
(you mark the sunglasses at $99, but make the patient feel they are getting a deal by
marking down to $49.50) to your contact lenses patients (whether they buy a yearly
supply or not). They‘re going to buy sunglasses somewhere, within about 72 hours, and
you‘ll want to incentivize them to buy from you. Jobson research indicates that contact
lens wearers want to spend less than $50 for their first pair of Plano sunglasses. When
you sell them the first pair, you may sell them up to your premium sun, but you reduce
the opportunity when they don‘t have ―choice.‖
13. When patients buy from you, their buying habit is established first with you. It‘s far
more difficult to re-establish their buying habit.
14. Transitions has excellent polarized products, NEOX, SolFx
15. Practice winter sun wear sales conversations at your weekly team meeting.

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Shine a Light on Why
Children Need Sunwear
In the US, The Vision Council reports more than half of parents do not have their
children wear sunglasses to protect them from ultra violet radiation. Can optometrists
help to raise awareness on the importance of UV-protecting eyewear and also tap into
this potentially growing market?
As a parent I know how cumbersome it can be to constantly apply and reapply sunblock
to my 5-year-old triplets. However, there is a positive family history of malignant
melanoma on my husband‘s side of the family so I also know how essential it is to
protect my children‘s skin from the sun. As an optometrist, I know the impact of not
protecting their eyes from UV radiation, but I have to admit, I am much more adamant
about them wearing sunblock then I am about them grabbing their sunglasses and it
seems that I am not alone. The Vision Council recently released the results of its 2013
UV Report including their survey and observational study on Americans‘ use of UV-
protecting eyewear.
They state that less than 50 percent of parents surveyed say that they have their
children wear UV protecting sunglasses while outdoors leaving over half of American
kids unprotected. One could argue that sunglass use, particularly in young children,
may be difficult. After all, some children would have to be coached on keeping their tiny
fingers away from the lenses to prevent smudging, and the glasses would need to be
properly adjusted so they would be less likely to slip off of the child‘s face during their
active time outdoors. Also, some parents may be concerned that the child may lose or
break the sunglasses and do not want to keep incurring the costs of replacing them.
However, these minor hindrances can be easily remedied by properly educating a
responsible child on how to wear and care for their sunglasses.

30. 30
Still, if my children are going outside for an extended period of time, I have to admit, I
am more likely to reach for a sunhat when dressing them than I am their pairs of
sunglasses. However, according to The Vision Council, other parents are not even
doing that. They report that 30 percent of parents do not take any precautions at all to
protect their children‘s eyes from the sun‘s harmful rays. The use of hats, umbrellas or
just sitting in the shade do not protect the eyes of children from reflected UV light, light
bouncing off of low-level and low-angle surfaces such as water, sand and concrete.
Even grass reflects a tiny percentage of UV light back up toward the eye.
As optometrists, we have to continue to work together to educate the public on the
importance of protecting our children‘s eyes from UV. UV-protecting sunglasses are the
best way of shielding our little ones eyes from UV light. It‘s not only a healthy habit to
start early in life; it‘s also a way of preventing cumulative damage during those sensitive
first 18 years of life. Optometrists need to actively educate not only their patients, but
the parents of their younger patients on the many benefits of UV-protecting eyewear
including helping to prevent UV keratitis, pingecula/pterygium formation, accelerated
cataract growth and macular degeneration and even certain cancers of the ocular
surface and eyelids.

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Promote Plano Sunwear
to Capture Sales Year-
Round
Plano sun may jump out at you as a summer-based sales opportunity, but as we head
into fall, it‘s important to remember, it‘s a year-round chance to protect your patients‘
eyes while boosting optical revenues.
Sunwear offers a dual opportunity: protect eyes from ultra-violet radiation and blue light,
while enabling the wearer to have fun making a style statement. How many fashion
pieces offer the wearer both health benefits and style savvy?
But despite this great opportunity, many independent optometric practices are still
missing out on Plano sun sales. The top sellers of Plano sun wear, according to The
Vision Council‘s VisionWatch statistics are sunglass specialty shops, followed by
drug/grocery/mass/warehouse clubs, department and specialty stores, optical chains,
and sporting goods stores. After all those sellers, come independent optical, capturing
$155 million in sales of Plano sun wear in the first quarter of 2017.
Compare that to the $1,703.6 million in Plano sun sales captured by sunglass specialty
stores. The only Plano sun sellers tracked by VisionWatch that ranked lower than
independent optical were flea markets/street vendors.
To help turn that sales-losing trend around, I spoke to my optician friends, and together
we came up with this list of Plano sun sale promotions and marketing strategies that
work:
Discount for Contact Lens Annual Supply Buyers: Offer ―25% off non-prescription
sunglasses with purchase of a year supply of contact lenses.‖
Market to LASIK Patients: ―Same-day discount on sun wear for LASIK patients.‖

32. 32
Advertise Wide Inventory: ―We sell 150+ sunglasses in our office, and we offer the
service of cleaning and free adjustments. Stop back by every 3-4 months for tune-ups to
make sure your sunglasses fit comfortably. Purchasing sunglasses from us means also
purchasing high-quality customer service.‖
Promote Memorable Optical Displays: Post photos of your sunglasses on display in
your optical on Facebook and Instagram, with a message like: ―Check out our ‗Wall of
Sunglasses.‘ Drop by and find your perfect pair.‖
Offer Superior UV Protection. ―Do you know if your sunglasses protect your eyes from
the sun? If you buy from us, we guarantee UV protection. Know what you‘re getting–and
protect your vision.‖
Prescribing in the Exam Room Means Selling in the Optical
Let‘s back it up to the exam room. Knowing your patients‘ sports, hobbies, the amount
of driving they do in a week, travel patterns, dry eye problems, sensitivities to sunlight,
and their personal style, is the first step. Uncovering those personal details, and
prescribing accordingly, makes your optician‘s job easier.
Prescribing sun wear should never be about selling; it should be about presenting
solutions and improving lives. When you invite a conversation about the patient‘s biking,
golf game, love of hiking or fly fishing adventures–whatever takes them outside and on
the road or trails–you are showing the patient that your prescription is a customized
solution, especially for them.
Suggest a Sunwear Demo in Hand-Off
When you hand-off to your optical staff, suggest a demo of the lenses you have
prescribed, such as a polarized pair of sunglasses for driving, or a wraparound pair for
golf.
Train Staff to Speak Like Plano Sun Experts
Have you had a sunglasses meeting to be sure all your staff is on the same page about
selling sun wear? Are you absolutely sure your staff has expert knowledge of tints, ideal
lens color choices for sports and other technical details?
Tints. Opticians should be conversant about the benefits of the many different tints of
sun lenses. They should be able to match the ideal tint with the patient‘s favorite
outdoor hobbies and sports.
Driving Sunwear. Be sure opticians can discuss how the right pair of ―drivewear‖
sunglasses can make accidents less likely, and can make the experience of driving
safer and more comfortable. Point out the benefits of polarized sunglasses in deflecting

33. 33
glare while on the road, and how polarized lenses compare to photochromatic lenses
like Transitions.
Impact resistance. Prepare staff to explain to patients why it‘s important that their sun
wear be able to withstand impact, and how high-quality sun wear meets FDA standards
for impact resistance.
Wraparound protection. The optician should be able to explain how wraparound
protection offers a greater UV shield to the eyes, preventing UV rays from getting in at
the sides of the eyes.
Blue light protection. Opticians should be educated about what harmful blue light is,
and why sun wear that protects against both UV radiation, in addition, to blue light, is
important.

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Opportunity to Educate:
How Much Do Your
Patients Care About Sun
Protection?

35. 35
Sunwear on display in Thomas Eye Center in Athens, Ga. The practice uses creative displays, like this
Candy Land theme display, to create excitement about using a second-pair promotion to get a pair of
sunglasses.
Patients may finally be getting the message about the importance of sun protection,
findings from Transitions Adaptive Sunglasses Selection Survey suggest. Nearly nine in
10 consumers (87 percent) take steps that disrupt sun protection in order to combat
varying light throughout the day. Sixty percent of consumers say they put sunglasses on
top of their head to compensate for changing light conditions, while more than one-third
(38 percent) admit to going without sunglasses when they need them, or switching
between sunglasses and regular eyeglasses (32 percent).
Eyelid Cancers
The eye cancers – basal cell, squamous cell and melanomas – are all related to
exposure to the sun‘s harmful rays. The lower lid receives the most sun exposure, and
is, therefore, the tissue most prone to sun-related cancer.
Ninety percent of eyelid cancers are basal cell carcinomas. Eyelid basal cell carcinomas
have a high risk of spreading to the eye and surrounding tissues. This can result in
disfigurement to the face, and even loss of the eye. Basal cell cancer often originates in
the lower eyelid. It is more common in fair-skinned people 50-80 years of age. The
concern with this invasive cancer is that it can grow deep into the soft tissues around
the eye and even into the brain where it can be life-threatening.
Basal cell cancer photograph from: https://www.willseye.org/health-library/eyelid-basal-cell-
carcinoma
Squamous cell carcinomas represent about 5 percent of eyelid cancers. They can
spread to the orbit and sinuses, but rarely metastasize. Squamous cell cancer can

36. 36
remain unchanged for years, but then suddenly begin to grow. The concern with
squamous cell cancer is the fast growth rate.
Squamous cell cancer photograph from: http://secpremium.com.au/uploads/ufiles/Eyelid-
Tumours_image3.jpg
Melanomas represent about 1-2 percent of eye carcinomas. The difference between an
eyelid melanoma and a nevus is that the melanoma may be variably pigmented, change
color, bleed and/or grow. The concern with a melanoma is that it may metastasize.
Melanoma cell cancer photograph
from:http://www.pumch.net/downaton502/prof/ebook/duanes/graphics/figures/v4/0030/012f.jpg
OK, we know that the sun‘s harmful rays can cause eye cancers, but what are we doing
about it? Industry numbers say that less than 10 percent of our patients purchase
protective sunglasses from our practices. Let‘s take this week to focus on getting our
patients into sun lenses that protect our patients from the sun‘s harmful rays.

37. 37
Here are three straightforward actions to take:
1) Make your sunglass frame boards attractive. Ask your sunglass sales reps for help.
2) Prescribe sun wear in the exam room. Use the power of the white coat to protect
your patients.
3) Always present sun wear first in the optical, then dress-wear second.

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Drive Home Risks of UV
Exposure–With a New App
SYNOPSIS
A new iPad app from The Vision Care Institute helps ODs to educate patients on the
harm that UV exposure poses to their eye health—and it shows them the products that
can help to protect their eyes.
ACTION POINTS
CLEAR UP MISCONCEPTIONS. Educate that the sun is most damaging mid-morning
and late afternoon, not just around noon. EDUCATE IN EXAM ROOM. Explain how UV
exposure contributes to cataracts and macular degeneration and prescribe products to

39. 39
protect eyes.EXPLAIN NEED PROTECT EYES ALL YEAR. Educate that regardless of
the season, if the sun is up, the dangers of UV exist and our eyes need to be protected.
In our practice, we make it a priority to educate patients about the dangers of UV
exposure to their eyes, and then to prescribe and sell them products to protect their
eyes. A new free app from The Vision Care Institute, part of the Johnson & Johnson
Family of Companies, makes delivering this education easier. The app, available
currently only in the US Apple app store, is made specifically for iPad use, and helps
educate patients about UV exposure. There is information on the effects of UV, different
factors related to environmental exposure, information on who is most vulnerable, as
well as ways that a patient can protect their eyes from UV.
HELP CLEAR UP MISCONCEPTIONS
Patients often think the most dangerous time to be outside relative to UV exposure is
when the sun is highest in the sky, generally between 10 am and 2 pm, or when we are
most likely to get a sunburn. The app demonstrates that this is false. The most
dangerous time to be outside relative to eyes is when the sun is at about a 45-degree
angle (in mid-morning and later afternoon) when the sun is a direct hit to our eyes
versus over our head.
EDUCATE HOW SUNWEAR AND CONTACT LENSES PROTECT EYES
There are some contact lenses available that have UV protection as one of the
properties of the lens offering some protection. Further, when selecting sunglasses, it is
important to educate patients that the style of the frame and the size of the lens are also
important factors in protection against UV exposure. Often with a frame with less
coverage, especially in the temples or with a smaller lens, the eyes are exposed to UV
rays around the frame/lens and through reflection off of surfaces such as water and
snow.
EDUCATE ON UV PROTECTION IN EXAM ROOM
I always mention the importance of sun protection in the exam room and the different
ways to protect against it. The opticians have the app as one of their tools to help
illustrate the importance of UV protection, and it helps to aid in proper frame/lens
selection and in boosting sun wear sales.

40. 40
I explain to patients that there are several different impacts to the eye and eye area that
can result from UV exposure including damage to the skin and delicate tissue around
the eye, the corneal surface, lens with regard to cataract development and the macula
with regard to macular degeneration. I tell patients that when thinking about UV
protection, you can never start too early, you can never do too much (contact lenses,
glasses, hats, sunscreen, shade) and you can never start too late (meaning it‘s better
late than never).
EMPHASIZE NEED TO PROTECT CHILDREN‘S EYES
Parents simply don‘t understand the importance of sun protection for children. We
spend our most time outdoors when we are young. Young people have larger pupils,
clearer lenses, and few wear protection. Think about watching your child‘s outdoor
soccer game…few are wearing protection. This app helps to illustrate who is especially
vulnerable.
The Vision
Care Institute‘s new UV protection app (above). Dr. McCarty advises having patients download
it to their iPads to gain a better understanding of the sun‘s impact on their eyes. Click HERE or
the image above to download the app.

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EDUCATE NEED TO PROTECT EYES IN WINTER
In winter, in my part of the country, Minnesota, we have a lot of snow and get extra
reflection from that surface. Further in winter the sun angle is lower, and therefore, a
more direct hit to our eyes. Whenever the sun is up, summer, fall, winter or spring, our
eyes need to be protected. The app points out the difference in the time of day for
maximum exposure in the summer versus the winter, spring and fall.

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Heat Up Sales: Prescribe
Sunwear for All Patients
Ask all patients about their current sun wear, and take the initiative as doctor to
prescribe sun wear in the exam room. Doing so will protect patients’ eyes from ultra-
violet radiation and expand optical shop sales.
Selling additional sun wear is not only good for your practice‘s bottom line. Much more
importantly, it is essential to the eye health of patients. For that reason, my staff and I
created protocols for inquiring about our patients‘ current sun wear and then taking
steps to put them in their first pair of quality sun wear, or provide them with needed
protection. About seven to 10 percent of our current optical revenues stem from sun
wear sales–an expanding percentage that we are expanding even further. Here is how
we‘re doing it.

43. 43
Ask Patients About Sunwear
When patients make their appointment, we ask them to bring in all of their eyewear,
including sun wear. That initial question plants the thought of sun wear in their heads.
Once at the office, their interest can further be sparked while they wait for their
appointment, as our reception area is adjacent to our optical shop, with some of the
seating directly beneath the frame board‘s sun wear displays. Our opticians might even
go so far as to suggest that patients browse our optical shop while they wait for their
appointment. That way they can come into the exam room primed to receive information
about sun wear options. Rather than thinking of it as something they need, they will
have seen the sun wear in a fashion context first in the optical shop.
Talk About Sunwear in the Exam Room
After I examine patients, I present an exam summary in which I discuss my key findings
such as prescription changes and any areas of eye health concern. At that point, I open
the subject of sun wear. If my staff has noted in their records that they already own sun
wear, I will ask to look at the sun wear. If it is not quality sun wear, I discuss the dangers
of wearing inadequate sun protection. If the pair of sunglasses is high-quality, I might
mention further sun wear options such as prescription polarized sun protection or sports
sun lenses. If the patient has no sun wear at all, I discuss the medical evidence
supporting the need for sun protection.
For example, I point out the damage to the surface of the eye caused by the sun‘s ultra-
violet radiation, and I mention the role the sun plays in increasing the chances of getting
cataracts and macular degeneration. In addition to eye health, I let hesitant patients
know about Transitions adaptive lenses in which they get eyeglasses and sun wear all
in one, and I also mention the added sensitivity of contact lens wearers‘s eyes to the
sun.
Paint a Picture for Patients–Literally
My words only go so far, so for the skeptical, I offer pictures of the surface of their eyes
that show specifically where I am seeing sun damage. We use an anterior segment
camera that can show conditions such as pinguecula and pterygium to patients. Many
are surprised that they have any sun damage at all given that our practice is in Ohio–not
exactly a tropical destination. I educate patients that you don‘t need to live or travel to
the tropics to experience continuous ultra-violet damage to the eyes. For instance, I

44. 44
might point out that the sun is equally damaging to the eyes on a bright winter day–or
even an overcast day–and that the sun reflecting off of snow is one of the most intense
ultra-violet experiences.
Sunwear displays are for more than just the window at Northwest Vision Center. This
display is adjacent to the reception area so patients can browse while they wait for their
appointment.
Present Transitions and Polarized Sunwear Demonstrations
Patients who want to see the difference sun protection can make can try on a demo pair
of Transitions lenses or try on a pair of polarized sun wear. Often a patient is moved to
invest in polarized sun wear after taking their current, non-polarized sunglasses and
polarized demo sun wear outside and seeing the contrast.
Offer Discount on Second-Pairs Including Sunwear
VSP requires that we offer 30 percent off on second pairs, so we use that required
discount to encourage patients to purchase a quality pair of sunglasses. We also offer
this discount to private pay patients as it is an effective sales driver. Sometimes patients

45. 45
want to get sun wear or a new pair of sunglasses, and all they need is a little push–
something a second-pair discount can provide.
Host Sunwear Trunk Shows
Once a year, we host a sun wear trunk show in which vendors display the latest
fashions and we provide refreshments. The last sun wear trunk show we hosted brought
in more than $5,000 in revenues and cost the practice no more than $200 in expenses.
Besides attracting current patients who might be on the fence about buying sun wear,
these trunk shows can be marketed on a practice‘s Facebook page, web site or in the
optical shop window to bring in new patients interested in browsing new styles.

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“Outdoor Eyewear”:
Present Sunwear in a
New Light
Present sun wear as the outdoor parallel to the eyewear that patients wear indoors. Protect your
patient’s eyes and reinforce your health advisory role by presenting them with the “Sun Facts,”
one component of a new consumer education campaign.
Sunwear has too often been presented to patients as a nice-to-have rather than as a
must-have. In fact, many patients still think of sunglasses as nothing but an optional
fashion accessory. As ECPs, it is our job–indeed, part of the optometric mission–to
educate patients about how to best care for and protect their eyes. With that in mind,
the American Optometric Association (AOA) and the Opticians Association of America
(OAA), with support from Luxottica and The Vision Council, have formed a SUN
alliance. This alliance is designed to empower practices and businesses with the
training and information needed to educate and prescribe sun protection for every
patient.

47. 47
Optometric Mission: Sunwear
As an OD, there are several reasons that I tell patients they would benefit from wearing
good sunglasses. The first is to protect their eyes from UV radiation which has been
clearly shown to have harmful effects on the eyes such as causing or speeding up the
onset of cataracts. The second reason is to decrease glare from bright lights which
helps vision and the third reason is for better comfort since bright sunlight causes
discomfort and squinting. The fourth reason is only for my dry eye patients who normally
don‘t wear any lens protection, and in their case, the sunglasses help decrease dryness
in the eyes.

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Protect, Prescribe, Present
At the core of the SUN initiative is a comprehensive training program created to help
eye care professionals deliver a lifetime of outdoor eye protection. The COPE, ABO-
approved and AOA Commission on Paraoptometric Certification (CPC) credit
educational series, Protect, Prescribe and Present, will be delivered digitally, and
encompass the following:
Protect
Describes the health issues resulting from UV and High Energy Visible (HEV) radiation
exposure, delivering a set of actionable steps for the practitioner to ensure that all
patients understand the importance of quality outdoor eye protection.
Prescribe
Develops an action plan for the optometrist and the optician. For the doctor, this course
delivers examples of how to discuss the research that proves the need for sun
protection. For the optician, this segment clearly defines how to set goals and identify
the best protective products.
Present
Teaches one of the most difficult areas for many offices to master–the language and
methods to visually merchandise outdoor eyewear to every consumer/patient. This
segment presents methods to easily communicate the benefits of prescribing and
dispensing outdoor eyewear.

49. 49
A sun-drenched sun wear window display in the SoHo neighborhood in New York City.

50. 50
Polarized Rx
Sunwear = Prime
Revenue Opportunity
Most people who try polarized sun wear lenses love them and can see the difference in their
vision when compared to plain tinted ophthalmic lenses. Yet polarized prescription lenses
remain a mere niche in the sun wear market. A leading reason: Optometrists often are reluctant
to push a higher-priced product–a product that often sells itself when benefits are demonstrated
properly to patients.
With glare…
…or without glare?
Success in selling more polarized prescription sun wear, according to eye care
professionals and manufacturers, comes from following three basics: Talk about sun
wear and polarization; present the benefits in terms of comfort and performance; and
then demonstrate the distinct advantages of polarized prescription lenses.
Lens manufacturers help ODs in a variety of ways to sell polarized prescription lenses
to an underserved need in that population.

51. 51
Along with the usual counter cards, brochures and patient reception-area videos, lens
manufacturers also give seminars to ECPs throughout the year, emphasizing the need
to make sun wear important to patients, to make it a part of the total vision care
package–to make it as important as the patients‘ single-vision or progressive eyewear.
Polarized prescription lenses also come in more lens designs than ever before,
featuring scratch-resistance and a wide variety of progressive lens designs, and a
variety of colors.
Eye doctors and techs refract patients and recommend primary lenses but often don‘t
mention sun wear. ―Sunwear is not secondary or optional or a luxury or seasonal,‖ says
Erin Zonta, marketing development manager for Younger Optics. ―Every patient needs
two pairs of eyewear to maintain the safety of his or her vision.‖
―Many ODs don‘t want to charge the patient too much. That‘s why they don‘t mention it.
It‘s up to the patient to make the decision. So it should be mentioned. When ODs are in
the exam room, they forget about discussing sun wear,‖ she continues. ―More younger
people are getting diagnosed with cataracts and macular degeneration, which can be
prevented by wearing the right sun wear.‖
According to a Vision Council survey from this year, only 11.5 percent of people
surveyed wore prescription sun wear. While men and women were evenly split when it
came to prescription sun wear, demographics by age were more revealing. People 55
years old and older represented almost 43 percent of those who wear prescription sun
wear, followed by people ages 45 to 54 representing 12.4 percent, and the percentages
decreasing with the respondants‘ ages.
ONINE PROMOTIONS FOR CONSUMERS
Along with the traditional methods of helping ECPs sell polarized product–like demo
tools and pamphlets–lens manufacturers are also taking their polarized brands and
training modules online. Essilor has created on-demand webinars
at Xperiousa.com/training, so ECPs can learn to more confidently introduce and sell
polarized sun wear to patients. Along with touting the benefits of polarized lenses over
ordinary tinted lenses, Essilor also advises doctors how to position the product
pricewise.

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―We‘ve found that those ECPs who are most successful offer a value discount for a
second pair of eyeglasses,‖ Torrey notes. ―The two main barriers to selling this product
are the lack of mentioning it and then the price.‖ For price-sensitive patients, he
recommends 30 to 50 percent off second pairs.
Torrey also says Essilor helps educate ECPs about which frames will and won‘t work
with Xperio products. He adds that consumers often have vision insurance benefits for
prescription sun wear they didn‘t realize were available.
POLARIZED SALES INCREASING
Despite this category‘s seemingly small presence in the prescription lens market, sales
have been growing. According to a Vision Council survey of sales from January 2009 to
June 2010, sales of polarized prescription lenses only are rising steadily. In 2009, the
category enjoyed 8.4 percent growth, compared to the previous year, representing 5.6
percent of the total prescription lens shipments. For the first six months of 2010, more
than 2.6 million pairs of polarized lenses were shipped, a 17.4 percent increase over the
prior year, and accounting for 6.9 percent of all prescription lens shipments.
PROMPT THE SUNWEAR DISCUSSION
It doesn‘t take much time in the exam room to talk to patients about sun wear. When
patients call–or you call patients–to schedule appointments, ask them to bring in their
current sun wear so the doctor can see what they are using to protect their eyes from
UV exposure
Doctors can compare the cost of upgrading to polarized prescription lenses to things
patients do every day–the number of times they might fill their gas tanks, or get a dental
checkup. For the same price as other things they do daily, they can get a new pair of
polarized prescription lenses that last longer than tinted lenses (which can fade) and
can be worn daily and give enhanced vision and color perception, and safety while
driving.

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LEVERAGE CONSUMER TRUST
A recent Harris poll shows that consumers trust their eye care professionals: Some 78
percent of patients trust their opticians, 83 percent trust their internists and 87 percent
trust their ophthalmologists. Just 27 percent trust a politician.
As optometrists, you have your patients‘ trust and can greatly influence them to choose
the best possible protective sun wear.

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KEYS TO SELLING POLARIZED RX
LENSES
Eye Star TV in the reception area with streaming video on a lot of products…includes
advantages of polarized lenses.
 Ask all patients to bring with them to their appointment any sunglasses,
prescription glasses and contact lenses they use.
 Ask the patients about sunglasses use in pretesting. Our doctors prescribe
polarized lenses in the exam room and hand off to the optician with that
recommendation.
 Have a polarized lens demo unit in the dispensary and a large inventory of non-
prescription sunglasses.
 Encourage the patient to walk outside with the polarized lenses to compare
vision with and without.
 After benefits are reinforced by the opticians…there is usually no push-back on
money.

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REFERENCES:
 reviewob.com/category/ophthalmic-
products/sun wear
 www.google.com/images
 www.allaboutvision.com
 www.pubmed.com