2020 2015 09 sunwear by Franky wong

SUNSTATS • LENS BASICS • SUNVISION CE

SUNVISION September 2015

SUNLIGHT

DELIGHT COLE HAAN SITS AT THE TOP OF THE CRAFTSMANSHIP HIERARCHY

FROM THE PUBLISHERS OF

SUN V

SEPTEMBER 2015

M I LLENNI A L VISION

IN SID E 4> SUNSTATS: Sunwear by the numbers

6> SUNLIGHT DELIGHT 14> WHAT’S HOT UNDER THE SUN: Shining insight into sunny goings-on

16> LENS BASICS: The Bright Way to Buy Shades

21> CE: DON’T WALK AWAY RENÉE: Analyzing Patient Churn in the Optical World

ON THE COVER COLE HAAN 6008 FROM ALTAIR EYEWEAR PHOTOGRAPHED BY STEPHEN MARK SULLIVAN HAIR/MAKEUP CHRISTIE LEE/ R.J. BENNETT REPS

This past year, 20/20 and Vision Monday have put emphasis on the prominence and creativity coming from the Millennial generation. The go-to generation for the latest and upcoming trends in not only eyewear but in every realm of fashion, technology, entertainment and culture is continuously emerging with new ideas. As part of this savvy generation, I find it more and more apparent that my peers are spreading their thoughts and interests into every corner imaginable, sometimes taking on too many things at once… something I am certainly guilty of. But for me, I’m finding it more important to stay focused on your passions, things that make you excited to get out of bed in the morning. I’m not saying you should set limitations for yourself, but maybe taking the time to focus on a few core ideas will be a step in the right direction. I always admired creativity. My love for reading and writing throughout my entire life has reserved this admiration. Although my passion was originally founded in creative writing and literature, it has ventured off into other realms of creativity and has made a permanent pit stop at the design of eyewear. Although I wore glasses for most of my childhood, it never dawned upon me that eyewear can take on certain artistic qualities. From even the smallest details on frames such as intricate laser etchings and technology-advanced hinges, eyewear has creativity down to its core. Until I was face-to-face with how eyewear is designed and created, I never knew the intense process behind the making of a frame. Materials, shapes, sizes and colors are just the beginning. As I swoon over the new products we are given each month, I find myself looking for innovative design details that I would have normally overlooked. The sunwear in this month’s SunVision perfectly depict the creativity I admire most about this industry. Be sure to take a look at every element of each frame. You might discover something you’ve never seen before. As for my passions… my Millennial self is telling me to stick with my love of creativity.

MODEL HANNAH/RED

—Victoria Garcia 20/20 Associate Editor vgarcia@jobson.com

CREATED BY 20/20 MAGAZINE SUNVISION EDITOR VICTORIA GARCIA > SUNVISION ART DIRECTOR IRIS JOHNSON > GRAPHIC DESIGNER JINCY THOMAS

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EDITOR-IN-CHIEF JAMES J. SPINA > EXECUTIVE EDITOR CHRISTINE YEH > SENIOR EDITOR PATRISHA HOLLY ZABRYCKI> GROUP EDITOR, LENSES & TECHNOLOGY ANDREW KARP > SENIOR RESEARCH ANALYST JENNIFER WALLER> PRODUCTION MANAGER EDWARD SMITH

W W W.V UA R N E T. C O M

P U R E M I N E R A L L E N S E S M A D E I N F R A N C E S I N C E 1 9 57

VUA R N E T

IS BACK

C RO C H E T

B LU E

P O L AR

VISION EXPO WEST, THE SUITES 36TH FLOOR – SUITE 116

SUNSTATS

( FA C T S A N D F I G U R E S A B O U T C O N S U M E R S U N W E A R T R E N D S ) Sunwear is no longer your “second pair sale.” With more and more customers searching for sunglasses without purchasing optical frames, it is impor tant to understand what your selling points should be. Look through these SunStats to give your customers the latest and greatest in sunwear. —Victoria Garcia

U.S. PLANO SUNGLASS SALES

U.S. PLANO SUNGLASS SALES Retail Dollars by Channel in Millions, 12 ME Mar 15

Average Retail Price Sunglass Specialty

$1,543.00

Not all of your customers will be shopping for

Drug/Grocery/Mass/Warehouse Club

$704.90

sunwear at the same price point. With a gradual

Better Department & Specialty Stores

$559.50

increase in the average retail price of plano sun-

Optical Chain

$225.80

glasses over the past three 12-month ending

Sporting Goods Store

$162.40

Optical Independent

$152.00

Flea Market/Street Vendor

periods, it is important to stock sunwear at various price points. Include luxury, high-end and

$33.30

moderately-priced frames in all your displays so customers know what

NUMBER OF PAIRS OF PLANO SUNGLASSES IN REGULAR USE BY AGE Those in the 18 to 34 age

Ages 18-34

Ages 45-54

Ages 35-44

Ages 55+

their price options are. +1.6% 2015 against 2014 +4.5% 2015 against 2013

29%

27%

28%

18%

20%

25%

26%

17%

18%

19%

20%

plano sunglasses. Twenty-six percent of respondents in the 55-plus age group are also very likely to alternate between five pairs of plano

19%

sunglasses. Get to the middle man and explain the benefits

$38.75

38%

$38.13

wear more than five pairs of

$37.10

group are the most likely to

12 ME Mar 14

12 ME Mar 15

16%

of sunwear to those in the 35 to 54 age group. It’s never too early or too late to start

27%

33%

35%

34%

39%

37%

protecting your eyes.

1 pair

2 pairs

3 pairs

4 pairs

5 pairs

More than 5 pairs

12 Months Ending March 2015

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12 ME Mar 13

U.S. PLANO SUNGLASS SALES—CHANNEL PROFILE Retail Dollar Shares by Age and Gender SUNGLASS SPECIALTY

MASS MERCHANT

58%

Male

DRUG/PHARMACY

42%

47%

42%

Female

59% 55%

Ages 18-34

25%

Ages 35-44

36%

OPTICAL CHAINS

55%

Female

61%

45%

57%

Ages 18-34

Ages 55+

23%

39%

Male

Ages 45-54

16%

19%

BETTER DEPT STORES

23%

Ages 35-44

25%

18%

Ages 55+

41% 22%

12%

Ages 45-54

53%

41% 25%

12%

18%

15% 12 Months Ending March 2015

METHODOLOGY

LIKELIHOOD OF BUYING A NEW PAIR OF PLANO SUNGLASSES COSTING $50 OR MORE WITHIN THE NEXT SIX MONTHS

45%

These sunwear stats were pulled from a large-scale, continuous, consumer-based VisionWatch study, conducted by The Vision Council in the 12 months ending in March 2015. All respondents are over 18 and live in the United States. For more information about how to run your own survey, please contact Jobson Research at (212) 274-7164. —Jennifer Waller, Senior Research Analyst

Only 4 percent of respondents are extremely likely to purchase a new pair of plano sunglasses costing $50 dollars or more within the next six

26% 17%

months. Explain to customers the investment value and health benefits sunwear has to offer. Show them frame technology, specialty lenses and design details to remind them of all

the extra features that are included in

4% Extremely Likely

each frame purchase. Very Likely

Might Probably Definitely Not or Might Not Not

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SUNLIGHT

DELIGHT The wondrous world of sunwear is constantly reaching new heights. Climb to the next plateau with luminous details and radiant technology that prove sunwear is here to stay.

Photographed by NED MATURA SunVision Editor: VICTORIA GARCIA

A FINE LINE This neutral-toned frame emits a simplistic sporty style that Wiley X has certainly mastered. MOXY from Wiley X Eyewear

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SUNVISION

SMOOTH AS GLASS Technology and mixed materials fuse together for a timeless aviator style that attests to the significance of glass lenses. VUARNET VL1505 from Vuarnet

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SUNVISION

CURATED CRAFTSMANSHIP A classic Clark Kent style that pops out of the ordinary with white interior details and a keyhole bridge. COLE HAAN 6004 from Altair Eyewear

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WX MOXY

FOR WORK. FOR PLAY. FOR LIFE. Wiley X is the only premium performance sunwear brand whose entire line meets ANSI safety standards. That’s in addition to removable Facial Cavity™ Seals with our Climate Control styles; rubberized nose and temple tips with our Active Series and bold, aggressive looks with the Street Series line. Your customers stay protected with Rx-ready eyewear that’s stylish and comfortable enough to be worn anywhere.

VISION EXPO WEST BOOTH # 20092

WX TIDE 1.800.776.7842 // WILEYX.COM Dealer Ordering

WX PEAK

SUNVISION

ROSY RED Ruby translucent hues exude from this rounded style with a touch of signature Guess designed temples. GUESS 7382 from Marcolin USA

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SUNVISION

TOTALLY TORTOISE With a delicate CatEye shape, Badgley Mischka effortlessly takes on green tortoise with sought-after sophistication. BADGLEY MISCHKA Bette from The McGee Group

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SUNVISION

CAVITY SEARCH A foam facial cavity for ultimate protection is just one of the high-performance details expertly crafted within this frame. ARROW from Wiley X Eyewear

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is wearing Nova

Download Free Layar App and watch a video of Jeff speaking about Ducks Unlimited Eyewear.

For sales information, please contact: The McGee Group sales@mcgeegroup.com | mcgeegroup.com | 800.966.2020

Milepost and Mercury

WHAT’S HOT UNDER THE SUN SHINY SPECS

SUNNING UP Inspired by the DNA of the brand, the Guess collection ranges from easy to wear shapes and bold logo detailing to styles with animal prints and patterns.

The new Guess Eyewear styles from Marcolin USA showcase a variety of shapes and sizes with captivating material combinations. With an emphasis on shiny details and enticing color palettes, this stylesavvy collection creates a dramatic allure. The 7385 features a chain link design on the temples that is accentuated by the Guess logo in shiny metal for an extra element of mystique.

WILDLY FEMININE The bebe fall 2015 collection from Altair Eyewear introduces five new women’s sun styles. With fashion-forward styles, frames feature wild new animal print and stunning sparkles for a feminine look. Contoured temple treatments, iconic logos, jewel-toned and transparent colorations and textured quilt patterns add a touch of glam to each style. BEBE Off the Hook 7147 from Altair Eyewear

GUESS 7385 from Marcolin USA

SUNNING UP

PROTECTED VISION Wiley X Eyewear adds a new version of its popular P-17 style for 2015. The P-17KA pairs a gloss demi frame with polarized emerald mirror lenses, providing 100 percent protection against UVA/UVB rays and clear,

bebe embraces a hip, “fast-fashion” formula that loyal consumers trust to deliver the hottest and newest fashions. bebe’s signature look of chic, sophisticated and bodyconscious fashion is the ultimate expression of a woman’s own style.

distraction-free vision. As part of the

SUNNING UP

Active Series, the P-17KA features

Each Wiley X frame includes a unique, adjustable elastic T-Peg strap that quickly attaches to special slots in each temple piece for a secure and comfortable fit.

soft, rubberized nosepieces, temple gloves and the brand’s advanced 8-layer polarization. P-17KA from Wiley X Eyewear

KISS AND TELL Vuarnet introduces its cable temple collection featuring the kiss curl sunglass with a cable hook that fits securely around the contour of the wearer’s ear for a comfortable hold. The flexible frame has a rounded end with a soft metal, silicone-covered insert. With a nod to the ’50s, the kiss curl comes in four retro shapes including aviator, square, round and keyhole. VUARNET VL1509 from Vuarnet

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DON’T LET YOUR SUNWEAR STYLES FALTER NOW THAT SUMMER IS OVER. THE SUN IS STILL SHINING BRIGHTLY AND SO ARE THE LATEST TRENDS HITTING THE SUN SCENE. CHECK OUT SUNVISION FOR AN INSIDER LOOK AT WHAT YOUR CUSTOMERS WANT TO WEAR ALL YEAR LONG.

—VICTORIA GARCIA

FLIRTY FUN

SUNNING UP All Wiley X sunwear are ANSI Z87.1 certified and meet highvelocity and high-mass impact standards. Each frame provides OSHA-grade protection against a wide range of dangers encountered in the outdoors.

The McGee Group adds new

ACTIVE PROTECTION

sun styles to its XOXO collection.

SUNNING UP

Featuring a wide variation of colors and shapes, the collection consists of fashion-forward styles perfect for women in search

The McGee Group utilizes a full-service, in-house product design team that works with factories in Italy, Japan, Korea and China on the latest in eyewear technology, trends and design.

of an eye-catching frame. The X2341 combines metal and acetate for a retro style with a modern twist. A blue-green tortoise acetate highlights the

PEAK from Wiley X Eyewear

Adding a new model to its lineup, Wiley X Eyewear presents the Peak. As part of the Active Series, the Peak is available in three Rx-ready versions with multiple frame and lens colors. One version of the Peak features a classic gloss black frame with silver flash lenses for a wide range of activities. The final two versions feature the brand’s Filter 8 polarized lenses which combine eight layers of lens technology and are available in a gloss layered tortoise frame with polarized amber lenses and a matte black frame with polarized blue mirror lenses.

temple and frame fronts along with adjustable nosepads and spring hinges for a comfortable fit.

SUNNING UP

XOXO X2341 from The McGee Group

Trafton Cole and Eddie Haan founded Cole Haan in 1928, resolving to make good goods and nothing but good goods. What began as a visionary partnership has flourished into a dynamic, forwardthinking global fashion brand.

SUNNING UP Handcrafted in Vuarnet’s workshop near Paris, each frame features mineral glass lenses that marry precision and comfort for maximum sun protection and perfect vision.

TRADITIONALLY TASTEFUL With the launch of the Cole Haan 2015 Eyewear collection, Altair Eyewear introduces 13 sun styles for men and women. Embracing the combination of modernity and tradition, the new collection is based on three signature categories—Heritage, Classic and the Grand Lifestyle. With a deep commitment to craftsmanship, frames feature details such as genuine leather temples, pressed weave temples and iconic logo treatments. COLE HAAN 6002 from Altair Eyewear

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LENS BASICS

The to Buy

Shades Nonprescription sunglasses make it easy to balance fashion with function. But how safe is your favorite pair?

ot all nonprescription sunglasses sold worldwide are of the same quality. Some claim they provide UV protection or polarization when in fact they do not. Others, if made incorrectly, can alter visual function, color perception or be structurally weak and unable to withstand impact. In some countries, voluntary guidelines for nonprescription sunglass manufacturers have been put into place to help prevent some of these potential problems, but in recent years, poor quality pairs have been found. One of the best ways people can ensure that they are getting a high quality pair of nonprescription sunglasses is to buy 1 6 < S e pt ember

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them from a trusted source like a reliable retailer or eyecare professional. Otherwise they might be getting something they didn’t bargain for: unexpected exposure to harmful UV light or sunglasses that are hazardous in other ways.

SUNGLASS GUIDELINES IN AMERICA The FDA considers nonprescription sunglasses to be medical devices even though plano sunglasses are often sold “over-thecounter” rather than by an eye doctor. Although the FDA insists that all nonprescription sunglasses be impact resistant, it mandates little else for nonprescription

sunglass standards other than voluntary labeling of UV protection. However, the American National Standards Institute (ANSI) has issued its own set of detailed standards for nonprescription sunglass production. ANSI’s Z80.3 subcommittee in particular has set voluntary guidelines that nonprescription sunglass manufacturers in the U.S. should follow to help make certain that the sunglasses they are making will not harm a person’s eyes or alter their visual functioning. The ANSI Z80.3 standards recommend specific levels of light transmittance for nonprescription sunglasses and state they Continued on page 18

PHOTO © ISTOCK.COM/JOBSONHEALTHCARE

By Cheryl G. Murphy, OD

VISION EXPO WEST BOOTH #16053

G U E S S .CO M A R T D I R : PAU L M A R C I A N O

PH: PÜL M ANNS

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GU6865

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LENS BASICS

should be of high optical quality and free of defects and aberrations. (See “What is ANSI Z80.3?”) The Z80.3 standards also state that colors and tints used for sunglasses should not interfere with a person’s color perception particularly with the perception of red, yellow and green as this could result in a person experiencing difficulties distinguishing between some types of traffic signals and lights while driving.

IDEAL CHARACTERISTICS OF NONPRESCRIPTION SUNGLASSES: Little to no refractive power induced: Lenses need to be optically regular and not induce an amount of refractive power on the wearer outside of a specified range of tolerance. Good transparency: Lenses of nonprescription sunglasses should not be hazy and should be free of inclusions and distortions. Little to no prismatic power induced: A pair of mass-produced sunglasses should not induce prismatic power outside of tolerance in order to minimize the chance that the wearer experiences discomfort, double vision or difficulty judging distances. Impact resistance of lenses and frame’s retention of lenses: Lenses should be held securely in the frame and the lenses

impact resistant as mandated by the FDA. Good comfort of frame: The frames should be constructed well and without projections, sharp edges or corners that may cause discomfort or harm to the wearer. Lenses not too dark: The lenses should not be excessively dark which could impede safe driving by decreasing one’s ability to see things in areas of low light such as the entrances of tunnels. Matching lenses: Each lens in a pair of sunglasses should provide a matching amount of luminous transmittance. In other words, one lens cannot restrict light more than its matching lens, otherwise a person may be prone to misjudge distances. Little to no alteration of perceived colors: The coloration of the sunglasses should not alter one’s ability to accurately perceive colors or else mistakes may be made when looking at traffic signals and lights while driving. The FDA states that while there is no distinct law on the specifics of labeling, a label or insert information can be used to state the wavelength range and percentage of UV that a pair of nonprescription sunglasses block and also that they meet

WHAT IS ANSI Z80.3? The American National Standards Institute organized a “Z80 Standards Committee for Ophthalmic Lenses” in 1956 and in 1970, it developed a subcommittee, Z80.3, which consists of a team of experts who work to ensure that nonprescription sunglasses and fashion eyewear made in the U.S. are safe to wear. This subcommittee meets to determine what characteristics are important in making sure that mass-produced sunglasses are safe for consumer use. Every five years it reviews the standards, tests and criteria used, and it decides whether or not specific modifications are needed. In addition to recommending that sunglasses protect against UV light to some extent, the ANSI Z80.3 standards also work to prevent the sunglasses themselves from imposing secondary hazards on the wearer. A new version of the ANSI Z80.3 is set to be released this fall and can be purchased by visiting the ANSI website, ansi.org.

—CGM

certain ANSI Z80.3 standards, as well as the FDA’s requirement of being impact resistant.

TESTING QUALITY OVERSEAS It is easy to assume that manufacturers worldwide are adhering to their country’s universally accepted guidelines when making nonprescription sunglasses but recent studies have shown there are products out on the market that may be deceptive and unsafe. In Brazil, a 2014 study published in Biomedical Engineering Online showed that not all of the sunglasses people were wearing were as helpful as they could be. Mello and colleagues built a self-serve kiosk which allowed consumers to easily and safely test their own sunglasses on the spot to see whether or not the nonprescription sunglasses they were wearing were giving them the appropriate amount of UV protection. Over 800 pairs were tested, and 20 percent of them were found to be noncompliant with the Brazilian Standard for blocking UV light in the 280 nm to 400 nm range. Interestingly, different countries have different opinions on the range of UV light that should be blocked in sunglasses. According to Mello and colleagues, “the American Standard and the British and European Standard require UV protection in the 280 nm to 380 nm range (of wavelengths while the) Brazilian Standard and Australian/New Zealand Standard have an extended (amount of) UVA protection, thus the wavelength range for safety (for them is regarded as) 280 nm to 400 nm.” It is important to realize that there are Continued on page 20

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PHOTO © ISTOCK.COM/JOBSONHEALTHCARE

Continued from page 16

THE BIGGEST RAVES ABOUT OUR NEW YOUTH FORCE™ LINE HAVE BEEN COMING FROM GROWN-UPS

What Eye Care Professionals Are Saying About Youth Force™: VISION EXPO WEST BOOTH # 20092 Lisa

Good looking. Far superior to any other kids line. LOVE!

Karen

Flying off the shelves! We sold 3 pair in the first two days and for a small office that is great!

Alesha

Love! Very cute and sturdy.

Megan

Love the various sizes, temples and bands. Love that both the glasses and goggles come together as one.

Lindsey

Very impressed! Best feature is ability to wear under a football helmet.

Julia

Overwhelmingly awesome response! Will be placing another large order soon.

Stacia

Love the line…will be selling off competition and adding Youth Force to all locations.

Donna

The kids love them!!!

Misty

Those are awesome! I show them over the competition because of all the options.

Mike

Love over the competition - better looking, better design. Pt’s Very Happy!

Karen

OMG! I love them! I’m impressed!

Eye Care Professionals are loving our new Youth Force™ ASTM F803 rated Sports Protective Eyewear line. Please call us to discuss how Youth Force™ can make both kids and their parents happy patients at your practice.

1.800.776.7842 // WILEYX.COM

WILEY X, the WILEY X Eyewear logo, WX, the WX Eyewear logo, the WX WILEY X logo and product names are trademarks or registered trademarks (marca registrada) of Wiley X, Inc., in the U.S. and other countries. Logos: © 2007-2015 Wiley X, Inc. All rights reserved. Copyright © 2015 Wiley X, Inc. All rights reserved.

LENS BASICS <DESCRIPTION>

Continued from page 18 also international voluntary standards for the making of glasses and sunglasses set by the International Organization of Standardization (ISO) but this may vary from an individual country’s standard. In 2015, an Iranian study by Bazzazi and colleagues was published in the Indian Journal of Ophthalmology assessing the quality of sunglasses purchased from various vendors and retailers in the metropolitan area of Tehran, Iran’s capital and largest city with a population of over 12 million. The researchers from this study anonymously bought 348 pairs of branded and unbranded nonprescription sunglasses all with labels on them indicating that they provided UV protection. They bought them from what they termed “authorized” vendors, meaning retailers who have obtained a permit from the Ministry of Health, which allows the origin of the products to be traced through the Ministry of Trade and “unauthorized” vendors (retailers who do not have a permit to sell such products and therefore the method by which the products were obtained could not be verified). A spectrometer was used to measure the transmittance of UVA and UVB through the 348 pairs purchased. Despite pairs being designated with some sort of label indicating that they offered UV protection, some offered none. Almost all sunglasses

bought from authorized retailers (95 percent) complied with ANSI standards for UV protection. However, only 8 percent of those bought from unauthorized retailers complied with ANSI standards for UV protection. Also, when checking if polarization existed in nonprescription sunglasses with labels saying they were polarized, 90 percent of those sold by unauthorized sellers failed to be polarized, and even 27 percent sold by authorized sellers failed the polarization test. “Sunglasses provided by unauthorized sellers were alarmingly unreliable and could be potentially hazardous for the eye,” Bazzazi and colleagues note in their study. They also found that “brand and price (did) not guarantee optimal protection against UV,” as sunglasses sold as a recognizable brand or those which were more expensive did not necessarily guarantee that the expected level of UV protection was there. Their study implied that labeling, branding and price did not necessarily matter as much as whether or not the sunglasses were purchased from a more reliable source and even in some of those cases, the sunglasses for some reason failed to live up to expectations.

WHY PROPER PROTECTION IS IMPORTANT According to the AOA, consumers need sunglasses that block “more than 95

WHAT’S UP WITH UV UP TO 400 NM? While discussing the topic of UV and claims of protection up to 400 nm, it should be noted that the region between 380 nm and 400 nm is actually in the visible range and therefore not classified as part of the UVA regions according to ANSI and ISO lens standards. The first study discussed under Testing Quality Overseas is a review of compliance with claims of protection up to 400 nm. As you will see, the range of so-called “UV” coverage is debated worldwide with some experts recommending what they feel is protection from UVA extending up to 400 nm, while others consider wavelengths above 380 nm to be outside of the UVA range.

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—CGM

percent of UV-A and more than 99 percent of UV-B radiation.” Our eyes need to be shielded from the short-term and cumulative damage that overexposure to UV light can cause. In addition to the painful and temporarily visually debilitating condition of UV keratitis that can happen to the cornea after a few short hours of intense UV light exposure, overexposure to UVB radiation can cause cumulative damage to the skin surrounding the eyes and lids, resulting in cancerous and noncancerous growths there. UVB radiation can also accelerate the rate of growths on the conjunctiva or whites of the eyes (by exacerbating pingecula and pterygium formation) and can increase the rate of cataract progression. UVA radiation can damage the crystalline lens of the eyes and the retinas, particularly in those who have or who are at risk for macular degeneration. A higher level of UVB/UVA protection is recommended for patients who are in latitudes close to the equator, areas of high altitude, geographical regions which suffer from extensive overhead ozone layer depletion or people who spend a lot of time or who enjoy hobbies near highly reflective surfaces such as water, snow and ice. Eyecare professionals need to educate patients that not all sunglasses are built the same, and the ones they are buying from unreliable sources—such as those from a street vendor or online in a suspiciously tagged advertisement on social media— may not give them the same level of protection that sunglasses properly purchased from a reliable retailer or their eyecare professional can provide. It is time they invest in their health and in a quality pair of nonprescription sunglasses from a trusted source. Their eyes deserve it. ■

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Don’t Walk Away, Renée: Analyzing Patient Churn in the Optical World [1 CE CREDIT] By Preston Fassel, BS

t’s just past sunset and you’re alone in the back room. There’s a single light burning above your head; a cold sweat rolls down your face. You try to calm yourself, but it’s no use; the worst thing that can happen in a dispensary has just happened to YOU: A patient has asked for their prescription and walked out the front door. The choices from this point forward are clear: Shutter the office and turn to a life of crime… or read this article for insight into keeping patients. In the 1960s, Canadian philosopher Marshall Mcluhan theorized that, one day, technology would link every man, woman and child in the world, reducing our massive civilization from a disconnected array of people to an interconnected society he dubbed “The Global Village.” Today, we live in that village. In an age where there’s a Starbucks on every corner and a UPS dropoff in every cell phone store (and a cell phone store in every gas station), there are also dispensaries in every grocery store, strip mall and yes, as we all know, on every intersection of the World Wide Web. Like all individuals conducting

business today, we must realize that we live in a more competitive marketplace than has been experienced in several generations, if ever. As a matter of fact, this competition for business has resulted in creating new business itself, as consultation firms have begun popping up to help individuals develop a competitive edge. So where’s the edge? How do you get a leg up on the other guy? The simplest answer is to figure out one question: Why are patients leaving in the first place? Many of the answers are obvious; one only need to work a week in a dispensary to know patients often don’t know the value of the product or services they are receiving. Indeed, it’s part of our job as opticians to inform them of these things. However, there are other, less obvious, perhaps more controversial answers—answers we’d probably rather not discuss or acknowledge. Having worked in a dispensary for about two years now, and having been a longtime patient myself, I’m going to take a look at some of these answers with one foot planted firmly on the consumer side of the fence and the other on the optical side.

LEARNING OBJECTIVES: Upon completion of this program, the participant should be able to: 1. Identify causes of patient churn. 2. Understand how the current economic and technological state of the country influences patient buying habits. 3. Identify proactive steps to prevent patient churn. Preston Fassel is an optician in the Houston, Texas area. His interests are in the history of eyewear and all things vintage. He writes for The Opticians Handbook and 20/20 Magazine, and has also been featured in Rue Morgue magazine, where he is a recurrent reviewer of horror and science fiction DVDs. CREDIT: This course is approved for one (1) hour of CE credit by the American Board of Opticianry (ABO). Course SJHI252 This CE is also available online at www.2020mag.com

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DON ’T WAL K AWAY, R E N É E : A N A LY Z I N G PAT I E N T C H U R N I N T H E O P T I C A L W O R L D

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nicer people; and if there are ATTITUDE elements in the industry who are Above all else, when a patient incapable or unwilling to change walks, it means quite simply that their attitudes, they need to be he or she does not like us. It’s a sent along to browner pastures. tough pill to swallow, to be sure, but it carries more than a grain SELECTION of truth. As a matter of fact, a McKinsey survey indicated that With precious little space in your 70 percent of sales were motidispensary, choosing what vated by how well the customer frames you’ll have for your thought they were being treated, patients to select from is key. with the majority of lost sales Various individuals will tell you being due to customer dissatisdifferent rationale for picking T H E FA C T O F TH E M ATTER IS , faction with the way he or she the frames they have on display, I F PATIENTS D O N’T S EE FR A M ES from name recognition to cost was treated. Whether we like it or not, optito what terms they were able to TH EY WA NT TO S EE O N TH EIR cians have earned a reputation get from their rep. One piece of OW N FA C ES , TH EY’R E G O ING “conventional” wisdom is to in the lay world, and it’s not a stock disproportionately toward nice one. You know all of those TO WA LK . women’s frames, since women online optical advertisements that refer to brick-and-mortar optical as while also determining a person’s physical tend to be more fashion-conscious than “The Greedy Middleman”? We may not appearance and how well that person will men, are willing to spend more on glasses want to face it, but that term didn’t arise see. It’s easy to see how such a position and are less likely to be pleased by generic, out of a vacuum, and it isn’t being used in could be alluring for the wrong type of plain frames (a presumption wrong for a advertisements to try and change anyone’s individual; and unfortunately, that type number of reasons). The fact of the matter mind; it speaks to patients because it’s of individual all too readily flocks to the is, if patients don’t see frames they want to profession. It’s too frequent for me to see on their own faces, they’re going to something they already feel to be true. Just as “used car salesman” has become encounter a colleague who suffers the walk. Trendy name brands in an area with synonymous with questionable ethics optically ignorant poorly and approaches little brand recognition won’t fare well; and sales tactics, “optician” summons up his or her daily life with an unhealthy dose hipster glasses in an area largely composed notions of arrogance, bossiness and like of cynicism. In their world, patients are of elderly people will flounder. Frames car salesmen, questionable sales practices. idiots and should gladly hand over three geared toward an elderly contingent won’t Part of this is unavoidable: Inevitably, figures or more for the privilege of being do well if most of your patients are in once enough people have had negative allowed to purchase eyeglasses in his or their 20s and 30s. experiences with members of one partic- her dispensary. The sad thing is that these Identify your patient demographics and ular sales profession, a stereotype will individuals very infrequently hide their provide accordingly. Just because a patient develop. However, having been on both contempt for their patients, and many is purchasing glasses today doesn’t mean sides of the dispensing table, I know that have even gone so far as to publish their that he or she will necessarily be back; it’s a opticians with low capacities for frustra- thoughts and feelings on public Internet dangerous mistake to presume that retention tion are all too common. I also know that forums for all the world to see; public today prevents churn tomorrow. Patients working a job that permits you the power Internet forums that, I will add here, quite unaware that they can request their Rx may and influence that being an optician does frequently come up in routine searches buy a pair of glasses out of the presumption can very easily lead an otherwise decent for information on eyeglasses. that they are obligated to pick from what’s If we, as a profession, are to retain our on the wall; those with busy schedules may individual down the path of developing a demigod complex. Opticianry is unique patients, we must reform our image; and buy simply out of convenience. If they in that, with little to no prior experience, while it’s tempting to view national certifi- choose something they dislike, however, individuals can find themselves in the cation as the first step in the process, the the odds that they’ll be back in the future position of making very high dollar sales real starting point is to quite simply be go down drastically. 2 2 < S e pt ember

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Just as key as selecting frames your patients’ will like is keeping those same frames in stock. Too often, a dispensary will order a limited number of a particularly popular frame and then allow that frame to go out of stock. This is one time when it’s appropriate to take a page from the car salesman’s handbook: You’ll never find a Dodge dealer without at least one Charger on the lot. Once a popular frame sells out, order a new one. Or two. Or three. If patients have demonstrated a particular affinity for a particular frame, or a particular line of frames, the name of the game becomes keeping those frames on your walls. Every empty slot is a missed opportunity to sell another frame. Following this pattern will also help you to maintain a positive working relationship with your frame reps and potentially benefit you in the future should you ever need their assistance in resolving a frame-related issue.

thing bad happens to a person, it is because that individual was somehow flawed, evil or stupid. Similarly, we can convince ourselves that prices aren’t too high, our patients are just too dumb to see the value or too cheap to shell out good money on something they don’t perceive of as a status symbol. Again—we have all encountered these individuals. Still, the fact remains that we are living in a drastically different economy than many of us have ever done business in. Yes, there was once a time when the average consumer would pay a little bit extra for that personal service; a Defaqto Research poll once indicated that number was around 55 percent. However, if the customer doesn’t have

spend their money. This is especially true for the emergent 20-something demographic, which is finding itself with fewer job opportunities for lower pay than their parents or grandparents ever encountered. The poor job market, combined with layoffs, have resulted in the Boomerang Phenomenon, in which once financially independent young adults are forced to move back home with their parents following a layoff or other financial hardship. Employed “Boomerangers” are focused on regaining their independence, and as a result, are likely to be more frugal than an individual in the same age and socioeconomic demographic would have been in another era. A disappearing middle class and growing lower class means that for every cheapskate with a Rolex who wants CR-39 lenses in a Medicaid frame with no AR, there are three more patients who make that choice—or the PRICE choice to walk—out of You knew it was coming. necessity. We must realize Yes, it’s a touchy subject to the online boom did not discuss, especially among occur solely as a matter of independents, but given convenience: It arose in F OR S O M E, TH AT R EC ES S IO N H A S N’T the topic at hand, it’s response to an existing unavoidable. Patients are need. For many individuC H A N G ED FO R TH E B ETTER . A S A walking out of your disals, a pair of glasses in the R ES U LT, C O NS U M ER S A C R O S S TH E pensary because of cost. triple digits would mean a S O C IO EC O NO M IC S P EC TR U M H AV E The knee-jerk response choice between eyesight I’ve encountered usually and paying a bill or feedB EC O M E M O R E C A U TIO U S WITH H O W has to do with an anecdote ing mouths; for these indiTH EY S P END TH EIR M O NEY. about a patient who drove viduals, the choice between a Hummer and carried a those same glasses and a Louis Vuitton handbag but only wanted extra money, they aren’t going to pay it. pair of $20 glasses online isn’t a question, what insurance would cover. We’ve all had The recent financial state of the country it’s a godsend. this patient, and I think we like to meditate was the worst it’s been since the Great on him or her because it’s the sales version Depression, leading economists to label VALUE of the Just World Fallacy. In logic, the Just the economic milieu “The Great Recession.” This is a sort of fusion of price, selection World Fallacy, also known as the Just For some, that recession hasn’t changed and attitude. I’ve heard many opticians World Hypothesis, states that some sort of for the better. As a result, consumers refer to the amorphous concept of cosmic force governs the actions of all people across the socioeconomic spectrum have “value” when discussing patient churn and things and that, as a result, if some- become more cautious with how they and retention. It’s usually in reference to < Se pte mb er

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DON ’T WAL K AWAY, R E N É E : A N A LY Z I N G PAT I E N T C H U R N I N T H E O P T I C A L W O R L D

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services rendered, such as adjustmeans that, on average, you ments, PD measurement or repairs. would need to satisfy two patients simply to nullify the negative I am not here to suggest prices word of mouth generated by one (or lack of prices) for work that patient. However, the reality is opticians do in their individual far more sobering: 13 percent dispensaries or practices. Where of patients who walk will tell opticians truly need to focus on upwards of 20 people about their the concept of value is in the prodnegative experience. Friends, ucts that they are offering, not neighbors, coworkers, parents their services. Returning to the at PTA meetings; our Global patient who scoffs at the price of a Village is highly interconnected, pair of frames: Can you honestly and with a few keystrokes or the justify that price? If so: Do it. push of a button, that patient Marketing campaigns by various who strolled out with his or her laboratories and manufacturers O P EN LY, H O NES TLY A S S ES S ING Rx can steer a multitude away in the optical field means that from your office. patients may be far more optically TH E Q U A LITY O F WH AT YO U literate than those in the past; the S ELL V ER S U S TH E P R IC E P O INT BACK TO THE BEGINNING Global Village has crafted a more In the Mcluhan-inspired 1983 savvy consumer than we may want YO U ’V E P LA C ED O N IT WILL horror film “Videodrome” about a to give them credit for. If a patient E I TH ER H ELP YO U TO EX P LA IN television show that kills those who believes that a product is too P R O D U C T VA LU E TO PATIENTS , tune in to its gristly programming, much, or not worth what you’re a character theorizes that in the charging, justify the price tag. O R B EC O M E A V ER Y future, wars won’t be fought on Why are these frames $X? Is it S O B E R I N G E X P E R I E N C E . conventional battlefields, but on their quality? Their craftsmanthe technological front. (Coinciship? Are they especially durable? Honesty is a surprisingly powerful force to worry about. Openly, honestly assessing the dentally, the film’s villain is an evil optician affect positive behavior: Tell a patient that quality of what you sell versus the price turned frame rep, and the climactic showthe price on the tag is largely due to the point you’ve placed on it will either help you down takes place at a Vision Expo. So, it’s brand name and not the quality, and believe to explain product value to patients, or pretty much required viewing for any sci-fi/ it or not, you’ll have made a friend. The become a very sobering experience. horror fans reading this.) As of the writing of savvy consumer understands the nature of this article, this theory is becoming a reality brand-driven marketing and will appreciate WORD OF MOUTH in the optical world, as patients take their your honesty; they might even decide that Maybe this is one of the obvious ones, but Rxs to the “front” of online optical. No they want that name brand. In any event, I came across some numbers as part of longer can we rest on the laurels of simply you’ll have demonstrated yourself to be my research for this course, and I felt dismissing online optical, be it on a legal, honest and trustworthy and whatever infor- compelled to spotlight them for your con- ethical, moral or quality basis; patients have mation you give from that point forward sideration—as well as to illustrate how spoken, and the continued success and prowill be taken at face value, rather than with a negative perceptions of the optical world liferation of onliners makes their feelings grain of suspicious salt. are spreading. The White House Office of loud and clear. If we are to maintain our Conversely, exercising honesty with others Consumer Affairs discovered that, on patients’ business, it is imperative that we can result in one becoming truly honest with average, customers who leave a business step back to honesty and objectively analyze oneself. CAN you justify that price tag? Is following a negative experience will tell ourselves. Though it may be a painful prothe frame really that durable, that well- between nine and 15 people about that cess, the act of thoroughly analyzing our made? Is that AR coating really so state-of- experience; conversely, satisfied custom- failures will allow us to prevent ourselves the-art? Is that progressive really that ers will recommend that business to only from continuing to fail and stop our patients extraordinary? If it is, you have nothing to four to six people. At first glance, this from making any further walks of shame. ■ 2 4 < S e pt ember

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S E L F - A S S E S S M E N T E X A M I N AT I O N 1. Marshall Mcluhan’s theory that one day, the entire world would be technologically connected was called: a. The Internet b. The World Wide Web c. The Global Village d. The Global Web 2. High competition in the marketplace has resulted in: a. Mass bankruptcies of brick-and-mortar opticals b. The formation of consultancy firms to help brick and mortars become more competitive c. Less cooperation between opticians outside the workplace d. Opticians resorting to organized crime 3. Patients have become more savvy consumers thanks to: a. Raising rates of college attendance b. Research on the Internet c. Advertisements by optical manufacturers d. Both B and C are correct 4. The number one cause of patient churn is: a. Patients feel they are mistreated b. Patients feel they are overcharged c. Patients feel that their eyewear isn’t worth it d. Patients don’t have a diverse selection 5. The practice of selling eyeglasses via the Internet is referred to as: a. Web-Lensing b. Warby Parkering c. Online Optical d. Brick and Mortar 6. Competitors have exploited patients’ views of opticians as: a. Greedy middlemen b. Incompetent c. Reliant on the government d. Ex-baseball players turned Boston bar-owners 7. Part of patients’ negative views of opticians have come from: a. Watching “Hard Copy” b. Comments made by opticians on Internet

forums c. Negative portrayal in the media d. Propaganda from online vendors 8. In choosing frames for your dispensary, you should: a. Stock disproportionately toward women b. Stock disproportionately toward men c. Identify your patient demographics and purchase accordingly d. Only stock high-end designer lines 9. A misconception held by patients that may prove harmful during frame selection is: a. Practices tend to only stock one of each frame b. They must select from the frames at that dispensary on that day c. They cannot order out-of-stock frames d. Clear aviator glasses are the hip new thing 10. When a popular frame sells out: a. Wait until your rep comes in to do inventory before ordering a new one b. Order frames from another line to fill up the space c. Order a new one d. Do nothing—patients will flock to another frame soon enough 11. Regularly keeping a popular frame in stock: a. Helps maintain positive relationships with your frame reps b. Ensures the frame is always in stock for patients to purchase c. Prevents you from bringing in a different, more popular frame d. Both A and B are correct 12. The current economic climate of the United States has been labeled by economists as: a. The Great Depression b. The Global Village c. The Videodrome d. The Great Recession 13. What percentage of consumers would pay extra money for better service? a. 15 percent b. 25 percent c. 55 percent

d. 75 percent 14. The Just World Hypothesis states that: a. There is no justice in the world b. People are naturally cheap c. People regularly lie about financial resources d. When bad things happen to people, it is because they deserved them 15. Independent individuals forced to move back into their parents’ homes are called the: a. Boomerang Phenomenon b. Global Village Phenomenon c. McCluhan’s Phenomenon d. Recession Phenomenon 16. Individuals whose buying habits most likely to be influenced by the Great Recession are: a. Elderly individuals in their 60s and 70s b. Individuals in their 40s and 50s c. Younger individuals in their 20s and 30s d. Children 17. If a patient asks why a frame or service has been priced at a particular level: a. Accuse competitors of being cheapskates b. Change the subject c. Intimidate them into buying glasses d. Inform the patient of why the price is justifiable 18. Patients who have been honestly informed about a designer brand’s DNA tend to: a. Appreciate your honesty and trust you more b. Distrust your business practices and walk c. Become verbally abusive d. Punch you 19. Consumers who had a negative experience will on average tell _________ people. a. Three to five b. Nine and 15 c. 10 to 20 d. None; they don’t want to talk about it 20. Thirteen percent of consumers with a negative buying experience will tell, on average: a. 50 people b. 20 people c. 10 people d. 1,000 people < Se pte mb er

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Examination Answer Sheet 1 hour of CE credit by the American Board of Opticianry ~ Valid for credit through August 29, 2019 This exam can be taken online at www.2020mag.com. Upon passing the exam, you can view your results immediately. You can also view your test history at any time from the Web site. Don’t Walk Away, Renée: Analyzing Patient Churn in the Optical World Directions: Select one answer for each question in the exam and completely darken the appropriate circle. A minimum score of 80% is required to obtain a certificate. Mail to: Jobson OptSC, PO Box 488, Canal Street Station, New York, NY 10013. Payment: Remit $14.99 with this exam. Check is enclosed (payable to Jobson Publishing). Charge my: American Express Mastercard Visa Name on card: _________________________________________________________________________________________ Credit card #: __________________________________________________________________________________________ Expiration date: _________________________________________________________________________________________ Signature: _________________________________________________________________________________

1. A

11. A

1=Excellent

2=Very Good

3=Good

4=Fair

5=Poor

2. A

12. A

In questions 21-23 please rate the effectiveness of each activity:

3. A

13. A

21. Met the stated learning objectives?

22. Avoided commercial bias/influence?

23. How would you rate the overall quality of the material presented?

4. A

14. A

5. A

15. A

6. A

16. A

7. A

17. A

24. How were you directed to this course? A 2020mag.com D Ohio Opticians Website

8. A

18. A

B OAA Website

9. A

19. A

C NYSSO Website

10. A

20. A

E Other

25. Please describe the office in which you work. A Independent Optician

C Chain retail

B Independent Optometry

D HMO/Military/Other

Comments on this course: ____________________________________________________________________ Future Topics: ______________________________________________________________________________

Please retain a copy for your records. Please print clearly.

First Name Last Name E-Mail The following is your:

Home Address

Business Address

Business Name Address City

State Fax

Telephone # Profession:

Zip

Optician

Contact Lens Fitter

Other

By submitting this answer sheet, I certify that I have read the lesson in its entirety and completed the self-assessment exam personally based on the material presented. I have not obtained the answers to this exam by any fraudulent or improper means.

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Date ________________________

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Signature _________________________________________________________________________

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