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Choose Your Words When Recommending Photochromics

Eyecare Business Volume 27 Number 4 by Susan Tarrant

We all know the importance of doctor-driven lens recommendations. We know the importance of optical staff following up on that message once the patient leaves the exam room. But what you may not know is the importance of the language you use when discussing lens options, particularly options like photochromics.

A Transitions Optical, Inc., study finds that using positive, neutral, or, of course, negative language has an impact on the patient’s overall experience.

75% of the patients who hear “positive” language from their ECPs regarding lens options report a positive eyecare experience and are more satisfied with the overall visit.

58% who hear negative language (including product disclaimers) report a negative overall experience.

How a product is recommended is just as important as actually making the recommendation. The study finds that, even when it comes to discussing product benefits, a patient may perceive disclaimers as “negative,” even if the ECP believes he is making a helpful, neutral observation.

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Some examples, from the study, of the “positive” language used:

■ Can be worn indoors and outdoors
■ UV protection
■ Adapt to a variety of lighting conditions
■ Are convenient
■ Match level of tint to light
■ High quality

Some examples of “negative” language used:

■ Don’t work while driving in a car
■ Won’t work as well as sunglasses
■ Too expensive
■ Not dark enough outdoors
■ Don’t get dark/clear fast enough
■ Not completely clear indoors

Furthermore, many of the “negative” comments are simply not true anymore. Take a moment to talk to your lens or lab representative to learn how the technology has advanced and what you can offer your patients.