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Positive Language to Sell Photochromics

Eyecare Business By Susan Tarrant

There are many benefits of photochromic eyewear. They are adaptable, so patients can have comfortable vision in varying light conditions. They provide the convenience of having one pair for both indoor and outdoor wear. They provide UV protection. They also perform like never before.

The more than 12 million pairs of photochromic lenses sold in 2012 represent 16 percent of all lens sales in the U.S. (according to data from The Vision Council). The category has enjoyed a five percent growth rate since last year, and a revenue boost of more than 10 percent.

Why? It’s likely because of increased consumer awareness and that the category offers more than before: light adaptability, adjustable polarization, sunglass dark tints, and windshield activation.

Photochromic lenses provide excellent, comfortable vision in all lighting conditions, indoors and out. They are for everyday wear, and though not considered a replacement for sunwear, can provide patients comfortable vision outdoors.

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SO CHOOSE YOUR WORDS

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.

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

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