Include both of these AR equations in your
business and it will add up to sales success
This article originally appeared in the May 2016 edition of INVISION.
Getting patients to understand and purchase AR treatment for their own glasses is difficult. It’s even tougher when it comes to their kids. Parents are reluctant to spend extra money on their kids’ glasses. Typical objections we’re all familiar with include: “Their prescription is going to change again soon anyway,” or “They are really rough on their glasses, so spending money on good ones is just a waste.”
But insisting that all of your patients — even the littlest ones — always receive the best vision solution possible will help differentiate your brand and build your business. Prescribing AR treatments for your younger single vision patients means everyone wins. There are many ways to implement an “AR for Kids” program in your practice. Here are two of the best ways we have seen to help ECPs overcome these objections:
Best Practice 1: Stylish Frames + Free Lenses = A Winning Combination
Compliance with wearing glasses can be tricky for parents and the key in combating this problem lies in frame selection. When kids feel good about how they look the rest is easy. So one practice in Minnesota keeps it simple:
➤ The average frame price for kids is around $170.
➤ When parents buy a frame for kids under 12 years old they get Phoenix lenses with HOYA Recharge for free.
➤ If they see 10 kids in a day, all 10 end up in AR.
Why are they successful? They offer stylish frames that kids want to wear — a “cool selection.” Parents and kids are also educated about the lenses they are getting and told even though the lenses are free they are the best quality available. Additionally, the benefits of scratch-resistance and protection from blue light resonate with parents.
Best Practice 2: Scripting the Benefits + Doctor Recommendation = Success
Several practices are successful with AR for kids because everyone knows the script and they stick with it!
All associates are trained to tell the parents of their younger patients when they buy the lenses they can get the AR treatment for half-price. This method requires more training — scripting the sales process, complete knowledge of the benefits of AR and the doctor actively prescribing and explaining AR to patients for specific reasons in the exam chair. Benefits used in these script include:
➤ AR is excellent for young drivers who are new to driving at night. The glare reduction makes night time driving safer.
➤ AR helps kids deal with harsh lighting at school and the blue light emitted from their electronic devices. Patients of all ages are looking for relief that you can provide.
➤ AR helps patients with complaints of chronic headaches.
➤ The wearer looks better! Doctors and opticians who wear premium AR are often told, “It doesn’t even look like you have lenses in those glasses!” and that is the point.
➤ The wearer will see better! It sounds simple, but just telling patients the plain fact that AR will enhance the effectiveness of the prescription needs to be said every time.
➤ Two-Year Scratch Protection Warranty. In consumer surveys, the No. 1 benefit patients want from their glasses is scratch protection, and parents are willing to pay more for it! When you tell a patient, “If you get a scratch on these lenses 700 days from now we’ll replace them.” that is peace of mind.
Michael Hanbridge is the U.S. market development manager for HOYA Vision Care, whose Super Kidz program offers free single-vision lens material when you buy the AR treatment.