We had an interesting response to our recent post about Optical Trends Data Conflict from Jim Grootegoed who has been in the optical industry for a long time, mostly on the optical lab side of the business. He currently Professional Editor for Lab Mail. His comment strongly suggests that this conflict between the lens technology and penetration into the actual market in ongoing. It seems that although there is a wealth education and marketing materials available we are still struggling as an industry to communicate it effectively – optical lens technology is not reaching consumers as much as it should. Here is an excerpt from Jim’s comments:
“In 1988 or so, the lab I was with co-opted with the University of MN MBA program and we were assigned four students. I provided a them with background information on Progressive lenses and charged the “kids” with researching the Progressive lens market. First, after discussing the backgrounder, Features/Advantages/Benefits, etc., I asked them what share of the multi-focal market they felt Progressive lenses would have. Their guesses ranged from 40 to 89%. As I recall, the actual number was maybe 16-18%. Their field research revealed that many ECPs were reluctant to take a risk with asking patients to try progressives, especially existing multi-focal wearers and this was the main reason why the percentage of progressive sales was so low.
Sort of a “duh” for us in the industry at that time. However, now, that no longer exists. Acceptance by patients is well above 90%. Acceptance by previous bifocal wearers is over 85%. But there are still ECPs who don’t want to risk the chance that a patient might not be happy with a progressive lens so many old bifocal wearers are not given a choice.
There is also an economic issue; many folks actually cannot afford the progressive lens or, at least they give that impression to the ECP. I do think that is much of the reason for the recent flat trend.
Progressive lenses are now over 50% of multi-focal lens sales. The old are dying off to be replaced by younger progressive users. We’ll eventually win…only to try to convert the existing user to freeform.
I have no plausible explanation for the low “task oriented” and computer lenses except the dreaded second pair barrier. As I recall, they’re reasonably priced from the manufacturer.
Were I a lab, I’d offer a “task oriented” or computer lens at a big discount when ordered with a progressive lens.
It looks like we have the educational tools e.g. free ABO webinars such as “How to Present and Sell Free Form-Lenses” but the consumer is not responding. So my questions is:
“How do we as an industry to a better job of reaching the consumer to move the sales trend closer to the actual technology available growth trend?”
They went out, interviewed ECP’s and came to the conclusion that:
ECP’s were care-givers;
ECP’s wanted to make their patients happy;
ECP’s had had, or had heard of bad experiences;
ESP’s went with what they were comfortable.
Sort of a “duh” for us in the industry at that time. However, now, that no longer exists. Acceptance by px is well above 90%. Acceptance by previous bifocal wearers is over 85%. However, the untrained, unschooled dispensers aren’t gonna try anything new so the old bifocal wearers are not given a choice.
There is also an economic issue; many folks actually cannot afford the PAL…or, at least in the eyes of the ECP. I do think that is much of the reason for the recent flat trend.
PAL’s are now over 50% of MF. The old are dying off to be replaced by younger PAL users. We’ll eventually win…only to try to convert the PAL user to freeform.
One of my favorite stories was when we assembled to Walman crew prior to the Vx convention in maybe 1999. I was asking the folks what they were looking to accomplish/learn etc. and we started talking about bifocal conversions. I asked if the folks had converted any of their older family members to PAL’s. One newer salesperson bubbled how she had put her 82 year old into a PAL. I asked her D.M., a 30 year optical veteran, what he’d done and he responded, “I’d never put a bifocal wearer into a PAL…they’d never adjust.” He was soon back in the field. I have no plausible explanation for the low “task oriented” lenses except the dreaded 2nd pair barrier. As I recall, they’re reasonably cheap from the manufacturer. Were I a lab, I’d offer a “task oriented” lens at a big discount when ordered w/ a PAL.
Similar Posts:
- PixelOptics New Sponsor
- Optical Lens Trends – Data Conflict
- Progressive and Free Form Lens Comparisons
- What Are Free Form Lenses and Digital Surfacing?
- Vision Expo West 2011 – eyeNews Lenses
IT’S GOOD TO SEE THAT PROGRESSIVES ARE TAKING MORE OF A SHARE OF THE MULTIFOCAL MARKET THAN EVER BEFORE. I WEAR THEM AND I LOVE THEM. HOWEVER, WHEN I’M DELIVERING A PAIR OF GLASSES TO A PATIENT, THERE IS NO MORE STRESS-FREE DELIVERY THAN DISPENSING A PAIR OF LINED BIFOCALS. THERE ARE NO FURROWED EYEBROWS. NO TRYING TO SHIFT THE HEAD. NOT REPOSITIONING THE PAGE. AND I DON’T REMEMBER WHEN THE LAST TIME I HAD A BIFOCAL NON-ADAPT. I DON’T KNOW HOW IT IS THAT PEOPLE ARE ALLOWED TO PURCHASE ITEMS LIKE PROGRESSIVES, THEN DECIDE THEY DON’T WANT THEM AND POSSIBLY FEEL THAT THEY SHOULD GET THEIR MONEY BACK. PERHAPS THERE SHOULD BE AN INDUSTRY-WIDE “NO WHINE WAIVER” FOR THE PATIENT TO SIGN AS THEY UNDERTAKE THE PURCHASE OF THEIR PROGRESSIVE LENSES. THERE IS STILL SOME WORK TO BE DONE TO PROGRESSIVES TO GET THE PUBLIC TO ACCEPT THEM AS EASILY AS THEY DO A LINED BIFOCAL.
I like what Jim has to say-but to be candid-I see most of the Optical Professionals–not all, but a lot of them “trying to save the patient money”. Especially the OD’s.
I believe that if a lot of them would accept that not only are they in the Eye Care Health business…but they are “RETAILERS”!!
They are competing for EVERY DOLLAR spent by the consumer-not just the Eye Dollar.
However, representing a lab myself,Luzerne, I don’t think it is up to the lab to always “throw” deals…for labs work on a small profit margin. It is all about educating & having the greatest products available…& making your office/shop the “EyeCare Destination”!!. And making it fun & a hard to beat experience. But most importantly, conveying the message of having great respect for your eyes & the having the products available that will help you defend your eyes against the elements of nature & promote the health of one’s eyes….just as they do their body & mind. To me lenses are the same as a pill that one takes daily-you just wear them on your face! That is why they call it a Prescription!
PS if anyone wants to take that online course mentioned in Jim’s comment-”How to sell & Dispens Free Form lenses-Luzerne is co sponsoring a webinar on November Tuesday November 16th @ 7 PM. You can go to my website-go to linkds-click on Luzerne & go to Webinars & seminars & you will find links to register- It is 1 hour of accredidation ABO certified. thanks Jamie