The Optometric Minute

Simplify Lens Options, Increase Premium Lens Sales

May 13, 2015

Laurie L. Sorrenson, OD, FAAO, of Lakeline Vision Source in Cedar Park, Texas, went against conventional wisdom in presenting progressive lens options to her patients. She jettisoned the good-better-best options in favor of just good and best. Good news: She found that the 80 percent of patients who had been selecting the better option (the safe option in the middle) tended to gravitate up to the best lens option, which commands a premium price. Her PALs profits increased by 38 percent.

ACTION POINTS

MAKE IT SIMPLE FOR STAFF. Even newly hired opticians do better with having fewer options to present.

MEASURE DIGITALLY. Insist that opticians utilize the digital measuring device every time.

FOLLOW-UP. Check to make sure lenses are being presented properly and that digital measurements are being taken each and every time.

Laurie Sorrenson, OD, FAAO, is president of Lakeline Vision Source in Cedar Park, Texas. To contact her: lsorrenson@gmail.com.

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