In Part One of this series we examined asphericity, dual asphericity, atoricity and Free-form as better choices for a clearer field of vision in single vision lenses. Each provides an improvement in the way that a patient sees.

In Part Two we compared different combinations of asphericity, dual asphericity, atoricity and freeform on the front and back surfaces of single vision lenses. It was clearly demonstrated that there are improvement in optics using the right combination of surfaces for the right prescriptions, and even available in finished single vision forms.

Part Three looks at the opportunity for single vision aspheric, dual aspheric, atoric and Free-form lenses.

The Flip Point
Borrowing a term from Barry Santini (Long Island Opticians), double aspheric and customized Free-form single vision lenses have a more accessible flip point when considering the price sensitivity of patients. The flip point is the point of no price resistance i.e., an add-on or new product, that when considered for its benefits, becomes a no-brainer for the patient.

There are at least two considerations here. The first is, how much is the add-on and what’s the best way to bundle and present the option. The second is can I use finished stock lenses? After all, about half the offices in the U.S. do their own in-office finishing. Stock lenses typically provide a savings over surfacing, both in time and money.

Considering stock and surfaced, single vision and progressives (of course no stock progressives typically), toric, dual aspheric and Free-form, the Free-form flip point of SV at $35 to $65 vs. $75 to $150 of progressives is easier to up-sell. The SV Free-form add-on is easier to digest for both the patient and the ECP. And, the overall optical benefits for SV are better than in progressives since its easier to fix the off-axis optics of a lens without an add. Moreover, high index double aspheric lenses (1.6 SEIKO DA) are available as stock, finished.

Lots of ‘m Out There
You might be asking how many single vision wearers are there? That’s a reasonable question since we usually talk about boomers, the aging population and their problems with flat tops, and the opportunity for Free-form progressives.

Turns out that more than 60 percent of the US population is under age 44, making them potential single vision lens wearers (Fig 4). In addition, the portion of the eyeglass wearing population that wears single vision is over 50 percent (Fig 5). Now I agree that some of those single vision pairs are for reading glasses but that means half of the people we make eyewear for require us to know more about the options for single vision. Consumers, 18-44 years old are a great target market. They are driven by brands and trends, in fact a portion of this population purchase a new pair of glasses as often as every 1.9 years (Fig 6). Single vision sales are an opportunity filled part of the business.

Expect Technology
The single vision wearer lives in a world of technology (mobile devices, communications, heads up display in the car, computing power) and that drives many of their purchase decisions. Therefore, always use the fact that ‘technology’ is driving improvements when describing lens choices. Thinner and lighter lenses i.e., using the technology of better material indices still has appeal, the ability to significantly improve vision opens a new merchandising opportunity using Free-form and the technology of lens design. Moreover, if you’re also concerned about the way the Internet, is or will affect your business, it is critical that you use products not available online. In this way it is possible to separate yourself from brick and mortar competition as well as the Internet. In both cases, improvements in lens technology provide a visual benefit that can be seen by the wearer just as you sold thinner and lighter lenses.

Mark Mattison-Shupnick, ABOM, is currently director of education for Jobson Medical Information LLC, has more than 40 years of experience as an optician, was senior staff member of SOLA International and is a frequent lecturer and trainer.