Eyecare Business April

APR 2017

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oug Jordan, O.D., is passionate about two things—sports and vision care. "I've been in a private group practice in Missouri since 1993. I'm also an avid outdoorsman, and this passion led to working with the Xperio UV™ team in 2013 while trying to help a few professional bass anglers improve their vision and performance. "These guys are the best of the best, fishing on the Bassmaster Elite circuit with only 110 competitors. They immediately started raving about improved optical clarity into the water." The result? "I started discussions with Essilor about creating my own brand of nonprescription sunwear featuring Xperio UV technology." That brand is called Vicious Vision, available online and at select eyecare practices. How does Xperio UV fly with Dr. Jordan's every- day patients? "I have yet to find anything that provides a greater 'wow' factor than high-quality premium polarized sun lenses, such as Xperio UV. They literally sell themselves if you ask patients to try them on and step outside. It's a simple way to increase sunwear and second-pair sales," he says. TOUCH POINTS "We have several touch points in the practice," Dr. Jordan explains. "First, we ask patients to bring in their medication list, insurance information, contact lens boxes, prescription glasses, and sunwear, both Rx and non-Rx. This makes sunwear important right out of the gate. "My sunwear conversation in the exam room is all medical. I am a melanoma survivor so it's easy for me to speak passionately about the importance of UV protection. We prescribe primarily Essilor products, and I have a lot of success recommending Eyezen™+ and Xperio UV lens technologies in combination. I let the patient know I'm entering a prescription in their EHR for everyday glasses and sunglasses, both Rx and non-Rx. "Patients are not aware that damaging UV radiation comes from the back side of the lens. I explain that virtually all sunglass lenses filter UV through the front, but Xperio UV provides front- and back-side protection." DISPENSING DISCUSSION "During the handoff, I make sure the patient hears me tell the optician everything we discussed in the exam room and what I'm prescribing for their indoor and outdoor needs," he says. "Our opticians take pride in knowing product availability and what options are best for a patient's lifestyle. They continue the discussion about outdoor UV protection and how passionate I am about protecting eye health. "We offer a 50% discount on second Rx pairs with any complete first-pair order or one-year supply of contacts, plus a 20% discount on nonprescription sunwear. Patients are also excited about Power of Vision rebates. These are additional tools to help increase sunwear sales throughout the year." A PASSION FOR PROTECTION LEADS TO SECOND-PAIR SALES D { K E Y O P I N I O N L E A D E R S } DOUG JORDAN, O.D. "I have yet to find anything that provides a greater 'wow' factor than high-quality premium polarized sun lenses, such as Xperio UV." Unless indicated otherwise, all trademarks are the property of Essilor International and/or its subsidiaries in the United States and in other countries. Compensated testimonial.

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