THE SPECTACLE LENS GROUP OF JOHNSON & JOHNSON VISION CARE, INC.
INTRODUCES ‘FIVE STEPS TO SUCCESS’

New DVD Learning Experience Highlights Methods for Improving
Patient Satisfaction and Practice Profitability
NEW YORK (March 26, 2004) – The Spectacle Lens Group of Johnson & Johnson Vision Care, Inc., has introduced a new tool designed to help eye care professionals grow their business. Offered in a DVD format, this educational module identifies “Five Steps to Success” in achieving improved patient satisfaction and profitability with DEFINITY™ Lenses, a breakthrough progressive lens that offers the least amount of unwanted astigmatism and the widest intermediate zone of any progressive lens on the market. Ŧ

The DVD presentation recommends an office-wide-approach to superior patient care and features three video segments that show specific tactics for dispensing premium products.

“Since implementing these ‘five steps’ in our practice, we have seen a noticeable improvement in the reaction of our patients when discussing lens options,” said David Armstrong, O.D. “Patients are more willing to try a premium lens when they understand how it fits their individual needs and if the lens choice is reinforced throughout the entire office. The ‘five steps’ have been very effective in helping us to communicate the importance of choosing the optimal lens, and as a result we are increasing premium lens sales and improving patient satisfaction.”

The “Five Steps to Success” DVD explains how to manage the entire process of offering a premium product, such as DEFINITY™ Lenses.

1. Educate. Successful communication of lens options begins with proper education in the exam room. By informing patients of how their lifestyle has an impact on lens options, they will provide important information that may affect lens choice and improve individual satisfaction.

2. Prescribe. By recommending a specific brand in a written prescription, the patient is more likely to trust the brand and adhere to the prescription.

3. Transfer. By communicating the recommendation to the dispensary during the course of the patient transfer, the doctor demonstrates to the patient the importance of filling the prescription with the specific lens that was decided upon.

4. Reinforce. Recapping lens benefits at the dispensary further emphasizes the significance of how the lens will fit the patient’s lifestyle and needs, and enhance their satisfaction.

5. Request. If the patient requests a copy of the prescription, specifying the brand of lenses reinforces the value of the doctor’s recommendation.

Video clips throughout the DVD show successful execution of these steps and help eye care professionals to understand how they can implement them in their own practices.

“The process for successfully dispensing a premium lens is dependent on demonstrating the importance of lens choice throughout the entire office visit,” said Dr. Richard Clompus, vice president, Professional Affairs, The Spectacle Lens Group. “For patients to understand the significance of the lens choice, they must feel confident that the eye care professional feels strongly about lens choice and believes it has an important impact on their ability to see to their full potential.”

According to Clompus, one way doctors can stress the importance of lens choice is by recommending it by brand in a prescription.

“When physicians prescribe an antibiotic for their patient they don’t write ‘antibiotic’ on the prescription,” said Clompus. “They write the brand name of the antibiotic they believe will offer the best solution for their patient’s needs. Patients not only value this recommendation, but also expect it. This is a step that eye care professionals should apply to lenses in the same way that physicians apply it to medicine."

The “Five Steps to Success” DVD is available through DEFINITY™ Lenses sales representatives while supplies last. To request a copy of the DVD call 800-920-2021 Ext. 3700.

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DEFINITY and See Wider. See Sharper. are trademarks of Johnson & Johnson Vision Care, Inc. © Johnson & Johnson Vision Care, Inc. 2004
Ŧ Based on overall results from measurements across a range of plano/add powers (+1.00D to +3.00D).