NVA president: How to discuss vision benefits with patients

David Karlin

National Vision Administrators, a national vision benefits company, has a mission to educate consumers to make more educated choices in eye care and eye wear.

David Karlin, company president, is an insurance industry veteran with 30 years of management experience in vision and prescription drug plan administration. Karlin is leading the charge to help educate people about choices pertaining to buying new glasses, contacts and vision benefits.

Primary Care Optometry News spoke with him about how optometrists can properly discuss vision benefits with a patient and why it should be made a priority.

PCON: Why is vision coverage important?

Karlin: For many families, the cost of acquiring quality eye care and correction is becoming increasingly prohibitive. Quality vision programs, such as those provided by National Vision Administrators (NVA), can help cover some of this cost, allow for more consistent care and assist providers with attracting new patients to their practice.

PCON: How can an optometrist increase a patient’s knowledge and understanding of their vision benefits?

Karlin: If you dispense frames, perhaps start the conversation by understanding the patient’s budget. You can show the patient a selection of frames that are available within their budget, as well as the cost associated with more expensive frames that provide enhancements and options. If your patient needs progressive lenses, they’ll want to know the different types and advantages (and disadvantages) of each. The same is true for coatings and other lens options. Help the patient make informed decisions about their optical needs.

PCON: Why should the optometrist make this a priority?

Karlin: According to the 2015 Vision Council Internet Influence Report, 23% of Americans use the Internet to assist in their purchase of eye wear. Specifically, almost 4% of all recent eyeglass buyers used the Internet to directly purchase eyeglasses. The report further stated, “Although it is difficult to use this data to project up to a national total of aggregate online purchase activity, it is likely that between 2.6 and 2.9 million pairs of eyeglasses were purchased online during the 12-month period ending September 2015.” Wouldn’t you prefer that patients come to you with their questions instead of seeking them online? After all, you and your office staff are the experts and your patients trust you.

PCON: How does NVA help manage vision benefits?

Karlin: At NVA, it is our mission to help people be smarter purchasers of eye care and eye wear. Because NVA does not own optical laboratories, frame companies or optical retail locations, we are in a unique position to deliver conflict-free information to covered members. For example, our web-based NVA Smart Buyer provider search tool empowers members to find nearby participating eye care professionals not only by location, but by how many different frames at the location are covered by their benefit allowance. This is a great way to attract additional patients to your practice. Also, our NVA Smart Buyer program includes an online guide that contains advice on factors for patients to consider when selecting lenses and frames, such as:

how prescription strength interacts with frame selection;
lifestyle considerations related to eyeglass choice;
frame types and materials;
cosmetic considerations;
eye wear fittings; and
children’s eye wear.

All of this information can help make patients aware of the many wonderful new tools and technologies that are available and assist dispensers in educating members. Moreover, we provide 24/7/365 live, U.S.-based service representatives to answer questions that providers and members have, at any time.

Disclosure: Karlin is president of the NVA, Benecard Services and Heartland Fidelity Insurance Company.

Reference:

The Vision Council. VisionWatch Internet Influence Report. https://www.thevisioncouncil.org/sites/default/files/research/2015-Internet-Influence-Report-FINAL.PDF. Posted November 2015. Accessed December 8, 2017.