Today's Titanium Frames

CE

Welcome to our continuing series of Credit Educations Courses for Opticians.

This course has been approved for one hour of credit by the American Board of Opticianry. No fee is required for ABO credit.

Learning Outcomes: At the conclusion of this credit education course, participants should be able to:

1. Understand titanium frame construction, features, and benefits

2. Discuss titanium frame construction, features and benefits knowledgeably with patients

3. Use style and technology techniques to properly fit patients in titanium frames

4. Develop and implement titanium frame sales and marketing plans

Test procedures: Read the article and then click on the "Take The Test" button at the bottom of the page. This will open a new window with a test consisting of 20 questions. To receive ABO continuing education credit, respondents must correctly answer 16 of 20 test questions. Simply click on the best answer for each question and click the submit button at the end of the test. Your test answers will be automatically sent to Seiko Optical and we will send your CEC or notify you of test failure within 7 to 10 business days.

Note: Some states do not accept home study courses for continuing education credit. Check with the licensing board in your state to see if this course qualifies.

Today's Titanium Frames - Adding this Multi-Purpose Metal to Your Sales and Marketing Plan

Products made using titanium are commonplace today. Consumers can now purchase titanium bicycle frames, camping equipment, boating items, cups and mugs, lighters, tools, watches, and jewelry, to name a few. In the optical industry, titanium frames are recognized for high quality and durability, and now that color and style applications are highly developed, as a fashion accessory that also delivers wearing comfort.

Titanium has evolved as a usable metal in the ophthalmic industry, and usage will continue to expand with the continuation of frequent new discoveries on titanium's usefulness and functionality. This CE course will focus on titanium frame construction, features, and benefits. It will also discuss style and technology techniques to help you fit patients in titanium frames, and will help you develop and implement a titanium frame sales and marketing plan.

Titanium Technology Although titanium is the fourth most abundant metallic material in the earth's crust, it wasn't used commercially until the 1950's in the aerospace industry. As a relatively new commercial development, especially in the optical industry, titanium was slow to take hold from both a manufacturing and dispensing standpoint. As a frame material, titanium took off in Japan, where a high percentage of the population is myopic and nearly 90 percent of all frames purchased are metal. Of those metal frames, over 75 percent are titanium.

Very few manufacturing facilities boast the technology to create quality titanium products. First, manufacturing techniques had to be developed to properly mold titanium into frame form and, second, to lend appealing coloration to titanium frames. Titanium requires unique manufacturing processes on specialized equipment in order to be a viable frame material that capitalizes on the metal's strength and works with that strength rather than against it.

All that goes into titanium frames behind the scenes adds to the frame's value and, therefore, cost. Although titanium is abundant on earth, it's more difficult to mine and purify than other elements.

Labor-intensive, highly specialized techniques using distinct manufacturing processes produce the final result: State-of-the-art titanium frames in a range of sizes and a spectrum of colors. Today's titanium manufacturing can include high-tech soldering. Special spot-soldering machines are used during a manufacturing process in an oxygen-free environment where temperatures can reach up to 900 degrees F.

Traditional metal presses can't process titanium due to its strength. Specific presses have been designed for use with titanium materials, which process a low number of frame pressings per mold in order to ensure consistent patterns.

Some processes involve minute amounts of gold plating, which is applied to the titanium base to maintain hypo-allergenic and corrosion-resistant properties. There are basically two types of titanium frames in the marketplace today. One hundred percent titanium frames are made of 100 percent titanium. This means that titanium can be mixed with a small amount of other elements-for example, 99.5 percent titanium with 0.5 percent oxygen and nitrogen.

Other titanium frames can be made using a mix of metals, often proprietary, such as 74 percent titanium with four percent aluminum and 22 percent vanadium.

Titanium Coloration

One of the benefits of combining titanium with other metals is that this allows titanium to be more flexible while still maintaining its strength. Nickel can be added for flexibility, but occasionally patients can experience an allergic reaction to titanium frames with nickel.

Many titanium frames feature specially manufactured parts, especially when it comes to spring hinges. Because titanium is a hard material, yet frames have to bend for fitting and adjusting, unique blending and use of metals combined with forward-thinking engineering come into play. Some feature stainless steel screws and/or stainless steel springs to maintain the overall hypo-allergenic properties of the frame. One popular one-piece spring hinge is coil-free and built into the temple, eliminating the box-like appearance of conventional spring hinges.

Another contemporary spring hinge design on titanium frames is a "screwless hinge." This unique thin design encompasses a specially molded tip made of titanium alloy. An "intelligent spring hinge" is 50 percent thinner and lighter than standard spring hinges. These spring hinges are constructed entirely of titanium, while the plate is beta titanium. Requiring a complex manufacturing process in order to make the titanium in the spring workable rather than overly rigid, these spring hinges are flexible and durable.

Just as any ophthalmic frame, titanium frames are not indestructible. While titanium frames are a workhorse frame, they have weak points common with other frames, including joints and solder points. Adjust titanium frames using tools for adjusting metal and/or rimless frames. Some rimless and specialty frame models have tools specifically designed for their fitting and adjustment.

Talking Quality

When discussing titanium frames with patients, ECPs should focus on a pure quality message and clarify what titanium brings to eyewear wearing comfort. Titanium frame features and benefits include:

  • Ultra lightweight: More comfort, less slippage, better fit
  • Maximum strength: Durability is titanium's signature
  • Performance oriented: Corrosion resistant, hypo-allergenic, holds shape
  • Streamlined design: Super thin, yet intensely durable
  • Style and color variety: Minimalist, rimless, elegant, urban, virtually any style or shape is available
  • Attention to detail: Specialized eyewire, temple, bridge, and hinges help maximize frame performance
  • Precision workmanship: State-of-the-art production delivers titanium frame excellence

Wear titanium frames yourself: No message is as powerful as an ECP recommendation backed up by personal wearing experience. Demonstrate the light weight of titanium frames by comparing them to other frame materials using various frame styles from your frame boards with titanium as the finale. Let patients handle all the frames themselves for full impact.

Use the verbiage "corrosion resistant" rather than "corrosion free" or "non-corrosive." While most high quality titanium frames will not corrode, given unknown circumstances, they might. Check with manufacturers to learn their titanium frame warranties inside out, so you'll know what to offer your patients as a reasonable warranty.

For patients who crave details, tell them about the properties of each titanium frame, especially the aspects of unique colorations. Point out standout details, such as endpieces made of titanium, silicone nosepads, strong washers and screws, and unique hinges.

Some lifestyles are highly suited to titanium frames. Those who work in harsh environments or are more active are good candidates for titanium frames. Those who have skin allergies can benefit from titanium's hypo-allergenic qualities.

Those living or working near salt-water, such as seaside retirees or fishermen, will benefit from titanium's corrosion- resistant properties. And any patient who exhibits signs of frame sensitivity: Patients with pockmarked frame temples, corroded parts where the frame touches the skin (i.e., eyebrows, cheeks, temples) and green skin coloration where the frame touches the face will benefit from corrosion-resistant titanium.

Before purchasing any titanium frame product, be sure to know the complete details behind what each frame is made of, including parts like nosepieces, hinges, and screws. Be aware of titanium-metal frame mixes, including titanium fronts with metal temples, or of frames constructed with a low percentage of titanium. Patients with skin sensitivity may react to the lower/no titanium level, exhibited as corrosion at the temples or other places the frame touches the face. Ask for titanium content/percentage in writing, and learn the manufacturer's warranty policy. That way you can confidently carry and recommend titanium frames to your patients.

Impress patients by focusing on the innovation that titanium frames provide. Just like titanium razors give closer shaves, titanium hammers last longer, and titanium silverware maintains its elegance, titanium frames can make your patients' lives more comfortable, stylish, and enjoyable. Titanium frames cost more because they are the best: Position them as the best in your dispensary.

Titanium Marketing Plan

Titanium frames offer increased sales by differentiating you from the competition with a "new and now" technology message. So titanium material offers ECPs and patients peace-of-mind with fewer frame adjustments; fewer returns; corrosion resistance; hypo-allergenic properties; and lightweight, comfortable wear. They position your practice as one that's focused on comfort, style, and quality through technology.

Here are some tips to get your titanium marketing program off the ground and running smoothly. Beginning your marketing program

  • Commit to the titanium frame category. Determine how much board/shelf space you can devote to titanium product and set a budget. Meet with staff to plan strategy.
  • Tap your backyard resources: lens manufacturers, industry organizations, wholesale labs, and even other ECPs for their help and knowledge.
  • Meet with frame representatives to energize and expand your titanium product lines. Tap into your rep resources for design and display ideas, plus materials (P.O.P., literature, co-op advertising, technical papers, cleaning kits, warranty info).

When titanium products arrive, price frames according to your price schedule. Consider pricing titanium slightly higher than your standard frame mark-up. You may want to create a separate price sheet just for titanium.
Set up eye-catching, strategically situated feature displays of titanium frames. Prominently display titanium point-of-purchase materials throughout the practice, including waiting room, reception desk, pre-testing area, exam rooms, hallways, and especially the dispensary.

Review titanium presentations with staff to make sure everyone is on the same page. Review training, pricing, and other written materials; answer any questions. Review reward structure (i.e., monetary bonus for every pair of titanium frames sold).

Decide and budget your first approach: a soft roll-out to current patients with a postcard, outreach to the general public via magazine/newspaper/flyer advertising, more aggressive radio or television advertising, or a style (trunk) show.

Launch your first approach.

Within three months: Evaluate first approach and choose to continue for another three months, or wrap up and launch second roll-out.

Within one year: Evaluate your first year with titanium frames. Meet with staff, decide which approaches worked and which didn't, rework and re-launch new initiatives for the new first month, three months, six months, a year.

Ongoing outreach and planning

  • Conduct business outreach to the Chamber of Commerce, business networking groups, community clubs (Rotary, Lions, etc.), local manufacturing facilities, regional high-tech industries, and local health care facilities. Offer your business card and percent-off coupons.
  • Expand community outreach by addressing neighborhood groups, retirement communities, sports clubs, and schools.
  • Review and re-address titanium presentations with staff. Discuss pros and cons and address and solve problems. Review and revamp pricing if necessary. Review and revamp rewards program if necessary.
  • Commit to a trunk show calendar; for example, three days in the spring and three days in the fall to coincide with the spring/autumn fashion season launch. Promote and feature titanium frames at the trunk show. Make sure your titanium frame rep is a prominent part of the promotions and is on-hand with new titanium frame styles to interact with patients on the days of the event.
  • Continually monitor titanium frame stock for what's moving or not, regulate returns, and set up standard appointments with reps to address product turnover and purchase new titanium product. Stay on the cutting-edge of product...just like clothing or fashion accessories, no one wants to see the "same old thing" when they return to your practice for an exam and new eyewear.
Continual efforts to keep your plans in motion

  • Showcase titanium frame products in your dispensary.
  • Doctors recommend titanium frames chair side; staff recommend titanium frames at various stations (front desk, pre-test, dispensary).
  • Show titanium frames to your patients first when recommending new styles.
    Wear titanium frames (everyone in the office!), and discuss your experience with patients.
    Demonstrate titanium frames: Let patients hold a titanium metal frame in one hand and a comparable-sized standard metal frame in the other hand for their own weight comparison assessment.
  • Specialize in titanium frames: Keep up-to-date on the latest product features.
    Offer a little something extra with a titanium frame purchase (i.e., upgraded care kit, luxury case, eyeglass chain, or other accessory at dispensing).
  • Keep patient discussion focus on titanium's practicality (strength, durability, lightweight, hypo-allergenic, comfort).
  • Also focus patient discussion on titanium's enduring style (high-tech colors, fashion hinges, smooth lines, aerodynamic design).
  • When working with patients and training staff, position titanium frames as a reliable investment in attractiveness and comfort.


Selling Titanium

As always, simply stating product features and benefits is the best way to get and hold a patient's attention, and make recommendations with confidence. That confidence, combined with a straight-forward message, will make the sale. Some suggested verbiage when recommending titanium frames includes:

  • Titanium frames are thinner and lighter, making them much more comfortable to wear
  • Titanium frames are highly durable and easy to care for
  • Titanium frames are perfect for active lifestyles because they're strong and durable
  • Titanium frames are corrosion resistant and hypo-allergenic, so they'll stand up to everyday wear and in active situations
  • Titanium frame construction offers a customized, balanced, comfortable fit
  • Titanium frame durability means good-looking, well-fitting frames that can stand-up to hard wear
  • Titanium frames offer ultimate performance, combined with fashionable colors and details
    Titanium frames were designed with (mention your patient's lifestyle concern here) in mind


Patient Picks

While titanium frames offer value for every eyeglass wearer, titanium is virtually a given for certain patients due to its strength and durability, lightweight wearing comfort, and appealing techno-message. Top titanium patient picks include:

  • Athletic, sports-minded, highly active people; outdoor leisure
  • Outdoor work (farmers, construction workers, landscapers)
  • Those who live, work, or play by the ocean
  • Parents with children, and active children; teachers
  • Medical professionals
  • Military personnel
  • Police, firemen, emergency medical technicians, pilots
  • Architects, carpenters, scientists, engineers, technicians
  • Entrepreneurs, business owners, salespeople
  • Journalists, college professors, authors
  • Computer technicians and programmers
  • Employees and leaders in high-tech industries

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