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 In depth interviews analysis sample Project on PAL barriers in Russia (based on in-depth interviews with Eye Care Professionals)

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Presentation on theme: " In depth interviews analysis sample Project on PAL barriers in Russia (based on in-depth interviews with Eye Care Professionals)"— Presentation transcript:

1  In depth interviews analysis sample Project on PAL barriers in Russia (based on in-depth interviews with Eye Care Professionals)

2 2. Main actors of the prescription chain (1/4) Ophthalmologist  Workplace : Hospital / private or public Health centre / policlinics Optical shop Often both  Duties: Check eye health and measure sight impairment Prescribe the level of the correction needed [in high level health centres only] make a more detailed examination  Roles differ depending on the place of work  Can prescribe / recommend PAL  Generally doesn’t recommend a concrete brand Optometrist or Ophthalmologist  Workplace : Optical shop (usually bureau at the back office)  Duties: Measure sight impairment if the patient doesn’t have a prescription Check the eyesight if the prescription from a policlinic’s ophthalmologist seems suspicious Ask the patient about his lifestyle, work, etc. Prescribe the level of the correction needed and decide if PAL is needed Can recommend or not PAL Particularities of the division of roles: Consultant  Workplace : Optical shop, front office  Professional status : Optical consultant / Sales(wo)man Sometimes owner  Duties: Advice the lenses Explain the differences between the brands Take additional measurements Chose the lenses according to the prescription Help the client to choose the frame Register the command

3 2. Main actors of the prescription chain (2/4) I. In policlinics Public health care institution Free consultations for the patients Insufficient salary for ophthalmologists (about EUR) Pace of work (sometimes 50 patients a day) No time for a detailed analysis (about 5 minutes for each patient) No equipment Visual acuity checked with the help of the Golovin-Sivtsev Table Very low awareness about PAL II. In prestigious health centres/ optics Active position: “Progressive” ophthalmologists Chargeable consultations ( in private health centres), better salaries (500 EUR and more) Sometimes free in case of the purchase of expensive glasses in optics Generally have good equipment Consultation can last up to 1 hour Read professional press Go to the conferences In favour of PAL Focus on ophthalmologists Mass phenomenon in Russia:  ophthalmologists often work in the optics (bureau at the back office).  usually a secondary part-time work, but sometimes it becomes the main one Ophthalmologist working in the optics or in a health centre is a key actor in PAL prescription

4 4. Information sources of ECP Ophthalmologists / Optometrists (Optics)  The main information source: the representatives ’ visits of the shop : presentation of new products, flyers, brochures, catalogs, posters…  A well-liked information sources:  Fair-trades, professional events ( Trainings, conferences)  Communication with the colleagues  : A traditional information source Optician press  Internet Similarity and difference concerning information sources for ECPs Ophthalmologists (Health centers)  The main information source: Professional press  A regular information source : Seminars, trainings, conferences, fair-trades  A secondary information source: Booklets, leaflets

5 6. Attitude to PAL a. Ophthalmologists in the optics/Optometrists and consultants (1/3) For patients/customers  Convenience : “ one pair instead of several ” (2 or 3)  No need to change glasses all the time  No need to have at hand several pairs  Comfort  The same glasses for the whole day  Highly individualized lenses  Therapeutic effect  The eye functions as it should  No age label  To continue looking young / active  Better look  No separation line (vs. bifocal lenses) (women ++) Advantages of PAL : For themselves  An enhancive product to sell  A high quality product  Make patient ’ s/client ’ s life easier  An innovative product  To propose the best product existing on the market (state-of-the-art technology)  An additional profit  Bonus for each sold PAL (Usually in Moscow; sometimes individual bonus for the doctor who recommends PAL, sometimes a bonus for all employees at the end of the month) [not in all optics]  Positive personal experience  An ECP who wears PAL himself more often recommends PAL to the clients

6 6. Attitude to PAL a. Ophthalmologists in the optics/Optometrists and consultants (2/3) Nevertheless, a favourable attitude to PAL is subject to some critics Disadvantages of PAL according to ophthalmologists/ optometrists and consultants in the optics:  A high price for the customers (always cited as the main disadvantage )  The price is not affordable for a part of the customers (old people with low pensions ++) – an important disadvantage according to doctors-altruists who want PAL to be accessible to each patient  Too important sum of money to pay at once for the majority of people. (credit cards in Russia still are not very developed)  Less competitive prices than other products (bifocal glasses)  Adaptation period  The outcome of the adaptation period, which is a specificity of PAL, is not guaranteed and requires a true involvement from the customer  Problems of adaptation can sometimes can lead to a scandal or a conflict with the customer which means stress for the ECPs  The patient must be psychologically stable to wear PAL

7 7  An imperfect technology  The “ blind zone ” often disappoints the customer  The zone for reading is very little  More difficult to sell  Due to its special features, an ECP in the optics has to take time to explain and shows pedagogy when he sells PAL. Hence, PAL selling requires time, patience and motivation from the optician  A lack of awareness  Most ECPs working in the optics consider that people are not at all aware of PAL Ophthalmologists in the optics/Optometrists and consultants Are mostly in favour of PAL Personal positive experience is very important Lower knowledge of the product in Nijnij Novgorod Selling PAL requires time and involvement The majority of the ECPs in optics esteem their knowledge of PAL as insufficient 6. Attitude to PAL a. Ophthalmologists in the optics/Optometrists and consultants (3/3)

8 7. a. Portrait of the typical PAL holder  First criteria: Age: between 40 and 60  People who lead an active way of life, with sufficient income level  People who have presbyopia (pathology concerns usually people over 40 years old)  Rare – children with specific correction needed  Second criteria: Social and occupational status  Income level:  From the middle class (rather upper) to wealthy people  The cost is hardly affordable for persons with lower incomes (esp. the elderly, retired people…)  Sometimes retired people with low income but who decide to save money to buy PAL  Occasionally these are expatriate specialists who know it is cheaper to buy PAL in Russia  Or Russian specialists who travel a lot and learn about PAL in the foreign countries  Profession, occupation  Well-groomed businessmen, office workers, managers  Intellectual workers : scientists, university professors and lecturers, teachers, doctors, dentists  Creative professions representatives: artists, sculptors, architects  Drivers, craftsmen  Gender is not a pertinent criteria  Both men and women are PAL holders Women would be more sensitive to their aesthetic aspect (no dividing line like bifocal lenses) allowing to continue to look young Men would be more interested in PALs’ technical characteristics The interviewed ECPs have a comparable perception of the typical PAL holder


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