Titanium: The Eyewear Solution
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: This course is presented at a beginner level for dispensers to better understand and articulate the benefits of titanium frames. At the conclusion of the article, the participant should be able to:
1. Know the evolution of titanium material and why it is a natural for eyewear.
2. Understand the various kinds or "grades" of titanium eyewear.
3.Be aware of which patients are the most likely candidates for titanium frames.
4. Put the "SEDA" approach--Suggest, Explain, Demonstrate, and Answer--into practice, especially as it applies to presenting titanium frames.
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 15 questions. To receive ABO continuing education credit, respondents must correctly answer 12 of 15 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.
Titanium - The Eyewear Solution
Introduction
One of the hottest materials in ophthalmic frames today is titanium. Although the element was originally discovered in 1791, it didn't make its way into the optical industry until the early 1980s. But since then, titanium has continued to evolve and flourish in frame and mounting designs.
This course explores the properties of titanium, matching them with benefits for today's consumers. Seiko Optical Products is proud to be one of the leading manufacturers of titanium eyewear. Seiko takes pride in the fact that they "go the extra mile" in the design and production of their frames and mountings. All styles feature Seiko's precision workmanship, highest quality materials, and the latest manufacturing technology.
This course also provides techniques for presenting and recommending titanium frames and mountings to your patients. It is important to be sure your patients know that titanium provides additional strength and durability in their frames. By pointing out the features and benefits, you are allowing your patients to make an educated decision on the best frame material for their lifestyle. Offering a patient the best available products is your obligation as an eyecare professional. It will instill confidence in patients as they make their frame selection, and it will provide you with peace of mind.
By combining premium quality titanium frames and 1.67 high index lenses, you can provide your patients with "The Most Comfortable Eyewear by Design."
We hope this course will help you increase your knowledge of titanium frames and mountings, allowing to you provide the best eyewear to each and every patient.
Titanium was discovered in 1791 by William Gregor in England, and the official name "titanium" was designated by M. H. Klaproth four years later. It wasn't until 1910, however, that titanium was isolated into pure form. More than 30 years passed before, in 1946, titanium was first produced commercially.
The word "titanium" is derived from the Greek "titan," which refers to a family of giants. The name was undoubtedly selected because of the material's inherent strength. Titanium is a semi-precious metal known for its lightness, strength, and resiliency.
This dark gray metallic element's atomic symbol is Ti, and its atomic number is 22. It is the ninth most abundant element on the earth, and makes up about 0.6 percent of the Earth's crust. Titanium is also found in meteorites and in the sun. On earth, it exists as the compound titanium dioxide (TiO2) in most igneous rock, and it is also present in plants, the human body, and the ash of coal.
Ti metal is physiologically inert (that is, it is biocompatible) and has a very high melting point (over 3,000 degrees Fahrenheit). Both its bio-compatibility and high melting point contribute to titanium's legendary strength and durability.
Titanium has a broad range of uses, including many high-tech applications--ranging from aerospace and aviation to automobiles--and is also commonly used in paints, papers, plastics, sporting equipment, medical supplies, marine products, jewelry, laptop computers, and, of course, eyewear. For example, one outside-the optical-industry use for titanium was in building the Apollo space capsules in the 1960s.
Only about five percent of the world's production of titanium minerals goes toward making titanium metal. The other 95 percent is used mainly to make white TiO2 pigment which is used in paints, paper, and plastics.
Currently, titanium is a popular choice for golf clubs. Among titanium's many medical applications is its use in replacement joints, like knees and elbows. Titanium metal is even making its mark in the jewelry industry by edging out platinum as a premier choice in wedding rings, as titanium features a luster and luxury similar to platinum, but without the same high price tag.
Titanium Eyewear Basics
After its commercial production debut in the late 1940s, titanium was a relative latecomer to the optical industry. Although titanium eyewear was first introduced in 1982, it is widely used today in a variety of frame parts, styles, and applications.
According to Seiko Optical, titanium currently represents about 25 percent of the eyewear market in the United States. There are several reasons why it has captured one-quarter of the U.S. market share.
Among titanium's benefits are:
- Strength
- Lightweight
- Corrosion resistance
- Tensile strength
- Hypoallergenic properties
- Flexibility
What stands in titanium's way to capturing more market share is its cost. On average, titanium is two to three times more costly than other metal frame materials, due in part to the inherent difficulty in extracting titanium from its source.
It also requires special manufacturing processes, resulting in the need for constant equipment maintenance, including retooling, and an initial investment in heavier presses, specialized welding processes, and more advanced finishing methods. Also, some inevitable spoilage must be factored into the cost.
What's On the Market?
Titanium frames--that is, eyewear that contains at least 75 percent Ti--are divided into four categories that are currently on the market. The general rule of thumb is that the more titanium there is in a frame, the more it will cost.
1. Pure titanium carries 90 to 100 percent Ti by weight (true titanium is 99.5 percent). According to the Vision Council of America, a pure titanium frame is one that fits into this category by weight (excluding screws, nosepads, temple tips, and washers). This weight is determined by using the American Society for Testing and Materials (ASTM) commercial grades 1 to 4 as a benchmark.
2. Combination titanium features 75 to 90 percent Ti components. This means that the major parts of the frame are made of Ti, but the trim pieces are not. This category represents the majority of titanium frames that are currently on the market.
3. Beta titanium is an alloy of titanium, aluminum (added to make the frame light), and vanadium (for hardness). The primary benefit of beta titanium to frame manufacturers is that it is more flexible than pure titanium. As a result, beta titanium frames can be made thinner than frames made only of pure titanium. It is also less costly for the manufacturer.
4. Memory metal frames are also known as shape memory alloy (SMA) or nickel titanium. These frames combine between 40 and 50 percent Ti and nickel (that is, NiTi) and feature elasticity or what's called shape memory.
Selling Titanium Eyewear
The key to selling eyewear made of titanium, or any other material, is to know your audience. When is titanium most appropriate?
Men. Offer titanium to men who are looking for function, durability, and sturdiness in their eyewear.
Women. For female patients, titanium offers an unbeatable combination of fashion and style.
Titanium is also the right choice when you are looking to fill the specific lifestyle needs of patients such as athletes, engineers, people who work outdoors, firemen, emergency medical technicians (EMTs), police, children, and the elderly, as well as anyone who is technology driven.
Also consider anyone who lives, works, or plays in a saltwater environment, such as regular beach-goers or saltwater fishermen. They will appreciate frames that are resistant to corrosion. Titanium sunwear is particularly good for its anti-corrosion capabilities, since sunwear is worn outside, where people perspire in the heat and may exhibit reactions to other frame materials.
Not only are certain patients perfect candidates for titanium because of either their lifestyle or profession, but others who exhibit particular problems can also be excellent candidates for titanium frames as well. Indicators of potential titanium candidates include:
Nickel-related allergy. Approximately 10 percent of the general population experiences nickel-related allergies. Look to see if the patient's skin appears irritated or discolored by his or her current frame.
Corroded frames. Carefully examine the individual's current frame to see if it is corroded and turning colors or is pitted.
Discomfort. The patient may bring up the fact that his or her current eyewear is too heavy, slips down on the nose or is otherwise uncomfortable. All are indicators that titanium is a better option than the patient's current frame material. Telltale signs are nosepad indentations, temple marks at the side of the head, wear marks and/or indentations behind the ears, and even indentations on the wearer's cheeks where the bottom of the frame rests.
Concerns about durability. Look at the patient's existing frame. Does it appear he or she has been tough on the frame? If so, this individual could benefit from the flexibility and strength of titanium frames.
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Presentation Process
Whoever the customer, what process should you follow? The answer is simple and easy to implement. It's called "SEDA" for short, and stands for Suggest, Explain, Demonstrate, and Answer. Suggest. Start by showing titanium eyewear first, suggesting that it's the newest and latest material that fits that particular patient's lifestyle and highlighting titanium's new state-of-the-art technology.
Explain. Be a problem solver by explaining the features and benefits of titanium eyewear. Explaining that a titanium frame will last a lot longer than other frames will help to justify the increased price for many consumers. The best way to do that is to discuss cost-per-wear, pointing out why it is substantially lower with a frame that lasts longer, such as a titanium model.
Demonstrate. Stress the quality and value of titanium by detailing the unique aspects and special styling of a particular titanium frame. In particular, make a point to demonstrate the difference between a titanium and a non-titanium frame, and point out fine details that make titanium a standout.
Answer. Take the time to make sure you've answered any questions that the patient might have about premium titanium eyewear. Simply put, dispenser knowledge combined with a comfortable, professional presentation will result in both consumers' trust and their realization that, thanks to its longevity, a titanium frame is a true value. The result is not just a sale. The result is a satisfied patient--one who is likely to tell others about both their new titanium eyewear and the professionalism of the staff that presented the option to them.
It's a win-win situation. The customer gets a problem solved, or at the very least has been informed about product options, and the dispenser has demonstrated the ultimate winning combination of professionalism and product knowledge.
This concludes the article. Click the button below to take the test.