Seeing Better

First came hard contact lenses. Later, soft contact lenses--flexible, mostly water lenses that minimized adaptation time and maximized comfort--hit the market. Then extended wear contacts that could be worn overnight appeared.

Now Bausch & Lomb and Johnson & Johnson--are squaring off over the market for disposable contacts, the latest lens product.

Both companies recently introduced lenses that are worn continuously for one to two weeks, after which they are thrown away. The companies hope that the disposables will attract lens wearers concerned about the possibility of protein buildup, which causes eye irritations or infections on more conventional lenses.

National lens and eyeglass retail chains are expected to expand quickly if the Federal Trade Commission strikes down state regulations restricting the commercial activities of eye-care providers.

In a move to reduce the cost of eye care and eyeglasses, the FTC in February voted to overturn certain state regulations affecting optometrists and retailers of corrective eye wear. The FTC has not written the new rules, but action is expected soon. For example, some expect the FTC to invalidate state rules barring optometrists from working for corporations or optical chains.

In California, for example, optometrists can work only for firms registered with the state as a health service plan provider, i.e., a company must provide eye care on a prepaid or periodic-payment basis and must maintain an accredited medical director. Another state rule effectively prohibits an optometrist from having more than two offices.

Chains contend that a less restrictive regulations would lead to more competition, lower prices and more high-quality options for consumers. Other practitioners disagree.

“It would hurt quality dramatically,” said Ed Elliot, a board member of the American Optometric Assn. who practices in Modesto. “California is already overly competitive. If regulations are eliminated, you will see every ilk in the market trying to compete in California.”

Some conglomerates and large retailers have moved into the corrective lens business, but Palo Alto-based Cooper Cos., which signed a letter of intent to sell a surgical products division to another firm just last week, has been moving out of the industry. “This is part of the transformation from a vision-care products to a more broadly based health-care products company,” said spokesman Gene Elsbree.