Addressing the Demand
The numbers are in—and they’re not adding up.
New research from the Contact Lens Institute (CLI) found that 47.8% of glasses wearers who have never tried contact lenses are highly interested in doing so, yet only 10.5% report getting a contact lens recommendation from their eyecare provider.
Opportunities for doctor-patient conversations about contact lenses are being missed, resulting in significant untapped benefits for both patients and business performance. In the face of big-box retailers offering contact lenses as a commodity instead of a medical device, addressing this challenge as an independent practice can be daunting.
To help address this, EB connected with two practice pros and CLI Visionaries who share perspectives for boosting contact lens practice performance.
» Jason E. Compton, O.D., FAAO, of Compton Eye Associates in New York City
» Janelle Davison, O.D., of Brilliant Eyes Vision Center in Smyrna, GA
Involve the Staff in the Conversation.
Dr. Compton: We try to infuse educating patients about new technology [throughout the practice]. You can always have something new to bring to patients [without having] to buy expensive equipment.
I don’t talk numbers in the exam room, but my staff does. [While] the recommendation has to come from the doctor, there should be multiple touch points in the office. If they’re hearing it from different areas, you have more opportunities for that sale.
Pique Curiosity.
Dr. Davison: New patients come to me [whose previous optometrist] never asked if they wanted to wear contacts, so they just assumed they couldn’t. I ask the [current wearers], one, are you happy with your contacts, and two, are you interested in trying new technology? That gets them thinking, “Is there something that’s better?” [I ask] what their goal is with their contact lenses…which catches them off guard because they’ve never been asked. I’m [involving] the patient so when we come to a decision, they feel like it’s a collective effort.
Foster Patient Loyalty.
Dr. Compton: We should be approaching every patient with more of a personalized consultation. When you’re giving [a patient] the same lens [year after year], it makes sense that they start questioning [it]. Always switching things up for patients really allows them to respect your fitting fee.
A month before their contact lens prescription is about to expire, we send one pair of a new daily disposable lens. The postcard says, “Your exam is due next month. Try this and tell us what you think when you come in.” [This] guarantees they’re going to make their appointment…and gives them an opportunity to try something different.
Emphasize the Follow-Up.
Dr. Davison: Even with all these resources, you still have patients who fall through the gap, but we try to…employ technology to meet people where they are. We’ll use telehealth for contact lens follow-up. Sometimes [patients] just need that extra rub on the back, a little handhold, and [inviting them] to simply log on to a platform to go over the little nuances that they may encounter; I can reassure them that things are fine.
