Numerous companies are selling replacement contact lenses directly to your patients over the Web, adn Jerry Hayes, O.D., offers some advice to help you fight back. First, you need to bring your practice to the point that it�s technologically enabled to provide the level of service your patients want. Here are two options:

1. Create a Web site. The easiest starting point is an information Web site that tells people about your practice. This option is so simple that many high school kids could create this type of site for you.

2. Establish an e-commerce site. This option would allow you to take orders from your patients over the Internet. To offer this service, you basically need to align yourself with one of the companies providing these sites.