CLINICAL

  contact lenses

Contact Lens Sales

Five steps to CL growth in 2015

JASON R. MILLER, O.D., M.B.A., F.A.A.O.

Some O.D.s take a very passive approach to contact lens wearers due to a perceived lost profit margin of contact lens sales. Others have an enhanced focus on contact lens wearers and, as a result, have a thriving and profitable contact lens practice. Regardless of which category you fall under, there is a huge opportunity to position your practice for growth in 2015.

Are you ready? Here are five steps to help get you there.

1 Re-evaluate your contact lens fee structure

When was the last time you refreshed your contact lens evaluation and fitting fees? Take the time to do the research, and find out appropriate fees for the services you are providing. Phone shop your competition, ask a colleague, or attend a conference to determine some average ranges. Don’t rely on insurance companies or third party payers to help you set your fees.

This is especially true for specialty contact lens fits, such as post-surgical, keratoconus, etc. These patients are looking for someone to take care of their unique fitting and visual needs. This service can provide a huge amount of patient satisfaction; so if you provide these services, charge appropriately for this specialty care.

2 Focus on the modality

Many patients don’t understand and don’t care why they are prescribed a specific lens and why they need to change it after a specified wearing time. This needs to be addressed with every patient at every contact lens encounter. Patient non-compliance is a major reason for contact lens dropout and related adverse events.

Discuss the various contact lens products you provide, and make a strong recommendation for which product will yield the highest success. Many times, the result will be a daily disposable contact lens, as it is the highest compliant-worn modality.

3 Utilize your staff

Your staff is your greatest resource. As far as growing your contact lens business, make it a point for them to talk to every patient about their current contact lens wear or potential for future wear. Have them sample the latest contact lenses on the market, so they become excited to talk to patients about that technology.

4 Treat underlying ocular conditions

Many times, we look to refit a complaining patient into a different lens or try changing their solution. Don’t forget to first analyze his or her ocular surface and eyelids for potential ocular surface disease (OSD), as these underlying conditions make wearing contact lenses comfortably all day almost impossible. Taking steps to identify and treat OSD can prevent dropouts with these patients, allowing your contact lens practice to thrive.

5 Look for new wearers

There are many missed opportunities every day. Whether it is a presbyopic patient, a child who is new to spectacle wear or someone who has just never thought about contact lens wear in the past, approach every encounter as a potential contact lens sale.

Start strong

Follow these simple steps to improve your future contact lens business and aid in keeping patients satisfied. Here’s hoping 2015 is your biggest year yet. OM

DR. MILLER IS A PARTNER IN A PRIVATE PRACTICE IN POWELL, OHIO, AND IS AN ADJUNCT FACULTY MEMBER FOR THE OHIO STATE UNIVERSITY COLLEGE OF OPTOMETRY. SEND COMMENTS TO OPTOMETRICMANAGEMENT@GMAIL.COM.