CLINICAL

  contact lenses

Achieving CL Upgrades

Three ways to increase the likelihood your patients will say, “yes”

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

When talk of the Apple iPhone 6 release date began making its way around the rumor mill, I was among the millions who checked to see whether they were eligible for a cell phone upgrade. The reason: Apple has done an excellent job of building excitement around its product launches.

Wouldn’t it be nice if we could get our patients to show the same fervor for contact lens upgrades in our practices? With a little planning, you can. Here’s how.

1 Identify your target market

Utilize your EHR to pinpoint contact lens patients who would benefit from the new lens. Pay particular attention to those who are satisfied with lenses from the same manufacturer because they will likely be amenable to an upgrade.

Also, look for non-contact lens-wearing patients whom you think would appreciate a new lens. You’re giving them the opportunity to upgrade their quality of life.

For example, many presbyopic patients do not even realize there are good, quality options available to them in the contact lens market. Let them know there is a new multifocal lens coming out soon and to consider trying contact lenses at their next exam to meet their visual needs. Set the stage for an upgrade, and many will take that jump.

2 Generate buzz

Ask your contact lens sales representatives to notify you about soon-to-be-released products. Once you have this information, develop a plan to generate internal and external buzz for the one or more new designs.

Inside the office, let staff know when you want them to start talking to your target market about the upcoming product(s), and what, specifically, you want them to say. In general, you want staff to discuss the features and advantages of the new lens(es). From the pre-test technician to the doctor in the exam room to checkout, all staff should be on board with the plan.

Outside the office, reach your target audience through e-mail or a mass mailing about the soon-to-be-released lens(es), and don’t forget to post information on your practice website and social media pages.

There is very little cost to any of these efforts other than staff time, and the small effort could lead to a big payoff.

3 Promote new lenses once they become available

When you speak with your contact lens sales reps, be sure to have them send you promotional materials, such as posters and brochures, so you can actively promote the one or more lenses internally and externally once they officially become available in your practice.

Increasing your chances

Following these three steps not only helps motivate your patients to try the new product, they also establish your practice as the go-to place for the latest products and services. Patients may or may not upgrade, but at least they know you are on the cutting edge. If they don’t take the plunge, they may reciprocate that excitement and tell someone else about the new lens. 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.