contact lens focus

Color Contact Lenses

Specialized lenses enable patients to change their look

APRIL JASPER, O.D.

Air Optix Colors contact lenses have been long anticipated in our practice. Just as patients appreciate the opportunity to choose their hair and frame color to reflect their personalities, many desire the option to change their eye color. This is why I’ve started offering Air Optix Colors (Alcon).

Overview

Air Optix Colors are silicone hydrogel daily wear monthly replacement color lenses available in nine colors: pure hazel, blue, green, gray, brown, brilliant blue, gemstone green, honey and sterling gray. The contact lenses, which are comprised of plasma surface technology to provide wettability and deposit resistance, are available with or without refractive correction, enabling all patients to change their eye color and transform their look.

Fitting and chair time

Initially, I was concerned that Air Optix Colors would negatively affect chair time because there are so many shades from which to choose. Thankfully, an Alcon sales consultant trained our staff on how to fit the lens, including timesaving ways to select the color best for patients. For example, we encourage our patients to use the virtual try-on tool (available at www.airoptix.com) before they arrive for their appointment so they have an idea of what color they like beforehand.

Marketing

The key to fitting patients in Air Optix Colors is to make certain they are aware of them throughout the office visit. Specifically, we strategically placed point-of-purchase materials at the front desk, in the exam lanes and in our contact lens area. Brochures and posters are perfect for these high-traffic areas, and the Air Optix Colors tablemats help with the color selection in the contact lens area.

In addition, my entire staff was trained on the science behind the lenses, so they can answer patient questions regarding the marketing materials. Also, each staff member tried the lenses to experience firsthand the comfort level and how each color transformed their appearance. Afterward, the team was better able to create that experience for our patients.

Finally, we provide an outstanding try-on experience. This begins with communicating the beauty and the science behind the lens. Then, we have patients view the lens on their eye in a well-lit area with a full-size mirror held at arm’s length to get an accurate picture of how they look in the lenses. We also take photos of the patients on their phones, so they can share the beauty and the experience.

ROI

For many patients, the purchase of color contact lenses is an add-on purchase and can be an impulse buy. The biggest potential exists in the patients who never wore contact lenses before and now have a fun, beautiful option for vision correction.

At even 12 boxes a week, and six additional contact lens exams, an estimate of added income could be $1,000. What’s more, the ROI you cannot ignore is the potential for referrals from these happy customers. Offering Colors has allowed us to create a better experience for our patients. OM

DR. JASPER IS A VISION SOURCE ADMINISTRATOR AND IN PRIVATE PRACTICE IN WEST PALM BEACH, FLA. E-MAIL HER AT DRJASPER@AESWPB.COM, OR COMMENT AT OPTOMETRICMANAGEMENT@GMAIL.COM.