CLINICAL

  CONTACT LENSES

INCORPORATING NEW PRODUCTS

CREATE A CULTURE OF INNOVATION BY OVERCOMING THESE THREE OBSTACLES

TODAY’S EYE CARE practitioners are fortunate to practice in an environment where new technology is everywhere. Contact lens technology in particular is evolving rapidly to improve ocular surface health, provide better vision at multiple distances and, most importantly, improve comfort.

In order to take advantage of this technology in the most effective way, consider making the culture of your office one of innovation. Practitioners can do this by addressing three major areas: education, resistance to change and cost concerns. When developed appropriately, an innovative culture will result in a practice with a continuous stream of state-of-the art products and services.

1 EDUCATION

When incorporating a new product or service, thoroughly train your staff so they can easily explain the benefits to patients.

Remember, patients don’t know what we know. They don’t know that there are new contact lenses that allow more oxygen to their cornea, which decrease their chance for corneal neovascularization, or that there are lenses with enhanced moisture techniques, which can increase comfort during long wearing schedules. Once patients understand the benefits of new technology, they are more likely to comply with your recommendations.

2 RESISTANCE TO CHANGE

Many patients may not want to change their brand or modality of contact lenses because their current lenses are “fine.” It’s your job to show them how newer technologies can take them from “fine” to “great.”

For example, I recently had a monthly multifocal contact lens wearer in for an appointment. She was doing well visually, but her lenses were drying out throughout the month. I recommended she be refit with a new, innovative daily disposable multifocal contact lens to address the dryness issue. After a bit of education, she agreed, and is now happier with the comfort, convenience and vision her new lenses provide.

3 COST CONCERNS

Often, patients perceive something new as being more expensive. However, if you and your staff effectively communicate the value of the product, cost is not as big a concern.

For example, when prescribing a new lens, I fully explain how the new technology will benefit the patient and why I’m recommending it. Once I explain how the new product will enhance the patient’s life, cost is no longer an issue.

AHEAD OF THE CURVE

By providing the newest and most innovative options, not only will patients benefit from superior technology, but you and your practice will also be seen as innovative and cutting-edge. Remove the barriers keeping you from incorporating innovative products and increase your chances for success. OM

JASON R. MILLER, O.D., M.B.A., F.A.A.O., is a partner at Eyecare Professionals of Powell, in Powell, Ohio, a member of Vision Source, and is an adjunct faculty member for The Ohio State University College of Optometry. Visit tinyurl.com/OMcomment to comment on this article.