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FOUR TIPS TO INFORM PATIENTS OF AESTHETIC CONTACT LENS OPTIONS

MANY CONTACT LENS candidates don’t realize that aesthetic contact lens options exist. If you, as their eye doctor, don’t inform them of these options and they’re interested in them, they may think you don’t offer aesthetic contact lenses and seek an eye care provider who does.

To avoid this scenario, here are four tips to let patients know you provide aesthetic contact lens options.

1 MARKET THEM INTERNALLY

Provide point-of-purchase materials, such as posters and brochures, in your reception and exam rooms. Once patients see them, those who are interested will ask you whether they are candidates.

Also, have your contact lens technician(s) inform patients who wear standard contact lenses of the availability of aesthetic contact lenses. In addition to purchasing their “normal” contact lenses, they may consider purchasing cosmetic contact lenses to wear for “fun.”

2 PRESENT THE OPTIONS

Once a patient inquires about aesthetic lenses, have you or your contact lens technician discuss the available options and which would work best, in terms of material and modality, based on the patient’s ocular history.

Consider a conversation like this: “I’m not sure whether you know this, but there are now cosmetic contact lenses for both changing your eye color and/or enhancing the natural color of your eyes. They are available in both one-day disposable lenses and in an enhanced, re-usable lens design. Is this something you may be interested in looking at today?”

3 INVITE PATIENTS TO TRY THEM

Encourage interested patients to take a sample or two of aesthetic contact lenses home, so they can evaluate them in a variety of situations. Perhaps the product is preferable combined with specific clothes or in specific social situations. Provide patients the opportunity to find out.

As a related aside, once a patient agrees to try them, be sure either you or your contact lens technician take the time to discuss the importance of complying with the prescribed wear and care regiment and the potential complications, such as corneal ulcers, of failing to do so. This is particularly important for patients new to contact lens wear, as certain companies have advertised these lenses as a kind of costume vs. a medical device.

4 ENCOURAGE EXTERNAL MARKETING

Aesthetic contact lenses can be powerful marketing for your practice because they dramatically change the look of your patient. To capitalize on this, encourage your patients to post photos of themselves wearing these lenses on their social media pages and on your practice page as well. Doing so will get people within your patient’s network and your other patients talking about the product and your practice, which could lead to both additional fits and new patients.

GET STARTED

These options can generate patient excitement and help keep your contact lens practice healthy and growing, if you make an effort to make patients aware of them. Follow the four tips outlined above, and you have an excellent chance of increasing your aesthetic contact lens wearers. 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. To comment on this article, visit tinyurl.com/OMcomment.