CLINICAL

  CONTACT LENSES

TARGET MODALITY GROWTH

INCREASE SALES OF DAILY DISPOSABLES WITH THESE BASIC STEPS

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

A WEALTH of daily disposable launches have occurred this past year. A similar pattern was seen when silicone hydrogels (SiHy) entered the contact lens industry more than 15 years ago. Use this growth of offerings to increase your contact lens business. Here, I discuss how to do so.

KNOW YOUR NUMBERS

Before you can improve, you must know where you are. Review your monthly, quarterly or annual contact lens sales report(s). Look at your total daily disposable sales segment, and break down this number into sales per manufacturer and design. (See chart for examples of the breakdowns.)

Analyze the data to understand the mix of contact lenses your consumers choose. For example, what is your percentage of premium daily products, such as daily toric and daily multifocal contact lenses? What is your percentage of premium daily products sold? (The higher that ratio, the more innovative your practice is.)

See the table for examples of two practices. Eye Practice A could be perceived as a more innovative contact lens practice. On the flip side, this could be a huge opportunity for growth for Eye Practice B.

IDENTIFY OPPORTUNITIES

Next, choose a specific category, and create a plan to focus growth efforts. For example, daily SiHy, particularly from Eye Practice B, is low. To grow this, your plan could be to offer them to every patient who complains of end-of-day dryness in their contact lens.

EDUCATE STAFF

Taking an innovative approach to contact lens wearers starts with educating your staff. To begin, share the sales report with them. (Perhaps they will have some insight from the front lines as to why numbers are low or high.) Also, invite representatives from the manufacturers for information sessions with your staff.

Once your staff understands how this new technology will benefit your patients, they can be the first to plant the seed. For example, a technician could begin an appointment by saying, “Mrs. Jones, I’m not sure whether you know we have the newest daily disposable multifocal contact lenses in our office. Talk to your doctor to see whether you are a candidate for this technology. We are having lots of success with this new lens!”

MAKE THE OFFER

Many patients prefer the newest technologies in various areas of their lives. Why would that be any different with medical devices that correct vision? Make the offer for daily disposable lenses to both happy and unhappy contact lens-wearing patients. If they decide to keep their current reusable contact lens, you have at least set the stage for a future conversion.

My perception is that my patients prefer to hear about new eye care technologies from me — and I want to be the one telling them. Get the conversation started to maintain your role as their trusted vision care source. OM

DR. MILLER is a partner at Eyecare Professionals of Powell, in Powell, Ohio, a member of Vision Source and is an adjunct faculty member at The Ohio State University College of Optometry. To comment on this article, visit tinyurl.com/OMcomment.