BUSINESS

  MERCHANDISING

KEEP CONTACT LENS SALES

OFFER PATIENTS VARIETY, CONVENIENCE AND THE “WOW’ FACTOR

GINA M. WESLEY, O.D., M.S., F.A.A.O.

CONTACT LENSES, and the right to sell them, has been a recently challenged business tenant we, as optometrists, hold. Although some may take for granted the ability to sell the prescribed product we expertly fit, competition looms from many areas. In addition to supporting our state and national societies that fight to retain this right, what can we do in our offices to preserve this business? In other words, how can we merchandise our contact lenses? Consider these tips.

DISPLAY YOUR BRANDS

Display various brands of contact lenses and/or their point of purchase, or POP, materials. Many patients may know you fit contact lenses, but for those who don’t, or who need more information, displays are a great way to notify your patient base. Some patients know little, if anything, about contact lenses. Perhaps adding some photos of what various types of contact lenses look like or showing pictures of patients learning to insert and remove different lenses will spark interest from your patients and instill confidence in your office’s competence in working with contact lenses.

READY, SET, ‘WOW’

Be ready to “WOW” patients. Convenience is king — or as I like to say in my all-female practice — queen of the day when it comes to contact lenses. We closely manage our trial sets so I can fit 95% of patients on the same day as their initial appointment, whether that’s at an exam or specific contact lens fitting. Order in that +4.50 -2.25 x 140 lens just in case you may need it. I love hearing patients exclaim, “I’ve never had an exam when they’ve had my lenses right away!” It’s an easy way to impress. On the back end, once the patient has ordered, either have the most common lenses you fit and their core powers in inventory, or be prepared to ship them directly to the patient’s home or work.

MAKE IT EASY FOR PATIENTS

This was literally a theme in my office for an entire year. Make being fit in contact lenses easy for patients. This includes the appointment experience, the pricing explanation, the ease of looking up data for patients, the assistance with rebates if needed, the shipping to patients and one really big, often ignored area: access to needed trial lenses. When a patient has a torn lens, and he or she is two weeks from his or her scheduled exam, why not provide a spare lens in good faith to get by? Even if his or her prescription is — gasp — expired. I’ve found very few patients take advantage of my practice by not scheduling an appointment. You quickly find out who does take advantage and can avoid this situation in the future. For the majority of patients who replace their lenses and honor their appointments, they are very appreciative. You’ve made it easy to be a patient at your office with a simple accommodation.

When it comes to merchandising contact lenses, think outside and around and about the box. What would you appreciate as a patient? Now deliver it. OM

DR. WESLEY practices at Complete Eye Care of Medina, a Vision Source practice, which she opened in 2008. She was honored as Minnesota’s Optometrist of the Year in 2011. Email drwesley@cecofmedina.com, or visit tinyurl.com/OMcomment to comment.