VIEWPOINT

A CAN’T-MISS OPPORTUNITY

HERE’S WHY WE DEVOTE AN ENTIRE ISSUE TO CONTACT LENSES

JIM THOMAS
Editorial Director

THIS MONTH’S COVER of Optometric Management illustrates a key theme: Of all the patients who visit optometric practices, likely millions could wear contact lenses but do not. (Dr. Scot Morris provides the math for this in his “O.D. to O.D.” column on p. 2.) Fittingly, one of the main goals of this, our annual “Contact Lens Issue,” is to help you build this portion of your practice by identifying those patients who can become happy, healthy contact lens wearers.

SET YOUR SIGHTS HIGH

This pool of candidates comes from a wide range of patient demographics. For example, in her article “Prescribe Contact Lenses for a Lifetime” (p. 18), Susan Kovacich, O.D., discusses the contact lens challenges associated with different patient populations and offers strategies for successful wear.

By offering specialty contact lenses, practices can dive deeper into the contact lens candidate pool. In her feature “Promote Specialty Contact Lenses” (p. 20), Melissa Barnett, O.D., talks about how to become proficient at fitting and promoting scleral, multifocal, custom soft, hybrid, GP and prosthetic contact lenses.

If you seek more opportunity, Stephanie Woo, O.D., lists 15 groups of patients who might benefit from daily disposable wear in her feature “Make the Offer for Daily Disposables” (p. 25).

REAP THE REWARDS

While there’s not enough space in this column to describe all the other contact lens-related content in this issue, let me note these topics: ocular surface issues (p. 38), sports vision (p. 41), multifocal lenses (p. 44), contact lens solutions (p. 45), merchandising and marketing (pps. 64 and 66, respectively), coding for contact lens discomfort (p. 68), promoting annual sales (p. 70) and a script for explaining the contact lens evaluation to patients (p. 80).

With all the designs, materials and modalities available, I doubt most patients understand all the contact lens options that can meet their vision correction and lifestyle needs. This gap in understanding represents an opportunity to educate thousands and . . . reap the rewards OM