THIS STORY MIGHT ACTUALLY TAKE SOME OF THE SCARE OUT OF THE SEASON
WITH HALLOWEEN right around the corner, it’s time for talk of costumes, candy, parties, candy, haunted houses and, of course, candy. It’s also a time for safety. The CDC actually has an acronym called “SAFE HALLOWEEN.” The second “L” in Halloween stands for “Lower your risk for serious eye injury by not wearing decorative contact lenses.”
CREATE A COMPELLING STORY
With storytelling acknowledged as a powerful force, (a recent Forbes headline read, “Storytelling: The New Strategic Business Imperative”), we can ask: Does a message about decorative contact lenses have the makings of a compelling story? Consider:
- It is an easy sell. Who doesn’t like Halloween stories?
- It is educational. When looking at certain Halloween-inspired lens promotions, consumers may not realize that all contact lenses are classified as medical devices that, by law, require a valid prescription. Worse, they may not understand the risk of complications that can occur when they wear contact lenses that are purchased without a professional fitting, prescription and appropriate lens care.
- It is a story where you, the optometrist, are the expert.
- It is a story where you can provide a happily ever-after ending — contact lenses that are both safe and legally obtained.
- The story receives widespread support. Some examples: an Internet search of “CDC” or “FDA” and “decorative lenses” leads to a host of articles. In advance of Halloween, the AOA has planned a national press release to educate the public. Additional resources, available on the members-only section of AOA.org , will include suggestions for social media posts, a template press release and an updated infographic that illustrates the issues surrounding the purchase of decorative contact lenses.
If you take advantage of the story, it can open the door for you to continue conversations about eye health, contact lens wear and vision correction. You need only a segue-way, for example, “We’re discussing Halloween today, and here’s why healthy contact lens wear is a year-round practice.” These conversations can benefit everyone. OM