OFFER NEW CONTACT LENS TECHNOLOGY TO ALL PATIENTS

WHAT IS your philosophy on your contact lens business? After all, I’m sure you have a specific direction regarding your optical. Be consistent with all your patients, and take that same approach with your contact lens business.

Do so by looking to move your contact lens business to new technology. In my opinion, the new technology products that offer the greatest potential for growth are daily disposable and specialty lenses. If you look at the new product launches, many are focused on these markets. (For examples and more on this, see “Expanding the Tree” in the June issue.) This is because they offer an opportunity to provide increased customer service, while creating a strong source of revenue.

But, if you are going to offer these lenses, you have to make the pitch — to every patient.

NEW CONTACT LENS PATIENTS

With new patients, focus on why you are fitting a specific lens for their vision and where it will help them see better.

For Sally, a new presbyope: “I’m prescribing this new, advanced multifocal contact lens, which can provide good distance and near vision. Specifically, this lens offers advanced optics in the convenience of a one-day disposable lens.”

EXISTING CONTACT LENS PATIENTS

With existing patients, validate their current contact lenses before offering something new. Do so by opening the discussion with what you like about their lenses and then telling your patient why you’d like to fit them in a different lens.

For Phillip, a presbyope: “I know your current contact lenses are working well, but I’d recommend fitting you with this new advanced multifocal contact lens, which can improve your vision at both distance and near. This new design is developed to aid your vision all day and, specifically, to better your vision while you are working on a computer and/or digital device.”

VARIOUS CONTACT LENS PATIENTS

Have your script ready for a variety of existing patients to drive your goal of offering to each patient. For example, if daily lenses will be a focus in your practice moving forward, be ready to explain why.

For Christine, existing monthly wearer: “I know your reusable lenses have worked well for a number of years, but I am recommending you consider this new daily disposable lens. It offers convenience and comfort that exceeds your previous reusable lenses.”

For Cheyenne, existing specialty wearer: “I know your current contact lenses are providing adequate comfort and vision, but this new scleral design can vault the irregularities in your cornea to provide improved comfort and vision.”

BREAK FROM THE NORM

A vast majority of the time, eye care professionals prescribe the same lens their patient has worn, maybe because doing so allows for a maintained schedule. But, if many of our patients found out from a friend or family member that an improved technology could help their vision, they would be upset if you did not offer it to them, and they could go elsewhere. OM

DR. MILLER is a partner at Eyecare Professionals of Powell, in Powell, Ohio, on the board of the Ohio Optometric Association and is an adjunct faculty member for The Ohio State University College of Optometry.