OVERCOME COMMON MISCONCEPTIONS ABOUT CONTACT LENSES. HERE’S HOW

I EDUCATE MY STAFF to find ways to say “yes” to our patients as much as possible, even when that “yes” is a creative, reconfigured way to say “no.” Fortunately, when it comes to contact lenses, I find myself not having to be creative at all when it is time to present my patients with options. Through the last several years, the expansions of lens parameters and modalities have included virtually the vast majority of patients’ prescriptions, needs and wants when it comes to contact lens wear.

How, then, does one overcome all the misconceptions and myths our patients have developed through the years regarding contact lenses?

I HAVE THE “STIGMATISM”

Myth #1: I have the “stigmatism.” No, the really bad one. I’m pretty sure almost every O.D. has heard this one. At some point, our poor, spherically challenged patient has been told by someone, somewhere, he or she can’t wear contact lenses due to that mysterious “stigmatism.”

We know this is far from true, and ever to my delight, companies keep rolling out expanded ranges in which to fit patients. Even the red-headed stepchild of the “stigmatism,” oblique cyl, is having its hey day with a slew of daily disposable expansions. Tell patients, no more, “stigmatism!”

I ALWAYS HAVE TO WEAR THEM

Myth #2: If I’m fit in contact lenses, I have to wear them. Every. Single. Day. I don’t know why patients equate vision correction options with frugal shoe-buying. How horrifying to think of only one pair of shoes to meet every single need (my Zappos account proves I’m definitely not in this camp). Contact lenses can be worn for part-time use, or (gasp!) even for only a few hours.

Educate your patients, and paint the picture for them as to when and how they could possibly wear their contact lenses. Fashion, function and comfort are just a few reasons they can embrace lens wear.

THEY ARE TOO EXPENSIVE

Myth #3: Contact lenses are too expensive. And then, I’m stuck with them. Here’s where we can absolutely win compared to every subscription service, “convenience” option and online competitor that’s out there: human element and services.

Educate your patient on lens pricing, but place value on that explanation. Explain the rebate, discuss the lens merits and technology, describe success stories related to yourself, staff or other patients. Then, offer him or her a buy-back guarantee. Ensure the patient that no matter whether the prescription changes, or he or she decides to change lens brands, modalities or lens design, you will always stand behind the purchases from you, and exchange lenses for credit — or buy them back altogether.

Yes, you heard me. You will win here, as this level of service rarely happens. It gives patients the confidence to choose your practice.

SAY “YES” TO PATIENTS

Say “yes” to your patients, and dispel those pesky contact lens myths, and you and your patients will succeed. 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.