Consider these steps to help increase your success in fitting multifocals

VITAMIN/stock.adobe.com

A few years ago, I was surprised to find out from one of my contact lens representatives that my practice was the No. 1 fitter of its brand of soft multifocals in the state. Furthermore, my distributor rep, who knows and understands all my contact lens business, told me my soft multifocal fittings across all brands were higher than any other customer in the state.

I was shocked. At that time, I was seeing patients only three days a week in my office, for a total of about 50 contact lens patients per month. How was it possible I was able to market, fit and sell more soft multifocals than practices seeing many more contact lens patients every month?

After speaking with some representatives, and having several shadow me through the fitting process, there were a few key areas in their observation that helped increase my fitting success. Here’s what to do:

BECOME A MULTIFOCAL EXPERT

Yes, I know many think they “know” how to fit multifocals, but, I tell you, not all multifocal lenses are created the same. Become familiar with the fitting guide, get training from contact lens representatives, ask questions and try out a few pairs. I find it helpful to try lenses across a variety of prescriptions as well as age ranges to find what works the best for my patients.

MERCHANDISE MULTIFOCALS

My patients know and understand that I fit soft multifocal contact lenses because we broadcast it. Through our educational “edutainment” system (http://bit.ly/2jOEFKa ), in-house brochures, signage and, of course, the staff and myself telling patients about multifocal contact lenses, patients become aware of this technology. They ask, we fit.

SET PATIENT EXPECTATIONS

This is key. By setting expectations appropriately, you weed out those patients who would have failed no matter what. It’s so much easier when the patient says “No” than when you tell them “No.” For example, divulge to patients how their vision will be when tired or in low light. Then, based on your description, let the patient say “yes” to enthusiastically move forward with the contact lens fitting, or “no” to end the multifocal discussion. Describe to engineers how the optics work, so they can breathe a sigh of relief and move on to adjusting to the lenses, ’cause “adjusting to the lens” is a real thing. For most, magic in multifocals just doesn’t happen overnight.

DON’T BE AFRAID TO SAY “STOP”

You can spend an inordinate amount of time going back and forth and back and forth with better distance. . . no, near. . . no, intermediate. . . no, distance… and so on. Stand up for yourself, the lenses and your practice by saying, for example, “This is the final option. We cannot do any more to improve (x).”

Allow patients to say “enough” and finalize the decision, be- cause, most often, they will, if shown you’ve done what you can. We will all keep reaching for the stars if we are allowed, but that won’t make you the top fitter in your area.

Your expertise and skills in marketing and patient communication will set you apart. If I can do it with only 50 contact lens patients a month, so can you. Multifocal on, friends and colleagues. 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.