“The conversations you have with your presbyopic patients will be very different after you have experienced presbyopia for yourself,” a colleague shared with me several years ago. At the time, I was in my mid-30s and didn’t have the foggiest idea of what she was talking about. Today, as a 47-year-old presbyope, and a post-LASIK one to boot, I completely understand. The way I approach and discuss presbyopia, having dealt personally with such tribulations as constant neck and chin calisthenics to find the correct prescription for my working distance, has changed the way I relate to patients who have presbyopia. Additionally, my journey through presbyopia has made me realize how important it is to offer multifocal contact lenses to patients: I eventually pursued a spectacle-free vision-correction option myself and am now a daily soft multifocal contact lens wearer.

Through patient education, a consistent message used by all members of my eye care team and focused staff and doctor training, we have made excellent strides in successfully fitting soft multifocal contact lenses. In fact, in addition to improving several presbyopic patients’ quality of life with these lenses, we have also seen double digit contact lens revenue growth for several years; driven by, in part, our desire to actively fit all our presbyopic patients in a soft multifocal daily wear contact lens, if they are good candidates. It is our practice goal to become known in the community as a leader in multifocal technology.

Here are the steps we took that resulted in soft multifocal contact lenses becoming a driver of our practice’s financial growth.

IDENTIFY CANDIDATES

A significant percentage of my patient population is living a visual life similar in many ways to mine: Hours of computer and device use, as well as the demand for excellent distance and near vision make a well-fit soft multifocal contact lens a great problem solver for my patients.

To identify these patients, I began inquiring about each patient’s exact hobbies and work environment demands. Doing so enabled me to make a strong recommendation by explaining the benefits of soft multifocal contact lenses in relation to their hobbies and work environment demands. For example, I ask patients: “Are there times during your typical week that you’d like to be free from spectacle wear?” Golfing happens to be a very popular pastime among many of my patients. Explaining the difficulty most golfers of presbyopic age have when trying to address a golf ball while finding the correct prescription in their progressive addition lenses is an easy way to explain the benefits of a multifocal soft contact lens. And don’t forget about non-prescription sunwear for these patients.

In addition, optometrists can identify these patients, as those who express frustration by some aspect of their current spectacle lens correction or who already need some form of specialized eyewear to perform their job or hobby, such as outdoor enthusiasts — cyclists, skiers, snowboarders, etc. I have found these individuals are often very interested in other vision-correction options, making them highly motivated.

DISPEL FALSE INFORMATION

I have also found that many presbyopia patients have been told by previous providers that they are no longer contact lens candidates. As such, patients new to our practice who are unaware that a multifocal option even exists and are given the suggestion that they consider this “new” technology are pleasantly surprised and fascinated, making them amenable to this solution for their presbyopia.

In working to dispel this false information, it has become my goal to offer a single-day soft multifocal contact lens to every patient in my exam chair who is a good candidate. I have found that for many, having the option to put their glasses aside for certain activities, even if that means a day or two a week, is highly appealing. Additionally, in my experience if one of these patients is given the opportunity to try contact lenses for the first time or be fit in a modern material or design, he is likely very grateful, prompting him to become a loyal patient and refer others.

CREATE TEAM MESSAGING

I have discovered that it is imperative to have the entire office team involved in the culture of being a multifocal contact lens practice. This looks like an office in which team members are aware of the fact that we actively fit these lens designs, so that they may help to convey the message to our patients before the doctors enter the exam rooms.

This messaging starts with the front desk receptionist, who, being the first person the patient interacts with, is able to tee up the conversation. This extends from the front desk staff to our technicians and optometrists and is achieved through ongoing training. Our vision care team learns of the latest in multifocal technology with regular staff meetings and lunch-and-learn events. The benefits of the lenses, what patients are likely to expect from them visually, proper insertion and removal, proper handling and how to perform the overrefracting and fine-tuning required to finalize the prescription are discussed and demonstrated. (This saves the doctor valuable time in the exam room, enabling us to do what we do best: prescribe options that will optimize our patients’ visual experiences.)

For the optometrists: We consistently acquire information about the latest soft multifocal lenses on the market. I have found the sales representatives from the contact lens companies to be valuable sources of information on their products and their unique characteristics. In fact, many of our lunch-and-learn activities are led by industry partners who are the experts in their products. Our doctors and staff are also encouraged to attend annual industry-wide conferences and meetings at which they are able to take courses that strengthen their knowledge base and increase their confidence.

Additionally, doctors take the time to read and properly understand the fitting guidelines offered by the manufacturer(s). No two multifocal lenses, manufactured by different companies, are designed exactly the same. We have found that it’s critical to understand the subtle nuances in the initial lens selection and how to fine-tune and perfect the prescription to maximize vision and the patient’s wearing experience. Following these tried-and-tested fitting guidelines has minimized chairtime and freed us up to fit even more patients.

THRIVING PATIENTS AND PRACTICE

Designing a modern contact lens practice strategy centered around the newest technology, materials and multifocal soft lenses can be a great way to introduce energy into a practice. Addressing with every patient the clarity, comfort and convenience that our patients desire will make for very happy and grateful patients and a thriving contact lens practice. OM

DR. EARLEY is the co-owner, vice-president and human resource manager at Medina Vision Centre, in Medina, Ohio. He is also the clinic director of Bright Eyedeas Vision Clinic, a local free clinic serving the uninsured. He practices full-scope therapeutic optometry and has lectured nationally on topics ranging from dry eye disease, AMD, contact lenses and practice management. He is a member of the Ohio Optometric Association and the AOA. He is on speakers alliance and advisory boards for Alcon and Maculogix. He can be reached at drearley@medinavisionandlaser.com.