Focus on making the contact lens offer to everyone

Eye care practitioners are fortunate to practice in an era during which there are quite a few ways to expand the contact lens practice. Many visual requirements have good contact lens solutions available to them, and new technology is being developed and launched on a regular basis. To be prepared to make the offer to your patients, consider focusing on two primary areas to consistently grow your contact lens business.

1 SEEK EXISTING CONTACT LENS-WEARERS

This is the easiest way to grow your contact lens business: by utilizing the patient population you already have. To do so, bring in a new product or two, and start offering it to everyone for whom it applies. Examples of this could be a new spherical, toric or multifocal lens. Do your homework on the lens to understand the advantages the product can provide, and relate that to your patients to expand your offerings.

I get excited about every single product launch and think of unique ways to grow that market. For example, when a manufacturer launches a new toric lens in the market, focus on the marketing — and, especially, on social media. Utilize these outlets to tell the story of the lens. (If you need help, look to what assets the brand may have to facilitate this.) That story could be improved comfort, convenience, wider prescription options or improved ocular health. Whatever the story is, get the word out with internal and external marketing efforts.

2 EXPAND TO A NEW POPULATION

Expansion could include quite a few different areas, but this is something you may not have ever provided in the past. For example, if you have not prescribed myopia control contact lenses in the past, look for ways to bring that offering into your practice. This technology is rapidly evolving and is growing in popularity with parents and children alike. If you could possibly slow someone from becoming a -6.00 D myope and keep them in the -3.00 D range, that is a huge advantage. From the ocular health advantages to the surgical advantages, to the visual advantages, make the offer and discuss options with parents as early myopia is developing.

MAKE THE OFFER

With both of these expansion opportunities in the contact lens world, focus on making the offer to everyone. For example, even if someone has never worn contact lenses in the past and they are fully presbyopic now, discuss the advantages of the newest multifocal contact lens design.

When presenting the technology, include a discussion of the biggest visual daily advantages for the patient. For example: “Have you ever considered multifocal contact lenses? The technology has improved in many ways. Not only are they available in daily disposable lenses, but the visual designs have improved greatly.” You may be surprised by how many patients take you up on that offer.

FOCUS ON GROWTH

The contact lens market is growing rapidly. Stay on the cutting edge of that technology, and continue to expand your contact lens business. Focus on the many ways to grow those options in not only your general contact lens business, but also into a new population. Utilize those strategies, and your contact lens business is sure to expand. OM

DR. MILLER is a partner at Eyecare Professionals of Powell, Ohio. He is past president of the Ohio Optometric Association. Dr. Miller has received honoraria for consulting, lecturing, research or acting in an advisory capacity from: Alcon, Allergan, Bausch + Lomb, J&J Vision Care and Revolution EHR.