Flash back to the start of 2020 — not all that long ago, yet seemingly in a different era based on the changes in our personal and professional lives. The immense alterations to how people work and play, how they receive information, and what they believe has long-lasting implications and reaches into every corner of society.

Those shifts led to a simple question for optometry: Are the patients we knew and saw prior to the pandemic the same people today?

From a physiological perspective, optometry is becoming more versed in issues exacerbated by the pandemic, such as mask-associated dry eye disease and pediatric myopia. Yet, the psychological impacts can be just as profound and more far reaching, shaping patient behaviors and intentions across the United States.

Recognizing that little was known about these impacts, the Contact Lens Institute (CLI) — led by Alcon, Bausch + Lomb, CooperVision, and Johnson & Johnson Vision — commissioned research to better understand evolving U.S. consumer needs. The “See Tomorrow” surveys were conducted by YouGov Plc, with all figures weighted and representative of all U.S. adults (aged 18+). The study was administered mid-summer 2021 among two cohorts of more than 1,000 adults each; the results reveal myriad implications and actions to deepen patient relationships and drive clinical and business success.

One takeaway was clear: The patient sitting in your chair today is likely not the same person you saw before COVID-19.

HEALTH PERSPECTIVES

Compared to before the pandemic, more than half of Americans said their health had changed — 53% reported a difference in physical health, and 52% a difference in mental health. Yet, the effect was even more pronounced in about one in six people, who shared significant alterations (both better and worse, explained below) to those health measures.

In some cases, 31% of respondents said they trust-ed their health care professional even more than before. Roughly the same percentage (32%) said their trust had increased in a different source — online searches, a.k.a., “Dr. Google.” And even with social media as a sometimes unreliable information source, about one in five (18%) of consumers turn to it for trusted health advice, approximating greater reliance on friends/family (22%) and traditional media (20%).

Action Steps: Based on this data, we think the time for refreshing and expanding your digital content — on your website and through your social media accounts — is now. Don’t overlook search engine optimization (SEO) because if patients can’t find your guidance after typing a few characters in the search bar, they’ll look elsewhere. Google offers a fantastic series of SEO tips for beginners and advanced users alike at https://developers.google.com/search/docs .

Additionally, make time to ask patients how their lives have changed since the pandemic. The reason: The research showed that 41% of adults are thinking more about their health, with 25% thinking more about vision — and nearly one in two (46%) want their health care professional to have this conversation. Introduce the topic of eye health by referencing research like this to begin the dialog, e.g., “A new study shows half of adults want to talk with their doctor about changes to their lives during the pandemic. Are you one of them?”

The Pandemic’s New Patient Trends

 

 

EVOLVING LIFESTYLES FOR EVOLVING TIMES

We’ve yet to encounter someone who doesn’t want to put the pandemic behind them. Thankfully, Americans are already looking to what comes next — and their desires for brighter days to come all have strong ties to clear, healthy vision, according to the CLI research.

When asked about what they want more of as the pandemic subsides, dining out (52%), gathering with friends (48%), and travel (45%) topped the list on a nationwide basis. Also, about one in three said they craved live entertainment (34%), and shopping (33%).

Further, nearly a quarter of people said they were eager to take on more physical activities, such as personal fitness and sports participation, with the same percentage hoping to increase their time spent on solo pursuits, such as hobbies, reading, and crafts.

Consider this: Seven in 10 adults want their health care professional to consider overall lifestyle choices when making recommendations. Also, approximately one in four people want their providers to alert them to new information that could make their health better.

Action Steps: For the patients who see themselves socializing more in the months ahead, help them consider a new look with fashion frames for one occasion, plus the latest contact lenses for nights on the town. For those with the travel bug, explain the convenience of daily disposable contact lenses. For those thinking more about their vision, reinforce healthy habits like the 20-20-20 rule.

And for nearly everyone who became unwilling experts in video streaming and online shopping, make them aware of offerings, such as ship-to-home and remote/tele-consultation.

A CLEAR VISION

With such intense focus on infectious disease issues as of late, the research team wondered how consumers saw vision in relation to their future success. The answer: A total of 89% of respondents indicated their eyesight and eye health were important to the pursuit of a promising future (with 70% ranking vision as very important).

This tied mobility as the top health factor, with cardiac/heart health trailing by a point at 88%. Auditory/hearing health (86%), and oral/dental health (84%) rounded out the list.

Let’s look at the post-pandemic consumer financial health purchase intent. A total of 72% of respondents reported their financial situation improved or was stable, and 35% said they were willing to spend more on goods and services that improved their outlook. Additionally, 38% said they wanted to spend more on items that improved their health. Further, another 32% said they were willing to spend more on things that made them feel good about themselves.

Action Steps: We think this is an opportune time for practices to reassess how they are offering contact lenses to their patients. Among the study respondents who have a current vision-correction need, 36% indicated their eye doctor discussed contact lenses with them in the past. Additionally, 57% of people requiring vision correction indicated they knew little about contact lenses, or had no opinion.

Something else to keep in mind: Almost one in three of that group said they wanted their eye care professional to discuss new types of contact lenses. Also, 77% of existing wearers said they wanted to know about the latest options that may be right for them.

START THE CONVERSATION

Introducing new contact lens fits into your prescribing regimen begins by matching the wealth of products available today with patients who are more open to change than ever before — in their lives and lifestyles, in their purchasing choices, and in how they envision their future.

Do not wait for your patient to raise these possibilities — they’re expecting you to make the first move. Emboldened with relevant data, new products and services, and an inspired attitude toward clinical and business success, you’ll be well on your way to helping your staff and patients see tomorrow.

To learn more about the Contact Lens Institute’s See Tomorrow initiative, including access to its practice guide and patient education materials, please visit SeeTomorrowNow.com/practitioner . OM

DR. LIEVENS is the chief of internal clinics and professor at Southern College of Optometry. He is also a Contact Lens Institute (CLI) See Tomorrow Visionary, and serves as a consultant or researcher for AbbVie/Allergan, Alcon, RVL, and Transitions.

DR. LOWE is the Vision Source medical director, Chicago, and director of the Professional Eye Care Center Inc. in Niles, Ill. She serves as a CLI See Tomorrow Visionary, and as speaker, consultant, or advisor for Alcon, Essilor, Maculogix, and MyGenetics.