Consider these steps to combine refractive products for patients

While optometrists know contact lenses and spectacles are not mutually exclusive, how can we communicate to patients the value of purchasing both these refractive products?

I’ve found the following steps effective in accomplishing this:

PROVIDING PATIENT EDUCATION

Even if it appears obvious to the optometrist that a contact lens-wearing patient could benefit from a pair of full-prescription glasses, or that having a second pair of hobby, computer, or sunglasses would also be beneficial, the optometrist must never assume that the patient realizes this too and has simply decided they don’t want one or more spectacles.

To ensure ODs don’t make this assumption, I recommend they use a pre-made form to check off their refractive product recommendations. Also, I suggest optometrists go down the list of their recommendations and explain the reason for each, as they pertain to the specific patient’s needs. Doing so shows how each recommendation can be a personal problem solver for the patient.

For example:

“It sounds like you’ve got your hands full with your beautiful new baby girl and your cute two-year-old boy, so there may be times when you just may not have the time or inclination to wear your contact lenses. For this reason, I’m recommending you get a pair of glasses. You may also want to consider back-up glasses for when your baby girl and/or son may try to wear your first pair.”

I then hand this pre-made form to one of our opticians, and I hand a copy to the patient, so they have documentation of my exact recommendations and can return at a different time to make a purchase or two, if that is more feasible for the patient.

CREATING OPTICAL PACKAGES

Because several options can be overwhelming for the patient who has already made in-practice decisions, such as picking between one or two at the phoropter, offering optical packages that bundle contact lenses with spectacles may help patients see the value in purchasing more than one refractive product at a time. These packages can be presented to every contact lens patient.

Examples of packages:

Package 1: Annual supply of contact lenses + full-prescription spectacles (full cost)

Package 2: A 30% discount on sunglasses when purchased with an annual supply of contact lenses

Package 3: A 30% discount on hobby/computer glasses when purchased with an annual supply of contact lenses and full-correction prescription spectacles

Package 4: An annual supply of contact lenses + plano blue-light blocking glasses for $XX

Package 5: An annual supply of contact lenses + pediatric/adult sport safety goggles for $XX

To make the process more compelling and engaging for patients, these packages could even have fun names, such as “Package 2-The Outdoor Enthusiast.”

COMMUNICATING VALUE

Communicating value is ultimately at the heart of what will ensure our patients maximize their vision potential. This occurs during the examination, optical fitting, as on-hold music, in social media posts, via waiting room literature, and signage around the office. Utilizing these patient touch points to communicate value — and training staff to help, through role playing at staff meetings, for example — makes implementing a bundled contact lens and spectacle approach easy. OM

DR. QUINT is a co-owner of Smart Eye Care in Maine. She is passionate about entrepreneurship and optometric practice management. She was the 2019 Theia Young O.D. Award winner and consults for Allergan.