Both the optometrist and their staff play a significant role in whether patients choose contact lens wear. Specifically, according to a recent report by the Contact Lens Institute, contact lens wearers say the greater the amount of time spent with the doctor and exam staff increases their trust in the doctor and exam staff’s recommendations.¹

Because contact lens wear offers patients several benefits, including enhanced peripheral and central vision, freedom from spectacle wear when participating in recreational activities, and cosmesis, it makes sense to harness the influence of the staff and the optometrist.

Here, I provide three steps for capitalizing on this.

1. Train staff
Training staff doesn’t require extensive resources from your practice. Lean on your industry partners, as sales representatives are an excellent source for providing in-office training on the latest contact lens technologies and patient benefits. This approach ensures your team is knowledgeable and confident without adding strain to your practice’s time or budget.

2. Use every patient touchpoint
Rarely does a day go by when I am not talking with my staff about the importance of patient communication surrounding contact lenses being present at every touchpoint — from the first encounter to the last. Note these areas as examples where staff are instrumental:

• Appointment making. Staff might ask, “Are you interested in discussing all your vision correction options during your visit, including contact lenses?” This sets the tone for further discussion regarding the benefits of contact lens wear.

• Arriving in the reception room. The reception area should reinforce the idea visually. As a result, staff should ensure the placement of eye-catching point-of-purchase materials, such as posters or brochures, highlighting the benefits of contact lenses. Additionally, the simple sign, “Curious about contact lenses? Ask us!” can make a positive impact.

• During pretesting. Staff can use this time to gather information and spark interest by asking open-ended questions, such as, “Are you currently wearing contact lenses, or have you considered them before?”

3. Provide personalized recommendations
Contact Lens Institute data makes it clear that patients heavily rely on their optometrist as the most valued source of contact lens information and influence. That’s the case among 66% of potential wearers.²  

To deliver personalized recommendations, I ask open-ended questions about lifestyle and visual needs, then tailor my message to what the patient values most. Examples of such questions:

• “Are there situations where your glasses feel inconvenient or uncomfortable?” This answer to this question can lead right into a conversation about contact lenses as a viable option.

• “Do you travel frequently or have a busy schedule that makes care routines challenging?” The answer to this question can lead into a discussion regarding daily disposable lenses for ease of use.

• “How much time do you typically spend outdoors or in the sun?” The answer to this question leads into a discussion on UV-blocking contact lenses.

Recently, a patient presented for a routine exam. During pretesting, a staff member asked whether the patient had ever tried contact lenses. The patient answered that she had a bad experience years ago with contact lenses and as a result assumed they weren’t an option for her. Because of her ocular history, the patient never would have brought it up trying contact lens wear again herself. After I discussed advancements in lens technology, she agreed to try a newer material and was successfully fit. The lesson is clear: Don’t assume patients will ask about contact lenses: Sometimes, you have to start the conversation.

Fruits of our labor
Making a little investment in contact lens advocacy can deliver sizable returns, in terms of both professional and financial fulfillment. Regarding the former, it is gratifying to know patients are now enjoying the vision and comfort of contact lens wear because we started the conversation. In terms of the latter, because we see our contact lens patients annually vs. every two or three years for our spectacle-wearing patients, we have significantly more opportunity to derive revenue from those visits. OM

References: 

1. Contact Lens Institute. See Tomorrow. New Contact Lens Institute Research Pinpoints Practice Behaviors that Help Retain New Contact Lens Wearers. https://www.contactlensinstitute.org/news/new-contact-lens-institute-research-pinpoints-practice-behaviors-that-help-retain-new-contact-lens-wearers/ Accessed November 12, 2024.

2. Contact Lens Institute. New Research Report Highlights Actions to Attract Potential & Former Contact Lens Patients. https://www.contactlensinstitute.org/news/beyond-vision-report/ (Accessed November 12, 2024.)

JASON COMPTON, OD, OD, FAAO, is a distinguished optometrist with expertise in clinical practice, academic instruction, and entrepreneurial initiatives. In addition to his responsibilities at Compton Eye Associates in New York City, he serves as adjunct faculty at SUNY State College of Optometry and is a Regional Trustee for the New York State Optometric Association. He has served as Past Chair for the American Optometric Association’s Contact Lens and Cornea Section and is a Contact Lens Institute Visionary.