Going fully digital for my practice’s contact lens-related business is one of the most rewarding and successful strategies we have implemented. Here, I share the 5 key benefits of the currently available platforms.
1. Virtual Inventory
Because contact lens-ordering platforms interface with major contact lens distributors, one’s practice is free from space-occupying (and costly) on-site physical inventory. Effectively, these platforms eliminate the need to review, replenish, and return stock, enabling a practice to regain dollars tied up in inventory.
2. Staff Burden Reduction
With a contact lens-ordering platform, electronic ordering can be done immediately upon completion of the patient’s examination in the office or by the patient at any time within their authorized prescription period. This means staff no longer have to place orders, ship lenses, and call or text patients to return for on-site pick up.
3. Patient Compliance Promotion
These platforms leverage the individual patient’s preferred communication methods: texts and/or emails, a verbal notification and digital link, prompting patients to replenish contact lens supplies and schedule their related doctor visits.
4. Sales and Retention Boosts
The platform we use features no cost for shipping, prompts to “upgrade” an order to meet rebate requirements, automatic rebating, and it enables us to quickly make changes to our pricing strategy. We are capturing more sales of annual supplies, and our per-patient reorder rate has significantly improved.
5. Convenience
I have found that the primary reason patients who have “defected” to alternative contact lens suppliers was their desire for convenience (surprisingly, cost came in second). With a contact lens-ordering platform, patients now enjoy the 24-7 access. This equates that high level of service and direct sourcing of their contact lenses as an extension of the standards they enjoy as patients in our practice.
Choosing a Platform
The contact lens-ordering platforms can be broken down into manufacturer-based or add-on-ordering fulfillment services. Regardless of category, I suggest the optometrist look into user interface simplicity (both for the patients and practice), electronic health record integration, and which contact lens distributor(s) the platform aligns with. (It may not be desirable to have to change from one’s current distributor.) My staff did “test drives” before choosing a platform. If you’re starting to plan for next year’s “one big thing,” I highly recommend considering a contact lens-ordering platform. OM
Considerations in Selecting a Vendor
→ Security. Is the organization behind the platform following data- security practices that align with your practice’s needs?
→ Control. Does the platform allow you to select only the features that work for your practice?
→ Product breadth. Does the plat-form offer contact lenses only or more products, should you want to offer more to your patients?
→ Distributor flexibility. Does the platform allow your practice to choose which distributor you use?
→ Multi-manufacturer flexibility. Does the platform allow you to recommend products from more than 1 manufacturer, if you prefer?
→ Cost. Does the price meet with your valuation?
