Online sales. An unevenly enforced federal regulation. The frustrations are prevalent for those who sell contact lenses, which is not news to anyone currently practicing. Contact lenses are regulated as medical devices throughout most developed countries, but the way they are prescribed, dispensed, and purchased varies significantly. These differences reflect broader health care philosophies and may offer valuable perspectives for US practices navigating changes in consumer expectations and contact lens distribution.
In the United States, contact lenses remain closely tied to medical oversight. Regulated by the US Food and Drug Administration (FDA), all contact lenses—including plano cosmetic lenses—require a valid prescription. Federal regulations require prescribers to release prescriptions to patients and require sellers to verify prescriptions before dispensing. We can argue about the practicality of the regulation, as well as name countless examples of unscrupulous retailers flouting the rule, but the rule remains, nevertheless.
This structure reinforces the position that contact lens wear is a medical service rather than a simple retail purchase. The exam, fitting, and follow-up process remain central to patient care and continue to support practice revenue. At the same time, growth in online purchasing and direct-to-consumer fulfillment has steadily reduced the degree to which practices control product distribution.
Europe: Emphasis on Professional Services
By contrast, many European countries separate product regulation from purchase restrictions. Under the European Union Medical Device Regulation, contact lenses are subject to rigorous manufacturing and safety standards. For European practices, this has contributed to a model that places greater emphasis on professional services than on product sales. Revenue generation may rely more heavily on examinations, specialty lens fitting, dry eye management, myopia control, and long-term patient retention rather than contact lens inventory and margins.
Asia: Diverse Regulatory Models
Asia represents a broader spectrum of approaches. Markets such as Japan, South Korea, and Singapore classify contact lenses as medical devices but differ in how purchasing is structured. Professional involvement remains culturally strong in several markets, even where repeat purchasing is relatively convenient. At the same time, growth in cosmetic and lifestyle lens categories has encouraged additional oversight in parts of the region. It’s good to know that my office isn’t the only place on Earth that dreads cosmetic lenses for Halloween!
Lessons for US Practices
So, what can we learn from overseas markets? The list is extensive, but a few lessons jump to mind:
- Emphasize service over the commodity.
- Specialty contact lenses, ocular surface disease management, and myopia management allow practitioners to prioritize their clinical knowledge and expertise beyond that of an asset to sell.
- The world is trending toward more access to medical devices, not less. Adaptation to a new era will be mandatory to thrive.
International markets suggest that as access to products expands, the differentiator becomes the care surrounding the lens, rather than the lens itself. Make yourself valuable to your patients and you’ll never look back.OM
