By Charles Turner, OD
Shortening the contact lens replacement cycle increases patient comfort. This, in turn, increases patient loyalty and generates referrals.
I weigh four key factors when prescribing contact lenses: vision, comfort, convenience and health. While I strive to maximize each of these elements, patients typically focus on just one–comfort. By giving patients a fresh, comfortable contact lens wearing experience, I can keep them happy in their lenses; and by exceeding their expectations, I can keep them coming back to the practice and referring newpatients.
Shorten Replacement Cycle
The longer the patient’s wearing cycle, the more difficult it is to keep them comfortable. So shortening the replacement interval—moving two-week patients to daily disposables, or monthly replacement patients to two-week replacement—often works to improve comfort. The gains in comfort achieved by switching patients to a shorter replacement cycle, particularly to daily-replacement contact lenses, translate to increased referrals.
Let Patients Know About Daily Replacement ContactLenses
Many patients come to our office with no complaint: their vision is stable, they are pleased with their lenses and they just want the next year’s supply. But I think every eligible patient deserves a brief talk about all the contact lenses available in their prescription, especially contact lenses that will improve the wearing experience.
I am continuously surprised by the number of patients who do not know that daily replacementcontact lenses are an option for them. This is unfortunate, and it can be turnedinto a positive.Inaddition to the comfort and conveniencethatdailyreplacement contact lensesprovide, patients often perceivethem as cutting-edge technology. Patientsare excited to wear these lenses andvocalize their excitement among friends and family.
Start by Putting New Wearers in DailyReplacement Contact Lenses
Some ODs have difficulty bringing up the subject of daily-replacement lenses because of their perceived cost and patient affordability. An easy way to get in the habit of talking about them is to start with the group of patients who are most likely to benefit. For example, children who are first-time contact lens wearers are ideal candidates because daily-replacement contact lenses give them comfortable, easy lens wear; and parents don’t have to be as hands-on in their children’s lens care routines.
Once you get used to introducing dailyreplacement contact lenses to children and other slam-dunk candidates like athletes and occasional lens wearers, it becomes easier to bring them up with all eligible patients. As word has spread about our practice fitting dailyreplacements, we are pleasantly surprised by how many patients come in asking for them specifically.
Exceed Patient Comfort Expectations–and Generate Referrals
By fitting great contact lenses and educating patients, we aim to give patients something exciting to share with their friends and family. Each time a patient refers a friend, we note it on a spreadsheet on our office server. Our staff sends an e-mail to the referring patient thanking them for the referral, and letting them know how many patients they’ve referred so far. In the end, not only have we been referred new patients, but these patients also walk out of the office with another reason to talk positively about us—and often, they’re wearing it. Delighting patients with fresh contact lenses, and making it easy and rewarding for them to tell others about their experience, continues to stoke the growth of our practice.
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Charles Turner, OD, practices at Island Eye Care in Daniel Island, SC. He is a consultant to VISTAKON, aDivision of Johnson & Johnson Vision Care, Inc.
