By Jason R. Miller, OD, MBA
Moving patients into daily replacement contact lenses increases patient comfort and eye health, but first you must persuade them that the added cost is well worth it.
As doctors, we know that daily replacement contact lenses are the most healthy and comfortable option for the majority of contact lens patients. The ease of disposing of lenses at the end of the day rather than worrying about a care routine combined with the comfort of having a fresh lens everyday can’t be beat. But before you can move patients into daily replacement contacts, you must educate them about why the added cost is well worth it.
In the last quarter, we were just over 50 percent daily replacement boxes–as a percentage of all the revenue boxes we ordered. We may not be at 50 percent for daily replacement as a percentage of patients yet, butwe are close,around 45 percent.
I estimate that daily replacement contact lens patients aretwice asprofitable as other contact lens wearers. The greatest reason for the higher profitability is that daily replacement patients are more compliant. That is a frequent discussion point in optometry, but it is absolutely true! Patients in daily replacement lenses are more inclined to order an annual supply and will come in more frequently for their exams in order to renew their contact lens prescription. With those advantages for both patient and practice in mind, here is how my practice overcomes the daily replacement cost barrier.
Be Upfront About Added Cost
I am very upfront about the cost of daily replacement contact lenses. I don’t want there ever to be any feeling of “being sold” or “up-sold” into daily lenses. I discuss the extra cost of daily replacement lenses, but I also explain the savings on the contact lens solutions side. I also point out the manufacturer rebates which reduce cost and how the overall cost is virtually a break even. However, my greatest focus is on the improved health and convenience of daily replacement lenses. I also tell the patient that these are the lenses I am personally wearing,as aremany of our staff members.
Emphasize Rebates and Other Promotions
We provide a manufacturer rebate, and also an “in-office” Instant Rebate if they order an annual supply of contact lenses. We offer that to all patients along with a no-cost direct ship to the patient. Like many of my colleagues, we also offer a package deal on back-up eyeglasses no matter what type of contact lens wearer they are.
Point Out Fresh, Clean Lens
Very few of my daily replacement patients are re-using the lenses, as evidenced by their purchasing patterns and how frequently they return for comprehensive exams. It completely defeats the purpose, and I say it like that. These lenses are meant for single use, and in explaining the wearing schedule, I focus on the act of throwing away the lenses every night. I tell patients how much fun it is to throw their lenses in the trash, in the toilet, on the floor, out the window, or anywhere else. I laugh about it and say how wonderful it is to put a brand new “clean, fresh” contact lens in everyday.
Discuss Daily Replacement as Lens for Forward-Thinkers
I focus on how I believe in daily replacement as a modality, and that if you fast forward, a vast majority of patients will be in this modality for many reasons. Improved ocular health, ease-of-wear and improved overall wearing experience are the biggest reasons.
Educate Teens on Daily Replacement
The easiest age groups to put in daily replacement contacts are pre-teens and teens. I don’t even give them another option unless they ask for one. I ask how well they clean their room, and explain how there is very little care required to wear these lenses. I also discuss with parents how much less stress daily replacement is on them since there is no need to remember when their child is supposed to change their lenses and reminding their child to do it.
Prepare for Harder Sell to Older Demographics
The most difficult patients to convince is my generation–the 30- to 40-year-olds. They already have been fit in a two-week or one-month lens and have developed many bad habits. Our profession has made it easy for them to become contact lens abusers. There have been some inconsistencies as to how long certain lenses are approved for wear and some have even changed over their lifetime. They look at me like I have three heads sometimes, but after I discuss the advantages and throw in a free five- or 10-day trial of daily replacement, they start to get interested. Even if they love their current lenses, I put a bug in their ear to consider them down the road. If I can’t convert them at that visit, maybe they will be more open to it down the road.
The exception to this demographic: Business travelers are usually easy to convince since they are always in airports whereit isproblematicto carry contact lens solutions.
Optimize a Staff of Daily Replacement Wearers
We discuss the advantages of daily replacement in our e-newsletters, and we sometimes offer promotions over the summer when we get a lot of back-to-school kids coming in. But I think the process of moving patients into daily replacement truly starts with the doctor and staff believing in this technology. There is nothing like a doctor and his or her staff being able to honestly tell patients that they wear–and love–daily replacement contact lenses themselves.
Overcome Daily Replacement Price Barrier: Action Plan
Believe and trust in daily replacement contact lens technology. That means reading all the related literature, speaking with contact lens vendors and wearing daily replacement yourself if you are a contact lens wearer.
Focus on the benefits that daily replacement contact lenses provide. Emphasize the convenience and freshness of a new lens everyday.
Get your staff on board because they will help “set the stage” for the daily replacement discussion with the doctor. That means getting proactive about educating them about the eye health and comfort benefits of daily replacement including having contact lens vendors make presentations on the subject and moving as many of your contact lens-wearing staff as possible into daily replacement.
Start with the “easiest” patients (children, teens and travelers), and then expand to all applicable patients.
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Jason R. Miller, OD,has been in practice 11 yearsand is in a partnership private practice with Tamara M. Kuhlmann, OD, MS, atEyeCare Professionals of Powell, Ohio. Contact: jasonrmiller@columbus.rr.com.
