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Understanding the value of contact lens fittings and the support your patients need
By Maria Sampalis, OD
May 14, 2026
Selling contact lenses doesn’t take away from optical sales. While some practices believe contact lenses are less profitable compared to glasses and may not want to spend the time needed to fit them, that viewpoint overlooks the bigger picture.
Contact lens patients return more often for exams, when compared to eyeglasses-only patients. Over a 25-30 year period, these visits have a higher lifetime value—and those patients still need glasses. You and your patients can and should benefit from both.
Patients want to know that you offer total eyecare and are providing all of their vision needs throughout their lifetime. It is important to consider all metrics over the entire time frame of the patient relationship, instead of per-patient, per-visit transactions.
According to 2023 data from Contact Lens Institute, one-in-five eyeglasses-only wearers are very interested in contact lenses. It’s up to us as eye care professionals to introduce and recommend lifestyle-based vision options. With the right approach, there’s a straightforward opportunity to convert these patients, helping retain them while also growing practice revenue.
A Better Training Schedule for Better Outcomes
One of the biggest perceived operational challenges practices face when prescribing more contact lenses is carving out time for insertion and removal (I&R) training without disrupting optical flow. Scheduling specific days and times ensures adequate staffing and time to teach new contact lens patients.
In our practice, we have a separate lane for contact lens patients and schedule appointments on Wednesday and Friday afternoons, which are shorter and quieter days in our office.
Ahead of the visit, patients are provided with educational materials about contact lens hygiene and provided video links about insertion and removal. This helps patients gain confidence and increases the likelihood of success during in-office training.
Maximize Efficiency
On the flip side, when the schedule isn’t as busy, you can optimize efficiency by doing same-day contact lens fits whenever possible. Often, you can tell right away during insertion whether a patient will struggle or adapt easily. The smoother the insertion process with the practitioner, the easier the training will be.
If needed, complete the fit and bring the patient back during non-peak hours for training.
Your Team is Your Biggest Asset
Contact lens education should be a priority in every practice, yet many offices overlook it. Incorporate it into staff meetings. Tie it to performance metrics, bonuses and raises.
Cross-training your staff is one of the most efficient ways to help fill in the gaps. Fitting your own team members in contact lenses builds their confidence and gives them firsthand experience, making them much more effective at supporting patients and leading training.
Your team should be well-versed in brands, parameters and disposable options, since patients often call with questions. Remember, the patient journey begins on the phone and ends at checkout. While face-to-face time with a doctor may be as little as 20 minutes, patients interact with your staff far more often. Their knowledge and confidence help shape the overall experience.
Leverage the Expertise of Opticians
Don’t overlook one of your most valuable resources: your opticians. Involve them in contact lenses insertion and removal. 2026 data from Contact Lens Institute and United Opticians Association shows that 72% of opticians surveyed hold a contact lens certification. Many are already qualified to handle this part of your practice and can recommend additional eyewear options for your patients, growing your overall optical revenue.
Patients also see opticians as a credible resource in your practice, making them an ideal partner. Contact Lens Institute found that 89% of patients believe opticians are important in helping to achieve the best vision possible, with 83% saying opticians were extremely or very valuable to their contact lens-specific experience. You can feel confident delegating responsibilities to them, allowing you to focus on fittings and clinical care without sacrificing patient support.
Keep Them Coming Back
The patient experience doesn’t end after a successful fit and I&R training. In fact, this is where practices often fall short, according to the same study.
There is a significant gap between patient expectations and reality: about 70% of patients expect follow-up outreach (via phone, email or text), yet only 34% of opticians report providing it.
Simple follow-ups make a meaningful difference. Checking in, answering questions and reinforcing proper wear and care builds patient confidence. It can also streamline future visits by minimizing chair time.
Additionally, these touchpoints create natural opportunities to discuss and encourage annual supply purchases, supporting both patient compliance and practice revenue.
With Support First, Revenue Follows
Fitting contact lenses isn’t about choosing between supporting your patient and protecting your optical revenue. When practices lead with education and a strong support system, the two go hand in hand.
Patients remain engaged with your practice, return more frequently and view your office as a comprehensive resource for all of their visual needs.
By shifting the mindset from transactional selling to long-term patient support, practices can unlock the full and substantial value of contact lens care.
Read more on contact lenses here.
Read more from Dr. Sampalis here.
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Maria Sampalis, OD, is a Contact Lens Institute Visionary and owns Sampalis Eye Care in Cranston, Rhode Island. A New England College of Optometry graduate, she has been widely recognized for her influence, innovation and leadership in eye care, including honors such as Young OD of the Year (Rhode Island), the Women in Optometry Theia Award and Vision Monday’s Most Influential Woman in Optometry. Dr. Sampalis serves in professional advisory committee roles with the American Optometric Association and World Council of Optometry. She founded the 33,000-member Corporate Optometry Facebook group, as well as the site, corporateoptometrycareers.com. To contact her: msampalis@hotmail.com |
