Optometry - Journal of the American Optometric Association
Volume 81, Issue 3 , Pages 165-166, March 2010

Study offers interesting way to build lens practice

Article Outline

 

A British study shows how helping patients choose frames can result in increased dispensing of both frames and lenses.

A recent multicenter, practice-based study conducted in the United Kingdom and published in a British research journal offers some good insight into how helping patients choose their frames can result in not only generating greater revenue for eyeglasses but also spur contact lens sales.1 In fact, the results from the study found an average increase of 32% in spending for frames and a two and a half times greater purchase of contact lenses after the experience.

Historically, the British are less likely to wear contact lenses than Americans—reports show that the number of contact lens wearers in the United Kingdom is on the rise at 6.2% of the adult population, which is about half the percentage of contact lens wearers in the United States. Still, the study shows the potential for increasing sales for practitioners on both sides of the pond. Although studies found that few British optometrists initiate discussions with patients about the option of wearing contact lenses—during only 27% of eye exams—it is unlikely that American practitioners are any more proactive.

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The methodology 

The study set out to look at the impact of using contact lenses to help patients choose their eyeglass frames, rather than using the lenses as a longer-term solution. The patient's overall experience, the purchase value of the eyeglasses, and any resultant purchase of lenses were assessed and compared with a control group. A key aspect of the study design was the deliberate low-key approach used by the practitioner when speaking to patients about trying contact lenses.

None of the study participants ever wore contact lenses; all were regular eyeglass wearers. Participants in the test group, once any pathology was ruled out, received a pair of soft disposable contact lenses from the practitioner's inventory before undergoing their usual procedure for selecting frames.

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The results 

The test and control groups were found to share similar views on the dispensing experience before the application of the lenses. However, this changed dramatically following dispensing. At this time, the test group reported a superior experience in terms of selecting the best-shaped frames, seeing the frame detail, and confirming that the chosen frame suited them. When looking at the number of patients who had gone on to purchase contact lenses after participation, the study found that 33% of patients in the test group were using lenses compared with only 13% of the control group.

The study's conclusion was that a subtle approach to the introduction of contact lenses was effective. From the patients' perspective, the dispensing experience was deemed superior, and it gave the practitioner the chance to talk about lenses in a nonpromotional way.

Furthermore, the study revealed the following:

•85% of patients said that using contact lenses was helpful in choosing frames

•70% stated they would try lenses in the future

•80% reported that contact lenses were more comfortable than they had expected

•61% were not aware of the lenses once they had been applied

•91% said the vision was acceptable.

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Recommendations 

The study offers practitioners the following suggestions for approaching patients about contact lenses:

•When introducing the idea of using a contact lens for the purpose of choosing frames, use a positive question, such as: We can put some lenses on to help you choose your frames. How do you feel about that?

•Let the patient know that a soft contact lens will be selected and, because the patient's prescription has already been determined, the only additional step necessary will be to double check that the correct lens is being used.

•Reassure the patient that today's contact lenses offer superior comfort and breathability.

•Remind the patients that contact lenses offer a viable option for them in the future, without trying to “sell” them.

•Let them know the lenses will only be in their eyes during the duration of the dispensing procedure. Once the lenses are removed, ask the patient how it felt choosing a frame and if the lenses proved helpful in making this selection.

Semantics can also play a role in increasing contact lens wear, according to the study investigators. For example, it may be advisable to inform patients that “We can apply a lens on your eye” rather than telling them that “We can put a lens in your eye.” The phrase “We can apply a lens” may be better recieved than “We can insert a lens.” “We can apply a lens” may be better received than “We can apply a contact lens.”

The study effectively shows how using contact lenses will not only improve the overall experience for patients choosing frames, but will help grow a practice's overall optical business as well—in the United Kingdom and the United States.

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Reference 

  1. Atkins NP, Morgan SL, Morgan PB. Enhancing the approach to selecting eyewear (EASE): a multi-centre, practice-based study into the effect of applying contact lenses prior to spectacle dispensing. Contact Lens and Anterior Eye. 2009;32(3):103–107

 Gary Gerber, O.D., is the president and founder of The PowerPractice®, a practice management consulting company. He can be reached at drgerber@powerpractice.com or (800) 867-9303. Opinions expressed are those of the author and not necessarily those of the American Optometric Association.

PII: S1529-1839(10)00041-2

doi:10.1016/j.optm.2010.01.005

Optometry - Journal of the American Optometric Association
Volume 81, Issue 3 , Pages 165-166, March 2010

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