"Accept that your contact lens patients expect to be treated as unique and special," advises Sharron Marionneaux, a frequent contributor to Contact Lens Business and Director of Contact Lens Services for the Eye Medical Center of an ophthalmology group in Baton Rouge, La. Special treatment includes making sure you staff provides thorough explanations.

For example, instead of simply recommending artificial tears for use with contact lenses, have staff explain the reasoning behind the recommendation. You might have them say: "Most contact lenses contain approximately 50% water and must be kept hydrated to give you consistent visual acuity. As your eyes are exposed to air and heat, they tend to dry out and the water content changes, causing changing vision and discomfort. Using artificial tears on a routine basis during the day helps replenish your tears and keeps the lens hydration level static."