Contact Lens Business
Making the Most of Disposables
They're healthy. They're comfortable.  Here's how to make sure they're profitable, too.

Remember when disposable lenses first appeared back in the 1980s? The reaction in our practice was, "Who's going to spend all that money to throw their lenses away every 2 weeks?" In those days we were lucky to get patients to replace their lenses annually.

Today, many patients think of disposables as a commodity item -- mass-produced, requiring little guidance from an eye doctor. Disposable lenses are advertised in magazines and on television. Patients receive direct-mail cou-pons offering them a "free pair."

The industry is driving patients into our practices. But what happens when they're finally in the chair?

MAKING THE SYSTEM WORK

Here are three strategies that have helped us maximize patient satisfaction -- and our bottom line -- with disposable contact lenses.

• Provide free trial lenses, not free services. When a patient brings in a coupon, have a staff member explain that you have to charge a fee to cover the expense of two appointments -- one for fitting the lenses, and one for follow-up to make sure the lenses aren't injuring his eyes -- and that once you're sure the lenses are problem-free you'll apply the fitting fee toward the purchase of the lenses. (If he's not willing to pay the fitting fee, let him go elsewhere.)
  This strategy ensures that you're paid for your time. It's also a great patient retention tool because the patient has invested in a follow-up visit and lens purchase. Plus, it emphasizes that disposable lenses are serious medical devices requiring a doctor's supervision.
  Two further points:
  • In the case of toric or bifocal disposables, don't hesitate to increase your fitting fee to match the level of expertise and chair time required.
  • Set a limit for the number of attempts you'll make for that fee. If the first pair doesn't work out, we usually try two more "free" trial pairs without charging another fitting fee. If those don't work out, we tell the patient he's not a good candidate for contact lenses.
• Choose the appropriate "free" lens. Don't automatically fit a patient with the lenses mentioned in the coupon he brings in. Doing so only adds strength to the myth that disposable contact lenses don't really require a doctor's supervision.
  Instead, discuss the patient's needs, expected wearing time, allergies and any problems with dry eyes. Choose the best lens accordingly. Remember, you're charging the patient for your expertise.
• Take advantage of co-op advertising. Most manufacturers are happy to share the work and expense of advertising disposable lenses. For example, a bifocal lens manufacturer might help you create a mailer aimed at a specific group of presbyopic patients that you select from your database.
  Manufacturers may also help you cover the cost of a special event, such as a "Presbyopia Night," when patients are invited to come to your practice and learn about presbyopia and the tools you have to help them manage it. (Make sure you can schedule patient appointments at this event.)
  This is a wonderful way to "re-market" yourself to your current patients and increase your business by generating referrals. It also sets you apart from the Internet and "1-800" lens companies -- not to mention the practice down the street -- by getting patients to see you as a real person who's looking out for their best interests.

GOOD FOR YOUR PATIENTS, GOOD FOR YOU

Disposable contact lenses can be a tremendous source of income and patient satisfaction if you make "free trial lens" coupons work for you and take advantage of co-op marketing. They may seem like a commodity to your patients -- but they can do a lot for your practice.

Diane Broe is president of the Contact Lens Society of America and has also served on the board of the Minnesota Contact Lens Society. She's been employed at Park Nicollet Clinic in Minneapolis for 15 years and is currently supervisor of the contact lens department.