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Market new contact lens options to your existing patients
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The basis of all marketing strategies is the goal of creating, communicating and delivering value to customers in such a way that benefits a company – or an optometric practice. Marketing is a broader activity than just selling. It requires a well-devised plan of discovering customer (or patient) needs and matching available technologies to those needs.
Optometrists can capitalize on their existing contact lens patient base while providing excellent care and access to new technologies. Primary Care Optometry News asked some practicing optometrists to share their approaches to marketing, including introducing new technology and marketing strategies and establishing refitting fees.
Maximizing profits
When attempting to keep patients aware of the latest trends in contact lens technology, Carmen Castellano, OD, FAAO, has found that a straightforward approach is often the best. “We are constantly making patients aware of new technology and suggesting upgrades. Many times, patients have never tried contacts because no one has ever suggested it to them,” he told Primary Care Optometry News in an interview. “A simple, ‘Have you ever considered contact lenses?’ can go a long way to increasing one’s contact lens practice.”
Susan Resnick, OD, FAAO, who practices in a group contact lens specialty practice with offices in New York City and Long Island, shares a similar approach. “We use every patient encounter to discuss new technology,” she said in an interview. “Whether it exists for them at that time, or it is something to look forward to, we are constantly ‘whetting the appetite.’”
Glenda Secor, OD, FAAO, pointed out the benefits of long-term planning in cases where no current necessity exists. “Always be up on current and new options to discuss with your patients, regardless of their current interest,” she told Primary Care Optometry News. “It may spark a future refit or referral interest.”
Tom Bobst, OD, points to new technology as key to maximizing profits. “We try to always employ new technology with our existing patients,” he said in an interview. “It’s better for them. They have better vision and increased comfort in contacts, and much better oxygen transmission.”
Dr. Bobst’s practice also provides incentives to contact lens patients to purchase glasses. “Many times, contact lens patients just want to attend to their contacts. We try to give them a reason to get glasses every time we see them,” he said. “They are offered a 30% discount within 30 days of their exam on a new pair of glasses or sunglasses.”
John Todd Cornett, OD, shared the many aspects of marketing built into his practice, including a comprehensive database, an attractive optical dispensary, understanding the patient’s lifestyle and exam techniques used to discover unmet patient needs. “Maximizing profits is really about taking the time to understand our patients’ needs and seeking to meet them,” he told PCON. “If the focus is placed on fully meeting the needs of our patients, everyone profits.”
Dr. Cornett’s practice has become “paperless” during the past 2 years with all patient information stored in comprehensive databases. “We are just now beginning to realize how powerful and valuable the information is that we have in our database,” Dr. Cornett said. “We can identify patients based on a multitude of variables, allowing us the potential to specifically target certain groups within our practice.”
Dr. Cornett and his staff are aware of the importance of taking the time to understand the variety of visual tasks patients experience every day. Prescribing computer glasses for presbyopic patients with high computer use, dispensing annual supplies of contact lenses and actively identifying potential contact lens wearers have all contributed to added value for patients, increased compliance and profit growth for the practice.
Introduction of technology, select marketing
In addition to simple word of mouth, practitioners increase the scope of their contact lens marketing efforts through direct-mail newsletters, radio advertisement and telephone follow-up. Additionally, many either currently employ or have plans to use the Internet to get the message out electronically.
“Most of the communication we have with patients regarding new technology comes through education within the office,” Dr. Cornett said. “However, we have had incredible response to direct mailings about new products when combined with an offer or incentive for the patient. We don’t wait for a problem or for the patient to ask. We want to proactively prescribe those contact lenses that we know perform the best for our patients.”
“We keep a list of patients waiting for new technology,” Dr. Secor added. “When it’s available, we give them a call.”
Dr. Castellano includes a newsletter portion on his Web site that is updated regularly with information on new technology. The practice also markets via direct mail and radio advertisements.
Dr. Resnick relies on an annual mailed newsletter, which is also published on the practice’s Web site, as well as phone calls to patients who may be on a waiting list for a new lens type. “This encourages patients to inquire about a variety of new lens types at their visit to determine if one is appropriate for them,” she said.
Dr. Bobst still relies on strategic in-office marketing of new technology during a patient’s visit. The practice has been collecting e-mail addresses and hopes to transmit an electronic newsletter in the near future.
“It starts at the front desk,” he said. “In the pre-screening room, my assistants will see what patients have done in the past in terms of contacts or other choices. They will then mention new products specific to the patient. When I get in the exam room, the first thing the patient often does is ask about the new contact lenses available.”
Explanation of costs
With new technological developments, contact lens wearers can achieve increased comfort and eye health. As with any new product, additional costs are associated, namely refitting fees.
“We all have concerns and fears about how patients accept the fees we charge,” Dr. Cornett said. “We must have the confidence to charge appropriately based upon the value of the services we provide.”
Dr. Cornett’s practice strives to explain the greater demands placed on contact lenses and the technological refinement required for achieving perfect balance in vision. “We explain that we will see them for follow-up and that most of the decisions we make about their lenses will be based upon how they tell us the lenses perform in their everyday world,” he said. “In other words, we enlist the patient as an essential part of the process to provide the best vision possible.”
Dr. Resnick also incorporates patient feedback into the refitting process by adopting a “no-risk” policy that includes a 100% refundable material fee upon return of the lenses. “Once we have applied a pair of trial lenses and determine that a patient will be leaving with the new design, our administrator discusses the refit fee and material costs,” she said.
“We offer a “low-risk policy, which means that only 50% of the refit fee is payable if the fitting needs to be discontinued within the first month” she continued. “We explain to the patients that the total fee covers the provision of trial lenses, the evaluation of these lenses on the eye as well as follow-up care.”
Dr. Bobst has implemented an annual contact lens management fee as opposed to single fitting fees for each of his contact lens patients. He has found this to be an effective way of eliminating the barrier to new technology. “Our patients just get used to the fact that there is a contact lens management fee every year. It has nothing to do with new technology, so there is no barrier when I say I’ve got a great new lens, because they were going to pay an extra fee beyond the comprehensive exam anyway,” he said.
Dr. Secor makes it clear to her patients that there will be refitting fees regardless of the final decision on whether or not to purchase the lenses. “With mandatory contact lens prescription release, practitioners must charge for professional time and perform the tests necessary to justify the fee,” she said.
“Many times, upgrading technology also means additional services are required,” Dr. Castellano added. “For example, a patient fitted in continuous wear is not only purchasing an upgraded material, but additional professional time and expertise is required in follow-up care to be certain the patient achieves success. We always justify our fees based on the services we provide and not the products we use.”
For more information:
- Carmen Castellano, OD, FAAO, can be reached at 1034 South Brentwood Blvd., #300, St. Louis, MO 63117; (314) 863-0000; fax: (314) 863-0235; e-mail: ccastellano@koettingassociates.com.
- Susan Resnick, OD, FAAO, can be reached at 30 East 60th St., New York, NY 10022; (212) 355-5145; e-mail: Susanr58@aol.com.
- Glenda Secor, OD, FAAO, can be reached at 17742 Beach Blvd. #305, Huntington Beach, CA 92647; (714) 596-4488; fax: (714) 596-5522; e-mail: gbsod@aol.com.
- Tom Bobst, OD, can be reached at 24130 Lorain Rd., North Olmsted, OH 44070; (440) 734-9920; fax: (440) 734-2870; e-mail: tombobst@usa.com.
- John Todd Cornett, OD, can be reached at Premier Vision, PO Box 50840, Amarillo, TX 79159; (806) 356-6868; fax: (806) 351-0120; e-mail: drcornett@amaonline.com.