This article is more than 5 years old. Information may no longer be current.
New contact lens program offers practitioners discounts, convenience
SAN RAMON, Calif.—Optometrists can now compete with contact lens mass marketers using Contract Contacts, a new direct-ship program developed by Primary Eyecare Network in conjunction with Con-Cise Contact Lens Co.
According to Gary Ware, vice president of Primary Eyecare Network located here, "Our purpose is to help the optometrist retain patients. More patients are actually buying lens from Wal Mart, Lens Express and other mass merchandisers. If they do, the optometrist often loses them and their families."
According to Ware, most practices don't have the time, staffing, inventory or desire to create and maintain a cost-effective mail order service. With Contract Contacts, Primary Eyecare Network gives optometrists access to large scale purchasing of virtually any lens through Con-Cise. And the optometrist can supply patients with all of the benefits and convenience of mass merchandise outlets and mail-order services, without compromising quality of care.
He added that when optometrists get calls for prescriptions, they should ask themselves what those patients are doing. "If every month one of those two patients buys from another provider, it can add up to a lot of dollars," Ware said.
Technicians explain system
Ware said that although the doctor should mention the service during the exam, the contact lens technician should provide the information and a brochure about Contract Contacts to patients.
Kathy Obermeyer, NCLC, a certified contact lens specialist at Valley Optometric Associates, Modesto, Calif., and a participant in Contract Contacts for about 2 years, said she tells patients, "the program basically replaces replacement lens insurance, which was our own in-office agreement."
She added, "Its best points are that it retains our patients so they don't go elsewhere for their eye care, and the patient receives a 6-month check-up at no charge."
Ware said the optometrist is billed by Primary Eyecare Network and, in turn, passes the cost on to patients by billing them openly or building the fee into the contact lens exam. Another option is for the OD to provide the service free because it is good for the practice.
Whenever a patient wants lenses, the OD submits a phone or fax order. Con-Cise ships the lenses within 24 hours and the patient receives them within 3 days.
Annual reminders sent to patients
Patients also receive an embossed membership card, listing their doctor's name and phone number, along with some of the system's benefits. Primary Eyecare Network sends a postcard to patients about 6 weeks before the 1-year expiration date, reminding them to call their doctors for an appointment.
"Patients like the system because, besides the convenience of mail order, they get discounts on sunglasses, regular glasses and other goods," he said.
Ware added that there is an underlying psychological phenomena; people really prefer the more personal doctor-patient relationship of traditional optometric practices.
"A few years ago, a lens manufacturer found in a survey that patients believe their doctor's practice cannot provide reasonable pricing because he or she doesn't have the volume," he said.