Fashion and Wellness have become the trend in 2015 and predictions are that this trend will continue to gain momentum. Look around at what our patients are spending their time and money on. You will see them in the dentist office making certain their teeth look good, and in the dermatologist office, still concerned about skin cancer, but interested in laser treatments to remove pigmentation and minimize pores as well as numerous other cosmetic procedures. At your next visit to the pharmacy, observe how fashion is emphasized in addition to wellness in these stores.
Optometry must embrace this trend as well. Our patients not only want to see their best but also look their best. We have traditionally been great at solving both of these needs for our patients with glasses; however we have not had a comfortable and beautiful contact lens in our tool box to satisfy this fashion need.
With newer contact lens color technology now available, patients can experience comfortable contact lenses that also enhance their own eye color. Many of our patients are not yet aware of the updated color technology in contact lenses that is an option for them. If we are interested in being a part of this fashion trend, we must educate our patients regarding new technology in cosmetic contact lenses. Well-placed educational/advertising materials can be a great asset in the education of our patients. Utilization of these materials can also create efficiencies in our practice to enhance the patient experience.
Start by having your receptionist hand your patients a professionally made folder when they check in that contains a welcome letter from your office with mention of the products you are promoting that month such as cosmetic contact lenses.
Place vendor literature in the folder so your patients may read more about the technology and see what it looks like in print.
Consider placing a poster specific to cosmetic lenses in a key location in the pretesting area that allows your team members to engage your patients in discussion on the topic and talk about the welcome packet in general including the brochures within it.
We can all use help in educating our patients regarding new technology and cosmetic contact lenses are no different. Taking advantage of the educational/marketing materials available to us can be a great way to start this process.
Next month we will learn how to continue this education process throughout the patient exam experience in our office.
Don’t forget that the restroom is a great place to have key marketing materials as well, as long as we don’t create clutter.
April Jasper, OD, FAAO has a private practice in West Palm Beach, Florida. She serves on several Advisory boards including VSP, Vision Source, Allergan and Alcon. Dr. Jasper is Benedict Professor in practice management at Houston College of Optometry. Her passion is sharing with her colleagues in areas of practice management and technology in an effort to help them become more successful in patient care and personal growth.