Contact lenses are a foundation to my optometric business. I find it important to give that portion of my business the attention it needs. For that reason, over the past 5-10 years, daily disposable contact lenses have been a constant area of focus. This has been great because of all the new launches in the daily disposable category. Eye care providers are fortunate to have a multitude of innovative daily disposable lenses in every visual category, include spherical, astigmatic and presbyopic prescriptions.
Where are you right now?
This evaluation starts with understanding your current business strategy. In 2011, this was the average optometric practice with regards to each specific contact lens modality. Daily disposables accounted for about 15% of all contact lens fits and refits in 2011. There has been a shift over the next 5 years and daily disposables have doubled to 31% in their utilization.
Ask yourself, where are you along this product life cycle curve? Are you ahead of or behind the curve? What steps can you take in your practice to change this? My practice is over 75% daily disposable wearers. This is because it is our strategy and our philosophy. From my perspective, daily disposable lenses are a win-win!
The practice wins because daily disposable wearers are more compliant, and these patients come in to see you more often. This provides an opportunity to improve their vision with the most up to date prescription and address any patient concerns.
Create the vision for your contact lens business and get your staff on the same page in the practice. Do you want to be the “go-to” practice in your area for contact lens care? Think big. Commit to a strategy and make daily disposable contact lenses a consistent focus.
Dr. Miller is a partner in a private practice in Powell, OH and he is an Assistant Professor of Clinical Practice at The Ohio State University College of Optometry. Dr. Miller has consulted, lectured and performed research on a wide variety of eye care areas, including contact lenses, myopia control, dry eyes, allergic conjunctivitis, practice management, electronic health records and billing & coding issues. Dr. Miller has been published in many national publications, including a regular monthly column on contact lens care in Review of Cornea & Contact Lens, Contact Lens Spectrum and Optometric Management.