Growing your contact lens database

The scenario

Several practices where I locum have a focus on contact lens growth this year. Can you share some tips and tricks for effectively raising contact lenses as a second vision correction option with patients you are meeting for the first time?

Pretty, locum optometrist

The advice

Nadia Siddiqi, optometrist, Johnson & Johnson Vision professional affairs consultant and faculty member

In this particular scenario, when a practice has informed the practitioner that it is trying to grow it’s contact lens patient base, as a locum optometrist I would want to find out more about their expectations and my role within this. For example, I would ask if they have a contact lens buddy or lead on the team who I should direct patients to when handing over from the testing room; I would ask if they are offering free trials or any promotions that I can mention to the patient; and I would want to know what lenses they have in stock available for potential same day fittings. I find that by not only providing the contact lens recommendation, but also mentioning any promotions or providing an opportunity to try the lens that day strengthens the recommendation.

Offering a lens-on-eye experience at the end of the sight test, is another great way for the patient to have a no obligation opportunity to experience how great contact lenses can be. If clinics don’t have the leeway to allow for this, even the opportunity for a patient to actually touch a soft contact lens can be enough to break down some misconceptions they may have and make them more open to the idea of contact
lenses.

Understanding the patient journey and the processes in that practice, as well as the
team members involved in this journey, will ease the pressure on the locum optometrist and ensure that they are aware of what falls within their remit and what elements of the process can be handed over, such as the teach.

Furthermore, being informed and familiar with all of the above at the start of the day will ensure that when the locum begins talking to patients about contact lenses, they are armed with all the relevant information to make trying them a streamlined journey.

It’s about identifying a possible benefit for the patient and tapping into it

It starts with talking

I talk to each and every patient about contact lenses – I am passionate about contact lenses from my own personal experiences. Whilst they will not be for every patient, nor will a patient necessarily take them up there and then, it is still important to plant the seed so patients are informed that contact lens wear is a possibility. Your conversation may lead to them talking about contact lenses to a friend or relative or them doing more research, before returning to practice and trialling them next time.

My conversations with patients are always personalised and tailored, which is key when you want to educate and inform them about how contact lenses could be of benefit. When discussing the cost aspect of lenses, I also find breaking it down to approximate cost per wear helps significantly.

I start by getting to know the patient during history and symptoms. I use this conversation to try and understand their lifestyle, and what the key benefit of contact lens wear might be. For example, if they mention that they are training for a marathon and elude to spectacles being inconvenient, I would ask, ‘Did you know that you could potentially wear contact lenses for running to avoid your spectacles moving around.’ It’s about identifying a possible benefit for them and tapping into it.

If a patient mentions varifocal glasses are inconvenient for certain tasks due to head positioning, I explain that multifocal contact lenses work differently and could be a solution.

As a locum, getting to know new patients, who you will likely not see again, can be difficult. People can only give you a condensed snapshot of their life. I find that
approaching these conversations more broadly can enhance the information that is shared. Asking a patient to walk you through their day or a typical weekend can often be very interesting and insightful.

Through this conversation I try to educate and inform patients about the many situations and scenarios that contact lenses could be useful – it’s about demystifying
this vision correction option and ensuring people don’t think contact lenses are something that’s great for other people but not necessarily for them. Much has changed in the contact lens sector over the last decade, ensuring patients are kept informed is key – if they tried contact lenses a decade ago and it didn’t work out, I will highlight how much contact lens technology has changed. If their experience was more recent, I emphasise that not all contact lenses are the same and trying a different brand could yield better results. As an analogy, I may say that there may be two best selling moisturisers on the market but only one suits you. It doesn’t mean the other best seller is bad, it might be perfect for someone else. It’s the same with contact lenses, if we know our products and know our patient we can find the right lens for them.

It’s also important when talking to patients about contact lenses that they are assured that it’s not an either/or situation. If they want to try contact lenses, this doesn’t make their spectacles redundant. They can benefit from both types of vision correction for different things across their daily life – I emphasise that it’s about dual wear.

This may seem obvious, but I come across patients regularly who do not realise this. I explain to them: ‘I like my trainers, my slippers and I also like my high heels. I don’t wear one pair of shoes all the time, I change depending on the situation and what I’m doing.’

Noticing these nuances in a conversation can provide practitioners with opportunities they can respond to in order to bring contact lenses into the conversation naturally

Lifestyle learnings

During the lifestyle conversation I actively listen for cues that might indicate a specific scenario where the patient may benefit from contact lens wear. For example, a patient might mention they take their glasses off when playing sport for fear of breaking them, that they are going on holiday soon and need prescription sunglasses, or that they specifically wear a blue filtering spectacle lens when night driving. Noticing these nuances in a conversation can provide practitioners with opportunities they can respond to in order to bring contact lenses into the conversation naturally.

Noticing and acknowledging a patient’s life stage is important too. You’d be surprised how many patients are unaware multifocal contact lenses even exist, or feel they are too specialised and complex for them. I might share the experiences of patients with similar experiences who I have fitted and demonstrate how life changing contact lenses can be.

Talking about all possible vision correction options ensures that patients are fully informed. By not mentioning contact lenses, patients could leave the practice believing that they’re not suitable for them.

Myths and new patients

There are some common themes that reoccur when talking about contact lenses to potential new patients. Misconceptions that are regularly raised include; contact
lenses are hard to handle, contact lenses can get lost in the eye and contact lenses are uncomfortable.

When responding to these types of misconceptions, I always start by letting patients know that I am wearing contact lenses and reassure them that they are both safe and comfortable. I always wear contact lenses when testing and being able to share my first-hand experiences, overlaid with examples, works well.

I move on to talk about materials and technology, and discuss monthly and daily modalities. Highlighting modality options is important as it reinforces dual wear. It emphasises to the patient that, for example, contact lenses could be the perfect option for them even for their once a week spin class, or when they are on holiday and want to wear sunglasses.

If a patient appears nervous about the possibility of contact lenses, I don’t pressure them. However, I will try my best to reassure them. Before the handover I might take a trial lens about of the blister pack and let them touch and handle it. This is really effective, and most people are positively shocked at how small, hydrated and soft a contact lens feels on their finger.

At this stage, I offer for the patient to try contact lenses while they are looking at spectacles, allowing them to see clearly when browsing. This aids both their spectacles selection and powerfully demonstrates to them how simple and beneficial wearing contact lenses can be.

Most practices I have worked in have a dedicated contact lens lead, someone who can coach and support new contact lens wearers on how to apply and remove them, advise on compliant use and answer any questions they may have. This reassures the patient that they will be continually supported every step of the way.

Practitioners shouldn’t underestimate the impact of not mentioning contact lenses during the sight test. Talking about all possible vision correction options ensures that patients are fully informed. By not mentioning contact lenses, patients could leave the practice believing that they’re not suitable for them

Ultimately, contact lenses won’t be taken up by every patient, but it’s important for all patients to understand that they are an option – it’s about educating, informing and breaking down barriers. By doing this you will help the practices you are locuming in expand their contact lens database.