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S P E C I A L E D I T I O N 2 0 1 5 • O P T O M E T R I C M A N A G E M E N T . C O M 41 CLINICAL CONTAC T LENSES T ODAY'S EYE CARE prac- titioners are fortunate to practice in an envir- onment where new tech- nology is everywhere. Contact lens technology in particular is evolving rapidly to improve ocular surface health, provide better vision at multiple distances and, most importantly, improve comfort. In order to take advantage of this technology in the most efective way, consider making the culture of your ofce one of innovation. Practitioners can do this by addressing three major areas: education, resistance to change and cost concerns. When developed appropriately, an innovative culture will result in a practice with a continu- ous stream of state-of-the art products and services. 1 EDUCATION When incorporating a new product or service, thoroughly train your staf so they can easily explain the benefts to patients. Remember, patients don't know what we know. Tey don't know that there are new contact lenses that allow more oxygen to their cornea, which decrease their chance for corneal neovascular- ization, or that there are lenses with enhanced moisture techniques, which can increase comfort during long wearing schedules. Once patients understand the benefts of new tech- nology, they are more likely to comply with your recommendations. 2 RESISTANCE TO CHANGE Many patients may not want to change their brand or modality of con- tact lenses because their current lenses are "fne." It's your job to show them how newer technologies can take them from "fne" to "great." For example, I recently had a month- ly multifocal contact lens wearer in for an appointment. She was doing well visually, but her lenses were drying out throughout the month. I recommend- ed she be reft with a new, innovative daily disposable multifocal contact lens to address the dryness issue. Afer a bit of education, she agreed, and is now happier with the comfort, convenience and vision her new lenses provide. 3 COST CONCERNS Ofen, patients perceive something new as being more expensive. However, if you and your staf efectively com- municate the value of the product, cost is not as big a concern. For example, when prescribing a new lens, I fully explain how the new tech- nology will beneft the patient and why I'm recommending it. Once I explain how the new product will enhance the patient's life, cost is no longer an issue. AHEAD OF THE CURVE By providing the newest and most innovative options, not only will patients beneft from superior tech- nology, but you and your practice will also be seen as innovative and cutting- edge. Remove the barriers keeping you from incorporating innovative products and increase your chances for success. OM JASON R. MILLER, O.D., M.B.A., F.A.A.O., is a partner at Eyecare Profes- sionals of Powell, in Powell, Ohio, a member of Vision Source, and is an adjunct faculty member for The Ohio State University College of Optometry. Visit tinyurl.com/OMcomment to comment on this article. INCORPORATING NEW PRODUCTS CREATE A CULTURE OF INNOVATION BY OVERCOMING THESE THREE OBSTACLES How To Add a New Contact Lens into Your Portfolio When it comes to adopting new contact lens technology, many eye care practitio- ners are just as hesitant as, if not more than, their patients. Break down those barriers with a specifc plan. Identify the new technology For example, when a new daily dis- posable multifocal contact lens comes to market, identify the design of the lens and which patients would beneft from it. Educate your staff Hold a staff meeting to discuss the potential strengths of the new lens and which patients would be ideal candidates for the lens (Step 1). This strengthens the team and builds the excitement around this new product. Also, consider ftting a few staff members with the lens and ask them for their feedback. This will help them and other staff members educate patients on the benefts of the lens. Determine price Develop the pricing strategy for the and how it fts into your practice's con- tact lens portfolio. Be able to explain the strengths of this product and why your pa- tient should consider trying this product — and potentially pay more for it.