Optometric Management Special Edition

2015

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48 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 BUSINESS PERSONNEL POINTERS C ONTACT LENS patients are considered the most valuable in terms of ongo- ing revenue, and your staf plays a big role in retain- ing these patients. If prop- erly trained by the practice owner, they can spot opportunities to ofer new technology, advanced services and educate to improve user experi- ence and compliance. 1 ABO – ALWAYS BE OFFERING Never underestimate when a pa- tient may want to try contact lenses. People are motivated to try new things at diferent times in their lives, from a bride wanting to be spectacle- free on her big day to a teen who recently joined the football team. A great place to start a discussion is during the pre-exam. Sample script: "Mrs. Smith, I see by your chart you haven't purchased contact lenses with us before. Based on your needs and busy lifestyle, you would be a great candidate for daily disposable contact lenses. Tey are great for casual or full-time wear, with the added convenience of no so- lutions or maintenance. You put in a fresh pair every time!" 2 ABE – ALWAYS BE EDUCATING Discomfort is one of the biggest factors leading to dropout. To keep current contact lens wearers in their lenses — and to encourage dropouts to give contact lenses another try — you must educate them on the dif- ferent options available, and to see whether a new material or modality would be a better ft. Sample script: "Mrs. Smith, I'm sorry to hear your old contact lenses irritated your eyes. Tere have been many advancements since the last time you tried contact lenses, and if you could provide me with more de- tail about your experience, I'm con- fdent we can fnd a contact lens that will address your visual needs." 3 ABU – ALWAYS BE UPGRADING "New" and "enhanced" are power- ful words when talking about prod- ucts. Consumers want the latest and greatest, so don't assume patients are content to stay with the contact lens they are currently wearing. Here are a few upgrades that should always be ofered: Daily dis- posables and color-enhancing lenses as a new everyday lens or as casual wear; toric lenses if the patient is as- tigmatic and cylinder is -/+ 0.75 or higher; and multifocal lenses to pa- tients aged 40 and older to accommo- date changing vision. 4 ABR – ALWAYS BE REMINDING Contact lens care and mainte- nance greatly afects the comfort and overall wearing experience. Poor hy- giene, inadequate lens care, improper cleaning/replacing of lens storage cases and not adhering to the recom- mended replacement schedule are the common noncompliant behav- iors in lens wearers. Staf should be taught to review and remind patients of ongoing proper care and recom- mended wearing schedule, as well as the importance of yearly checkups. Sample script: "Mrs. Smith, thank you for purchasing an annual supply of contact lenses. Our ofce has cre- ated a handout that outlines proper use and care instructions for your new lenses. Also, we look forward to seeing you yearly for regular ocular surface and eye health exam so your optometrist can ensure you are al- ways seeing your best. Would you like to book that appointment now?" 5 ABA – ALWAYS BE ASKING All practice staf should be trained to start contact lens conversations. Something as simple as "Are you in- terested in contact lenses?" or "Are you aware we carry one-day and two- week contact lenses in stock for you to take home today?" can open the door to contact lens sales. TRAIN YOUR TEAM It takes a team to properly care for the new contact lens consumer. Taking the time to train your staf to start contact lens discussions will result in higher patient retention and conversion. OM TRUDI CHAREST, R.O., A.B.O., is the president and trainer for Total Focus Training & Consulting and president and founder of Jobs4Ecps.ca, an online eyecare job site. Visit tinyurl.com/ OMcomment to comment on this article. IT TAKES A TEAM TO PROPERLY CARE FOR THE CONTACT LENS CONSUMER. PRIORITIZING STAFF TRAINING IS YOUR STAFF READY TO HELP THE NEW CONTACT LENS CUSTOMER?

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