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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 55 W HAT IS it that makes someone attractive? A lot of people might say "nice eyes," but a recent study from the University of California at Irvine found that, more specifcally, it's the limbal ring of the eyes that people notice. Eye-enhancing contact lenses are getting attention in the U.S. To meet this demand, I have incorporated 1-DAY ACUVUE DEFINE brand con- tact lenses, from Johnson & Johnson Vision Care, Inc., into my portfolio. OVERVIEW Te DEFINE lenses work by using iris-inspired designs with an outer darker limbal ring imprinted on them. When patients wear the lenses, con- trast is created between the iris and the sclera — along with an inner translu- cent lights-efect pattern. With 1-DAY ACUVUE DEFINE brand contact lenses, wearers can add depth and defnition without changing their natural eye color. Te result is a much more natural-looking product that patients are readily embracing. Tere are three varieties that help the wearer experience personalized results: NATURAL SPARKLE, NAT- URAL SHIMMER, and NATURAL SHINE. What patients love is that the lenses look diferent on each person. FITTING AND CHAIR TIME We have posters in the ofce that are meant to pique our patients' inter- est, but we always bring the lenses up in the exam room. Recently, I was tell- ing one patient about the lenses and she asked whether they were the ones from the poster in the waiting room. She expressed that she had hoped I would tell her she was a candidate for them. Tat resonated with me — that she was waiting for me to say something frst. As practitioners, it is our job to be pro- active in making recommendations. Te fttings do not take long. I tell patients I have a lens that will make their natural eye color look more vi- brant — would they want to try them? If they have blue eyes, I pull SPARKLE; if they have medium eye color I pull SHIMMER; and if they have dark eyes I pull SHINE. Some patients ask to take the lenses home and decide afer they get the opinion of family members or friends. Tat's fne with us. In fact, it's not uncommon for us to gain new pa- tients just from existing patients show- ing of their enhancement lenses. PRACTICE BENEFITS One of the biggest benefts we've seen since introducing these lenses has been this aura of goodwill and excitement at the ofce. Patients have fun trying them on and may ask other patients in the waiting room or even other staf members to weigh in on what they think. Tat generates cu- riosity from other patients. Tey may also post a photo to social media, which, in turn, garners even more re- ferrals. Even if they don't end up pur- chasing the lenses, that sense of fun keeps patients happy and loyal to our ofce. Tey leave feeling like we are a proactive practice that is keeping up with the latest technology. Of course, the proftability is also there. Te lenses are more proftable than other spherical disposable lens- es, and they're worth the chair time, even if some patients are passing. At our practice, we've found them to be incredibly benefcial. TRY IT ON When discussing the efects of the lenses to patients, I like to call them "Instagram for the Eyes." It's essential- ly an instant, natural-looking touch up. Not only do these lenses make the eyes look more youthful and less tired, but they also make them look whiter. Tey will make blue eyes brighter, green eyes sparkle and brown eyes more intense. Who wouldn't want that? OM PATRICIA POMA-NOWINSKI, O.D., practices at Birmingham Vision Care in Bloomfeld Township, Mich. She is a paid consultant to Johnson & Johnson Vision Care, Inc. Visit tinyurl.com/OMcomment to comment on this article. DEPARTMENTS CONTAC T LENS FOCUS ENHANCING NATURAL BEAUTY SUBTLE EYE-ENHANCING CONTACT LENS DELIVERS BIG IMPACT