Depending on a patient’s experience with contact lenses, staff can position the question as a potential solution for their visual correction. “I understand that glasses work for you, but many of our patients are wearing contact lenses to address their visual needs and rid themselves of the cumbersomeness of readers.”
Once the patient arrives in the examination room with the optometrist, the contact lens conversation has been raised multiple times. Based on the information the rest of the staff could obtain, the optometrist can present innovation in contact lenses specifically for that patient, noting the reasons that particular lens provides benefit to their patient’s needs (e.g. lifestyle, visual correction, comfort, cost and convenience, and so on).
3. Streamline in-office promotional material
Surface clings, promotional videos and in-office educational material should reflect the contact lenses that your team is discussing with patients.
Remind staff that brochures on display should promote the innovative technology in contact lenses that the office prescribes. Staffers should freely distribute this material to patients who may be interested in contact lens wear or who are wearing older contact lens technology. Most contact lens manufacturers provide patient rebates, making the potential switch to contact lenses or upgraded materials a cost-effective win-win for the patient.
As a team, decide which contact lenses staff should help promote and make sure that promotional materials are consistent with this message.
4. Harness the power of the thank-you note
A patient’s experience after leaving the office is just as important as her time during her visit.
In addition to sending a “thank you” email expressing our staff’s appreciation to patients for visiting our office, our team continues the contact lens conversation with follow-up questions about the fit and comfort of their trial lenses.
This is an example:
“We’re so glad that you decided to experience [company and brand name] astigmatic contact lenses. We would love to hear how your experience with the contact lens is going so far. Do you notice you are able to wear the lens comfortably throughout the day? Has this helped reduce halos and glare while driving at night? If you have any questions about the contact lens, we would be happy to schedule a time for you to speak with a staff member.”
Our team will also follow up with a phone call to patients to answer any questions they have about the lenses and to schedule their next annual exam. Through this continuous contact with patients, we not only help their transition to a new contact lens go smoothly, but also we reinforce that our team is here to provide them with the best support to ensure they obtain the best vision possible.
Making it happen
As optometrists begin to train and educate their staffs on the importance of how they communicate with potential contact lens patients, remind them of these three tips:
• Everyone in the office plays a part in optimizing the patient experience.
• Understanding the individual patient’s needs and prescribing innovative technology will go a long way to meet the patient’s needs.
• It should be the common goal to ensure that patients leave the office thinking how the whole team helped them to have a higher quality experience.