On a daily basis, most eye care professionals (ECPs) treat a range of patients who hail from different generations. And while Gen Z, Millennials, and Gen X all want first-in-class care and contact lens products, each generation tends to have nuanced wants and expectations in both their contact lens and ECP practice experience, according to a recent report from the Contact Lens Institute (CLI).1
In part 2 of our series, CLI Visionary, Dr. Roxanne Achong-Coan, OD, FAAO, FIAOMC, FSLS, FBCLA, shares additional insights on how ECPs and their teams can bridge the generational gap in contact lenses.
Lean into Technology and Flexible Scheduling
Millennials and Gen Z tend to use both glasses and contact lenses more frequently than Gen X, who generally prefer contacts alone, pinpointing opportunities for the practice, Dr. Achong-Coan says.
Additionally, Gen Z and Millennials like technology-enabled services such as online ordering, efficient communication, and flexible appointment scheduling. In response, Dr. Achong-Coan’s practice offers early morning and Saturday appointments, as well as a selection of fashionable frames for younger generations.
“Our doctors also emphasize the comfort, visual quality, and health benefits of contact lenses beyond merely technological aspects. Key considerations also include affordability, convenience, complimentary shipping, order tracking, and product authenticity,” she continues. “We remain committed to educating patients regarding the daily advantages of contact lens use, rather than focusing solely on product sales.”
Another tip: convenience is often king amongst younger generations. “Gen Z and Millennials, in particular, are accustomed to managing their health through apps and online platforms. Providing these options demonstrates that your practice values their time and embraces modern solutions. Further, by offering online appointment scheduling, digital patient portals, and telehealth consultations, we enhance convenience for patients of all generations. Such options, which are particularly valued by Gen Z and Millennials, reflect our dedication to efficient, patient-centered care.
Share Your Social Responsibility
Social and environmental awareness is important for younger generations. Initiatives related to waste reduction, sustainable product offerings, and public health participation are particularly appealing to these patients and have the potential to shape their long-term behavioral patterns and loyalty, Dr. Achong-Coan notes. At her practice, recycling blister packs is an area of sustainability focus, and she and her team encourage patients to bring in their used blister packs for recycling.
Target Ways to Strengthen Patient Loyalty Across Generations
Retaining patients and fostering long-term loyalty is crucial for the sustained growth of any eye care practice, Dr. Achong-Coan says. Each generation—Gen Z, Millennials, and Gen X—has unique expectations and preferences. By understanding and addressing these differences, practices can build meaningful relationships and maintain a loyal patient base, she continues.
All generations value a welcoming atmosphere, but younger patients especially appreciate diversity, inclusivity, and a modern aesthetic, Dr. Achong-Coan adds. “Ensure your office reflects these values through staff training, inclusive marketing materials, and a comfortable, visually appealing waiting area.”
Another pro tip: Educating patients about eye health, contact lenses, and available services builds trust and empowers them to make informed decisions. Millennials and Gen Z patients are likely to research their options online, so offering credible resources and transparent information during visits helps position your practice as a trusted authority, she says.
Also consider gathering feedback through surveys or online reviews which can help identify areas for improvement. “This also shows that your practice values patient input,” she adds. “Responding to feedback—both positive and negative—demonstrates commitment to excellence and patient satisfaction.”
Adapt to Each Generation’s Needs with Ease
“These approaches create a patient-centered environment where everyone feels valued,” she notes. “Adapting to generational needs, integrating advanced tools, and focusing on clear communication not only can attract new patients but also secure long-term success. Prioritizing education and engagement ensures all generations feel respected in their eye health journey, which will allow the practice to thrive in a diverse landscape.”
Access the CLI report and discover more contact lens resources and learnings at CooperVision’s Online Success Center.
Dr. Roxanne Achong-Coan is a graduate of the New England College of Optometry. She completed a residency in contact lenses at Pacific University College of Optometry where she is currently an assistant clinical adjunct professor. Dr. Achong-Coan has been in private practice with her husband and a third associate for 21 years in the Orlando area. She specializes in contact lenses including gas permeables, hybrids, orthokeratology, myopia control, scleral lenses, and dry eye therapy. She is a fellow of the American Academy of Optometry, fellow of the International Academy of Orthokeratology and Myopia Control, and fellow of the Scleral Lens Society.
