Your practice’s team is near the finish line of a patient’s contact lens exam. The patient has received a printed copy of their prescription, and they are now in staff’s hands to complete next steps on whether they will — or won’t — order an annual supply of contact lenses from your practice.
What happens next can depend on whether your practice has the right plan in place.
While contact lenses are a staple of most optometric practices, recent findings suggest a sizable gap in most practices’ contact lens capture rate (more on that below).1 According to results from a Contact Lens Spectrum 2023 survey, eye care professionals in the U.S. estimate that only 56% of their patients purchase contact lenses from their practice.1 Bridging this divide is important, since annual contact lens supply sales can not only help maximize a practice’s bottom line but can also enhance patient care and wearing schedule compliance.2
The following simple strategies can help your team increase annual supply sales, and in turn, provide benefits for your patients and practice.
Step 1: Know Your Baseline
Before you can increase annual supply sales, it’s best to establish some basics.
Your current capture rate: This is the number of patients who filled their prescription at your practice compared to the number of patients who received a prescription.
Your current annual supply rate: This is the percentage of patients who ordered a 1-year supply of contact lenses out of the total number of patients who ordered lenses from your practice.
Your current go-to contact lens specs. If your practice has a specific contact lens of choice or modality, determine its cost to the patient, available rebates, your practice’s profit margins and inventory of the lens.
Step 2: Adopt an All-hands-on-deck Mindset
Every member of your team plays a part in whether a patient decides to order an annual supply of contact lenses from your practice.
Front Desk: The front desk team member is usually the first touch point of your practice. The individual establishes the reason for the visit, authorizes insurance, and explains to the patient any insurance benefits they may have. Front desk staff may also organize rebates and keep them accessible for the team. They also act as your practice’s planners and help promote compliance by scheduling the patient’s pre-appointment for the following year.
Ophthalmic Technician: The ophthalmic tech is also an annual supply MVP. During and after pretesting, they can field questions, explain CL fitting fees, and gauge wearing satisfaction in current wearers. For example, the tech could ask, “Are your current contact lenses comfortable at the end of the day?” or, “I see that you play sports. Some of our patients who enjoy activities like yours prefer daily disposables. Our optometrist can discuss this further with you if you’d like.” Finally, the ophthalmic tech may also manage your contact lens and trial lens inventory.
Optometrist: In the exam room, the optometrist can further educate by expanding upon contact lens options. If a practice focuses on daily disposables, the OD can discuss the health and lifestyle benefits of this modality,3,4 and let the patient do a test drive of a trial lens. Before handing a copy of the prescription to the patient, the optometrist can let the patient know that they have been approved for an annual supply of contact lenses.
Staff Member: When the optometrist escorts the patient to the designated staff member following the eye exam, the OD can reiterate that the patient has been approved for an annual supply of lenses. The staff member then takes the baton and shares pricing information and educates on savings. This should include insurance coverage and available rebates, in addition to direct shipping options, if available.
Step 3: Keep to the Basics on Pricing
One good rule of thumb when discussing price is to keep it simple. Also assume a patient will purchase an annual supply. Never ask, “How many boxes would you like?”
The way you present pricing is also paramount. Here’s one example on how to simplify your message:
Mrs. Smith just finished her contact lens exam and is with the optician who is explaining pricing. Since Mrs. Smith has insurance coverage, the optician can say, “Your exam copay is $10, and the contact lens fit after insurance is $25. The total cost of your annual supply of contact lenses after benefits is $410. But since you’re eligible for a manufacturer rebate of $250 for an annual supply, this brings down your total cost to $195, which includes services and an annual supply of contact lenses. If you like, I can ship the lenses directly to your home at no cost.”
Trouble-shooting Tips
If a patient raises concerns after pricing is explained, staff can respond with confidence. For example, if a patient is worried about cost, clarify your math. This can consist of reviewing price per box, rebates, and payment options. For those patients who express an interest in purchasing their contacts online, lean into available rebates, the convenience of same day dispensing if applicable, or the option of direct ship at no cost.
For a patient concerned about committing to a year’s supply of contact lenses if their prescription changes before their next eye exam, be sure to tell them about CooperVision’s Simply Satisfied program. Finally, educate the patient on their options. If the patient requests their prescription, include a copy of the price per box on a pricing tear pad and staple it to the Rx.
Final Takeaways to Position Your Practice for Success
Annual supply growth is truly a team effort. Set goals and be confident educators when explaining options to patients. Maintain a careful inventory of your products. Keep your rebates organized and accessible and watch your annual supply sales rate grow.
For more learnings and resources, visit CooperVision’s Online Success Center.
