Optometric Management Tip # 450   -   Wednesday, September 29, 2010
Recapturing Your Contact Lens Rxs

Many ECPs have seen a steady increase in the number of patients buying their contact lenses from other sources.  Some optometrists have just gotten used to this trend and are not paying much attention anymore.  But with just a few simple steps, you can easily recapture those Rxs that are walking out of your office and while you're at it, why not start a strategy to vastly increase the percentage of patients who buy a one-year supply?  Read on for how I did it in my practice.

Realize that the vast majority of your patients would prefer to buy their contacts through your office, and they will if you just give them a small reason to do so.  My staff told me that our patients generally apologized as they let us know they would be buying their contacts from another source.  They hated to do it, but they are smart consumers and the price difference could not be justified.  I really don't blame them and if I were in their shoes, I'd probably do the same. 

I strongly recommend that you always release the contact lens prescription.  It's not only the law in the U.S. but it is good business practice.  Patients have a right to their Rx and making it difficult to obtain creates bad will.  They will still buy the lenses from your office if you make it the most attractive option.

Capturing the contact lens Rx
Follow these steps to achieve a high Rx retention rate. 

Next week I'll provide a list of steps that will help you greatly increase the percentage of patients who purchase a one-year supply of lenses.

Best wishes for continued success,

Neil B. Gailmard, OD, MBA, FAAO
Chief Optometric Editor, Optometric Management