HANDS ON - Focus On Contact Lenses
Colorful Future
by Karlen McLean, ABOC, NCLC

When it comes to color contact lenses, the marketplace is a virtual rainbow. More and more doctors and staff are recommending colors, and more and more patients are purchasing them, often in multiple shades.

Some ECPs cite too much chair time, intensive patient monitoring, shaky patient loyalty, a professional versus salesperson role, and compliance concerns when opting out of colors and staying with traditional contact lens modalities.

The companies that manufacture and market color and cosmetic CLs are aware of these concerns and are taking strides to make color CLs mainstream. Here's what's in the pipeline for ECPs and color CLs.

PHOTO COURTESY OF COOPERVISION

THE TECH KEY

Look for practice management systems that will help decrease color selection time. Many tools, including new training programs, will focus on technicians and their role in fitting, counseling, teaching, and dispensing CLs. New tools and point-of-purchase materials for fitting and explaining color CLs to patients will also be introduced.

SIMPLIFIED SYSTEMS

Color CL dispensing systems will be more streamlined. New P.O.P. materials will feature easier color selection processes, such as realistic color wheels and palettes. Use of DVD or VCR continuous-loop tapes for office use, as well as computerized selection processes, will increase.

Colors will be grouped together, inspiring consumers to choose multiple color CLs within color families.

Easy initial fitting and smooth conversion from other CL modalities will be emphasized, with new technical materials and tools for understanding and working with color CLs at the initial fitting stage.

	PHOTO COURTESY OF VISTAKON

Using transition scripts and signing off on an Rx pad that lists color CL brands simplifies the transfer from doctor to technician.

CONSUMER MESSAGING

Focusing on beautiful eyes and the luxury of colors will continue to drive consumer advertising. Look for color CL brand ads in magazines and newspapers.

The opportunity for ECPs to increase patient base and revenue with color CLs is strong, whether as a primary or secondary CL sale.

Most color CL sales are multiple-color sales, or as a supplement to clear everyday lenses for those who occasionally want a different look.

REFINING APPROACHES

Manufacturer support services associated with color CLs will be highlighted, including user- and ECP-friendly return and exchange policies.

The revamped focus goes beyond colors and into wearing comfort, improved materials, and design details such as asphericity. Attention to visual acuity and emphasizing color CLs as medical devices, not just cosmetic accessories, will be a common thread.

CL care solutions will continue to evolve and expand while emphasizing extra comfort, longer wear, and easy-to-use themes.

Keywords for color CLs this year include: Natural, realistic, comfortable, best vision, enhanced design, technologically improved, expressive, and advanced.