CONTACTS IN FOCUS

Color Me Successful

How to step up your contact lens sales with colors

Beauty blogger Teni Panosian tries on colored contact lenses.
Photo courtesy of Alcon

advances in the colored contact lens category have made the lenses easier to fit, easier to wear, and in turn, easier to sell. Eyecare practitioners who want to step up their contact lens game might want to consider the cosmetic market as a gateway to sales.

April Jasper, O.D., in private practice in West Palm Beach, FL, has had a lot of success with colored lenses. Here, she outlines the key factors behind her success in that market.

START EARLY

Before patients even enter the exam room, they’ve already been exposed to marketing materials on colored contact lenses in Dr. Jasper’s waiting room. Utilizing marketing materials is an excellent way to get the ball rolling on colored lenses. At the very least, it plants the seed.

PROVIDE THE OPPORTUNITY

Dr. Jasper says much of her success can be attributed to providing patients with the opportunity to experience the lenses. “Statistics show that a large number of patients are interested—when they’re given the opportunity,” she says.

A 2013 survey by Alcon found that nearly half (49%) of survey respondents showed interest in wearing color. But actually trying them on is the key. Alcon reports that 90% of interested patients will buy colored lenses if they’ve had the chance to experience them.

KEEP IT OPEN

When it comes to selling color, don’t target a certain audience. Target everyone. While market research points to women preferring colored contact lenses over men and the fact that the 18- to 45-year-old age group is probably the most interested, Dr. Jasper says she still makes colored lenses part of her conversation with every patient.

“The only way to know who is interested is to actually ask them,” Dr. Jasper says. “I simply say to my patients before I fit them: ‘Are you interested in trying both clear and colors?’ I don’t leave anyone out. I give everyone the option.”

NARROW THE SELECTION

Narrowing the selection from the start can drastically reduce the amount of time a fitting will take.

“I ask the patient what color they’ve been interested in and then narrow the selection down to just two,” Dr. Jasper says. “You can use tools from the manufacturer to help you know what will look best.”

Alcon, for instance, offers training that helps the fitting process go more efficiently. Alcon also offers a virtual try-on tool at its Air Optix Colors contact lenses website, which allows patients to use a photo of themselves to virtually try on colored lenses in advance of their appointment.

SPREAD THE LOVE

You want patients to feel a confidence boost with their new lenses. Happy patients tell their friends. That’s also one of your best marketing opportunities. Another is social media. Dr. Jasper provides a selfie area with her logo in the background. Once posted to social media, it’s the perfect opportunity to generate new business.

— Lindsey Getz