CONTACT LENSES

Move Over, Millennials

Today, baby boomers are the generation growing the contact lens market

“were not so different, you and I,” says the baby boomer to the millennial.

Generational gaps can be polarizing, but these groups have similar wants and needs, says Mile Brujic, O.D., with Premier Vision Group, which has three locations in Ohio. “Both age categories are surrounded by technology that we know is important to both populations,” he says. “Specifically when it comes to contact lens wear, we need to be remarkably cognizant to the fact that a comfortable wearing experience needs to be at the top of mind.”

Here, Dr. Brujic shares three insider tips on how to tap into the growing boomer contact lens market.

1. DON’T JUDGE A BOOMER BY HIS/HER GLASSES

“Don’t pre-judge. If a baby boomer is in your chair and wears glasses, don’t presume that they will want to continue wearing glasses. They may not be wearing contacts because they are unaware that they are candidates for contact lenses. Make sure that if they are candidates for contact lenses, they know it.”

2. CONVENIENCE IS KEY

“Offer convenience. When the final prescription is determined for the patient, provide the convenience of a year’s supply of lenses. Oftentimes there are financial advantages to this, which increases the value the patient receives.”

3. PRESCRIBE, DON’T SELL

“Never sell contact lenses. Prescribe to your patients based on their needs. These needs are based on both the refractive needs of the patient along with the environment that these individuals are a part of.”

Which contact lenses work best for boomers? Multifocal contact lenses usually fit the lifestyles of full-time-wearing baby boomers, Dr. Brujic says, noting that they provide both the flexibility of a range of vision and minimize their need for glasses.

Single-vision options may also prove beneficial for hobbies and activities, he adds, such as avid golfing. Finally, toric options have provided more contact lens wearers with the convenience of daily disposable lenses.

—Kerri Ann Raimo