CONTACT LENSES

9 Simple Ways to Compete With Online Sales

One contact-lens-centric OD divulges the secrets to her differentiation

almost a third of Gina Wesley, O.D.’s sales at her Eyecare of Medina practice in Medina, MN, are in contact lenses. How did her business manage this feat in the face of ever-increasing Internet competition for the contact lens dollar?

She credits her practice’s shift to selling dailies—plus some solid business tactics—for increasing the contribution of contacts to her bottom line. Here, she shares nine novel ways her business has made this goal a reality—and ways other eyecare professionals can compete with online sellers to keep lucrative contact lens sales in their own practice.

1. BE PREPARED. “We’re very up-front. Be prepared with pricing information. Assume the patient is going to buy from you, but be ready for conversations about how you compare to online retailers.”

2. CHECK PRICES. “Be aware of what lens brands are available online at potentially hugely discounted rates. We fit certain modalities and newer technologies because most of those lenses are part of the unilateral pricing policy.” (See sidebar, next page.)

3. OFFER A GUARANTEE. “If a patient has a prescription change or has to change brands for some reason, we guarantee we will work to trade contacts purchased from us. We try to make it easy so they’re not concerned about being ‘stuck with lenses’—which is what will happen if they purchase online.”

4. TALK NEW TECH. “In the exam lane, I say, ‘I don’t know how much you know about the newest contact lens technologies.’ Then I discuss what’s new, even if they are already in an advanced-technology lens.”

5. OFFER TRIALS. “I make it easy for patients to try new contact lenses. I am very generous with trials. Online companies won’t do that.“

6. EXCEL ON SERVICE. “It’s going the extra mile. We try to deliver things that online retailers would never be able to do. Service is one area where we totally win.”

7. EDUCATE MILLENNIALS. “The younger shoppers may be more likely to shop online, but they’re also more likely to embrace the value of what you provide. That’s why it’s important for the doctor to educate them about what it is they’re going to get with their contact lenses.”

8. OFFER MORE. “I always say it has to be more than just the contact lens itself to compete with online. It has to be the guarantee or the service or the ‘I’m available to answer questions anytime.’ You have to find ways to make sure it’s easy to work with you.”

9. EVEN THE FIELD. “Online will be there and it will be competitive,” says Dr. Wesley.

According to The Vision Council, at the end of 2015, 18% of contacts were sold online, a rate that has been increasing by 6% to 8% a year.

Despite those numbers, Dr. Wesley sees that in her practice, “online concerns were more of an issue three years ago. Because more companies are embracing unilateral pricing policies, it has created a more even playing field so that my practice can beat online with service and customer experience.”

—Stephanie K. De Long