Oct. 11, 2023 — The Contact Lens Institute (CLI), in collaboration with The Vision Council (TVC), has published the latest in-depth guide in its See Tomorrow research series, “The Culture Calculation: Data-Backed Behaviors for Contact Lens Success,” designed to assist eyecare practices in developing and maintaining a positive contact lens culture to benefit patient satisfaction and business outcomes.
The release of the 19-page report coincides with the 2023 American Academy of Optometry annual meeting and features infographics, quantitative research, and practical insights and recommendations from optometrists, opticians, and technicians.
Following a preview at Vision Expo West, CLI executive director Stan Rogaski explains, “The full report goes considerably further, identifying what factors have the most potential to drive a positive contact lens culture both today and over the next three years.”
The study—which surveyed 173 responses from optometrists (51%), opticians (35%), and ophthalmologists (5%)—identified 21 culture-building factors, asking respondents which ones would make the greatest impact if given more attention or resources. Beyond product availability, ECPs focused on objectives under their direct control, such as education, training, in-office advocacy, and the emotional and professional benefits of contact lens prescribing.
Advancements in contact lens products and treatments ranked high among factors that are expected to have the greatest impact through 2026, and 21% of respondents marked profitability as a driver of positive contact lens culture. According to CLI, these findings suggest that leaders may devote more resources to keeping staff and patients informed about innovations in contact lens treatments.
“CLI members appreciate the strong enthusiasm for continued contact lens access and innovation,” says Rogaski. “We are also excited to see the focus on practice management-related culture drivers in the near future. Our findings indicate considerable potential to rethink how contact lens profitability is structured and calculated, and the report offers guidance and perspectives from highly successful colleagues.”
Addressing online retail, which was named as the greatest perceived threat to contact lens culture, the report includes evidence-based commentary from TVC senior director of market research and analytics Alysse Henkel, citing convenience as the primary reason for online contact lens purchases (52%) ahead of price (39%). Considering online buyers reported similar spending to in-person buyers, findings suggest there is considerable room for practices to market their convenience-related advantages to their patients.
The report includes additional guest columns submitted by several 2023 CLI Visionaries: Shelby Brogdon, O.D., McFarland Eye Care, Little Rock, AR; Andrew Bruce, LDO, ABOM, NCLE-AC, ASB Opticianry Education Services, Vancouver, WA; Ariel Cerenzie, O.D., FAAO, FSLS, Charlotte Contact Lens Institute, Charlotte, NC; Sabrina Gaan, O.D., Eyes on Plainville, Plainville, MA; Lisa Hornick, O.D., FAAO, Stanford Ranch Optometry, Rocklin, CA; Jennifer Lyerly, O.D., TrueVision Eye Care, Raleigh, NC; Diana Mejia, Bellaire Family Eye Care, Houston, TX; and Mark Schaeffer, O.D., MyEyeDr, Birmingham, AL.