[Blog] How Optometry Practices Use Selling Platforms to Capture More Contact Lens Sales

blog Sep 16, 2022

"There is no money in contact lenses!"

It is a prevalent sentiment in the eyecare industry. Over the past decade, with more online sales options for patients, ODs have experienced a steady decline in sales. Often, they give up on trying to sell all together. They believe they can’t capture more contact lens sales.

Yet, the average ECP generates 33% of a practice’s gross revenue from contact lens sales and fittings. It can be a profitable part of any practice. The key is understanding what each patient is worth to your practice.

SAMPLE PRACTICE:

A 1 to 2 doctor practice will see about 100 patients a week, and generally 20-30% of those patients will be contact lens patients. That is roughly 1500 patients a year who need to purchase contact lenses.

If we put an average value of $200 per sale, that is $300,000 in potential revenue in contact lens sales, and another $300,000 in exam fees. The key to generating great revenue is attracting patients who walk with their Rx or re-order online. Auto-reminders and marketing to patients overdue to see you is an easy way to utilize technology that can bring these sales back to your practice. 

Using technology to auto-remind patients of contact lens re-orders and to sell online is sometimes an adjustment for staff. Staff can worry that their position might be eliminated. Or they might feel overwhelmed by changes to the process of ordering and selling contact lenses.  

Sometimes, a practice doesn't have enough staff, and the sales simply aren't happening. There is too much to do and contact lens sales can feel like a low priority.

Practices can implement an ordering and selling system in various ways to suit their individual needs. Many practices use elements of technology to help them capture lost sales, while continuing to manage ordering the traditional way.

Here are some of the reasons optometry practices utilize a selling platform to capture more contact lens sales:

  1. STAFF ISSUES

Perhaps you've wanted to use technology to sell contacts—because you know it would minimize patients re-ordering online or walking with their Rx. 

But you wonder, Does my staff have the time and skills to sell to patients who just want to walk with their Rx?

Identifying and then admitting weakness is not an easy thing to do.

Staff often has to juggle myriad tasks: greeting patients, managing calls, administrative tasks, billing, selling. This is one of the reasons optometry practices utilize contact lens selling technology to assist staff with their day-to-day tasks.  It often saves staff huge chunks of time.

At 15 minutes an order, utilizing technology can save 150+ hours a year in staff time. Sometimes this can take the place of an entire staff member. Technology can become another member of your team generating revenue while you focus on your patients. 

  1. LACK OF AFTER HOURS SALES 

Patients most commonly re-order their contact lenses at night. What tools are you offering to help patients easily order contacts—on their time?

Technology can help you serve your patients better than online retailers by offering easy ordering, no verifications, and the ability to use their insurance.

In addition, technology can be used to remind them when they are due to order and provide them with a digital copy of their Rx.

These are all ways to capture leaking revenue. 

  1. PATIENT NEEDS

Patients come to your practice because they feel taken care of. 

Offering a painless way to purchase from you and staying connected with reminders from your practice is a way to meet a patient's needs in an on-demand world. Patients often don't want to admit to you they don't want to drive and pick up their contacts, so sales leave your practice and get ordered online where they feel it is more convenient. 

Offering online sales that skips the data entry and verification is one way your practice can capture more contact lens sales and focus on caring for your patients. It offers a positive experience that will keep your patients coming back and telling others about your service.