By now, many of us have answered the phone at the office, and we can barely understand the caller. The connection is full of static and background noise. What becomes clear, however, is that the call is a contact lens prescription verification request, but it isn’t clear from whom. The caller gives a patient name and wants confirmation of the lens power, base curve and the material—methafilcon A. Now we know that the call is from Hubble Contacts.

Hubble takes a “one-size-fits-most” approach to daily disposable lenses. The lenses are made from methafilcon A, the same material previously used for some now discontinued monthly brands. The Dk/t value (oxygen diffusion through the lens) of 18 is less than a quarter of that of newer contact lens materials, and they are not available in toric or multifocals.

Why are contact lenses like that gaining popularity? Put simply, our patients’ perception of contact lenses is skewed. They see contact lenses as a commodity rather than a medical device. Price and convenience are perceived as value. Isn’t it true that one of the top reasons patients want contact lenses is the convenience of not wearing glasses? There is also the convenience of Hubble’s subscription program. After setting up the subscription, which includes 30 free lenses, Hubble ships 60 lenses per month and automatically charges the customer’s credit card.

How can we guide our patients away from the commodity concept and back to the medical device reality? A request for a contact lens prescription verification means we have already fit the patient. Did we take the time to explain why the prescribed lens was the best for the patient’s vision and eye health? Did we review pricing to see if it was a concern? Don’t forget about manufacturers’ rebates. In many cases, rebates reduce the cost of lenses to below online prices. Insurance is another area where we can come out on top. Patients who purchase contact lenses from you may be able to use their insurance benefit directly or get reimbursed. For convenience, your office can set up its own online ordering system. Inform patients that you, who know about their personal vision needs, are only a phone call away should questions arise.

Online contact lens companies won’t go away, but it’s up to us to make sure our patients know we can do more and remain competitive with pricing and convenience. Our patients need to know that one contact lens doesn’t fit most, and that we can accommodate their specific vision needs. A good CE course about your contact lens business is “Explore Specialty Markets to Build Your Contact Lens Business” at 2020mag.com/ce.

Linda Conlin
[email protected]
2020mag.com/education