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Improving your spectacle patients' in-practice experience with contact lenses during frame selection
Michael Mayers1, Meredith Jansen Bishop1, Daryl Walerius1
1Johnson & Johnson Vision Care, Inc., United States.
Summary
Offering complimentary contact lenses (CLs) to spectacle wearers during frame selection enhances their in-office experience and increases eyewear purchases. This strategy also significantly boosts the likelihood of patients proceeding with a comprehensive contact lens fitting.
Area of Science:
- Ophthalmology
- Optometry
- Market Research
Background:
- Spectacle-only wearers represent a significant patient demographic in optometry practices.
- Exploring strategies to enhance patient experience and expand contact lens adoption is crucial for practice growth.
Purpose of the Study:
- To evaluate the effect of offering complimentary contact lenses (CLs) to spectacle-only patients during frame selection.
- To assess the impact on in-office experience, eyewear transaction amounts, and contact lens fitting uptake.
Main Methods:
- A market research survey was conducted across five US optometry offices.
- A control phase involved usual care, followed by a test phase offering CLs during spectacle frame selection to eligible patients (18+, no prior CL interest).
- Post-visit surveys were administered to patients in both phases.
Main Results:
- 63% of patients in the test group accepted the CL offer.
- Patients trying CLs spent significantly more on eyewear ($708 vs. $593, p=0.04) and were over 2.5 times more likely to schedule a CL fitting (p=0.01).
- Over 3 times more patients considered future CL fittings (p=0.0003), with high satisfaction (93%) and repeat intent (86%).
Conclusions:
- Complimentary CL offerings during frame selection positively influence patient experience and purchasing behavior.
- This approach serves as an effective strategy to increase contact lens fittings and grow the overall contact lens business.