Conversations at the optical health facility: The potential new user

If patients don’t start the conversation about contact lenses, is it correct to assume they’re simply not interested? It’s far more likely that if contact lenses were never offered, patients will simply assume they aren’t suitable candidates. Our challenge is to identify the “best-fit” contact lens candidates — those whose lives would improve by wearing lenses — and convert them into users. The first time a patient experiences clear vision with contact lenses, it can be life-changing. We all remember those patients who had that pleasantly surprising moment in our chair. Don’t all our patients deserve that opportunity?

The answer must be yes. For this reason it’s essential to ensure we aren’t biased by our own perceptual barriers and deciding on behalf of patients whether they would be interested in contact lenses. Take note of the three types of patients to whom you would not recommend contact lens use. After reading this article, review whether your attitude has changed. Remember to think of your patients as potential users of both contact lenses and glasses rather than only one or the other. Currently only 13% of the spectacle-corrected population are “dual wearers” who use both forms of correction, while just 6% are “triple wearers” who also use sunglasses.⁴ A combination of vision-correction methods not only offers patients solutions to meet all their needs, but also holds enormous potential for clinical practice and its success.

First, probe your patient’s lifestyle, hobbies, and occupation. Think about how difficult it can be for an electrician with presbyopia to see up close while looking upward, or the benefits contact lenses offer to golfers who play outdoors.

Second, identify the “life‑defining moments” for patients — changing schools, starting university, beginning a new job, or even getting married — and how they could benefit from contact lenses. Look for clues in the patient’s appearance: simply observing how they behave and what they wear will tell you a lot about their lifestyle. Pay attention to comments from the patient or their family that may signal it’s a good time to start contact lens wear, for example: “I’ve taken up a new sport,” “I like how I look this way,” or “I like to be comfortable in all aspects of my life.”

Remember that part‑time contact lens use is common, with 40% of users wearing lenses at least five days a week and 74% wearing them for at least one full day. Consider asking, “At what times or in what everyday situations would you prefer to wear contact lenses?” to identify real situations where you can help. Going out on a first date and leaving glasses at home is very common, and interrupting a romantic dinner in a dimly lit restaurant to rummage through a bag for reading glasses are classic examples.

Once you’ve established a relationship of trust, the conversation about lifestyle and current satisfaction with glasses becomes open and honest. You may often have asked, “Have you ever thought about wearing contact lenses?” or “Would you like to try contact lenses?” — but the answer is generally “no.” A contextual conversation that highlights a real, tailored benefit frequently leads to a different result. For example: “I know you’re an excellent cyclist and there are times when being out in the rain with glasses is really annoying. Contact lenses will increase your enjoyment when you go out on your bike, and they also allow you to wear lightweight sunglasses.”

To succeed in getting potential users to try contact lenses, it's important to remove any barriers that might exist. These barriers can come from the vision professionals' practices, support staff, the patient, or a combination of these factors. Does the outside world know you offer contact lenses? Most clinics are still seen by patients as "eyeglass stores" with samples and samples of frames, and a much smaller space, if any, dedicated to contact lenses.

Make sure to have visual prompts for contact lenses throughout the clinic, from displays to posters and brochures, as well as information available on your website. Consider setting up the contact lens teaching area in a visible location.

The question "How much do they cost?" is often asked shortly after starting a chat about contact lenses. Let's not forget that it's natural for humans to want to feel smart in a conversation. The average patient might not know anything about contact lenses, and to them, one lens is no different from another. Asking about the cost is something "familiar" that the patient can ask, even if everything else is unfamiliar to them.

In fact, it's less likely that contact lens users are driven more by cost than by their health or the value in their purchasing decisions. Very few contact lens users (2%) see value as something related to price. Emphasize that you will be "aware" or "taking care of their eyes" or "offering a comprehensive eye care service".

Speak specifically about the health benefits, such as that a new, fresh lens every day helps protect against UV rays and has a surface that allows the eyelid to glide smoothly over the lens, to show added value. It is our duty to educate patients about the difference to make them feel important: "Allow me to tell you about the options we have and their added value as we go." A good way to handle a question in the initial consultation is to compare the daily cost to something they normally buy without thinking—like a coffee at work or a bottle of water—to put the cost in context.

Comfort is a key concern among potential new contact lens users.⁶ One example of how to address this in the clinic is: "I will gently touch your eyelashes to help place the lens, and you may feel it slightly wet or cool at first." For some patients try: "When I place the lens, there is a gentle sensation as it settles and the eye adjusts, with the eyelid gliding over the contact lens."

Once you have the patient’s interest, the next step is to try the lenses themselves, and this will be the first time the patient experiences the feeling of wearing contact lenses. The language we use here will significantly influence the experience for both parties. "Insertion" sounds invasive, "grabbing their eyelids" suggests an imminent struggle, and "foreign-body sensation" is a sure way to provoke nervous anticipation. Instead, favor softer expressions like "apply" the lens or "place it on." Make sure your language is positive and emotionally resonant by using words such as freedom, confidence, comfort, and appearance.

So that our patients understand this area of our clinical practice. Moving patients toward acceptance of our recommendation to use contact lenses, finding those potential new users and guiding them into the world of contact lenses, is a very personal decision and a service we must provide to our patients. It is up to us to find the right words and actions to ensure the message reaches its destination.

Think again about those patients you are not informing about contact lenses. The next time these three types of patients come in, try using and applying these tips, talk about contact lenses, and see how many you can help become users.

(To access training module 2 on conversations in the optical clinic, you must first have completed module 1.)