Beliefs vs action in CL practice

New research revealed practices’ beliefs and behaviours around contact lenses (CLs) often differ and, when compared to other vision correction options, CL patients are more profitable.

The Contact Lens Institute (CLI) and The Vision Council jointly surveyed 173 members of the US eyecare community. Of the respondents, 94% said they believe their practices already have a positive CL culture and 84% encouraged doctors and staff to recommend CLs, with the same percentage encouraging patients to consider them. However, those beliefs were found to be in stark contrast to actual behaviours.

The new data indicate only 49% of practices discuss CLs with the majority of eligible, non-lens-wearing patients. This validates prior consumer research, in which more than two-thirds of patients said they did not recall CLs being discussed during their last two exam visits. While in another recent survey, 44% of glasses-only wearers expressed interest in CLs but stated the possibility was never raised by their eyecare provider.

The research also highlighted the financial upsides of CLs, but only 47% of respondents said their practices quantify the business impact of CL patients compared with those using other forms of vision correction. Of those who do perform some type of assessment, 56% reported CL patients were more profitable.

When asked about what impacts a positive CL culture, product access and advancements topped the list followed closely by elements over which a practice has more direct control, such as education and training, in-office advocacy and the emotional and professional benefits staff receive by prescribing CLs.

“The golden thread across our culture research findings is opportunity – opportunity to have more patient conversations, opportunity to enhance certain practice elements to motivate colleagues and opportunity to better measure the substantial economic value of contact lenses to the eyecare community,” said Stan Rogaski, CLI executive director.

The report, The Culture Calculation: Data-Backed Behaviours for Contact Lens Success, is available here.