It’s time to talk about contact lenses!

The “It’s good to talk” campaign by BT, a global telecommunications company, demonstrated the power of focusing on communication, these carefully chosen words led to an impressive incremental €5 billion in sales over the five years it ran, as well as helping to transform their brand perception.

Imagine what a difference it could make if the whole practice team were confident and proactive in having effective contact lens conversations. A recent survey found that only one in six people recalled having contact lenses discussed. A typical shop floor introduction may begin by asking a question as simple as “Would you like to try contact lenses?”.  Unfortunately, a “No” response often puts an end to the discussion. 

Here we review approaches which are more likely to spark interest, keep the conversation flowing and best respond to any concerns regarding contact lenses.

Why might a lack of interest in contact lenses occur?

Polls often report sight as being our most valued sense, which naturally may result in some having a guarded approach to eye-related issues. A lack of understanding may be clouding judgements, or simply that contact lenses haven’t been previously recommended. 

How can we best introduce contact lenses?

A good starting point is to go back to basics and establish how contact lenses can support their lifestyle and visual needs. Finding a personal motivation and reason to believe is a powerful way to encourage the contact lens discussion (figure 1). 

• What activities would you prefer not to wear your glasses for? 
• When would you like to experience freedom from your glasses?  
• What does a typical day look like? 
• What activities do you use your glasses for?

Figure 1: Introducing conversations about the contact lenses

 

“How often do you wear contact lenses?” may be a gentler initial approach, avoiding the need for a direct Yes/No conversation killer question, revealing any previous wear and may even stimulate thinking about their current eyewear choices. 

To build on this further asking them to imagine a day with clear sight without needing to wear glasses, and how this may make them feel can be compelling. Linking back to personal information already received can be powerful in influencing their attitudes. 

The simplest conversation starters

Below are some simple engaging ways to explain some of the many benefits contact lenses provide.

• Confidence boost…
  Contact lenses offer a more ‘natural’ look, increasing confidence when you need it most, whether that’s out and about with friends, at work or simply going about your day-to-day life.
• Looking good…
  With contact lenses you can change your look and are free to wear any non-prescription sunglasses, giving you more choices to create your unique style.
• Clear vision…
  By imitating natural sight, contact lenses offer a wider field of view without the interruption of frames, giving you a more authentic vision experience. Plus, they don’t fog up in the rain!
• Get active…
  When it comes to getting active, contact lenses come into their own. Whether you’re a fitness enthusiast or simply lead a busy lifestyle, contacts give you the freedom to go about your day as you always have done.

 

Figure 2: Benefits of contact lenses

 

The test of time

Of course, as the wearer ages and their lifestyle changes, the most suitable contact lenses for their needs will also change. Regular reviews will ensure they’re always in the best lens for their sight and situation. Check that the sight results are still the same and if there’s anything that can be improved upon.  

Interestingly, when given the chance to experience new recommendations, even wearers who say they’re happy with their current lenses are impressed with the improved performance 

We need to look inwards 

It appears that one of the main reasons more people who are suitable don’t wear contact lenses is us! 

The solution is simple, it’s time for us and our colleagues to talk about contact lenses at each opportunity along the patient/customer journey. This can start as early as booking an appointment by asking “Shall we book an eye examination and contact lens suitability check?” followed by reminders of how aspects of their lifestyle could work well with contact lens wear. Supporting the eye wear selection process by providing contact lenses to help with choosing frames can be beneficial and can help further the discussion.

Remember they may not respond “No” forever, so revisiting the conversation at future visits and providing digital/written assets of the benefits may be advantageous, as after all it’s good to talk - about contact lenses!