Making Colors Primary

A CONTACT LENS SPECTRUM STAFF REPORT
DEC. 1996

Contact Lens Spectrum's consulting editors and other expert clinicians report on today's colored lens options and how they fit into contact lens practice.Some of the most highly motivated potential contact lens wearers are people who want to enhance or change their eye color. And in one midwestern practice, 50 percent of patients who want colored contact lenses are new fits. Is this a niche market you should explore?

SPARKING PATIENT INTEREST

Most practitioners we polled said they don't actively market colored contact lenses. Yet, most agreed this modality should be included as one of the contact lens options from which a patient can choose.

"After we've completed the routine eye exam, we review all the options," said Mitchell Fink, O.D. "We go over them quickly, but if something strikes a positive response, we'll pursue it."

Most practitioners said they rely on word-of-mouth referrals for colored lenses. "The satisfied consumer is our best referral source," said Dr. Fink, who noted that about 30 percent of his contact lens patients use colored lenses on some occasions.

Once patients are in your office, there are some helpful point-of-purchase materials such as wall or table posters. "These are important," said Robert Grohe, O.D. "Not everyone reads Elle or Cosmo and even if they do, they may skip over the ads in the magazines. These posters are right where patients can see them."

Dr. Fink's office has adopted a slogan from a colored lens manufacturer: Don't let your lips have all the fun. "It's kind of cutesy," he admits, "but it fits the personality of our office."

IDENTIFYING THE COLORED LENS OPPORTUNITY

If your goal is to prescribe more colored contact lenses for cosmetic enhancement, examine your patient base and the demographics of your practice.

Some top colored lens fitters have taken full advantage of their location. The practice of George Bakowski, O.D., is based in an upscale mall in the Shreveport, La., area where he dispenses 3,000 opaque lenses annually. Dr. Fink's practice is located in Willingboro, N.J., a community with a diverse population of about 50,000 people just outside metropolitan Philadelphia.

When evaluating your practice, also consider the percentage of your patients who are wearing disposable lenses. Several of the practitioners we interviewed said the patients who opt for disposables are people who are not deterred by the higher cost for this modality. These same patients may be more likely to indulge in a color-changing lens or an enhancing tint "just for fun."

WHO ARE THE OPAQUE-ABLES?

Sixty percent of patients who wear opaque lenses are Caucasian, 25 percent are African American, and the remaining 15 percent are Hispanic, Asian and other, according to data provided by colored lens manufacturer Wesley Jessen. About 97 percent of all opaque lens wearers are female, and the company's target age group for marketing purposes is 18 to 34.

"Colored lenses have become quite a fad among high school students in my area," says Martin Goldhaber, O.D., Columbus, Ohio. Dr. Goldhaber estimates that about 80 percent of his practice is African American and about 40 percent of his contact lens patients wear colored lenses. "About two-thirds of my patients in colored lenses are ages 12 through 18."

"Overwhelmingly, the typical patient in my practice is female," says Dr. Fink. "That's the only profile I can offer. For example, yesterday we had six fittings for colored lenses. All were women, the youngest about 20 and the eldest about 66 years old. Two use the FreshLook (disposable) modality exclusively. All the others will use it in addition to their regular disposable contact lenses. All were new patients."

USE INVENTORY TO POSITION YOUR PRACTICE

Dr. Bakowski started with a healthy initial inventory of about 200 colored lenses. However, because his practice is in an area where opaques are quite popular, he has capitalized on this location by being THE eyecare practitioner to see for colored lenses. His extensive inventory (he has about 600 lenses in stock at all times) enables him to provide lenses the same day. For patients who need immediate replacements, like the wedding guest from out-of-town who tore her -5.50D emerald green lens, Dr. Bakowski's office is the only place in town.

Even a limited trial set is helpful, says Dr. Grohe. "These lenses present some challenges. Most of the time, patients are pleased; but some are concerned about the way they will look. Placing a colored lens on the eye can alleviate some of these concerns," he said.

VANITY IS OK

Who can argue the value of a contact lens designed to mask a scarred or deformed cornea? The improved cosmesis will no doubt boost a patient's self-esteem and enable him to function with renewed confidence.

On the other hand, people who are considering colored contact lenses to change or enhance their eye color may be almost apologetic when they inquire about them.

"We acknowledge that patients are getting their lenses for cosmetic reasons," said Dr. Bakowski, "and we compare the expense to what they would pay for cosmetic surgery or a membership at a fitness center."

PATIENT EXPECTATIONS

"You have to be aware of what the patient wants," said Randy McLaughlin, O.D., M.S. "For example, a girl that we fit with aqua lenses used to wear aqua clothing to bring out the color of the lenses, but she complained that people noticed that the eye color was not realistic. You need to find out what type of patient you're dealing with. Some people don't want anyone to know they're wearing colored lenses. Others don't care."

POPULAR CHOICES

Dr. Bakowski, who has a large patient population of brown-eyed people, said 60 percent of his patients who wear colored lenses choose hazel. Dr. Goldhaber, who said 80 percent of his patients have dark brown eyes, also named hazel as the most popular color choice. Dr. Fink, who practices in Willingboro, N.J., noted his diverse patient base most often prefers green lenses.

THE PROS & CONS OF PLANO FITS

The practitioners we polled were about evenly divided over whether or not to fit plano colored lenses for eye color change only.

"About five percent of my practice includes colored lens wearers, all of whom require vision correction," said Joseph Shovlin, O.D. "I have a problem prescribing plano colored lenses because of the inherent risk with contact lens wear. It would be a shame for a patient who required no visual correction to develop a corneal ulcer."

Some practitioners, like Dr. Grohe, say they rarely see colored lens patients who don't need vision correction. "In our clinic, the majority of patients who inquire about colored lenses want to supplement their existing lenses with a pair for special occasions," he said.

"We do fit patients who require no visual correction with colored lenses," said Dr. McLaughlin. "The workup is the same as for any other contact lens patient, and there is the need to explain compliance."

Although most of his patients need vision correction, Dr. Goldhaber noted that he sometimes prescribes plano lenses to spectacle wearers who want to change their eye color. Most often these are patients, such as high astigmats or presbyopes, who cannot achieve satisfactory correction with contact lenses.

Sometimes patients will ask why they must be examined if their lenses have no power. Dr. Bakowski explains that he must assess ocular health, verify that they don't need vision correction and take precise measurements to ensure a comfortable fit.

DISPOSABLES GAIN POPULARITY

"We prescribe disposable lenses for about 90 percent of our patients who want to change eye color," said Dr. Goldhaber. "With a monthly replacement schedule, they always have clean lenses, and they always have spares. And if they're less attentive to their cleaning regimen, as youngsters sometimes are, they're throwing the lenses away in a month."

Patients who currently wear disposable lenses are more likely to want to wear disposable tinted lenses, says Dr. Fink. Also, patients with allergies are good candidates for disposables, adds Dr. Grohe.

LENS CARE

Although it's wise to check the manufacturer's recommendations, lens care for standard opaque and tinted lenses is generally the same as for clear lenses. Patients who already wear clear contact lenses can often use the same care system for their colored lenses.

CONTRAINDICATIONS

There are no contraindications unique to opaque or translucent contact lens wear for cosmetic enhancement. As long as the lenses are prescribed and maintained properly and a healthy wear schedule is followed, any patient who can adapt to contact lens wear can adapt to colored lenses.

One note of caution from Dr. Shovlin: Some adolescents who use acne medication that contains benzoyl peroxide had lightening or bleaching of the lens tint.

The only significant drawback to prescribing this modality, according to some practitioners, is that opaque and enhancing tint lenses are not available in all the parameters of clear lenses. CLS

Our thanks to the following practitioners who contributed to this article: George Bakowski, O.D., Shreveport, La.; Mitchell Fink, O.D., Willingboro, N.J.; Martin Goldhaber, O.D., Columbus, Ohio; Robert Grohe, O.D., Homewood, Ill.; Randy McLaughlin, O.D., M.S., Columbus, Ohio; and Joseph Shovlin, O.D., Scranton, Pa.