Try RGPs for FUN & PROFIT

BY DOUGLAS P. BENOIT, O.D., F.A.A.O.
OCT. 1996

Become reacquainted with the good comfort, vision, physiologic response and patient satisfaction of rigid gas permeable lenses.

How often have you heard someone proclaim, "No one uses rigid lenses anymore"? This major misconception is why some doctors complain of a flat market for contact lenses and poor profitability from contact lens practice.

But, we can reverse this trend. We're in a prime position to change attitudes and perceptions about rigid gas permeable contact lenses. First, however, we need to become reacquainted with all the advantages of this versatile lens modality.

RGP BALANCE SHEET

On the positive side, RGPs offer improved oxygen flow to the cornea, crisper visual acuity, ease of handling and cleaning, and longer lens life due to reduced tearing and breakage. Patients also appreciate the lower cost of lenses and care systems. In addition, sharper vision and lower costs make RGPs a preferable alternative for patients who need even large amounts of astigmatism correction.

The negative aspects of rigid versus soft lenses are the initial discomfort and the longer adaptation period. There is also a slightly increased chance that a lens will dislodge during active sports. Considering these pros and cons, however, a rigid lens can be the lens of choice for most patients.

PRESENTING THE OPTIONS

Our first discussion of contact lens options with any patient should include an overview of lens wear in general. Then, we can discuss the pros and cons of RGPs as well as the patient's individual needs.

At the diagnostic evaluation, demonstrate the differences in handling and care of RGPs versus soft lenses. You'll find that many patients prefer a rigid lens because it's easier and faster to work with.

The number one problem for most patients is poor comfort. You can easily overcome this with a careful evaluation of the patient and a trial fitting. Most people will notice a tremendous increase in comfort after five to 15 minutes of rigid lens wear as tearing decreases and visual acuity increases. This is usually all the convincing patients need, and they are often willing to continue with RGPs. The few patients who don't have a good result should be directed to soft contact lenses.

Your presentation should also include a discussion of the physiologic response to RGPs versus soft contact lenses. Patients today are quite concerned with staying healthy, and this includes their eye health. Highlight the fact that, relative to hydrogels, rigid lens designs facilitate greater tear exchange, and thus greater oxygen influx, and that complications such as keratitis and infection are less likely to occur among rigid lens wearers. These factors generally translate into better long-term corneal health for RGP wearers.

ESTABLISH A PROPER FEE STRUCTURE

When structuring your fees, emphasize the expertise required to successfully fit rigid lenses and maintain eye health. Gaining this level of skill takes time and time is money, so most of your fee should be for professional services.

On the other hand, replacement lenses should be reasonably priced. In today's marketplace, doubling or tripling the cost of materials is an outdated method of pricing. A better approach is to add a small office visit fee to the cost of the lenses to cover the expense of ordering, inspecting and dispensing replacements. This keeps replacement lens costs to a level that patients readily accept. Even if some patients choose to purchase replacement lenses elsewhere, you'll maintain an acceptable profit margin by getting the majority of your fees up front.

YOUR PRACTICE WILL THRIVE

What about the practitioner and the practice? Both will benefit from a renewed interest in and emphasis of rigid lenses. We've all heard colleagues say that contact lens practice is no longer profitable due to increased competition from retail chains, discount clubs and mail-order, along with consumer-directed advertising by manufacturers.

Few RGP wearers shop price when it comes to their eyecare practitioner or their replacement lenses. Most are extremely loyal. Prescribing RGPs will help you compete and win the battle for patients. Happy patients refer their friends, relatives and co-workers to the doctors who satisfy their needs. CLS

Dr. Benoit is chief of contact lens services with Concord Ophthalmologic Associates in Concord, N.H. He is a diplomate of the Cornea and Contact Lens Section and a fellow of the AAO.