ARE YOU ITCHING to develop a specialty contact lens practice? Most of us have witnessed the incredible impact that specialty contact lenses can have on difficult patient cases. If you are seeking to establish such a practice, it can be intimidating to navigate the considerations of this rapidly advancing field. This article will serve as a road map for aspiring specialty contact lens practitioners.

1) KNOW YOUR NICHE.

Before investing too much capital in the process, spend some time thinking about your desired niche in specialty contact lenses. This can help you differentiate yourself from the competition and establish yourself as an expert in a particular area.

Start by identifying a need in the market that is not being fully met by other practitioners. For example, you may notice that there is a lack of practitioners who specialize in fitting lenses for patients who have corneal irregularities. Look at other practitioners in your area who offer similar services and assess their strengths and weaknesses. This can help you identify opportunities to carve out a unique market.

As you do this, consider your experience and interests. Do you prefer working with kids rather than adults? Myopia management might be your calling. Are you a detail-oriented nerd like the author? Consider offering multifocal GPs. You need not be an expert from day one. Seek out education (there are manifold opportunities) to continually learn about your chosen specialty.

Also, be sure to consider and research the potential demand. For example, while there may be an absence of practitioners who specialize in fitting custom colored prosthetic soft lenses, the demand for this service may be relatively low compared to other specialties. You may choose to combine several specialties, each with a low demand, that combine to support a thriving contact lens practice.

Your goal should be to choose a niche that aligns with your interests and expertise, addresses a need in the market, and has strong potential for demand. This can help you to establish a successful and fulfilling practice that meets the needs of your patients.

2) INVEST IN THE RIGHT EQUIPMENT.

The right equipment is essential for a successful specialty contact lens practice (Table 1). There are several things to consider before taking out a loan for that fancy new gadget.

Start by researching the options. While you do so, consider your budget. Look for equipment that strikes a balance between quality and affordability. Are there competing models from various manufacturers? Can you talk to someone who owns a given model to find out if they have regrets? Consider the long-term value of the equipment rather than just the upfront cost.

Next, consider the needs of your patients. Refer back to step one, and prioritize your equipment wish list with your desired niche in mind. Resist the urge to spread yourself too thin and purchase a cutting-edge device that fails to align with your practice vision.

Investing in the right equipment is only half the battle; it’s also important to invest in training to ensure that you and your staff know how to use the equipment effectively. Look for training opportunities from the manufacturer or at conferences. Exhaust the limitations of a given device before upgrading to the newer model.

While investing in high-quality equipment can be expensive, it can also lead to a high return on investment in the long run. Providing patients with the best possible care leads to increased patient satisfaction and referrals for the practice.

3) HIRE AND TRAIN KNOWLEDGEABLE STAFF.

Hiring and training staff for a specialty contact lens clinic is a critical aspect of establishing a successful practice. As many providers will attest, this can also be one of the most difficult parts of the process.

Before hiring staff, it’s important to identify the skills and personality traits you need. Decide whether you will hire for the skill (i.e., job applicants who have experience working with specialty contact lenses) or hire for the personality (i.e., friendly, detail-oriented nature) and train the skill. Many of our wise colleagues advise the latter. When interviewing candidates, screen them specifically for the skills and/or personality traits that you pre-identified.

Both onboarding and ongoing training play vital roles in staff development. During onboarding training, start with “The Why.” How do your services impact patients’ lives, and how is this different from other offices? What makes your practice special? This initial training should also emphasize the importance of patient communication and building strong relationships, as specialty contact lens patients often require more personalized care and attention.

Ongoing training is equally important to keep staff updated with the latest advancements in contact lens technology and to refine their skills. Much of this can be provided in-house through learning lunches and informal education. Also lean on your state association and regional and national conferences, which often offer excellent paraoptometric educational tracks.

To ensure that your staff members are performing at their best, it’s important to provide ongoing feedback and support. Regular performance reviews can help you identify areas where your staff members need improvement, while providing ongoing support can help your staff members feel valued and motivated.

4) DEVELOP A STRONG REFERRAL NETWORK.

It is crucial to develop a strong referral network with other eyecare professionals who can refer patients to your practice. Many patients with complex visual needs require a team of eyecare professionals to manage their conditions effectively. Your goal is to develop a reputation as the go-to contact lens problem solver.

Effective communication is key to building a strong referral network. Reach out to other eyecare professionals in your area and introduce yourself and your practice. Keep them informed about your services and any new developments in your field. When you acquire a new piece of technology or a new skill set, send them an announcement.

Approach the communication from the other practitioner’s perspective. Don’t think about how the referrals will benefit your practice. Think about how your services will benefit their patients and make the referring physician’s life easier. Many patients who require specialty contact lenses may be perceived as headache cases for other providers. Offer to take these patients off their hands and provide excellent outcomes. It’s a win-win-win for you, the referring practitioner, and the patient.

Always be sure to send a summary report to the referring physician. Briefly describe the outcome from the patient’s perspective. For example, you may comment that the patient has good comfort and satisfaction with the given contact lens modality, as well as providing the final visual acuity results. When appropriate, be sure to release the patient back to the referring physician’s care for ongoing treatment.

Ultimately, the best way to build a strong referral network is to provide excellent patient care. Focus on providing personalized care, and take the time to listen to your patients’ needs and concerns. This is the best way to build a positive reputation and earn the trust of other professionals in your field.

5) OFFER EXCEPTIONAL CUSTOMER SERVICE.

Providing an outstanding customer experience is essential for growing any type of practice. Building a positive reputation helps to retain patients and foster positive reviews, which can be the most effective form of marketing. Exceptional customer service goes beyond simply meeting the basic needs of your patients; it involves creating a personalized and memorable experience that exceeds their expectations.

Start by building a strong foundation of communication. Actively listen to your patients’ concerns and preferences. Show genuine empathy and make patients feel heard and valued. Take the time to understand each patient’s lifestyle, visual requirements, and unique circumstances. Tailor your recommendations accordingly and offer personalized solutions that meet their specific needs, and explain complex concepts in a simple and understandable manner. Patients should feel comfortable asking questions and seeking clarification, so encourage open dialogue.

Another key aspect of exceptional customer service is promptness and efficiency. Minimize wait times and strive to provide a streamlined and well-organized process for appointments. Respect your patients’ time and make sure they feel that their visit is valued. Utilize technology, such as online appointment scheduling or reminders, to enhance convenience and efficiency. Perhaps most importantly, empower your staff to deliver exceptional customer service. Provide training and ongoing support to ensure they have the knowledge and skills to effectively engage with patients. Foster a positive work culture that emphasizes the importance of customer satisfaction.

6) STAY UP TO DATE ON THE LATEST RESEARCH AND TRENDS.

The field of specialty contact lenses is constantly evolving, with advancements in technology, materials, and designs emerging regularly. Stay informed about the latest research and trends so you can offer the best solutions to your patients. To cement your reputation as the go-to contact lens practice, you should be at the front edge of relevant research. You will become the trusted expert in the field, which builds credibility and attracts referrals and patients who are seeking the latest technology.

To stay up to date on the latest research and trends, it is important to establish a mindset of continuous learning and professional development. Since you are reading this article, give yourself a pat on the back. Keep coming back for timely articles, case studies, and industry news.

Attend educational conferences and seminars that focus on specialty contact lenses. These events feature presentations by leading experts and showcase the latest research and advancements. Networking with peers and engaging in discussions can also provide valuable insights. If you are not currently a member, join your state association. Leverage your local and state meetings for education and peer networking.

Join online forums, discussion groups, and social media communities that focus on specialty contact lenses. These platforms provide opportunities to connect with other professionals in the field, share knowledge, and learn from their experiences.

Foster relationships with contact lens manufacturers and suppliers. Request fit sets and support materials. Lean on the consultants, who often have intimate knowledge of proprietary designs.

Remember, education is a lifelong process. Continually allocate time for professional development, set aside dedicated periods for reading and learning, and prioritize attending relevant events.

7) USE MARKETING STRATEGIES TO PROMOTE YOUR PRACTICE.

Developing a specialty contact lens practice will help to set your office apart. But success in this niche demands more than just clinical expertise. It requires a comprehensive marketing strategy that helps to position your practice as the leader in your region. What sets your office apart? The answer must be conveyed in your marketing approach.

Effective marketing does more than just advertise your eyecare practice location and phone number. It also creates trust with patients and referring practitioners in your community, which is vital for a specialty contact lens practice. Patients looking for your services are not just seeking a product; they are seeking expertise and personalized care. A well-strategized marketing campaign conveys these characteristics to potential patients.

One of the best ways to establish your practice’s authority is by sharing knowledgeable content. This could be in the form of blogs, videos, or social media posts that address common concerns about specialty lenses, lens care, or recent innovations.

Patient testimonials can add significant value to a marketing campaign. Word-of-mouth remains one of the most powerful forms of marketing. Encourage satisfied patients to share their success stories. Videos or written testimonials can be shared on your website, social media, and even in your clinic.

Search engine optimization (SEO) strategies can be helpful to improve your practice’s visibility. While some offices attempt a DIY approach to SEO, enlisting the help of a professional may be a worthwhile expense. Make sure your website is professional and user-friendly. This is often the first point of contact for potential patients. Is it visually appealing, easy to navigate, and informative?

Internal marketing is often an underutilized strategy. Your existing patient base is a goldmine of opportunities. These are individuals who already trust your expertise and have firsthand experience with the quality of your care. Many of them might be candidates for specialty contact lenses without even realizing it. For instance, patients struggling with presbyopia and astigmatism could benefit from multifocal GP or hybrid lenses. Regular checkups provide the perfect platform to discuss these options.

8) ESTABLISH A PRICING STRATEGY.

The market for specialty contact lenses is distinct and serves a particular segment of the population. These are not just products; they are solutions tailored for individual needs, whether it’s for patients with anterior segment pathology, for cosmetic purposes, or for high refractive error. Therefore, the pricing should reflect the expertise and personalized service you are offering. Without a deliberate pricing strategy there’s a risk of undervaluing your services, which can undermine the success of your practice, or overpricing, which can deter potential patients.

There are various methods to establish a fair pricing strategy. You may choose to start by calculating your cost to deliver the final specialty lens. Determine your material, overhead, and staff costs and the value of your time. Ensure your fees appropriately reimburse you for these direct and indirect costs. Your specialty must be financially viable to be sustainable.

Alternatively, you may set pricing based on value. The unique benefits of specialty lenses deserve recognition. Pricing should reflect the added comfort, clarity, or therapeutic advantages these lenses can provide. Patients should know that they are paying for a product tailored to their unique needs, ensuring optimal vision and comfort.

Regardless of the pricing structure one uses, periodic evaluations are necessary. Adjustments must reflect evolving technologies and material costs. Ensure patients are receiving good value for their money, while also maintaining a financially sustainable practice.

Finally, it’s essential to be upfront about all costs associated with specialty lenses. For patients, a transparent pricing structure with no hidden fees fosters trust. Put it in writing at the start of the process, so a patient knows what to expect.

9) IMPLEMENT EFFICIENT SYSTEMS AND PROCESSES.

The operational side of a specialty contact lens practice can be as complex as the lenses themselves. Streamlined systems contribute to efficiency and elevate the patient experience, thereby benefiting both the eyecare practice and the patient. One must consider the operational challenges of detailed consultations, lengthy fitting visits, and maintaining a level of precision that goes beyond a standard eyecare practice. Therefore, the back-end systems and processes must be equipped to handle these intricacies.

It is essential to create a standardized protocol for every procedure, including initial consultation, lens fitting, and aftercare. This should be written down and easily accessible by staff. This ensures consistency in patient care and makes training new staff easier.

Lean on digital technology to manage appointment reminders and lens orders. Automate when possible and practical, taking care to balance efficiency with personal attention. Discuss with your electronic health record vendor whether there are built-in tools or third-party plugins available.

Map out the patient journey from the moment they step into your clinic to their departure. Identify any bottlenecks or redundancies and adjust the workflow accordingly. Your goal is to carefully balance efficiency and thoroughness; your examinations should be neither too rushed nor too time-consuming.

10) CONTINUOUSLY EVALUATE AND IMPROVE YOUR PRACTICE.

Continuous evaluation keeps a practice agile, allowing it to adapt to emerging trends and technologies. Improvement over time ensures optimal patient care and cements a practice’s reputation as a cutting-edge office. To do this, the eyecare provider must embrace a culture of continual advancement.

Any changes should ultimately enhance the patient experience. Always evaluate improvements from the patient’s viewpoint. As you make changes, establish open channels for feedback. Make it easy for both patients and staff members to share their thoughts. Consider feedback forms at the end of appointments, suggestion boxes, and regular staff meetings dedicated to discussing operational concerns. Utilize digital feedback platforms and watch for recurrent issues for areas of improvement.

Take advantage of your staff’s experience and insight. As they are on the frontlines of operations, they can identify issues and opportunities that may not be immediately visible to the practitioner. Conduct group and individual meetings to encourage an open dialogue where they can share observations and suggestions.

Gathering feedback is just the first step. The real value lies in analyzing this information to implement changes. Prioritize the feedback to create a road map for improvements. Set timelines and monitor the progress. Many of our colleagues have found that study groups are a helpful method to establish accountability. If you commit to your colleagues that you will make a certain improvement, they will hold your feet to the fire until the goal is accomplished.

When positive changes are made based on feedback, celebrate this and communicate it to both patients and staff. This not only highlights your commitment to improvement, but also celebrates the feedback loop and encourages the cycle to continue.

CONCLUSION

Creating a successful specialty contact lens practice requires a combination of expertise, strategic decision-making, and a patient-centric approach. By following the tips outlined in this article, optometrists can establish themselves as leaders in the field, providing exceptional care to patients who have unique visual needs. From identifying a niche to continually evaluating and improving the practice, practitioners can build a thriving specialty contact lens practice. By embracing these tips and staying committed to excellence, optometrists can make a lasting impact on the lives of their patients. CLS

References

1. Vincent SJ, Alonso-Caneiro D, Collins MJ. Optical coherence tomography and scleral contact lenses: clinical and research applications. Clin Exp Optom. 2019 May;102(3):224-241.
2. Rueff EM, Tichenor AA, Ngo W, Pucker AD. A review of meibomian gland structure, function, and contact lens wear. Cont Lens Anterior Eye. 2022 Oct;45(5):101560.