The Color of Money
Yes, it's green. But it could also be warm honey, pearl gray, blue topaz, and even nuances of sunrise or moonlight, depending on which color CL enhances your patients' eyes, and your bottom line, the most.
By Karlen McLean, ABOC, NCLC

With more than 38 million consumers interested in color contact lenses, the opportunity for ECPs to capture color CL sales is clear. So why aren't more practices proactive in promoting colors?

A recent Vistakon study found that while 74 percent of the 150 ECPs polled said that color CLs would provide a significant source of growth for their practices, and that 90 percent believed color CLs would not be a drain on chair time, only six percent proactively recommend color CLs. Fifty-three percent presented color CLs to their patients as one of several options, while 41 percent only recommended color CLs if the patient asked about them first. If this is the nationwide trend for color CLs, the color CL market is wide open to those who implement it in their practices.

Color CLs can be simple. The key to color is enthusiasm about it, getting educated in color CL options, and promoting color CLs effectively. Hone your options to fit your comfort level, take advantage of the manufacturer industry information, and piggyback manufacturer consumer advertising to bring in more business. And lighten up: Listen to your patients and think of your practice as a health and beauty consultant and provider. Take a cue from plastic surgeons, dermatologists, and dentists--professionals who offer health and beauty options to patients.

	Vistakon's Acuvue 2 Colours contact lenses range from chestnut to emerald

COLOR ME READY

Most color CLs come in plano and Rx options, and many color CL candidates are non-vision corrective patients, or they at least think they are. Often, non-vision corrected people come into an office thinking they don't need a visual correction when, in fact, they do. So, color CLs can be a tool to get more people in to see their eye doctor and get treated.

To open the discussion, ECPs who are awkward about mentioning color change to their patients can ask the open-ended question, "Have you ever thought about changing your eye color?"

By asking patients about changing their eye color, eyecare practitioners and staff members are helping patients see well and feel better about their appearance, which expands the ECPs' role in their patients' lives.

Capitalizing on the growing demand of his brown-eyed Latin American patients to change their eye color, Carl Zimmerman, OD, in private practice in Harlingen, Texas, says, "We have color CL brochures in the waiting room, and our patients will bring the brochure back into the exam room to point out what colors they have in mind." He adds, "I discuss color CLs briefly with them, then turn them over to staff, who fit and dispense the lenses to them. We take the time to try on any colors they'd like to see in the office."

The color CL demographic has changed over the past two years, Zimmerman observes. "Our practice is 85 percent Latin American, so we dispense mainly opaque colors to completely change eye color. The most popular colors are blue and green," he says. "Within that 85 percent, 80 percent of those changing the color of their eyes are women, while 20 percent are men.

"Color CLs open the door for multiple pair purchases."he adds, "We have patients who purchase clear lenses for the year along with half a year in one color and half a year in another color, or a year's worth of two different colors plus clear."

Because of the variety of color CL products in the marketplace today, practitioners have more options in Rx, material, fit, and color than ever. Color CLs come in opaque shades to change the color of dark eyes, while enhancer shades intensify light eyes.

CooperVision's Cat Eye Crazy Lenses at play

GET THE WORD OUT

In addition to featuring P.O.P. materials, brochures, and handouts in the office, Taylor Tran, OD, in private practice in a San Diego professional building, focuses on outside sources to get the word out about her color contact lens specialty.

"I do a lot of advertising through newspapers and phone books," Tran says.

Her ad runs every week on the same page in the entertainment newspaper for repetitive recognition.

"Around half of my patients are color CL wearers because we get a lot of young, style-conscious people in the office due to the success of the ad. These people bring in their friends, their brothers and sisters, and even their moms!"

	CIBA Vision's WildEyes animal looks include, from top, Jaguar, Zebra, and Cateye

About one-third of Tran's color CL patients are non-vision corrective plano wearers, "They want to look different or have fun with their look. But most of the time, it's the Rx patients who I encourage to have more than one CL option."

"Office displays, clearly visible supplies of color CLs, and patient education always spark an interest, or at least combine to get them thinking about color," Tran says.

She notes that there are two keys to her success. First, the office keeps a supply of color CLs on-hand, so patients can almost always go home with their lenses at the initial visit.

Second, in addition to making colors fun, the practice helps make colors cost effective. If there are sales or rebate coupons available, she fully participates.

"When we get phone calls, my assistant usually handles the promotions and explanation of color CLs," says Tran. "But if patients are in the office, then I usually talk to them about it in the exam room. With current CL wearers, I always mention the options they have, one being colors." If a patient is interested in color CLs, Tran's assistant steps in and takes the patient to a special CL training room where he or she can sit down and try on several colors.

HAVE SOME FUN

Patient information/ lifestyle forms can be a tool for determining patients' interest in color CLs. They can fill it out while they are waiting for their eye exam, says Judi L. Shaffer, OD, from Ft. Lauderdale, Fla.

	CooperVision's Expressions lenses add subtle color

"On the form we ask: 'Are you interested in changing your eye color?' We also feature pictures, brochures, and discount offers on color CLs around the office. In the waiting room, we have a virtual dispensing system that helps patients select color CLs."

Shaffer and her staff discuss colors with patients and staff enthusiasm for colors helps patients feel at ease, and often leads to multiple purchases. "My staff and I will wear color CLs just for fun," reports Shaffer. "Sometimes, we wear just one lens, and other times we'll wear different colors in each eye," allowing patients to see the different effects.

On holidays, fun with colors gets kicked up a notch. "For Halloween last year, I wore cat eye novelty contact lenses along with my catwoman costume," she recalls. "It was a big hit with staff and especially with patients. In addition, I keep a picture in my office to show patients how to play up their options with color CLs."

"My staff and I always suggest colors," Shaffer says. "You'd be surprised at the reactions. Some patients have never thought of changing their eye color, especially men, and most are open to trying color options."