C55007: Changing the conversation

With personalised prescribing, contact lens recommendation is centred on patient needs and eye physiology with modality and price becoming secondary consideration. John Meyler, Brian Pall and Stuart Todd explain

As consumers, we have embraced the notion that one size does not fit all and in some cases have come to expect specialisation of products for our individual needs. One example is athletic footwear. The primary purpose is to support and protect the feet, but the savvy shopper often looks for specific attributes best suited for their individual use; running or cross-training, grass turf or indoor court use, and even simple fashion choices are considered.

We see this same kind of segmentation in the marketing of many products across health care, including toothpaste, skin care as well as many products within optical practices. Consider progressive spectacle lenses. They all provide vision correction to presbyopes across multiple focal distances without unsightly lines. Beyond that, however, are a world of choices, depending on whether the wearer is mostly using the glasses indoors for computer and near tasks, wants something that functions well in a small frame, or prioritises the digital surfacing and distortion-free reading zones of a premium progressive lens.

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