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More than 200 practitioners attended the London event, with a total of 700 expected at six venues around the UK and Ireland. The roadshow will be followed by a second series later this year, on attracting new patients. Both focus on 'Maintaining the EDGE (ie Every Day Great Eyecare)' and growing the contact lens business in a challenging climate.
Head of professional affairs Mark Draper opened the programme with new information on contact lens dropouts. Consumer surveys across Europe showed that a year after fitting, 78 per cent of patients were still wearing the lenses and brand prescribed, 10 per cent were still in lenses but had switched brand, and 12 per cent were no longer wearing lenses.
As in every other study of dropouts, discomfort was the primary reason for discontinuation, accounting for nearly half. Among these, risk factors identified were part-time use, less than two years' wear, poor lens handling and, notably, presbyopia.
Among recommendations for reducing dropout was to update patients to new technology, talk about benefits rather than features, and focus on the patient's lifestyle. CIBA provides a contact lens questionnaire for patients to complete at each aftercare visit.
Optometrist and training specialist Sarah Morgan explored the psychology of presbyopia, the emotional impact of becoming presbyopic, and how to influence the outcome of the patient visit in a positive way.
Avoid terms such as 'ageing' and 'getting old', she warned, and opt instead for 'gradual change over time'. Demonstrate how reading glasses affect distance vision and ask whether there are any situations in which patients find glasses inconvenient. Bear in mind that presbyopia is not only a near vision problem and that choice of vision correction depends on pre-existing refractive error as well as lifestyle needs.
Explain that multifocal lenses are 'the closest thing to natural vision' and offer patients a range of options, which may still include 'bedside readers'. Imagine that the patient is a member of your family, use phrases such as, 'If you were my sister this is what I'd recommend for you,' and follow up with, 'How does that sound?'
In fact it sounded fine as Morgan led the audience in a Mamma Mia-style sing-along on the trials of becoming presbyopic. Is 40 the new 30? Not really, was the message from those who among them were already presbyopic and had not yet tried CIBA's new multifocal lens.
Moving on to the main business of the day, CIBA's clinical affairs manager Jayne Schofield presented the new design, Air Optix Aqua Multifocal, the latest silicone hydrogel option to reach the market. There were useful tips for selecting the best candidates and evaluating vision. When trialling the lenses, one approach was not to mention multifocals but just put them in and caution that adaptation could take 'a day or two'. Set a couple of visual goals and document these on the record to review.
Clinical and professional marketing consultant Marcella McParland highlighted the business opportunities that presbyopia presented. Only 5 per cent of contact lens fits are multifocals and only 6 per cent of presbyopes wear contact lenses. But if the same proportion of this age group as those aged 15-34 wore contact lenses, there would be an extra 3m users in the UK.
Half of women in their 40s said they felt contact lenses would have a positive effect on their quality of life. More than half of all emerging presbyopes said they wanted good vision at both distance and near. Yet multifocal lenses showed the greatest deficiency in ratings vs expectations of all lens types.
The potential to grow the presbyopic market, and hence practice profitability, was huge, and new multifocal designs were now becoming available to capitalise on this opportunity.
Age-related vision changes
Dr Shehzad Naroo looked at clinical aspects of the ageing eye with a review of physiological and pathological changes and their effect on contact lens fitting. It was important to reassure emerging presbyopes that changes to their vision were normal and age- rather than disease-related, he said.
Systemic and ocular changes in this age group might affect the tear layer and cause dry eye, which could be exacerbated by the effects of systemic medication. Contact lens wearers might not relate any such symptoms to their condition but blame their contact lenses. Age-related changes to the cornea included reduced sensitivity, steepening curvature and changes to cyl axis. Vision when driving was an important consideration in older presbyopes.
Lancashire optometrist Mike Broadhurst closed the programme with some tips on retaining patients through good customer service and communication. Competent service led to satisfied patients, but when service was memorable and exceeded expectations, patients remained loyal.
Remember that patients have many acceptable options for accessing eye care and don't be tempted to raise prices without improving service. Pay attention to factors such as the look of the practice and its staff, consistency at each patient visit and regular communication via telephone and newsletters, as well as ensuring the professional and technical competence of all the practice team.
Scripting interactions with patients was key to producing a positive response. Use loyalty generating phrases, such as 'It's great to see you', 'I'll be happy to' and 'My pleasure'. When things don't go well, fix the problem but also offer something extra. Other tools included repeat purchase discounts and loyalty schemes.
? Watch the lectures from the EDGE roadshow at www.cibavisionacademy.co.uk and gain CET points.