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					                                                       I have no financial interest in any of the
                                                        products mentioned
                                                       Have received honoraria for writing, speaking,
                     Contact Lenses and                 acting in an advisory capacity or research
                     the Cost of Lost                   from: Advanced Vision Research, Alcon, Aton
                     Opportunity                        Pharma, Ciba Vision, CooperVision, Inspire
                                                        Pharmaceuticals, Ista Pharmaceuticals,
                                                        TelScreen, Transitions, Vistakon, VSP
                     Mile Brujic, OD




                                                         Mark Ritson, PhD., marketing professor
                                                         Which Patients Are More Profitable?
                              Improved                   Lifetime Value of Spectacle Wearers versus
                   ↑ Office Practice                      Lifetime Value of Contact Lens Wearers:
                   Efficiency Profitability
         Integrate and Patient
         New       Flow
         Technology


                                                                                      CL Spectrum. 2006 March




   CL patients are 60% more profitable than
    spectacle only wearers.                               1) Profit contribution of contact lenses is initially
   Spectacle wearers = Higher initial profit.               poorer, but eventually greater than that of
                                                             spectacles alone.
   CL pa ents = ↑Frequency of eye exams.
                                                          2) Move their business model from one that focuses
   “We realized that much of the optical                    on a single transaction to one that builds long-
    industry is ironically very myopic.”                     term, recurring relationships with patients.




                            CL Spectrum. 2006 March                                   CL Spectrum. 2006 March




                                                                                                                  1
                                                                                              Revenue loss if CL’s not promoted.
                                                                                              31.1 million contact lens wearers in US.
              3) Practitioners will also begin to realize the
                 additional selling advantages of longer-term                                 Are you:
                 relationships when they purchase spectacles and                               ◦ Offering CL’s to every possible candidate?
                 sunglasses in addition to more contact lenses.                                ◦ Looking to maximize comfort?
              4) Long-term, satisfied contact lens patients                                    ◦ Embracing new CL technologies to optimize visual
                 recommend their practitioner to other potential                                 function / performance?
                 patients.




                                                 CL Spectrum. 2006 March




                                                                                                          1800
                                                                                                                                Total CL Patients

        I.      Minimize CL Dropouts                                                                      1600


        II.     Maximize New Wearers                                                                      1400


                                                                                                          1200


                                                                                                          1000                                                           Laggards
                                                                                       Total # CL Patients
                                                                                                                                                                         No change
                                                                                                              800
                                                                                                                                                                         Average
                                                                                                              600                                                        Above Average

                                                                                                                                                                         Best in Class
                                                                                                              400


                                                                                                              200


                                                                                                                0

                                                                                                                    1       2        3              4        5       6
                                                                                                                                         Time in years




                                Total CL Revenue Generated                                                                      Cost of Lost Opportunity
   $600 000,00
                                                                                                   $250 000,00


   $500 000,00
                                                                                                   $200 000,00


   $400 000,00

                                                                                                   $150 000,00
                                                                               (-)
Value ( $)




                                                                               2.5%
   $300 000,00                                                                           Difference in ( $)

                                                                               Zero                $100 000,00

   $200 000,00                                                                 chang
                                                                               e
                                                                                                     $50 000,00
   $100 000,00


                                                                                                               $-
               $-
                                                                                                                        1   2       3 Time ( years)
                                                                                                                                                  4      5       6
                     1      2      3 Time ( years)   4            5        6




                                                                                                                                                                                         2
        Pro-actively addressing any issues:
    1.   Dry-eyes
    2.   Seasonal Allergies
    3.   Astigmatism
    4.   Presbyopia
    5.   Inconvenience




j




                                               3
#4- Lid Wiper Epitheliopathy



1




                  Lid-
    Prevalence of Lid-Wiper Staining in Symptomatic
              and Asymptomatic Subjects




                                                      4
   Any medications that predispose to ocular
    dryness
    ◦ Antidepressants, diuretics, antihistamines
   Allergies, Allergies, Allergies!
    ◦ Commonly denied
    ◦ Will self treat if not uncovered during exam




   What do they want to accomplish
    ◦ Specific sports
    ◦ Computer work
    ◦ Pool, card games, etc.
   Part time wearer very different than full time
    wearers needs




                                                     5
                                                                             All new contact lens wearers are instructed on
                                                                              proper wear and care for their lenses by a
                                                                              team member
                                                                             The same person that helps them with
                                                                              insertion and removal will call them the next
                                                                              day for a follow up to make sure that
                                                                              everything is going okay and make sure that
                                                                              all questions they may have are answered




                                                                      m
                                                           2009-11-
                                                           1119




   Single vision lens in the dominant eye
   Multifocal lens in the non-dominant eye
                                                                           Near vision only glasses
   Great for those:                                                       ? Monovision Glasses?
    ◦ Early presbyopes                                                     Sport specific sunwear for presbyopes
    ◦ New to multifocals
    ◦ Part time wearers – critical distance viewers that
      need near correction




                                                                                                                               6
        How would you like to be able to see your cell
         phone without needing to always put on your
         reading glasses?
        How would you like to go to the store and not
         have to put on reading glasses to see the
         prices?
        How would you like to work on the computer
         without needing to wear reading glasses?




   Ideal Candidates
    ◦ Current soft lens wearers                                        Care systems
      with emerging presbyopia                                         Caring for Lenses
    ◦ Patients in monovision or monovision drop-outs                   Contact lens replacement
    ◦ Single vision contact lens wearers using reading
      glasses
    ◦ Patients dissatisfied with spectacle multifocals
    ◦ First-time contact lens wearers / emerging
      presbyope


                                                         2009-11-
                                                         1119




      1) Mail in rebate                                                            Once multifocal
      2) Convenience                                                                 lenses were
      3) If your vision changes, we support                                     discussed, 75% of CL
       you                                                                        wearers and 60% of
                                                                                   spectacle wearers
                                                                                  were interested in
                                                                                     trying them.



                                                                                                The Contact Lens Council.
                                                                                                              Aug., 2007




                                                                                                                            7
                                           Happy multifocal wearers           Survey of 500 presbyopic
                                            are loyal patients                  patients1
                                                                                ◦ Only 8% of current CL wearers
                                           ↑ word of mouth referral              reported being told about
                                                                                  multifocal CLs when first
                                                                                  complaining about
                                                                                  their near vision
                                                                                ◦ 33% of respondents
                                                                                  indicated they would likely
Sets you apart                                                                    seek services of another
                                                                                  practitioner if their current
                                                                                  practitioner did not inform
                                                                                  them of multifocal options

                                                                                      1. Studebaker J. “Soft Multifocals: Practice Growth Opportunity” Contact Lens Spectrum June, 2009.
                                                                 2009-11-                                                                                                                  2009-11-
                                                                 1119                                                                                                                      1119




                                                                                    jasonrmiller@columbus.rr.com
                                  Cost of Lost Opportunity
                                                                                                brujic@prodigy.net
          $250 000,00




          $200 000,00




          $150 000,00

Difference in ( $)

          $100 000,00




            $50 000,00




                     $-
                          1   2       3 Time ( years)
                                                    4   5    6




                                                                                                                                                                                                      8

				
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