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Enhancing Your
Premium Lens Practice
Comprehensive education for staff and patients increases the rate of premium lens conversion.
By Kiper C. Nelson, MD
E
ight years ago my multi-subspecialty practice,
Southern Eye Center in Hattiesburg, Mississippi,
began to offer premium IOLs. We initially had a
premium IOL conversion rate of about 10% to
12%. We changed our approach to include integrated
education and that percentage increased. By 2010 into
2011, our premium IOL conversion rate was 35%—more
than double the national average.
Premium lenses can provide patients with excellent
vision across a wide spectrum of distances. The cost of
premium IOLs, however, is one barrier to their adoption
for patients and for eye care specialists. It is important
that we help patients better understand the advantages
of these implants. Implementing a comprehensive educational program for staff and patients can increase conversion rates and patients’ satisfaction.
Improving Education
In our practice, we found that patients typically had
concerns and questions regarding presbyopia and the
benefits of this newer technology. Cataract patients wanted to know what the new lenses did that the old ones
did not. They were also concerned about value and were
hesitant to embrace an emerging, more expensive technology. The surgeons also had some apprehensions about
adopting the technology, managing potential side effects,
the increased chair time, and associated financial issues.
Informed patients who understand the value of premium implants are more likely to invest in the technology.
When deciding to offer premium IOLs, it is imperative
that, from the beginning, the practice commits to supporting the physicians and the staff with proper training.
Our increased conversion to premium lenses is because
we have educated our entire staff—93 employees—on
the value of informing patients of their surgical options
and the benefits of premium lenses. The staff is involved
in patients’ education and their decision-making process,
Figure 1. The cataract options menu sheet outlines the three
available lens packages.
and our patients have responded to this approach.
Education of patients includes everything from their
initial phone call into the practice to their surgical evaluation. We have found that it is helpful for patients to
hear the information at least three times before they
decide on a lens. The following is a breakdown of our
process.
Step No. 1. Our consultants schedule patients for
surgery and follow up with our comprehensive cataract
information packet that is mailed to patients. This packet includes a patient DVD, a menu of cataract options,
an “about your examination” sheet, and a financing brochure. The DVD introduces our practice and provides
patients with a virtual tour of what they can expect
when they come in for their procedure. It also allows
the patients time to consider their cataract treatment
options and provides the opportunity for them to share
the information with friends and family members.
The cataract options menu explains in simple language
the need for lens replacement after cataract surgery and
outlines the three main options (packages) we offer
September/October 2012 Advanced ocular care 45
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Figure 2. Patients who are undersold and then receive betterthan-expected results are often happier.
(Figure 1). By listing the benefits of each lens option,
we begin educating patients even before they get to our
office.
Step No. 2. The scheduler calls the patient to confirm
the appointment, review the lens options, collect insurance information, and inform the patient of potential
out-of-pocket costs.
Step No. 3. About 1 week prior to the scheduled
appointment, a refractive counselor contacts the patient
to review the options menu, associated costs, and discuss
our financing options. Patients can elect to apply for
financing at this time.
Step No. 4. During the preoperative workup, the
technician reviews the cataract lens menu with the
patient. To check for astigmatism, topography is performed on every patient before the surgeon’s evaluation. A technician talks with the patient to ascertain
his or her specific visual goals, including tasks related
to the patient’s work, hobbies, and other interests. This
helps the staff obtain a clear understanding of what
the patient does on an everyday basis and how these
activities impact his or her vision. Choices for selecting
a lens to best fit the lifestyle are then considered. For
example, if the patient is an accountant, and most of
his/her vision is used working with numbers or reading at near, the reading benefit of the Tecnis Multifocal
lens (Abbott Medical Optics Inc.) may best match the
patient’s needs.
Step No. 5. Next, the patient is evaluated by the surgeon, who then makes a lens recommendation. In our
experience, patients who elected the Tecnis Multifocal
lens (our preferred multifocal lens) had improved near
and distance vision and typically had their expectations
fulfilled. In other words, the lens delivered the reading
vision that people wanted and still provided great distance vision. Additionally, the glare side effects are better
tolerated than any of the other lenses.
To enhance the value of a premium lens, we incor46 Advanced ocular care September/October 2012
Figure 3. The happiest patients spread the word to their
friends, and this means more word-of-mouth referrals.
“Our increased conversion to premium
lenses is because we have educated
our entire staff—93 employees—on
the value of informing patients of
their surgical options and the
benefits of premium lenses.”
porate it into a package that includes topography,
astigmatic correction (if required), and postoperative
laser vision correction to treat any residual refractive
error. The package approach sends a clear message to
patients that we will use all available technology to
ensure patients’ complete satisfaction with their vision.
Satisfied Patients
The approach we have incorporated at our practice
gives patients the information and time to make their
decision. By hearing the message numerous times before
they see the surgeon, patients better understand the value
of premium lenses. Our experience also has shown us that
the unhappiest patient is the one who has been oversold.
When patients are undersold and then we overdeliver on
results, they are happy and tell us we have exceeded their
expectations (Figure 2). These happy patients also spread
the word to their friends. This results in word-of-mouth
referrals and a happy, healthy practice (Figure 3). n
Kiper C. Nelson, MD, is in practice at
Southern Eye Center, in Hattiesburg, Mississippi.
He acknowledged no financial interest in the
company or product mentioned herein.
Dr. Nelson may be reached at (601) 705-0460;
[email protected].
1. Kent C. Conversion rate: Converting patients (despite the economy). Review of Ophthalmology. 2011;18(7)30-40.