AOA 2025: Applying the latest CLI report findings to your practice's contact lens strategy

Shelby Brogdon, OD, a Contact Lens Visionary optometrist from Little Rock, Arkansas, provides insights into the latest Contact Lens Institute research about patient behaviors and preferences in contact lens acquisition and information seeking. The research reveals that patients primarily search online for contact lens purchasing information, focusing on specific brands, companies, and online ordering platforms. Despite the prevalence of digital information sources like social media and AI, patients still fundamentally want guidance from eye care professionals. Brogdon emphasized several critical strategies for optometrists to engage patients about contact lenses:

Proactive conversation initiation

• Recognize that 50% of patients wearing glasses are potentially interested in contact lenses
• Introduce contact lens options during eye exams, even if patients seem satisfied with glasses
• Position contact lenses as solutions to specific patient problems (e.g., multi-focal vision challenges, sports activities)

Patient convenience

• Offer streamlined ordering processes
• Provide direct shipping options
• Utilize EMR-integrated systems that send automated prescription renewal reminders
• Make ordering as simple as possible with one-click purchasing

Digital presence strategy

Brogdon strongly advocates for optometrists to establish robust online visibility:

• Develop comprehensive websites
• Create easy online contact lens ordering systems
• Ensure the practice appears prominently in online searches
• Be prepared to hire digital marketing support if personally uncomfortable with technology

Brogdon's core message is that eye care professionals must proactively adapt to changing patient information-seeking behaviors. By positioning themselves as trusted experts, offering convenient solutions, and maintaining a strong digital presence, optometrists can effectively guide patients' contact lens decisions. Key recommendations include initiating contact lens conversations during exams, understanding patient lifestyle needs, providing multiple convenient ordering options, establishing a robust online presence, and continuously educating patients about contact lens options.

This approach transforms potential online misinformation into an opportunity for personalized, professional guidance.