Vision Expo 2026: Treating contact lens visits as comprehensive care

Andrew Bruce LDO, ABOM, NCLEM, FCLSA, and Mark Schaeffer, OD, FAAO, suggest how eye care practices can more proactively and effectively integrate contact lenses into patient care, while emphasizing that lenses are medical devices requiring ongoing professional oversight rather than mere commodities. They spoke with the Eye Care Network during Vision Expo 2026 in Orlando, Florida.

Bruce began by describing the scope of practice in Washington State, where they are licensed to fit and dispense contact lenses. This broader scope enables them to provide more comprehensive care than might be possible in states with more limited regulations. However, he stressed that regardless of local rules, opticians everywhere have meaningful opportunities to initiate conversations about contact lenses. When a patient expresses even mild interest, staff can explain available options and then position the doctor as the one who confirms candidacy and safety. The key is that these conversations should not be confined to the exam room; they should begin as early as check‑in. Front-desk or intake staff can simply ask whether the patient is interested in speaking with the doctor about contact lenses. Many patients, Bruce noted, may not even realize they are potential candidates, and if no one brings it up, they may assume they are ineligible, potentially missing out on a better quality of life.

Schaeffer pushed the timing of this engagement even earlier, to the scheduling stage. He recommended asking about contact lens interest when appointments are booked, whether by phone or online, and recording this interest in the chart. This advance notice allows the care team to plan ahead, and patients can arrive already thinking about questions and possibilities.

The conversation then shifts to competition and value. Bruce acknowledged that independent practices cannot match large corporations on price, but they can compete—and win—on quality of service. By providing superior education, fitting, and follow-up, practices can build loyalty strong enough that paying slightly more for lenses feels acceptable to many patients who want to support the care team they trust. Even if some patients purchase lenses online, the practice still “wins” if those patients return for exams, fittings, and professional oversight, ensuring safe wear and optimal outcomes.

Schaeffer reinforced that contact lenses remain medical, corrective devices despite widespread commoditization and multiple purchase channels. Patients rely on practitioners to stay current on lens technology and to safeguard their eye health. Schaeffer and Bruce warned that refilling prescriptions without a comprehensive eye exam is dangerous, because subtle problems may go unnoticed until significant damage occurs. To counter a “DMV-style” mentality—where a visit is seen as just a perfunctory renewal—they advocate for thoroughly explaining why evaluations matter: assessing the corneal surface, checking fit, updating vision, and educating patients about new options. Elevating the visit in this way keeps convenience from overshadowing eye health and performance, and underscores the clinical value of ongoing care.