As an eye care provider (ECP), it can feel disheartening when a patient decides to purchase their lenses online instead of through your practice. You’ve likely spent time and effort explaining the benefits of personalized lenses—superior comfort, better performance, and the care that comes with professional service. Yet, cost or convenience can lead patients to choose online alternatives.
Here’s the good news: how you respond to these situations can make a lasting impact. While it’s important to have a final conversation about the advantages of personalized lenses, focusing on how you engage with patients post-purchase is key to maintaining trust and encouraging their return in the future.
Let’s dive into how you can navigate these moments with confidence, empathy, and strategies that keep patients loyal to your practice.
A final conversation about personalized lenses
Before a patient hits “add to cart” on an online glasses order, it’s worth revisiting the benefits of personalized lenses. This isn’t a high-pressure conversation—it’s about giving them one last chance to think through their options.
Here’s how you can frame the conversation:
- 1. Focus on the long-term benefits:
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- “Personalized lenses are designed to match your exact prescription. This means sharper vision and less strain, no matter how long you wear them.”
- “Our lenses use premium materials that are built to last, so you’re getting great value over time.”
- “You’ll always have a place to go when you need support since your personalized lenses are backed by us.”
- 2. Emphasize the professional support they’re missing out on:
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- “When you get your lenses through us, you’re getting expert care. If your frames ever need adjustments or repairs, we’re here for you. We also ensure that the style you’ve chosen works with your face shape and your unique prescription.”
- “You’ll know that your measurements are correct. If your measurements are taken incorrectly, headaches, eye fatigue, and clarity issues may occur.”
- 3. Speak to their unique needs:
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- “Because we know your lifestyle and vision habits, we can recommend the best lens treatments or features for your daily activities—something online options can’t do.”
While this conversation may not change their decision every time, it helps reinforce the value you provide. Even if they go forward with their online purchase, they’ll remember your effort.
When patients choose online lenses: how to keep the door open
So, what happens when the patient goes through with the online order? It’s easy to feel disappointed, but this moment can be an opportunity to strengthen your relationship.
Understand their perspective
Patients often choose online lenses because they seem cheaper, faster, or more convenient. For some, it’s a matter of budget. For others, it’s curiosity or the promise of a simple, click-and-ship experience.
Take a moment to acknowledge these factors without judgment. You might say:
“I completely understand that you’d want to explore online options. Many of my patients feel the same way at first.”
This approach makes them feel heard and respected. It also sets the tone for a positive, ongoing relationship.
Want to show your patients how much their vision is worth?
Adding value after the purchase
Once the online lenses arrive, your practice can step in to offer support. Here’s where you can shine:
Offer lens verification and adjustments
Patients don’t always realize that online lenses might not meet their expectations. Common issues include:
- Prescriptions that don’t match.
- Lenses that are improperly aligned.
- Frames that are uncomfortable or poorly fitted.
By offering a lens verification and adjustment service, you can help patients ensure their glasses meet quality standards and fit properly. This is an excellent way to demonstrate your expertise while providing a valuable service.
You might explain it this way:
“We can take a look at your new lenses and make sure they’re doing the job they’re supposed to. Plus, we’ll adjust your frames for comfort and fit.”
Set a service fee with an incentive
Many practices charge a modest fee for these services—for example, $40. You can use this as an opportunity to encourage future purchases by offering an incentive.
For instance:
“Our lens verification service is $40, but if you decide to purchase your next pair of lenses with us, we’ll credit that amount toward your order.”
This creates a win-win situation. The patient gets immediate help, and you keep them thinking about your practice for their next eyewear purchase. The fee also sends a message that your time has value.
Help your patients understand the value of choosing an ECP.
Take inspiration from competitors
Some companies like Warby Parker offer a $50 credit to customers who bring in their lenses for adjustments or verification. You can adopt a similar strategy, positioning your practice as both patient-centric and competitively aware.
By providing these services, you:
- Keep patient relationships intact for future premium purchases.
- Reinforce your expertise and value in the patient’s vision care journey.
- Differentiate your practice as a supportive, patient-first business.
Why this approach works
Here are a few reasons why this approach can benefit your practice.
You’re building trust
Patients who feel supported, even when they’ve purchased online, are more likely to return to your practice. They’ll appreciate that you put their needs first, even when it didn’t directly benefit your bottom line.
You’re showcasing your expertise
You provide expert care and adjustments over your online retailers. By stepping in to help after their purchase, you’re reinforcing the unique value of your services.
You’re keeping the relationship alive
When you respond with empathy and professionalism, you’re laying the groundwork for future business. The next time they need new lenses—or even a simple repair—they’ll remember the help you provided.
Keeping the conversation positive
Staying upbeat and solution-focused is critical even when it’s tempting to let frustration creep into these interactions. Here are a few ways to maintain a positive tone:
- Focus on what you can do: Instead of dwelling on what they’ve missed out on, emphasize the value you’re offering now.
- Avoid blame or guilt: Statements like “You should’ve bought them here” only create distance.
- Reinforce your availability: Let them know they’re always welcome to come to you for advice or future purchases.
Supporting patients at every step
While it can be challenging to watch patients choose online lenses, these moments are opportunities to strengthen their loyalty. By providing post-purchase support, staying professional, and keeping the conversation positive, you’re building trust that will pay off in the long term.
Remember, your ultimate goal is building lasting relationships with your patients. That’s the real value of the care you provide.
Ready to learn more about how you can improve your patient relationships and grow your practice? Contact us today!