CLI report reveals new insights into contact lens patient behavior trends

After previewing findings during Vision Expo East last month, the Contact Lens Institute (CLI) has published its latest consumer research report on contact lens behavior trends.

Tell me about this report.

As part of CLI’s See Tomorrow initiative of bi-annual contact lens custom research, Beyond Vision: Behaviors to Attract New & Returning Contact Lens Wearers is a 26-page report based on responses from an online survey conducted by Prodege, a digital marketing, consumer polling, and market research company.

• Time frame: Feb. 1-9, 2024
• Respondents: 1,054 vision-corrected adults (aged 18 to 64) in the U.S.
  • 579 individuals were glasses wearers with no prior contact lens experience
  • Of the total number of those surveyed:
    • 67% of respondents reported having some type of vision insurance
    • 55% reported visiting an eye care practitioner (ECP) for an annual eye exam
    • 22% reported visiting an ECP for an eye exam every 2 years
• Report contents:
  • Infographics, key takeaways, “quick take” columns, bulleted checklists of practical implementation tips
    • Note: All tips and takeaways are provided by 2024 CLI Visionaries

About these findings …

Per CLI, the data illustrated a “significant upside opportunity for eye care practices and pinpoints what drives consideration.”

A reported 47.8% (1 in 2)of glasses wearers indicated a high interest in contact lenses (scoring 7-10 on a 10-point scale).

This percentage—along with so-called “lapsed contact lens wearers” who also signaled what would motivate them to reuse lenses—indicates “the tremendous untapped potential for the category,” according to CLI Executive Director Stan Rogaski.

These specific consumer areas of excitement, concern, and misperceptions can help eyecare practice leverage “more efficient and effective contact lens conversations among likely candidates,” Rogaski stated.

Comparatively: 18.9% reported almost no trial interest (scoring 0-2).

Let’s move on to lens recommendations.

Only 42% of glasses-only wearers reported receiving a recommendation for contact lenses.

Even further, the percentage of in-office staff who actually brought up contact lens recommendations was very low:

• 10.5% of optometrists (ODs) or ophthalmologists (MDs)
• 6% of exam staff
• 3% of optical/eyewear display staff

Surprisingly: Friends/family members were over twice as likely (23%) to suggest a trial of contact lenses than an ECP.

The takeaway: Not all interested patients will ask about contact lens trials; ECPs could benefit from opening up conversations about potential trials for patients.

See here (scroll to page 5) for tips on how to encourage lens consideration.

So who do patients look to for recommendations?

Out of 20 potential sources, the following ranked highest:

• ODs/MDs
  • 66% glasses wearers
  • 46% new contact lens wearers
• Opticians
  • 44% glasses wearers
  • 26% new contact lens wearers
• Friends/family
  • 40% glasses wearers
  • 31% new contact lens wearers
• Eye exam technicians/assistants
  • 31% glasses wearers
  • 24% new contact lens wearers

See here (scroll to page 8) for six ways to gain contact lens patient referrals.

What would influence patients more?

The report assessed 25 potential sources for contact lens referrals. The top five included:

1. An ECP explaining the benefits of lens wear (66%)
2. Understanding how to insert and remove lenses (52%)
3. Being given trial lenses during exam visit (51%)
4. Having a wider range of price/performance options (47%)
5. Awareness of lenses for specific eye conditions (46%)

What else?

The data also covered insights on how to:

• Engage in smart conversations to encourage action
• Stay focused on potential new wearer needs
• Avoid in-office-detractors for lens wear
• Communicate to overcome misperceptions

Interestingly, glasses-wearers reported the following eye conditions would prevent them from contact lens use:

• Dry eye (27%)
• Astigmatism (17%)
• Allergies (11%)
• Presbyopia (9%)

How important were advanced contact lenses to respondents?

A total of 41% of glasses-only wearers indicated that “becoming aware of new advances and technology in contact lenses spurs consideration,” the report noted.

And for new lens wear (within 24 months), the data found that “what consumers see as advancements may not represent cutting-edge innovation as much as ‘new to them’ discoveries.”

So which lens types sparked more interest?

In order of interest:

• Toric contact lenses
  • 46% glasses wearers
  • 60% new contact lens wearers
• UV radiation-protecting contact lenses
  • 43% glasses wearers
  • 64% new contact lens wearers
• Monthly, 2-week replacement options
  • 42% glasses wearers
  • 56% new contact lens wearers
• Contacts for individual device usage
  • 41% glasses wearers
  • 64% new contact lens wearers

The report also provides tips for sharing what’s new in lens advancements and how to reinforce lens benefits.

Did it cover how to attract contact lens dropouts?

Yes! Six key ways are offered for re-engaging these patients (page 23):

1. Survey patients
2. Share what’s new
3. Address specific concerns
4. Offer trial lenses
5. Personalize patient recommendations
6. Follow up

Sounds like an extensive list of findings! Where can I read the full report?

Click here and download.