Eyecare Business November

NOV 2017

Issue link: https://eyecarebusiness.epubxp.com/i/894184

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Page 63 of 83

Market Snapshot: What's Selling Take a look here to see what modalities are currently resonating the most with patients, and where your peers report they anticipate seeing growth in the next six to 12 months. Soft CL Modalities Prescribed (+ Anticipated Growth) 50% 40% 30% 20% 10% 0% Percentage of Respondents 28% 40% 27% 23% 42% 36% Looking Ahead: Category Growth Where will the category growth come from in the coming years? Our responding ECPs tells us they expect multifocal lenses to drive contact lens sales. What Category Has the Most Growth Potential (next 12 months) Multifocal Toric Spherical Color contacts Color-enhancing contacts Competing With Online Sellers An overwhelming majority—92%—of survey respondents reported their sales being aff- ected by online contact lens vendors. ECPs are working harder than ever to compete for their patients' CL dollars. Our survey asked ECPs what they are doing to compete with online sales, and here's what they said: 4% 4% Daily disposable 2-week disposable Monthly disposable Quarterly/annual replacement Soft contact lens modalities prescribed Anticipated soft lens modalities fit within the next 12-24 months Percentage of Contact Lens Business by Category 50% 40% 30% 20% 10% 0% Percentage of Respondents 50% 25% 16% 4% 6% Spherical Toric Multifocal Colored contacts Color- enhancing contacts » Actively promoting manufacturer rebates » Price matching » Offering specialty contacts that only O.D.s can sell » Offering home delivery » Offering free trial lenses » Offering discounts for a year's supply purchase » Allowing patients to order through ECP website » Emphasizing the customer service that only an in-person experience can provide 74% 11% 2% 7% 5% "WE OFFER A PRICE COMPARISON SHEET OUTLINING OUR PRICING ALONG WITH ANY REBATES. OUR MAIN COMPETITOR'S PRICING IS ALSO LISTED. THAT WAY, PA- TIENTS CAN SEE UPFRONT THAT OUR PRICING IS COMPETITIVE. WE ALSO OFFER DIRECT SHIPPING." —ECP survey respondent, on competing with online contact lens vendors " " "WE OFFER A PACKAGE THAT INCLUDES THE EVALUATION, A YEAR'S SUPPLY OF LENSES AND SOLUTIONS, A FREE PAIR OF TRIALS DURING THE YEAR, AND UNLIMITED CONTACT LENS- RELATED VISITS." —Survey respondent, on keeping contact lens sales in-house " " 62 E y e c a r e B u s i n e s s . c o m November 2017 R E S E A R C H C O N T A C T L E N S E S EB

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