Perhaps the best way to build contact lens patient loyalty, recalls, and referrals is to proactively educate patients about new options. Too often, if a patient seems to be doing well with their current contact lenses, we don't bother to discuss advances in technology. Whether it is ultraviolet protection, increased effectiveness for dry eye patients, multifocals, or torics, patients want your best recommendation, and want to know that you are keeping up on recent advances. An educated patient will place greater value on the care received, respond to recall notices in order to find out what is new, and will more likely refer others. It can all begin with the simple statement: "Let me tell you what's new since I last saw you." Both your patients and your bottom line will appreciate it. 
Stephen Cohen, OD
Scottsdale, Arizona

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