The effect of hybrid digital care on contact lens conversion, retention and dropout rates Author: Dr. Keyur Patel, BSc(Hons) O.D. DipTP(IP) DipGlauc DipSpV FAAO FCOptom FBCLA
Co-Authors: Ms. Michelle Beach, Mr. Kieran Minshull, Ms. Rebecca Donnelly, Ms. Valarie Jerome
Background With dropout rates of neophyte contact lens wearers remaining consistently high despite advances in lens materials, there is a need to review whether employing evidence-based practice will help maximise the likelihood of success for contact lens wearers, maintain satisfaction with lens wear and improve retention rates. • Specifically, will the addition of BCLA CLEAR* recommendations have an impact on trial to sale conversion rates. • These recommendations include a full assessment of the anterior segment (including digital imaging) when conducting the initial in-practice fit and an additional touchpoint (ideally not in practice) within 5 days of the initial fit. • The AOS trial was conducted with the objective of determining if introducing anterior imaging and grading in practice and conducting an a&r teach video call within 5 days has an impact on trial to sale conversion rates.
Purpose The aim of this patient-centric commercial study was to assess that, if by following best practice contact lens patient management processes outlined by the BCLA*, trial to sale conversion rates would be improved. Key elements of the process include anterior imaging, bulbar grading, and video calls.
Results Conversion rates across the whole group were improved by 25% UK: average improvement of 22% with best performing participant showing improvement of 26% India: average improvement of 36% with best performing participant showing improvement of 66% USA: average improvement of 19% with best performing participant showing improvement of 29%
Territory
No of Pxs
Average trial to sale conversion rate pre-trial
UK
85
73%
89%
22%
India
55
60%
82%
36%
USA
63
64%
76%
19%
TOTAL
203
66%
82%
25%
Methods We selected 17 ECPs in 3 territories - India, UK, USA – who were given a patient management protocol to follow with their neophyte contact lens patients. This resulted in a total of 203 patients being seen across the 3 territories. Protocol was twofold: 1. capture a baseline image and conduct a bulbar grading assessment of both eyes at the in-practice appointment using either the AOS Vision mobile app or a digital slit lamp for the imaging and the AOS Bulbar grading tool for the bulbar grading assessment 2. conduct a follow-up video call with the patient within 5 days of the initial appointment to assist with initial application and removal, assess ‘fit and feel’ and address any user issues using the AOS Video Call feature. Participating ECPs kept a record of date of initial fit, date of follow-up call and date of first purchase (or dropout).
Average trial to sale conversion rate post-trial
Average improvement
Conclusions & Discussion Conducting a detailed anterior eye health assessment prior to a new fit, which includes imaging and bulbar grading, and a follow-up within 5 days to address any wearer issues and assist with early a&r techniques positively affects conversion rates in new wearers. Ideally the follow-up should take place out of the practice and via video call. Based on patient surveys conducted, in which 94% agreed or strongly agreed that remote care conveniently fits around their lifestyle, we can conclude that patients want and enjoy a hybrid model of care. The trials will continue for a further 9-month period to monitor the effect on retention (6 months) and dropout (1 year) rates. References *BCLA best practice guidance https://www.contactlensjournal.com/article/S1367-0484(21)00022-9/fulltext