ST. LOUIS and MADISON HEIGHTS, Mich.—New digital functionality is helping optical retailers and ECP groups increase their capture rate and build patient loyalty with new tools for contact lens ordering and marketing.
Henry Ford Optimeyes has been one group using CLX, a contact lens ordering, management and marketing system, which recently introduced enhanced functionality designed to auto e-mail and text patients due to reorder contacts.
Gail Elias, director of finance at Henry Ford Optimeyes, has been impressed by the new CLX marketing feature. “Patients want a trusted and convenient option to order contact lenses online. This system puts contact lens ordering into the hands of the patient and encourages compliance with healthier lens-wearing schedules. Best of all, we retain the patient which helps us achieve our financial success.”
CLX’s My CL Reorder identifies patients due to reorder contact lenses and automatically sends e-mails or texts prompting them with a link to reorder their prescription contact lenses. Credit card payments are deposited in the practice bank account, and the order is forwarded directly to a preferred practice distributor who then ships the refill directly to the patients.
“Too many patients are reordering contact lenses from an online retailer or superstore, and not from their personal OD. With My CL Reorder, our customers are able to remind patients when it is time to reorder and provide a fast, secure on-line reorder option. This technology is unique in helping ECPs compete in today’s cluttered marketplace,” said Jeremy Bono, CLX product manager.
The CLX system is capable of much more than capturing reorder business according to Bono. “Efficient ordering, tracking, and reporting features of CLX also help our customers better understand, manage and grow the contact lens side of their business.”
CLX, a cloud-based management platform, is designed to improve the efficiency and accuracy of contact lens administration as well as to provide valuable data and robust metrics reporting. The CLX System has remained the industry-leading contact lens management portal since its development in 2005.