When patients hesitate to choose premium intraocular lenses (IOLs), it’s rarely just about the money. It’s about how the cost is communicated and whether the patient feels confident that the benefits outweigh the expense.
Framing the value clearly, early, and honestly can make all the difference. Here’s how leading practices approach this critical conversation, backed by research and real-world experience.
1. Start the Premium IOL Conversation Early
Too many surgeons wait until the final pre-op consult to bring up premium options. At that point, patients often feel rushed, under-informed, and wary of upselling.
What the research shows:
A strong, early conversation led by the entire care team, from the referring optometrist to the technician, increases conversion by giving patients time to learn, reflect, and align their visual goals with the technology.
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“When we wait until the last minute, we’re not giving patients time to understand the value. We’re just showing them a price tag.”
2. Break Down Cost Transparently
Transparency builds trust. Patients may not love the idea of paying out-of-pocket, but they’ll respect clarity about what they’re paying for.
Make sure to explain:
- What’s included in the technology fee
- Why insurance doesn’t cover it
- What long-term value it offers (e.g., fewer glasses, better quality of life)
This approach is especially important because unclear communication about expectations is one of the top causes of dissatisfaction after cataract surgery.
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3. Frame Premium Lenses as a Lifetime Investment
Patients rarely think about the long-term cost of glasses, contacts, or lost visual independence. They think in short-term dollars.
It’s your job to shift that lens:
“This lens is designed to reduce your need for glasses for reading, distance, and night driving. That means greater freedom for decades, not just a better result next week.”
Studies have shown that most patients choose premium IOLs not because of persuasion, but because they see the lifestyle value, especially when educated clearly and early.
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4. Give Patients Tools. Not Just a Decision
The goal isn’t to close the conversation in the chair. It’s to equip patients to make the decision at home, often with a spouse or caregiver.
Supportive materials to provide:
- Personalized videos about IOL choices
- Clear cost breakdowns
- Testimonials from past patients
Educational content that patients can revisit later is proven to increase conversion and satisfaction.
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5. Stay Flexible. Not Everyone Will Say Yes Today
Not every patient is ready for bilateral premium IOLs or a large out-of-pocket payment. And that’s okay.
According to a public-sector study in the UK, many patients were open to advanced lenses but hesitant due to fear of side effects or lack of clarity around value.
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Give patients the space to ask questions, defer the decision, or consider one eye at a time. A flexible, empathetic tone keeps the door open and increases future conversions.
Final Thoughts
Premium IOL decisions are about more than just cost. They’re about clarity, confidence, and value.
By reframing the conversation with the right timing, messaging, and materials, you can help patients see what they’re really investing in and ensure they feel great about their choice.
Want to make these conversations easier for your team, and more effective for your patients?
Book a demo at GetHoot.com to see how automated, personalized video education can boost your premium IOL conversions without adding pressure to your staff.