by Dr. Harbir Sian, OD
In an era when patients ask Dr. Google before they call their optometrist, the way people seek vision care information is changing fast.
The Contact Lens Institute’s 2025 Digital Discovery report dives into thousands of real-world searches from across North America including Google queries, TikTok reels, voice-assistant prompts, and AI-generated answers to uncover what contact-lens wearers (and would-be wearers) really want to know.
The results offer valuable lessons for eye-care professionals: how to anticipate patient questions, fill the information gaps that online sources leave behind, and strengthen in-office trust in an AI-powered world.
Price First, Value Second
The study found that 65% of all contact-lens-related Google searches focus on buying—price comparisons, retailers, rebates, and “cheap contact lenses.” That means many patients come to their exam with a pre-set idea of what lenses should cost based on what they’ve seen online.
Clinics can turn that to their advantage. Discuss rebates, insurance coverage, direct shipping, easy exchanges, and personalized service early in the visit and not as an afterthought at checkout. Showing the full value proposition helps move the conversation from “How cheap can I get them?” to “Why should I get them from you?”
Automated reorder reminders and in-office or online purchasing portals also keep patients from drifting toward online retailers when it’s time to restock.
A Removal Problem, Not an Insertion One
One of the most surprising findings: searches for how to remove contact lenses outnumber how to insert by more than 2-to-1. It’s a reminder that removal anxiety, not insertion, could be driving frustration and dropout among new wearers.
Make removal part of every fitting conversation. Printed guides, short explainer videos, and structured follow-ups can dramatically reduce anxiety. Even better, send patients your own trusted video link so they don’t have to scroll through questionable TikToks for help.
Shifting the “Either-Or” Mindset
Search behavior also shows a major misconception: only 6% of comparative searches used the word “and” (as in contacts and glasses), while 94% used “or.” Many consumers still believe they have to choose one or the other.
That’s a missed opportunity. Ask every patient about “life moments” that could benefit from both: vacations, sports, weddings, or even long workdays. Offering in-office trial experiences, where the optometrist inserts and removes the lenses, can help hesitant patients imagine contact lenses as part of their everyday routine, not a replacement for spectacles.
Voice Search and AI: The New Front Door
Up to 20% of all contact-lens searches now happen through voice assistants such as Siri, Alexa, or Google Assistant. Phrases like “eye doctor near me” dominate.
For clinics, that means visibility depends on digital housekeeping: complete your Google Business profile, use location-specific keywords, and include “eye doctor” or “optometrist” on your site pages.
Google’s new AI-driven summaries (via Gemini) often answer a query without users ever scrolling down. Practices that publish credible local content, blogs, service pages, and videos, are more likely to be cited or surfaced by these AI summaries. In other words, digital authority begins with your own website.
Countering Misinformation—Gently
Patients trust AI assistants, but that trust is misplaced more often than not. When the Contact Lens Institute asked major AI platforms where consumers should go for lens information, results ranged from the American Optometric Association to, surprisingly… Forbes.com.
Rather than dismissing what patients read online, invite the discussion:
“That’s interesting—where did you find that information?”
This simple question opens the door to clarify misconceptions and reinforces your role as the most reliable source for personalized guidance.
Meeting Patients Where They Search
The CLI Digital Discovery report offers a clear takeaway: the online behavior of today’s patients can help shape better real-world care. When optometrists view digital channels as extensions of their exam lanes, they can anticipate concerns before they’re voiced, provide trustworthy education, and make every interaction, online or in-office, count.
By embracing proactive education, promoting dual wear, and optimizing for digital discoverability, eye-care professionals can ensure that Dr. Google leads patients right back to where they belong, in your exam chair.
Dr. Harbir Sian, OD
Dr. Harbir Sian, OD, is an optometrist, entrepreneur, and award-winning advocate. Co-owner of multiple clinics in British Columbia, he specializes in myopia management and dry eye care. A TEDx speaker and host of Canada’s most downloaded optometry podcast, he is a trusted Key Opinion Leader and sought-after educator.
