Dispensing Terminals

A new generation of dispensing tools promises to create a truly interactive and customised lens consultation process. 

Tinted or Transitions? Plastic, progressive, polarised or customised? Customers these days face a dazzling array of lens products to meet their vision needs - and they rely on dispensing staff to detail the options and make sure their money is well spent. But swift changes in lens technology mean explaining and demonstrating the range of premium products on offer can challenge even the most skilled eye care professional.

Coupled with a pressure-pot retail environment and ever-increasing customer expectations, the need for dispensing tools that deliver accurate, well-fitted eye care solutions has never been greater.

State-of-the-art dispensing technology promises to meet that need, offering all-in- one, integrated devices which streamline the consultation process, simplify a customer's options and transform their buying experience. Terminals are now available which precisely measure and fit lenses and frames, visually demonstrate products and profile the patient's lifestyle needs and visual behaviour.

Eye care professionals report that these new tools give dispensing staff greater confidence to recommend the latest premium lenses and bring a more professional touch to their practice.

Optometrist Helen Summers, who runs a practice in the Darwin suburb of Fannie Bay, said her decision late last year to purchase one of the new generation of dispensing tools - Essilor's Visioffice - was paying dividends.

The device's ability to take exact measurements and demonstrate the benefits of various lenses meant staff could confidently recommend newer- technology products, while customers received far greater knowledge about their lens options, Ms. Summers said, "We are offering premium lenses and the patients are happy to pay the higher prices when there is greater understanding of the added features. Our growth in this area is significant,'' Ms. Summers said.

Manager of customer technology integration at Carl Zeiss Vision (CZV), Steven Haifawi, said new dispensing tools such as the CZV Relaxed Vision Terminal could bring a "clear competitive edge'' to a practice. "It makes lens fitting an interesting and enjoyable experience, and increases the level of word-of-mouth marketing and customer loyalty,'' Mr. Haifawi said.

Measurements: Getting it Right

Ms. Summers said her new dispensing terminal had enhanced the accuracy of measurement-taking in ways "not comparable" with the traditional PD rule.

Essilor's Visioffice takes two full-face photos to quickly measure the range of eye position, frame and visual behaviour parameters required for new generation lens products. Distances are measured to 0.1 millimetres and angles are measured to the nearest degree. The results are instantly transferred to a customer's file.

"The accuracy of the measurements and suitable frame choice are important to the success of the newer premium lens designs," Ms. Summers said. "Improved dispensing also means less remakes." Steven Haifawi of CZV said the Relaxed Vision Terminal allowed for exact fitting of Zeiss Clarity lenses, which led to more satisfied patients, fewer complaints and cost minimisation.

Rodenstock's newest dispensing system, the Impressionist, uses a two-camera 3D video centration system to quickly gather all centering measurements as well as single interpupillary distance, corneal vertex distance, face form angle and pantoscopic tilt. The system can also auto- correct any accidental head movements during measurement.

Essilor Asia-Pacific's Director of Professional Services, Tim Thurn, said new generation dispensing tools took professionalism to the next level, "matching the technology of the latest lenses with the technology of how they are fitted.''

"If you're selling products that are AUD$250 to AUD$800 for a pair of lenses, and you compare this with the type of equipment that is standard in the marketplace - a felt pen and a PD ruler - it's not very up there with the technology,'' Mr. Thurn said.

"For people who want a sophisticated piece of machinery with all the demonstration tools and things that go with it, this is the sort of device they should be looking for.''

Engage, Inform and Educate

Using digital photo technology, new- generation dispensing terminals can demonstrate frame and lens combinations - helping to engage customers, explain their choices and allow them to experience their eyewear options on-screen before committing to a purchase.

Devices such as Essilor's Visioffice, Carl Zeiss Vision's Relaxed Vision Terminal and Rodenstock's Impressionist, all capture digital images of the patient, the results of which can be printed and stored with patient records or emailed to a customer's account.

Ms. Summers said customers with poor vision found the virtual simulation of various frame designs highly valuable.

"The ability to show the patient by photos and video what the frame looks like when being worn by them is a bonus if they have a significant refractive error and can't see well without their glasses,'' Ms. Summers said.

The device can also import customer data and demonstrate the performance of various lens designs and value-added features such as anti-ref lection coating, polarising treatment, Transitions and high index lenses, Ms. Summers said.

Essilor's Tim Thurn said such features helped a practice to advise its customers - providing clear images to describe complex ideas and demonstrate features, before relating the information to a final product.

"Because it's done with real simulation, people can see the effect,'' Mr. Thurn said. "It's not the same as wearing the lens yourself, but get the idea of what can be quite difficult concepts to explain.''

Ms. Summers said the capacity of the device to answer questions concerning refractive error and lens solutions provided valuable education tools for both customers and lesser-trained dispensing staff, allowing them to give informed, competent advice.

"The Visioffice can be used as a tool to train staff and new optometry graduates who may have limited dispensing experience,'' she said. "It is very easy to use and inexperienced optical staff can master it quickly.''

Steven Haifawi of Carl Zeiss Vision said the Relaxed Vision Terminal was also easy to use and understand, allowing staff of all levels to include the customer throughout the consultation process.

Paying Dividends

According to Ms. Summers, the all-in- one dispensing terminal purchased by her practice - which sells for around AUD$19,000

investment, adding to the growth of her business and helping boost sales of newer- technology lenses.

The Federal Government's latest small business tax breaks, part of the latest round of economic stimulus measures, provided further incentive to invest in new equipment, Ms. Summers said.

(Small businesses are eligible for a 30 per cent tax deduction for assets costing more than AUD$1,000, which are purchased before June 30 this year and installed before 30 June 2010.)

Essilor's Tim Thurn said modern dispensing tools could significantly improve a practice's bottom line.

"The multiplier effect of being able to have sophisticated equipment in a practice helps sell sophisticated lenses, better coating, better materials - it drives things dramatically,'' Mr. Thurn said.

"And if you can sell one more pair of progressive lenses a week, or 50 a year at AUD$250 a pair, that's AUD$12,500 in turnover.''

The Way of the Future

Optometrists' Association of Australia (OAA) National Product Service Manager Shirley Loh said while all-in- one electronic dispensing tools were still an emerging technology, they could soon become standard equipment expected by both optometrists and patients.

"At the moment you're not considered a bad optometrist if you don't have them, but that may change in the future,'' Ms. Loh said.

"If you've got an inner-city clientele who are appreciative of technology, perhaps it could be a good marketing tool for optometrists, as well as (helping to sell) better quality products, which is what these tools are supposed to do.''

Glenn Marsh, a Sydney dispenser with 30 years experience, agreed that electronic dispensing tools were the way of the future.

"People did without computers but now it's not acceptable to run a business without them - you can't communicate with everyone around you without computers,'' Mr. Marsh said.

"I think those systems will eventually become part of the landscape.''

While some may shy away from modern dispensing technology, fearing it will one day take the place of the human dispensing touch, OAA's Shirley Loh begs to differ.

"Personally, I don't think that will ever happen - at the end of the day someone still has to oversee (the dispensing process),'' Ms. Loh said. Essilor's Tim Thurn agreed.

"It doesn't mean because there's this tool you don't need to understand the background, or have the expertise to explain things to the patient,'' Mr. Thurn said.

"It's a tool to increase the professionalism of skilled people.''

Nicole Hasham is a professional journalist who specialises in writing for the optical and optometric professions.