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Technology in the Dispensary

A discussion with a dispensing device manufacturer

APRIL JASPER, O.D.

This month’s column is a conversation with Howard Purcell, O.D., F.A.A.O., senior vice president of Essilor of America, about optical dispensary technology.

Q: Why should an O.D. invest in technology for the dispensary?

A: . . . Today, we have the ability to capture personalized measurements and then create custom products incorporating position of wear and facial features, as well as unique visual needs. It is imperative in today’s market that we find ways to differentiate our patients’ experience in the dispensary. Others are telling them they don’t need dispensing technology, so we must show them differentiation in their custom prescription. Much of this is patient perception, and ultimately patients will demand it [dispensary technology].

Q: What technology do you feel is important?*

A: . . . Technology that not only takes PDs and seg heights but also wrap, tilt, vertex, head cape, center of rotation of the eye and more. These attributes do make a difference in performance. Our dispensers have to understand this is to enable them, not replace them. Just as the auto-refractor did not replace optometrists, measuring devices will not and cannot replace our master dispensers.

Q: How does an O.D. see ROI for these technologies?

A: . . . Prescribing more premium products shows an ROI. By showing our patients that there are much more precise measurements for these custom lenses, we will be able to sell more premium lenses.

Q: What is the next generation of technology for the dispensary?

A: The next generation is that which ties it all together from the moment the patient walks in the door and we capture lifestyle and history information, then pretesting and exam — where the doctor can talk about products that can impact their health, as well as visual performance — and then all of it gets tied up with a bow in the dispensary with next-generation measuring devices. Every generation [of dispensing device] will be more precise, more user friendly and be able to tie all the encounters throughout the office in a very individualized and personalized way.

Q: Any final words for our readers?

A: In the future, we must improve the dispensing process of these custom products so that we can better demonstrate the value of these lens designs. For example, we must stop using a narrow reading card to demonstrate the difference in the products they just purchased. Reinforce why they made such a good decision in purchasing this innovative product. Industry and the dispenser need to come up with new ways to do this.

We can also get more precise in our prescriptions. For example, we currently view 20/20 as optimum vision. People want more and better now, and we can make better products. We are on the cusp of new, innovative breakthrough products that will satisfy this need for our patients. OM

Dr. Jasper is a Vision Source Administrator and in private practice in West Palm Beach, Fla. E-mail her at drjasper@aeswpb.com, or comment at optometricmanagement@gmail.com.