THE CONSUMER VIEW

  consumerism

What Will Consumers Want?

Today’s technology may offer a glimpse of future desires

KIMBERLY MICHEL, O.D., AND BRIAN CHOU, O.D., F.A.A.O., SAN DIEGO, CALIF.

Science fiction writers have surprisingly described several present-day realities well before their time — antidepressants (Aldous Huxley), debit cards (Edward Bellamy) and tanks (H.G. Wells), to name a few. These writers looked at the technology of their day and projected forth.

To predict consumer demand in eye care, we have similarly looked at current technology.

In our opinion, here are some of the challenges and opportunities O.D.s face in keeping up with these demands.

Online refraction

The popularity of wearable health tracking devices, such as Apple Watch, fitbit and Microsoft Band, and smartphone applications, such as Argus, validates the fact that consumers are increasingly interested in data-driven rather than a doctor-driven diagnosis. In eye care, this is evident with the development of online refraction and smartphone refraction apps. We believe certain online eyewear retailers will support and incubate self-administration technologies. Just as consumers value the perceived convenience and cost savings associated with online eyewear sales, some also like the idea of obtaining an eyeglass or contact lens prescription sans an eye doctor.

The O.D.’s role: The technological advances in refraction are unstoppable. The benefit to our profession is that these advances will enable O.D.s to spend more of their energy on diagnosis and treatment. That said, many consumers incorrectly assume the refraction is a complete eye exam. If you are not educating consumers that a complete eye exam includes a series of tests that 1) detect eye and vision problems, and 2) are important for maintaining healthy eyes and clear vision, then you risk contributing to this misperception.

Another danger is that if you do not make yourself more convenient (e.g., heading in the direction of on-demand 24-7 mobile service), you will continue to fuel an attitude that seeing the doctor is burdensome due to perceived cost and inconvenience, when all patients want is a prescription.

Collaborative product design

A total of 78% of consumers say they’d like to collaborate with retailers in designing new products and services that meet their needs, reveals “Meeting the Demands of the Smarter Consumer,” a report from the IBM Institute for Business Value.

With the increasing availability of 3D printing, we believe that some consumers will want customized frames. In addition, more consumers seem to prefer selecting their lens options through online shopping rather than with a live optician because they like their anonymity and the lack of time pressure associated with online shopping.

The O.D.’s role: If this takes off, consider partnering with a 3D printing company that can allow patients the ability to design their own frames. Perhaps lens and/or frame vendors will also offer such a service.

In addition, think about moving toward omni-channel sales, in which online inventory and pricing matches exactly what you offer in real life. Each channel should support one another. The limitation right now: There are relatively few robust ecommerce services for private practice optometry in which eyewear sales can piggyback onto the diversity of private websites.

Another layer of complexity: the variation of vision plans with co-payments, allowances and renewal dates on frames/lenses to make them viable and integrated with consumer ecommerce. Online eyewear companies have a leg up here.

Alternative payment methods

A total of 80% of consumers want alternative payment methods to credit cards online, reveals a “2011 Javelin Strategy and Research Survey,” which polled more than 2,000 adults regarding payment preferences. Enter Android Pay, Apple Pay, Bitcoin, Snapcash, Visa Checkout and, most recently, Samsung Pay. As a result, in our opinion, we believe it won’t be long before consumers expect alternative payment methods at their doctors’ offices.

Something else to keep in mind: Credit card processing is already shifting from the magnetic strip system to a chip and pin card system called Europay, MasterCard, Visa (EMV). By October 2015, businesses without terminals adapted for EMV chip and pin cards will be liable for any credit card fraud that takes place at their businesses.

The O.D.’s role: To position yourself to accommodate alternative payments — if this takes off with consumers — choose an EMV terminal that includes a near-field communication (NFC) reader so that your business will simultaneously become enabled to handle mobile payment systems, such as those mentioned above.

Real-time order tracking

A total of 63% of consumers say they place high value on estimated delivery dates and shopping costs early in the process, reveals the “2014 UPS Pulse of the Online Shopper” report.” In addition, the 2013 report reveals that package tracking services were considered either “essential” or “nice to have” by almost all online consumers.

Specifically, they desire text notifications when their package will be or has been delivered and the ability to track their shipment on the retailer’s mobile site. Further, email notifications with a link to track the order on the retailer’s website was viewed as the most important tracking-related service. The bottom line: In our opinion, consumers will soon expect all businesses to provide real-time online order tracking.

The O.D.’s role: Lobby your labs and practice software companies to develop an integrated and robust system to allow you to provide your patients with this service. It will be convenient for consumers, and staff will no longer have to make or answer order calls.

Electronic recall

A total of 57% of patients age 18 to 45 prefer to receive appointment reminders via text message, and 53% are partial to email reminders, reveals a study in the October 2014 issue of the Telemedicine Journal and e-health.

The O.D.’s role: Implement and promote these technologies to retain these patients, decrease “no shows,” and enable your staff to attend to more important responsibilities, such as greeting patients when they present to your practice. Several electronic patient communication systems are available, and some EHR systems contain patient appointment reminder software.

Patient portals

A patient portal is a secure online website that provides patients with immediate access to their personal health information, including lab results, medications, exam summaries and correspondence with their physician. Although 64% don’t use online patient portals, 57% of these non-users say they would take greater interest in their personal healthcare with such access, reveals 2014’s “Annual Xerox EHR Survey.”

In addition, millennials are more inclined to report having the highest preference for accessing patient portals on the go, and 83% of baby boomers say they either already do or would communicate with their doctors through a patient portal. Breaking this patient demographic down further, 70% report they do or would schedule appointments, 64% say they access/review medical records/test results, 60% say they ask their doctors questions, 58% say they order prescription refills, and 40% request referrals via their portal.

The O.D.’s role: Put pressure on EHR developers to create patient portals for the small practice.

Meeting consumers’ needs

Only time will tell whether these predictions come true. Should they come to pass, don’t feel threatened. Approach them as challenges that will help both you and your practice grow. OM

Dr. Michel practices at EyeLux Optometry in San Diego. She currently serves as a consultant for Coopervision. E-mail her at kmichel@eyeluxoptometry.com

Dr. Chou practices at EyeLux Optometry in San Diego. He is a consultant to Tigris Ventures and Transitions Optical. E-mail chou@refractivesource.com, or visit tinyurl.com/OMcomment to comment on this article.