TECHNOLOGY FOCUS

OFFER A UNIQUE EXPERIENCE

APP CREATES A FASHION PROFILE AND DEMONSTRATES YOUR STAFF’S EXPERTISE

DAVE ZIEGLER, O.D.

PROVIDING A unique optical experience is key, as O.D.s compete against a number of optical outlets. The Eyewear Stylist app can help provide this unique experience by adding value and differentiating your optical services through its fashion profile and demonstration of staff’s expertise.

OVERVIEW

The app aids in frame selection by showing how facial shape, coloration and each person’s fashion personality contribute to selecting a pair of glasses in a consultative experience. The app is available for the iPad in the iTunes App Store.

Screen grab from Eyewear Stylist app.

PROCEDURE

Optical staff:

1. Take a picture of the patient with an iPad. The photo is converted into a black and white sketch to emphasize the patient’s facial structure. The staff member inputs further information, such as the patient’s facial shape (either angular or curved) and coloration (either warm or cool).

2. Ask the patient to take a 30-second “Fashion Personality Profile.” The survey is made up of 12 statements, such as, “When it comes to the latest in fashion, I’ve got to have it,” which the patient rates on a continuum of “Strongly disagree” to “Strongly agree.” Profiles are scored as “Conservative,” “Fashion conscious,” “Trend setter” or “Cutting edge.”

3. Print a report for the patient, given to him or her at the end of the appointment. The report includes general recommendations for the best frames, including shape and color, based on the information given. For example, “Because you have a curved face shape, you can contrast that with angular, geometric-shaped frames.” In addition, the app provides images of models wearing glasses to demonstrate. The report also lists secondary frame options. From these and the fashion profile score, your staff has a starting point for the frame selection.

4. Take a picture of the patient wearing the frame to show the before and after look. The app then emails a PDF of the photos with a message that includes your practice’s name. The patient can upload this image to his or her Facebook or Instagram accounts, the posting of which gives your practice exposure to all of his or her social friends.

PRACTICE BENEFITS/ROI

It’s important to find ways to create personalized patient experiences in your office. More than anything else, it showcases the skills and knowledge your opticians bring when selecting the right glasses to increase patient loyalty to your practice.

THERE’S AN APP FOR THAT

The app is a tool to provide a unique, personal eyewear styling experience to your patients. This experience will set your practice apart from others and create customer loyalty. OM

Dr. Ziegler indicated a financial interest in this product.

DR. ZIEGLER is a senior partner at Ziegler & Leffingwell Eyecare in Milwaukee, Wisc., and a fellow of the American Academy of Optometry. Email him at daveaziegler@gmail.com, or visit tinyurl.com/OMcomment to comment.