ANNUAL DIAGNOSTIC TECHNOLOGY ISSUE

EVALUATE INNOVATION ON THE HORIZON

MEASURE THE VALUE OF FUTURE TECHNOLOGIES TO PROVIDE FOR YOUR PRACTICE AND YOUR PATIENTS

Howard Purcell, O.D., F.A.A.O., Dallas

THOSE FUTURISTS paying attention to the business of medicine/eye care suggest optometry is on the cusp of a drastic adaptation because of evolving technologies, such as big data, artificial intelligence and virtual reality. These technologies have the potential to influence patient experience and outcomes in a positive way; they also, in many cases, are disruptive to our current processes and procedures. Before you are confronted with a sales pitch, give some thought to the value these discoveries can bring to you and to the patients for whom you are responsible.

Innovation that delivers better outcomes, an enhanced patient experience and/or efficiencies or even practitioner convenience may be just what the doctor ordered. Carefully evaluate innovation through these filters to determine which should be incorporated into your practice.

BIG DATA

We have heard the term “big data” for a number of years. Gartner, a leading information technology research and advisory company, defines big data as “high-volume, high-velocity and/or high-variety information assets that demand cost-effective, innovative forms of information processing that enable enhanced insight, decision making, and process automation.”

What if we had access to detailed demographic and psychological information about the consumers in the area surrounding our offices? It could contain information about buying habits, communication preferences, lifestyle, specific interests, income, shopping destinations, frequency of eyewear purchases and much more. Perhaps this information would allow us to better strategically target marketing to them with regularity, while creating an environment and engagement approach that would likely be much more effective. This is just one example of the power of big data and its positive ramifications.

ARTIFICIAL INTELLIGENCE

We must also consider artificial intelligence (AI) and the impact it will have on the optometric practice. AI is commonly defined as a system that perceives its environment and takes actions that maximize its chances for success.

AI is present in our lives today. For example: Siri (Apple), Cortana (Microsoft) and Roomba (iRobot). Automotive and tech companies are working on self-driving cars and, on the medical end, AiCure technology uses AI on mobile devices to determine whether the correct patient is taking his or her prescribed medications.

So, let’s imagine for a minute the possibility of having at your fingertips everything you learned from your first day in optometry school along with the latest science, research and other relevant information published within the past 10 or 15 minutes. This could not only result in better patient outcomes, it could also enhance decision making and create potential efficiencies. It appears outcomes will continue to be utilized to determine reimbursements. As a result, in addition to the impact patient outcomes have always had on those we care for, they will also impact our financial successes. Better outcomes means a healthier practice.

It is important to remember, though, that since our patients are not robots, AI is unlikely (and not best suited) to replace the practitioner. Each patient is unique, and neither manifests disease in the same manner nor reacts to therapeutic and refractive solutions in the same way. Therefore, clinical observation and judgment on an individual basis will still be required.

VIRTUAL REALITY

About two years ago, Facebook acquired Oculus VR, a virtual reality (VR) tool, for $2 billion. Why would a progressive-thinking company like Facebook invest in a device primarily used for gaming, flight and military simulations? Clearly, the company sees applications beyond the device’s current usage.

Does VR, a realistic simulation of an environment by a computer system using interactive software and hardware, have a role in the eye care industry? Consider that today colleagues around the world use the Snellen chart as their primary acuity measurement tool — and it works. However, a closer assessment of this tool exposes limitations. First, the chart itself was initially implemented in the 1860s; the standard for “normal” vision (20/20) was established at the same time. This suggests that the demands on the human visual system are the same as they were about 150 years ago, which we know is false. Consider the overwhelming increased near demands (digital devices) as just one example. In addition, we know that the human visual system can achieve far better than 20/20. In fact, a healthy, well-functioning visual system can achieve 20/8 acuity.

There are many reasons Snellen acuity has been utilized for as long as it has globally, but what if we could immerse our patient in a virtual environment where visual performance could be assessed in situations in which they engage, such as driving a car, playing tennis or sitting in front of a computer? In the exam room, what if we could immerse patients in a very controlled environment, e.g., luminance and contrast, customized for their specific needs and demands? This has the potential to result in better, more consistent outcomes for the patient by optimizing instead of normalizing vision. It could even enhance the patient experience. These simulations are executable with current VR technology. What if we used them?

THE FUTURE

Technology has the potential to change things. Whether the associated innovations will bring value to patients and practitioners is yet to be determined. What seems clear is that we will be in a position to take advantage of those innovations that will bring real value. It’s important that we carefully evaluate innovation. In the meantime, think about the possibilities now to have fewer surprises and a more calculated approach to decision making. As Charles Darwin said, “It’s not the strongest species that survives, it’s not even the most intelligent, it is the one most responsive to change.” OM

DR. PURCELL is senior vice president, customer development for Essilor of America, a team which he has been a part of for eight years. Prior to this, he served as senior director of professional affairs for Johnson & Johnson Vision Care. He also is a diplomate of the Cornea and Contact Lens Section of AAO. Visit tinyurl.com/OMcomment to comment.