30 Dynamic Demos New Dispensing Tools Are Bringing to Life for Patients

JEFF HOPKINS / CONTRIBUTING EDITOR experience. But how do you make them see the on a dispensing mat, or the classic hand-drawn difference? “hourglass” sketch showing the differences among hances are you wouldn’t buy a house with- Patients are used to the vision experience pro- progressive designs. Aside from the obvious out seeing it in person. After all, you’re go- vided by their current lenses; their brains have drawbacks (like dependence on the artistic skills C ing to be spending a significant amount learned to ignore whatever limitations those lenses of the dispenser, in the latter case) these types of of time there. Yet most of us spend almost every have. That can set them up for a nice “wow” effect illustrations don’t necessarily jibe with the idea of waking hour “living” in our eyeglass lenses, but when they put their new lenses on, but until that a premium-priced, high-tech digital lens. we don’t actually get to experience them until after point, the idea of “better” is somewhat abstract. But we live in a digital era, and the develop- we’ve purchased them. Choosing better lenses, then, is to some degree an ment of digital lenses is paralleled by the de- That’s the eternal problem of selling eyeglass act of faith, and given that the best lenses today velopment of digital lens demonstrators. Today, lenses: you can tell patients that digital designs represent a substantial investment, the stakes for ECPs have access to a range of tools—some will work better than the standard designs they the patient are fairly high. virtual, some “live”—that provide interaction, are wearing today, that a premium AR coating will In the old days, dispensers relied on demon- a little drama, and above all, a vivid realism to help them see better and look better, and that ev- stration techniques that were two-dimensional in demonstrating the advantages of upgraded lens- ery day, they’ll enjoy a fuller, more satisfying visual more ways than one: pictures in a brochure or es and lens treatments.

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Through comparisons, ABS Smart Mirror allows patients to see the benefits of products like personalized progressives and AR coating.

Virtual Demos of themselves wearing different frames side-by- vanced freeform lenses; frame try-on; and demos For demonstration purposes, lenses cry out for side, and patients with strong prescriptions to of lens features like standard vs. customized pro- animations that show how a customized progres- see themselves clearly in different frame styles. gressives, anti-reflective coatings, and photochro- sive expands wearer’s clear vision zones, how AR A big breakthrough came when lens manufac- mic tints. A system like this, loaded into a tablet wipes away lens reflections, how photochromic turers developed digital measurement systems, computer, provides a dispenser with a portable treatments darken and clear a lens. Static im- like Zeiss’s i.Terminal and Essilor’s VisiOffice. tool that can be used in every aspect of the pa- ages can give the idea, but they can’t bring it Since these systems included digital cameras tient’s experience in the optical shop. to life. Lenticular displays (pictures that change and displays, it made sense to include lens dem- The interactivity that a digital demonstration can as the viewing angle changes) were a first step onstration features. Tablet-based measurement offer allows the demo to be personalized in a way toward more dynamic demonstrator tools, but and lens demonstrators allowed a more interac- that is analogous to the personalization of lenses. A their effectiveness was limited. tive discussion with patients, as they could sit static demonstration tool like a dispensing mat can The first virtual displays on the market were side-by-side and view lens options together. only show generic comparisons; for example, the lens try-on systems. These systems used a cam- Typical systems incorporate three different difference in field of view between a standard and era to photograph patients wearing different functions: fitting measurements, including posi- a customized lens for an average prescription, or an frames, allowing patients to compare images tion-of-wear measurements used to customize ad- Continued on page 32

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Primarily a system for taking highly accurate fitting measurements, Essilor Instruments’ VisiOffice 2 also incorporates frame try-on and lens demo features.

Signet Armorlite’s M’Eye Fit Touch from tablet-based Intelligent Essilor Instruments Dispensing Software is a tablet-based (ids) can demonstrate digital measuring a variety of lenses device that includes and treatments, such an education as polarized lenses in module to show activated and unacti- lens simulations and vated states. It can also display the benefits demonstrate the effects of various Essilor of refractive errors. lenses more easily.

Continued from page 31 Heather Padgett, “This app allows for the patient ny’s tablet-based digital measuring device, M’Eye average difference in lens thickness. to see the different variety of lenses like they are Fit Touch, includes an educational module to show An interactive digital tool can calculate the differ- wearing them. It’s a virtual reality app that allows lens simulations and display the benefits of vari- ence for the patient’s specific prescription (as with the patient to see the lens like they are looking ous Essilor lenses more easily. the ABS Smart Mirror, Hoya HVC, and Kodak Lens through it in many different scenarios.” While mobile versions appear to be growing ids), or it can show a broader range of prescription in popularity, a good case can still be made for options than a printed display can. This more real- Freestanding or Tablet? floor-standing units. These devices have a sleek, istic simulation not only gives patients confidence, Some companies offer lens demonstration tools in high-tech look that make a strong statement in but it can also prevent a letdown resulting from different formats, sometimes in combination with a practice, signaling to patients that the practice overpromising the benefits of the new lens. measuring devices. For example, Zeiss’ i.Terminal is on the cutting edge of technology (always Hoya’s HVC (Hoya Vision Consultant) works as centration device comes in a freestanding version,­ a good thing when selling advanced lenses). an adjunct to the lens demonstration features of i.Terminal 2, and a tablet-based version, i.Terminal On the other hand, they have a footprint that their Spectangle Pro measurement app. According Mobile. Essilor’s VisiOffice 2 dispensing system in- requires some dedicated space, which is often to Hoya’s national product marketing manager, corporates a lens demo function, and the compa- hard to find in a practice.

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Hoya HVC (Hoya Vision Consul- tant) works with the Spectangle Pro virtual reality app, allowing patients to “see” through different Hoya lenses.

Mobile devices, high-tech though they are, are Smart Mirror is available in both standalone weight, you can use it standing by the frame board ubiquitous these days and therefore don’t make a and tablet-based versions, but Fabian Bruneau, or sitting on a dispensing table, it is very intuitive strong impression (though for measurements, they vice president, operations for ABS, which markets and is a useful tool to engage customers.” definitely make a stronger impression than rulers Smart Mirror in the U.S. and Canada, feels that the Most demo systems are designed to be used by and felt tip pens). On the other hand, you can use needs of the American market differ from those of the staff one-on-one with the patient as part of a them anywhere, and they allow the dispenser to other countries. “Unlike a standalone version that discussion of lens options, where the use of a lens use the demonstration tools with the patient at the works great in Europe, the iPad version is definite- demonstrator can enhance the discussion. Some dispensing table. ly what is best for U.S. ECPs; it is portable, light- Continued on page 34

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The Zeiss Freestanding Display is designed to engage patients Contentlinq’s system features a lens selection tool that educates patients about with both physical and virtual lens demos. lens features and upgrades.

Continued from page 33 lenses.” The digital demos are also available as a wearing a new pair of with the patient’s suppliers have noticed that virtual demos are in- free download for patients, and the software in- prescription, physical or “live” demos, either creasingly being used by doctors in the exam room. cludes a patient questionnaire that creates a lens standalone or performed by the dispenser, can Bassem El-Hajal, vice president, sales for Optikam, recommendation based on the patient’s responses. show patients the reality of how a lens feature designer of the Spectangle dispensing device, said, Contentlinq, a relative newcomer to the opti- works. “Doctors that prescribe from the chair can start a cal demo scene, offers a tablet-based point-of- Not surprisingly, many of these demos pre- high-level conversation using these powerful demos, sale system designed to engage patients directly date the digital era. One example is the classic then the can build on that conversation us- while they are shopping for frames. Contentlinq anti-reflective coating demo, in which the outer ing the same tool but with a more in-depth conver- aggregates content from various suppliers, allow- portion of a lens is uncoated, but the center is sation based on the patient’s lifestyle.” ing ECPs to select the brands and demos most AR-coated. This provides a simple and dramatic Some systems are designed to engage the pa- relevant to their offices. contrast between how patients see (and look) tient directly. Zeiss has recently launched a stand- In addition to a try-on system and video back- with or without AR. alone, kiosk-style lens demonstrator for patients stories about various brands, the system features a Sun options can make for powerful demonstra- to use themselves. The Zeiss Freestanding Display lens selection tool that provides education about tions. Most dispensers don’t have the time to take features iPad-based digital demos of UV-blocking various lens features and upgrades. According to Tom each patient outdoors to see sun treatments in lenses as well as physical demos of AR coatings Perry, Contentlinq’s content manager, “It helps tell ro- action. But today’s simulators make it easy to rep- and sun options. bust brand stories while educating patients about licate the effects of the sun indoors. As Zeiss go-to-market manager Paul Gage ex- lens options while they are shopping for frames.” In choosing a photochromic lens, patients are plained, “Most ECPs’ optical or waiting rooms only concerned with darkening and clearing speed, focus on the frame side—this helps bring the lens Physical Demos how dark the lenses are outdoors, and how clear awareness throughout the patient journey and to While no system, even with augmented reality, they are indoors. Fortunately, these demonstra- further promote the quality and precision of Zeiss can completely mimic the actual experience of tions are fairly easy to accomplish. Several sup-

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The OptiSource Multimeter can demonstrate BPI’s UV and Blue Light Analyzer shows the The Nupolar LED Glare demonstrator from Younger photochromic activation, and the UV and visible UV and blue light transmission of lenses at Optics uses LED lighting to show how polarized lenses light transmission of different lenses. various frequencies. reduce sun glare.

pliers, including Transitions Optical, Zeiss, VSP to show how blue light treatments reduce trans- and severities of red-green color blindness in a Optics Group and OptiSource International offer mission. Brain Power International (BPI) has a broad range of lighting conditions. To help ECPs a simple UV flashlight that can be used to dem- UV and Blue Light Analyzer that evaluates lens demonstrate the properties of the lenses, En- onstrate all of these aspects of the lens. Transi- transmission at 400, 430, 470 and 505nm. The chroma is offering a lens trial kit containing the tions has several ways of using their UV flash- transmission percentage at each range is dis- six different lenses in fit-over frames that allow light or UV demo unit, including lorgnettes and played along with the Wertheim Protection Fac- color blind patients to understand exactly how demo lens cards. Not only do these demonstrate tor, a merit-based figure that expresses the blue EnChroma lenses can enhance their color per- the basic performance features of photochromic light blocking capability of the lens. ception. A new and improved online EnChroma lenses; they can also illustrate differences among New tools also make it easier to demonstrate Color Vision Screening Test, and Lens and Frame Transitions products. the benefits of polarized lenses. The NuPolar Advisor Tool, will help eyecare professionals se- For a more in-depth demonstration, Opti- LED Glare Demonstrator from Younger Optics, as lect the ideal lens solution for their color blind Source offers a multimeter spectrophotometer the name indicates, uses LED lighting to simu- patients. that can not only demonstrate photochromic ac- late the effect of the sun hitting a horizontal “Our network of authorized eyecare profes- tivation, but also UV transmittance of any lens surface and creating glare. A lorgnette with po- sionals are critical for the color blind to under- and the light transmittance of colored lenses. larized plano lenses provides and effective dem- stand and try EnChroma products, and to the Blue light awareness and control is an im- onstration of the glare-blocking properties of success of our business strategy,” said Mark portant issue in eyecare today, and the indus- polarization. A similar demonstrator is available Mattison-Shupnick, vice president of business try is developing ways to increase awareness from Zeiss. development for EnChroma. “This next genera- and demonstrate blue light filtering. Hoya has EnChroma develops lens technologies and tion of six lens types will expand opportunities a spectrometer that attaches to an HVC-enabled high-performance eyewear for color blindness. for private practitioners and enhance the En- tablet. This tool illustrates blue light intensity The company recently released six new lenses Chroma experience for color blind patients. from light sources, and can be fitted with lenses specially engineered to address specific types Continued on page 36

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Continued from page 35 Beyond the Office Online retailers brought eyewear demonstration directly to consumers with virtual frame try-on sys- tems. Now some lens companies are following suit. Many lens companies’ consumer websites feature interactive demonstrations of lens features, along with animations and videos. Other online features, while not lens demos as such, provide an additional level of relevance to lens features for an individual consumer. The Essilor and Zeiss sites include interactive questionnaires that un- covers information about the consumer’s work hab- its, leisure activities and current vision issues. This information is used to create a personalized lens rec- ommendation that a patient can then take to a doc- tor’s office. The recommendation leads the patient to demonstrations of specific features of the lens. Transitions has developed a Snapchat in-app ex- perience that allows consumers to take a selfie with their glasses on or “virtually” try other frames, and Enchroma’s lens trial kit contains six different lenses ABS Smart Mirror’s Smart VR simulates the benefits then see how the glasses will darken when out- in fit-over frames that let color blind patients see of various lens coatings in lifelike situations. doors. And since social media thrives on sociability, how the lenses can enhance their color perception. one of the benefits of this demonstrator is that it allows patients to share the product and technol- ogy with friends. Shamir’s Visual Reality App is a video designed to run through a VR headset for use in a practice or by consumers at home. Videos have been devel- oped for Shamir WorkSpace and Attitude III lenses. According to the company, the latter “will take the viewer through a variety of daily outdoor activities highlighting the advantages of the lens.” The app is available through the Google Play and iTunes stores. ABS Smart Mirror’s Smart VR simulates the ben- efits of various lens coatings in lifelike situations using an Oculus Go . Bruneau feels this brings elements of drama and fun to lens demonstrations: “You can empower the viewer/your patient to see ophthalmic lenses benefits in action. You can have your patient virtually travel to desti- nations and see with or without polarized lenses, and with or without AR without ever leaving your Shamir’s Visual Reality App highlights the advantages of Shamir WorkSpace and Attitude III lenses by showing practice.” patients what it’s like to wear them while doing various outdoor activities. Continued on page 38

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Continued from page 36 Implications for the Practice For the ECPs who use them, new lens demos enrich patient conversations about lens options, and in many cases, they are having a noticeable effect on the practice’s bottom line. Metro Optics has 15 Smart Mirror units in their four Bronx, New York locations. Brett Schumacher, general manager, feels that Smart Mirror is a sys- tem they’ve needed for years. “The system dem- onstrates what we /salespeople have been doing for decades, but in a more interactive, vibrant way.” He believes that the most effective demo is lens thickness, because it is one thing that is very hard to demonstrate in any other way. He likes the fact that it can show the actual percentage difference in lens thickness for the patient’s spe- cific prescription. Without it, he said, “You would Becky Furuta, co-owner of Avenue Vision in Golden, Colo. uses a penlight supplied by Transitions Optical literally need to take a patient to a lab in order to to activate the photochromic reaction in a Transitions lens. show them everything.” Thomas Gosling, OD of Optical Matters in Little- vey our message to our patients.” are incredibly important these days because ton, Colo., a user of the Hoya HVC system, noted Becky Furuta, co-owner of Avenue Vision in patients want to be a part of the experience another reason to use demo tools is to overcome Golden, Colorado, believes that the Transitions and be educated on what is unique about their a staff member’s lack of personal experience of a demonstration tools used in the practice help lenses.” type of eyewear. “A 23 year-old has never worn a to enhance what she sees as a strength of her “Experience” is the key word with regard to progressive, so it’s difficult for him to explain the practice, the “shopable environment” they have the benefits these tools provide, and the experi- difference between a standard, customized and created. “In an industry that’s increasingly being ence practices are trying to create in their opti- personalized lens. With the camera on the tablet, taken over by online sales, one of the benefits cals. Today, consumers are looking for more than a patient can actually see from their own point of being in the physical presence of the practice, a product. And with ever-more competition in the of view how much less distortion there is in a is being able to experience those products, and eyewear business, much of it price-based, it’s customized lens.” touch them and hold them and activate them more important than ever for ECPs and optical ECPs credit point-of-sale demo tools with in- yourself. It’s a more engaging shopping experi- retailers to give them a differentiating experience, creasing patient engagement in the optical, and, ence.” But they are best viewed as an enhance- and show them the benefits of premium lenses as ultimately, higher optical sales. Dr. Gosling felt ment to and not a replacement for a conversation vividly and powerfully as possible. that a good demonstration can flip a discussion with patients, because, “the most important tool The best demonstration tools provide patients from price to benefit. “When we describe AR to is your staff.” with a realistic and engaging look at premium a patient, they often hear the price and say ‘tell For Lynne Roberts, global brand manager for lenses that not only enriches the overall practice me again why I want that.’ But if you show it to Signet Armorlite/Kodak Lens, new demonstra- experience, but is more appropriate to custom- them in a realistic way, they’re more likely to ask tors are not just a matter of providing the best ized, precision eyewear than a photo in a bro- about the price themselves, because they want technology, but of meeting heightened patient chure or a handmade drawing. And by deepening the benefit.” expectations. Referring to the Kodak’s tablet- their understanding of the lenses being recom- Said Brian Abert, OD, of Vista Eye Care in based Intelligent Dispensing Software (ids), mended, dispensers show that they respect their Thornton, Colo., “We’ve seen sales go up by which incorporates augmented reality lens customers as decision makers, while providing somewhere around 12 percent to 13 percent, and demos with frame try-on and measurement, them the means to increase their satisfaction I credit that to Contentlinq’s ability to help us con- she said, “Kodak Lens ids and its capabilities with their new premium eyewear. n

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