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New Dispensing Tools Are Bringing Lenses to Life for Patients

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New Dispensing Tools Are Bringing Lenses to Life for Patients 30 Dynamic Demos New Dispensing Tools Are Bringing Lenses 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 lens 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. @VisionMonday Facebook.com/VisionMonday NOVEMBER 2018 VISIONMONDAY.COM 31 COVER TOPIC 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 @VisionMonday Facebook.com/VisionMonday VISIONMONDAY.COM NOVEMBER 2018 32 Dynamic Demos 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. @VisionMonday Facebook.com/VisionMonday NOVEMBER 2018 VISIONMONDAY.COM 33 COVER TOPIC 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 See us at Vision Expo Are you missing the wow West booth factor in your dispensary? #MS13057 Eyewear Selection Lens Simulator Digital Centration Virtual Try-On Virtual Reality Near Vision Tests A conventional product presentation is no longer enough to communicate the benefits of various frames and lens options Help your patients see and understand eyewear possibilities... Call 888-989-4227 [email protected] www.smart-mirror.com www.trylive.com 34 Dynamic Demos 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 glasses 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.
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