A Guide to Instant Imaging Systems
How these dispensing tools can enhance service and increase sales
By Marcy Bruch

Over the past 10 years, cell phones, e-mail, and the Internet have revolutionized people's lives by giving instant access to information and people throughout the world.

In the optical industry, a bevy of electronic tools have come to market that make it easier for dispensers to sell frames and upgrade patients to premium lens products through digital imaging. This benefits the eyecare professional because it enhances service and increases traffic. And that, of course, translates to greater profitability.

The following guide to instant imaging systems is designed to help introduce you to the category of offerings by detailing the features and benefits of some of the systems currently available. The systems discussed here can be either bought or leased.

Activisu

Dispensers looking for a comprehensive system that saves on frame inventory by trying virtual frames provided through optional software can explore the Activsu system from Interactive Visual Systems (IVS). Utilizing a camera behind a mirror in tabletop or full-length version to capture digital images, it allows consumers to compare and select frames, contrast different lens options, or view themselves in simulated colored contact lenses.

In addition, Activisu auto-traces the frame, outlining and calculating PD and seg height within a 0.5 tolerance. It then selects the most suitable lens for that patient from a database including AR coatings, tints, photochromics, progressives, and flat-top lenses. And Virtual Frames software enables patients to try on eyeglasses and sunglasses from a virtual catalog. Activisu's optional Web Service gives patients a personal log-in and password to access frame selections on the dispenser's Website.

Framecam & Lenscam

Paperless Practice Optical Merchandising Systems, which includes FrameCam to help patients choose frames and LensCam for colored contact lens wearers, guides patients through the selection process in less than five minutes using a touch screen with or without the assistance of a dispenser. The system is completely automated and requires no expensive hardware--just plug in and go.

The FrameCam has partnered with Pentax Vision, providing a Lens Loyalty rewards program that allows users of the Pentax FrameCam to earn hundreds of dollars monthly for their Pentax lens purchases.

The FrameCam is also approved for the Zeiss Expert Dividends Program that allows for reimbursement based upon Zeiss lens purchases.

Smart Mirror/Smart Look

The software system allows patients in a dispensary to see up to four images of themselves at the same time in four different frames that are available at the location.

Once the frames are chosen, the optician can demonstrate how lens options can improve appearance as well. The software simulates lens materials and lens properties.

Perhaps the most dramatic demonstration on the imaging system is how anti-reflective coatings can enhance eyewear. The imaging system also demonstrates lens tints and photo-chromics--and compares Transition III lenses with Next Generation Transitions.

For contact lens wearers, Smart Mirror and Smart Look will demonstrate a wide range of color choices. The software mixes the patients' iris color with the lenses to show the true final effect without the patient physically trying on contact lenses.

Smart Mirror and Smart Look come with four-year warranties. Touch screen and printer are optional. Software updates are also available.

Patient Retention/Digital Capture

Revenue Stream Group, LLC, offers a digital imaging system to try on frames and lenses, along with other integrated technological services. The firm offers four aspects of service. The Patient Retention/Digital Capture collects data and measurements and allows patients to view various frames on their face. The

Revenue Stream Group is affiliated with The Look Dispensary in Scranton, Pa., where participating dispensers and their staffs are trained free of charge.

iPoint Kiosk from Optical Innovations

The iPoint Kiosk is a virtual frame and lens try-on instant imaging system that can be used as both a point-of-sale tool in a dispensary as well as an online frame shopping experience for patients in their homes.

The Kiosk saves patients' frame and lens packages during their visit, and allows them to continue shopping via the Internet by logging onto the dispensary's Website.

In addition, the system provides detailed information on lens options and allows patients to see how they would look in different lens materials, coatings, and tints. To further enhance this technology, Optical Innovations is developing software packages for automatic lab ordering and automated claim filing to integrate with its other systems. This electronic ordering process eliminates the need to phone or fax information while lessening the likelihood of errors. 

Eyeweb

Perhaps more than any other imaging system, Eyeweb from Eyeweb Inc., encourages patients to use a virtual online store to shop for frames in the privacy of their own home. Eyeweb is a complete digital imaging sales system that performs digital fitting measurements in-store, demonstrates various lens features during the sale, and provides online interface for customers to view frames at home.

In order to access the Website, patients must first visit a participating Eyeweb dispenser. Once there, the Eyeweb imager captures their image and promptly calculates fitting measurements. Using the image during the sale, the dispenser can demonstrate the benefits of anti-reflective coatings and photo-chromic lenses.

After the sale has been made, the dispenser can then e-mail the image to the patient along with a user ID and password that will enable the consumer to access the dispenser's own Website. Once patients enter the Website, they can choose from some 6,600 frames that are superimposed onto their photographed faces. This virtual frame store allows dispensers to carry less frame inventory and helps supports the eyecare professional by advising patients on frame choices based on face shape, head width, prescription, and personal preference.

In addition, the Website offers virtual try-ons of tinted and contact lenses.