HIGH-TECH Measuring

Digital measuring devices can do more than just help deliver customized precision; they aid in transitioning patients to high-end lenses and up your high-tech cred

By Susan Tarrant

There’s an old adage that a lens design is only as good as the fit. With today’s free-form lenses in the forefront, that adage has never been more…well, fitting.

As lenses become more complex, offering personalization and precision never before attainable, the need for patient fitting measurement has grown past a pupilometer and a seg height marking. Digital measuring units, devices, and apps have been developed that capture the many and precise measurements of the eyes and eyewear positioning, commonly called position-of-wear.

iTerminal from Carl Zeiss Vision

These measurements capture the orientation of the spectacle lens to the wearer. They take into account the distance and angle of the lens relative to the eye, as well as the tilt of the wearer’s head. All of this affects how the Rx will be interpreted at the lab to produce a personalized free-form lens.

The array of digital measuring devices now available is wide, and ranges from hand-held, tablet-based apps to full, freestanding kiosks. Though all the measuring devices will handle the common measurements needed for free-form lenses (PD, seg height for PALs, vertex distance, panoramic angle, and pantascopic tilt), others will take even more technical measurements for the manufacturers’ propriety lens designs. The latter devices will capture eye rotation, the patient’s visual behavior, dominant eye, and more.

The Smart Centration system from ABS, Inc., Smart Mirror

The iFit Dispensing System from Luzerne Optical Laboratories

The Spectangle measuring app from HOYA Vision Care

PRECISION PREP

Position-of-wear measurements allow dispensers to tailor the lenses to the patient, maximizing the potential of the lens. Because lens designs are based around a certain fitting position and power profile, the closer the dispenser positions the lens to the proper fitting position, the better the lens will perform.

“Position-of-wear is quite different from the refraction position, which requires some compensation of the prescription to truly match the visual needs of the patient,” explains Ralph Kent, a former optician and now sales manager with Luzerne Optical Laboratories. “The position-of-wear measurements allow the laboratory to make the precise compensations necessary to accurately address the patient’s true prescription needs.”

The Kodak Intelligent Dispensing Software system from Signet Armorlite

ECPs who have embraced digital measuring in their dispensaries say the precision-oriented prep work is important for delivering a sophisticated lens product. “Without the digital measuring, you’re capping your ability to offer patients precise lenses,” says Daniel Livingston, ABOC, of Family Vision Center in Westminster, CO. “Unless your measurements are precise, it’s not going to matter as much.”

TECH CRED

If a practice is embracing today’s lens technology, investing in a high-tech measuring device shows patients a full commitment to advancing technology.

When talking to patients about advanced lens products with features like personalization and high definition, it makes sense to fit them in the products via advanced measuring and to demonstrate to them that you are fitting them with more precision than previous methods. “One of the things these devices bring to the dispensary, which is often overlooked, is credibility,” says Kent.

At Eye Care Center of Colorado Springs, every patient is measured with the digital system. “It’s part of the experience here,” says Reed Bro, one of two ODs at the practice. “We talk to patients about the measurements and why we’ve invested in this technology, and why it’s better than a pen light and PD stick.”

Having measuring kiosks in the dispensary, or having opticians use computer tablets to complete measurements, sends a message to patients that the practice or shop is staying on-trend with industry advancements and that it puts a focus on staying out in front of technology as well as the competition.

Every one of these devices also serves as a high-tech sales aid, providing patient education on lens options and frame styling—adding yet another tech-friendly layer to the dispensing process.

RAISING THE BAR

In addition to raising the level of technology and precision in the dispensary, digital measuring systems and devices bring other positive elements to the table.

The Visioffice System from Essilor of America

■ EFFICIENCY. The measurement portion of the systems is more accurate and saves the dispenser time and effort while providing the measurements necessary to fit position-of-wear lens products. This also helps reduce remakes and patient non-adapts.

■ CONSISTENCY. Large opticals with several opticians on the floor run the risk of a flux in measurement data from one technician to another because of differences in technique or experience. That risk is reduced when everyone uses the same program, the same device, and the same technique.

■ PATIENT EXPERIENCE. Patients are impressed when opticians take the time to record so many personal measurements and explain why they’re doing it. And when that measuring process is done with fancy frame clips, digital cameras, and touch screen computers, it usually elicits at least a “wow.”

Otto, an iPad-based system, from VSP Optics Group

“For me, one of the most exhilarating experiences as an optician is when the patient experiences that ‘wow’ factor, the combination of an excellent lens design and an accurate fit,” says Kent.

■ END PRODUCT. Paramount to the patient experience is satisfaction with the end product. And the precise measurements afforded by these systems aid every step of the lens process, from surfacing to the finishing. “The more information you can get, the more accurate the lens job will be,” says Livingston, who finishes work in-house.

INCREASING SALES

When discussing free-form or digital lenses the words “personalized” and “customized” are often used. And taking patients through a high-tech process that ensures the lenses will be made to their individual measurements is a way to help them understand that they are getting very special lenses. “It’s helped us to convert our patients to digital patients,” Livingston says, adding that his practice dispenses 100 percent digital progressives, and some digital single vision lenses.

The Optikam iPad-based app, from Optikam

The M’Eye Fit hybrid table-based measuring device, from Essilor of America

Tina Weaver, optician at Eye Care Center of Colorado Springs, contends that the measuring device used in her practice definitely plays a role in selling patients on the idea of higher-end lenses. “It opens up a conversation about how these lenses are crafted just for them,” she says, adding that as soon as the clip device goes on the frames, patients get excited about the lenses.

What about the bottom line? Weaver points out that since the practice installed the measuring station, high-end lens sales have been on the rise. Though she can’t pin it directly on the use of the device, she believes it plays a role in the success.

SHOUT IT OUT

Like many things in the practice that benefit patients, ECPs need to market their use of digital technology. You wouldn’t hesitate to tell your patients about an upgrade in exam equipment, or your new retinal imagery camera. Likewise, let them know about your investment in and commitment to precision measuring.

“Our website is probably our biggest marketing tool, and our digital technology plays a big role in it,” says Bro.

His practice dedicates an entire page of its website to its chosen measuring system and the site includes pictures of it in use as well as complete explanation of how it adds to the quality of lenses the practice dispenses. EB