FOR A PREMIUM SERVICE Premium lenses

More independent optometry practices are upping their businesses performance by investing in premium lens technology. Insight speaks to two practices that have recently made Rodenstock lenses and equipment the focal point of their ophthalmic lens offering.

Wangaratta Eyecare, based in the namesake regional Victorian town, experienced the biggest change in its business eight years ago when it relocated to the main intersection in town. Suddenly, the practice was attracting patients prepared to pay $700 for a frame, significantly more than their previous location.

“We knew people were already happy to invest in beautiful frames, so why not give them the option of having the best lenses?” says Ms Roxy Akers, who owns and operates the practice with her optometrist husband Paul. “We were having some issues with our previous lens brand and wanted to do better by our patients, so we knew it was time to start offering something different, something customised.”

A frames sales rep visited the store one day and began talking about Rodenstock’s DNEye Scanner, which has been helping independent Australian optical practices differentiate their businesses since 2018. At its core, the device is an aberrometer, topographer, pachymeter, and additionally a tonometer. Within a matter of seconds, it takes more than 7,000 measurements of 80 parameters to create “a biometric model of the eye” that is then cleverly used to calculate the final lens.

These premium, tier one lenses are known as B.I.G. EXACT in the recently revamped Rodenstock portfolio. The DNEye device has also helped the lens manufacturer create a new tier two lens, B.I.G. NORM, which leverages artificial intelligence to analyse data from more than 500,000 DNEye scans to put measurements from the subjective refraction – sphere, cylinder, axis, and addition – to much greater use in lens designs.

Akers was impressed by what she was hearing. She did her research and eventually decided to trial the Rodenstock DNEye Scanner 2 for six months before making it a permanent fixture in the practice in 2022. Wangaratta Eyecare also invested in the Rodenstock ImpressionIST dispensing measurement system that offers precise, 3D video measurement without the need for a jig.

Now, many satisfied patients are walking out the door with complete spectacles in excess of $1000.

“I believe we’ve got the most customised lens on the market by going with Rodenstock – no one is putting that amount of intelligence into their lenses here. We’re now able to offer something that local patients can’t get anywhere else,” Akers explains.

“Before investing, we ran the numbers to justify the return on investment we were very comfortable with where it all sat, but you don’t know how people will respond with a significant increase in the lens cost, but once we have taken them through the DNEye journey people are understanding the value they’re getting.”

She continues: “Our previous premium option, particularly in the multifocal, is some way off what we’re able to offer now, so we’ve jumped to a whole new level in terms of lens products, and some people might think ‘this is going to be interesting, do you think you can sell that?’, but we haven’t looked back. People have taken it up and run with it.”

Akers and her husband also own two other regional Victorian practices, Alpine Eyecare in Myrtleford and Eyes of Bright in Bright. ImpressionIST towers were installed in those practices too, and they hope to one day rollout the DNEye Scanner to these businesses.

This is because they’ve seen what the DNEye Scanner has done for their Wangaratta practice. Shortly after embedding the Rodenstock lens portfolio, the store recorded its strongest ever month in terms of revenue. Seeing such a quick result is validation for a major purchasing decision, which is now helping the practice differentiate from the two corporate practices and other independent in town.

For now, patients examined at the Bright and Myrtleford practices can access Rodenstock’s B.I.G. NORM lenses, which Akers says is still a cut above what they were offering previously.

But word is also getting out in the broader community about the new DNEye technology and some patients from Bright have been happy to make the one-hour drive to Wangaratta to be scanned for B.I.G. EXACT lenses. Once their appointment is complete, they can collect their high precision specs from their nearby store.

While Akers has been impressed by the product itself, she’s also been complimentary of the service provided. It’s been a big adjustment switching to an entirely new lens manufacturer for the practice team, with new terminology, features and equipment to operate.

Implementing the DNEye Scanner into the practice’s pre-test workflow (the business also recently purchased a new ultra-widefield camera) has been a small adjustment, with any additional time more than offset with the uptake of B.I.G. EXACT lenses.

“Our staff have been amazing – they’ve been 100% on board with the change, which is significant as we had been using the previous lens products for the past 10-15 years. We made the big decision to shut all three stores for a full day of training for everyone because we knew our staff would need to feel really supported to get their head around such a new concept,” Akers says.

“I’ve also had to call [Rodenstock Australia's national sales and professional services manager] Nicola Peaper to troubleshoot a problem and she was so helpful – having people readily available who know the product so well makes a huge difference. And they’ve done refresher training sessions since; the product is comprehensive and there’s lots of things you can adjust, change and customise.”

In addition to this, when Wangaratta Eyecare had an issue with the DNEye Scanner, Rodenstock Australia general manager Mr Tim McCann personally drove a replacement system down from Sydney (14-hour round-trip). Akers and her husband Paul were also invited to Munich to visit Rodenstock’s headquarters and lens laboratory and witness the manufacturing process.

A Premium Lens That Reflects Quality Service

In May 2022, when optometrist A/Prof Richard Vojlay acquired Collin & Kirk Optometrists, an iconic practice located in the Melbourne suburb of Thornbury, he was quick to implement his own optometric philosophy. Ninety-minute consultations, routine dilation and OCT on every patient, and state-of-the-art diagnostic technology define his offering centred on clinical excellence.

It was a significant gear-shift for the practice that was established in 1940 and somewhat lagged behind the times under the previous owner in terms of technology, frames and lenses.

But Vojlay wasn’t done yet. Now offering a premium-level eye exam, he needed a lens portfolio that reflected his service. When he took over the practice, the lens offering was fairly standard, with patients measured with a pupillary distance (PD) rule and marked with a texta. This level of service was perhaps a reflection of the suburb’s demographic some years ago, but Thornbury has changed and more double-income, young professionals are moving into the area after being priced out of inner-city suburbs.

As a starting point, the new owner of Collin & Kirk Optometrists made it a priority to find a high-tech dispensing measuring system. After canvassing the market, he was most impressed by the Rodenstock ImpressionIST. Then Vojlay was shown Rodenstock’s flagship DNEye Scanner 2, to complement the ImpressionIST tower.

Despite being a significant investment, he “didn’t blink” once shown the value both instruments could bring to his practice.

measuring system that doesn’t require a jig on the frame to measure PD, heights, wrap, vertex distance and pantoscopic tilt. The ImpressionIST is easy-to-use, very accurate and patients are impressed with the level of the technology.”

For Collin & Kirk Optometrists, offering a premium lens like B.I.G. EXACT has been a welcome surprise for many of the existing patient base who have readily upgraded their spectacles.

When it comes to discussing lens options, he says patients put faith in the practice staff and a lot of it comes down to them feeling confident and educated in their choice. The Rodenstock system allows the practice to demonstrate the difference.

“With Rodenstock lenses, we’re able to present the very best option for patients and advise them about how they can obtain the best quality of vision – then we leave it up to them to decide. While it might not be for everyone, many patients offered a standard product previously are seeing the value in a thinner lens that’s customised to them and with better lens coatings,” Vojlay explains.

In his practice, patient’s often remark “it’s just so clear” when delivering the latest multifocal lenses.

“And when combined with a quality frame, I know the patient is going to feel very comfortable in their new spectacles. I’d much rather the patient had one pair of high-quality glasses every five years, rather than a low-quality pair that fall apart after 12 months. I hate repairing glasses –it’s a pain for the patient and for us as it takes up valuable time,” he says.

At the end of the day, Vojlay says it’s important for practices like his to remember it’s a long-term relationship being built with the patient.

“High quality services and spectacles are crucial to building loyalty, trust, and word of mouth referrals, particularly for independent practices," he says.

What The Ophthalmic World Can Expect In

Ophthalmic surgery wait times, further consolidation of the optometry market and new therapies for macular disease and myopia were among the standout issues in 2022, so what will 2023 have in store? Prominent figures within the Australian ophthalmic sector offer their predictions for the year ahead.

ORGANISATION:

Australian Society of Ophthalmologists, vice president

AREA OF INTEREST: Ophthalmology

The pressing issues in ophthalmology are the public hospital waiting lists, the aggressive tactics of health insurers and inflationary pressures on costs.

As we watch GPs come to their moment of reckoning with bulk billing, it becomes apparent that private billing is the only logical way forward. Ophthalmology reached this point over 20 years ago. Optometry will remain conflicted here as retail tends to dominate the business model.

The Medical Costs Finder website is launching in April and this will shake up the surgical space when fees become public. Expect to see a few practices champion their discount basement model whilst the majority continue business as normal trading on reputation, service and quality.

Skye Cappuccio

ORGANISATION:

Optometry Australia, interim CEO

REA OF INTEREST: Optometry

When Optometry Australia embarked on its Optometry 2040 project, we harnessed proven futures studies techniques and broad sector consultation to determine preferred and plausible futures for optometry.

In 2023 we remain focused on pursuing this vision. One element is our Big Data project, focused on filling a data gap and building a large-scale national dataset to provide a macro view of why people access optometry and what consultation outcomes are achieved. Effective use of this data will deliver informed advocacy and practice-level improvements and support research to guide better system design.

Another critical element is ensuring optometrists can work to their fullness of scope, and that our highly skilled workforce is used most effectively to ensure community eyecare needs are met. We do this through education, peer-to-peer development, and ongoing advocacy for greater uptake of collaborative care models, and for further development of clinical scope. Alongside these priorities, our commitment to supporting members with breadth of CPD, professional information and direct professional guidance, remains unwavering.

Amanda Trotman

ORGANISATION: Optical Distributors and Manufacturers Association of Australia (ODMA), acting CEO

AREA OF INTEREST: Industry

For instrumentation, further development of OCT technology will feature, especially with AI. With the release of myopia-specific lenses, measuring eye length will be important in progression monitoring.

ODMA’s challenge is to adapt and remain relevant to members while helping grow the independent practice market segment, which is crucial to many of our member distributors given the further corporatisation of the market.

I’m personally committed to keeping ODMA at the forefront of live event offerings; these platforms provide a time efficient way for purchasers of optical equipment, supplies and eyewear to connect with suppliers face-to-face.

The industry is also watching for new disruptors and the potential impacts on all facets of the industry.

In most supplier encounters, I’m hearing commitments to sustainability such as the use of recycled materials – from frames through to lens cloths. I’m sure we will see more sustainable practices promoted by eyewear companies, from materials used to frames production. For example, Silhouette’s recent announcement that its production of rimless eyewear is now CO 2 neutral.

ORGANISATION:

Vision Eye Institute, CEO

REA OF INTEREST: Ophthalmology – private

As we’ve witnessed in pathology, diagnostic imaging, oncology, fertility and other medical specialities, we will continue to see consolidation in the private ophthalmic sector. Being part of a holistic ophthalmic care service along with better access to clinical resources, technology and management know-how is drawing more ophthalmologists into larger scale networks.

The last few years have shown how effectively the public and private healthcare systems can work together when the parameters are right. Expect to see more public-private partnerships and the private sector assisting with lengthy public hospital elective surgery waiting lists for the benefit of the community.

Attracting and retaining skilled, energetic staff will continue to be a challenge for VEI, and indeed all healthcare providers into 2023 and beyond. VEI continues to create an environment in which our staff can focus on direct patient care activities as we deploy technology to manage many of the more repetitive, transactional patient tasks.

As always VEI and Vision Hospital Group have some exciting growth initiatives launching in 2023.

April Petrusma

ORGANISATION:

Optical Dispensers Australia (ODA), CEO

AREA OF INTEREST:

Optical dispensing

This year will see a rise in qualified optical dispenser numbers thanks to the influx of students undertaking the Cert IV in Optical Dispensing Certificate over the past two years. This was because of government training initiatives and subsidies during COVID to encourage upskilling and traineeships. We’re now seeing those students graduate and take their skills back into the workplace. From here, it’s important employers, and the industry alike, keep them engaged and encourage professional development to cement a lifelong career.

The ODA voluntary CPD program has proven popular in its inaugural year and will be bigger in 2023. The 2022 program was heavily focused on web-based content but the new program will have more face-to-face options throughout the year and across multiple locations.

This year will see the first biennial Optical Dispensers Australia Conference and National Excellence Awards in Sydney 28-29 April. Created by dispensers for dispensers, the event is an Australian-first with a two-day program complemented by a dedicated trade space, together with an evening recognising the achievements of outstanding dispensers and Cert IV graduates.