Benefits of bespoke
Essilor talks to OT about the launch of its Visioffice X measuring device
Essilor has launched Visioffice X, a digital measuring device that is designed to create a bespoke experience for patients and help independent practices differentiate themselves on the High Street.
The device is designed to be positioned in the retail environment of a practice as part of the dispensing area.
Visioffice X collects data from the patient’s eyes to deliver a personalised lens solution. It measures the position of each eye rotation centre and tracks near vision behaviour to understand how the patient uses their eyes and identify where they look through their lenses.
Head of Essilor Bespoke, Lyndsay Dickens, told OT: “Visioffice X is a great tool to help an independent practice differentiate by offering the patient a completely different product. Visioffice X measures the anatomy of eye, which opens a catalogue of products that are completely bespoke.”
She added that the bespoke offering can help to increase a practice’s turnover by generating patient loyalty.
Ms Dickens told OT that the device fits in with the company’s wider bespoke strategy. The bespoke programme includes a team of eight people who are dedicated to help make the service a success for independent practices.
“It is a consultancy partnership to help independents not just survive on the High Street, but thrive by offering an enhanced patient experience. Ultimately, it enables the end consumer to find the best product possible,” she explained.
Essilor will offer the service exclusively to up to 10% of the independent market, so that the bespoke aspect does not lose its value. Currently, the company has 175 partners and is aiming for a maximum of 400.
Creating excitementWhen asked at what stage of the patient journey the device should be introduced, Ms Dickens shared: “Every independent is unique. However, we do like optometrists to talk about innovation and to recommend lenses early in the patient journey.”
“Realistically, I’d like to think our partners are introducing new technology even in their recalls, prior to the patient entering the practice. Some independents don’t feel comfortable with that, so it’s about finding out what works for them. We encourage that those conversations are happening before the patient comes into practice, so that by the time they reach the dispensing area they are excited to see the device,” she said.
Ms Dickens shared that Visioffice X has two different demonstration options in order to enable the patient to compare a standard progressive lens to a personalised progressive lens.
“It’s very difficult to explain to a patient what measurements we’re taking and why, so this is very clear on Visioffice X,” she explained.
Blue markers indicate the patient’s measurements, including the anatomy of their eye and behaviours while white markers display an average patient’s measurements.
“It takes those measurements, displays them virtually and talks the patient through what that all means. Then it puts the results into a visual and shows them the distortion areas and the expectation of vision that patient will see in a standard progressive versus a personalised progressive,” Ms Dickens said.
Highlighting the benefits of bespoke, Ms Dickens concluded: “If you have a look at general consumer habits, I think there is always a desire to have something unique. We’re talking about someone’s vision, not just helping them see a bit better but keeping their eyes healthier for longer, as well as increasing clarity and comfort.”