In its business dealings with eyecare professionals, OptiMed seeks to build meaningful relationships and deliver tailored solutions and comprehensive support to solve each practice’s complete puzzle.
Quality is a cornerstone of the OptiMed service. With a concentrated suite of core brands renowned for being the best in class, technical services and operations manager Mr Doug DeLaMare believes this is what has always defined the Australian ophthalmic product distributor.
With a rich background in electronics and optical equipment and a career in the ophthalmic instruments space spanning more than 25 years, DeLaMare knows the turf well. To him, a standout is Japanese-owned Takagi, which has been part of the OptiMed portfolio since 2001.
“In line with OptiMed’s ethos, we sought premium products to expand our range and believed Takagi was a great fit. We respectfully approached them with our strategy for the Australian and New Zealand markets, and 23 years later, the rest is history. We are proud to have such a long-lasting collaborative relationship with Takagi.”
The manufacturer is family-owned, with ophthalmic equipment such as slit lamp microscopes, imaging systems, diagnostic and specialist devices, and ophthalmic furniture, crafted by hand, and exclusively distributed to the Australian and New Zealand market by OptiMed.
“You walk into their factory, and to an extent, it’s like stepping back in time in terms of their hands-on processes, attention to detail and consistently high quality of the product,” DeLaMare says.
“For me, it’s that philosophy of doing things in a manner that produces a high-quality product from traditional methods and the pride of workmanship in their production.”
Although the company remains family-run, the number of employees has increased to 200. Takagi built a new factory in 2018, and production capacity has improved. Mechanisation is used where necessary to be efficient. However, traditional and delicate techniques are still used to make items carefully by hand.
Although there is a transitional process when customers shift from their standard product choices, they soon appreciate the benefit this will bring.
“It’s a bit of a paradigm shift for eyecare professionals to move away from what they’re used to. But interestingly, once you get over that hurdle and people look at the product objectively, they tend to fall in love with it,” DeLaMare says.
According to DeLaMare, the price point for a premium product isn’t a deterrent. Customers who appreciate quality see the value.
“There is an educational journey to take the customer on when it comes to the level of investment because we are dealing with a high-quality product at the end of the day,” he says. “But then once they’ve experienced that, there is a willingness to continue investing in Takagi products.”
To do the expertly hand-crafted Takagi equipment justice, OptiMed backs this up with second-to-none service.
Essilor instruments manager Mr Mark Stapleton says the company takes this service a step further by transforming customer feedback into modifications, improvements and tangible products.
“We talk to customers and ask if they’re happy with what they’re getting and, if not, how we can improve things for them,” he says.
In one instance, OptiMed collaborated with Takagi to develop an ergonomic piece of equipment that addressed client concerns. With Takagi’s flagship device, the 700GL Slit Lamp, OptiMed’s team played a significant part in redefining an already premium product.
The original setup for the customer wasn’t ideal for some patient profiles, with the chinrest not suitable for larger patients. Thus, the manufacturer altered the chinrest design to accommodate this – while not affecting performance for other patients – this became known as a 700GL LPH (Large Patient Headrest).
Overall, ergonomics is a significant point of concern for the industry. Due to the nature of the equipment, practitioners tend to stay rigid for extended periods of time, sometimes with awkward head and neck postures.
For Takagi, customer experience is a significant priority, which is why its products excel in optics and are user-friendly.
For example, the company’s slit lamp microscopes can be equipped with tilting eyepieces as an option. Instead of being fixed at one inclination, these can be adjusted for range of motion ensuring maximum comfort for the practitioner.
“Therefore, regardless of physical stature, they’re not going to be stretching and bending their neck and limbs forward,” Stapleton says.
“It’s amazing. The optics are brilliant. Everything is at the fingertips of the practitioner – they don’t have to reach for anything – and it’s great we get to help with this.”
Customised solutions
Stapleton says many OptiMed employees consider themselves part of the company’s furniture, and they bring an incredible depth and breadth of knowledge.
“We spend time learning about people’s businesses and will work out how we can assist them with increasing their patient flow and their points of difference with other nearby practices. We’ll also work out what products can assist this differentiation,” he says.
“We work hard on that and ensure we build a comfortable and safe environment for the customers.”
Greenfield practices are a case in point. Setting up a location from scratch isn’t just a matter of installing, bidding farewell, and returning to service when needed. OptiMed’s staff includes technicians, biomedical engineers, and electrical engineers, who work in synergy to find the best solution for the practice.
The team can help the practice owner visualise the best solution for the practice, from identifying the customer base to the ideal shop fit-out to which patients would respond best.
Stapleton explains that the team is equipped with expert knowledge, and they can even help practices develop marketing strategies.
“For example, one practice had a unique dry eye program. So, we set up a cross-communication channel between them and other healthcare professionals within the area,” he says.
Stapleton says delivering this level of service—covering all details from the start—ensures long-term satisfaction and an enduring partnership.
“We go above and beyond, and because of the number of practices that we’ve fit out and worked with, we’ve seen just about everything, and we know what works and what doesn’t,” he says.
“We can examine the plans for a new shop or practice and liaise with the architect and designer to find the best solution. We also need to discuss the future with the practice owner and ask them, ‘What do you want to do now? What do you want to do in the future? Where do you envision business?’”
DeLaMare says the dedication and meticulous planning behind the team’s commitment to exceptional service includes out-of-hours work when suitable, which minimises disruption to clients’ operations.
“This requires careful planning and collaboration with clients, our team, and specialist freight companies. Our team strives to achieve high standards, ensuring installations are safe, effective, and aesthetically pleasing for our clients.”
DeLaMare emphasises realistic expectations for product performance and installation timelines. Honesty, transparency, and delivering on promises are fundamental when someone’s business is at stake.
“At our core, we are committed to exceeding client expectations,” he says. “This means being upfront about what our products can deliver and ensuring we follow through on our commitments.”
Central to this philosophy is the collaboration between technical and sales teams, ensuring that everybody is aligned and all the processes are working like a well-oiled machine, with the customers reaping the benefits.
Furthermore, DeLaMare says the company’s comprehensive product range positions OptiMed as a “one-stop shop” for clients’ requirements. Coupled with timely delivery and professional installation, he believes this approach helps build customer trust and loyalty.
This underscores OptiMed’s dedication to building lasting partnerships with its clientele.
Stapleton adds: “There’s no point just selling something and walking away.
“We will provide initial training and follow-up training in the weeks thereafter. We’ll still be available in the months and years after this, often customising configuration to meet customer needs.
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