Every practice would love to see an uptick in productivity, precision and profitability – but what if it
was as simple as a single business decision? This was the case for a Victorian seaside independent that recently switched to a new lens supplier.
Nepean Optical on Victoria’s Mornington Peninsula has always sought to offer high quality lenses and technologies, continually upgrading to keep pace with innovation. The business has always done well, but has been blown away by the immediate returns since going all-in on a new lens manufacturer.
Seven months ago, the practice started introducing technology from German ophthalmic lens company Rodenstock. Beyond carrying the manufacturer’s trademark lenses, Nepean Optical has installed the company’s ImpressionIST eyewear centration tower and its hero device – the DNEye Scanner 2 – that creates a biometric model of the eye used to calculate the final lens. Bringing all of this together, the business uses Rodenstock’s CNXT program that transfers patient measurement data automatically and in real time between devices.
“We have always ensured we provide our customers with high quality lenses and technologies, continuing to upgrade and invest in the more advanced processes and designs available in the market. But the Rodenstock technology, the processes and the patient journey is beyond what we have been able to offer before,” says Nepean Optical principal optometrist and owner Mr Michael Mether.
“As business owners, ROI is not just considering the financial benefits but also justifying patient satisfaction and benefits. Being able to offer a competitive edge is a priority for us, and providing superior quality for our patient base is integral to our practice values. The Rodenstock technology has streamlined the process which has enhanced our productivity, precision and improved profitability.”
For practices offering the very best of Rodenstock’s lenses, the DNEye Scanner is the lynchpin. Within a matter of seconds, it takes more than 7,000 measurements of 80 parameters to ultimately produce a unique biometric lens for the patient. These premium, tier one lenses are known as B.I.G. EXACT, and are helping practices like Nepean Optical to elevate and differentiate their service.
But the DNEye device has also helped the lens manufacturer create a second tier lens, B.I.G. NORM, that uses AI trained on more than 500,000 DNEye scans. By harnessing correlations in data from the subjective refraction – sphere, cylinder, axis, and addition – Rodenstock has been able to offer another highly personalised lens design at a lower cost.
“Rodenstock has introduced many firsts to the world of optics and with the unique DNEye Scanner being the world’s most innovative eye test it was an easy decision,” Mether says.
“The DNEye allows us to offer our patients the only true biometric lenses in the world and this is extremely exciting for us as professionals knowing we are working with the best to provide our patients with the best in both clinical care and individualised products.”
By installing the full gamut of Rodenstock technology, Mether says the practice can now offer a truly unique patient experience.
At Nepean Optical, the patient journey begins in the pre-test room where time is allowed to educate patients on the process of the DNEye scanner and the individualised information it collects. Then, the optometrists carry this through to the examination room to discuss and review the data on the CNXT system. The optical dispensing team then complete the journey with the ImpressionIST tower where the patient is precisely measured for all position of wear calculations.
“All of our Rodenstock technology has enhanced brand and practice reputation, helped us to create a point-of-difference in the market and given our patients access to the most technologically advance products. Patient satisfaction and retention has increased. All of those are critical in the optometry landscape today,” Mether says.
In terms of where the lenses have delivered the most impact, Nepean Optical has had positive feedback from a vast array of patients. With a larger percentage of its patients being presbyopic, this is where the practice has seen the best results in progressive lenses, but those with higher prescriptions and astigmatism have also proved extremely successful.
“Common patient responses include noticeably much sharper vision along with less peripheral distortion and better motion perception,” Mether says. “And customers are returning to seek further information about the technology they have received in their lenses so they can tell family and friends.”
Nepean Optical’s Rodenstock rollout
Not only is switching to an entire new lens brand a significant financial investment, but a major commitment to new workflows, processes and terminology for practice staff.
Ms Nicola Peaper, national professional services manager at Rodenstock Australia, is a key figure during the installation and integration process for independent customers. The goal is to be thorough enough so staff have the confidence to dispense the lenses, while providing minimal disruption to the business.
Mether says between Peaper and her depth of knowledge, Rodenstock’s account manager, IT support and the laboratory staff, the practice has felt well supported during a phased integration.
“The transition to Rodenstock has surprisingly been easy. We endeavoured to keep the transition as simple as possible initially with our lens offerings, introducing more products and designs over time to allow our thorough understanding and confidence in what we were offering our customers,” Mether says.
“Training with the Rodenstock team on their products and equipment has allowed our staff to embrace and thrive with this transition. Knowing a Rodenstock team member is only a phone call away if needed has provided great ease and confidence with the transition.”
Beyond improved spectacle lens outcomes, Nepean Optical has also found the DNEye Scanner fills other needs in its practice. The device has multiple functions including aberrometry, topography, pachymetry, and tonometry, meaning it can provide other clinical insights.
For example, Mether finds pachymetry results, anterior chamber and angle scans useful for glaucoma triage. Axial length calculation has a benefit for myopia progression analysis, and corneal mapping is helpful for asking further questions as to why visual acuity may not match expectations. This message can then be explained visually to the patient.
“The lens opacity function is also very demonstrative to patients as to why they cannot see properly,” Mether explains.
“Auto refraction gives so many clues as to the final refractive error measurements and really speeds up the process and confidence of refractive error findings. The vision simulator function is able to illustrate what the patient sees without spectacles, and why they have the symptoms they have, and the benefit of vision correction.”
Established in 1990, Nepean Optical has prided itself on comprehensive eyecare and services – including behavioural optometry and vision therapy – with a focus on advanced diagnostics and personalised treatment plans for patients. Its patient demographic is wide ranging from infants and young children to older generations.
By offering Rodenstock technology, the staff have been able to heighten their delivery of tailored, personalised eyecare, providing only the best experience they can during the examination and beyond. This mindset, according to Mether, is essential to the prosperity of independents in Australia.
“It’s absolutely vital,” he says. “By highlighting our unique patient journey, products and values, we can create a point-of-difference in our business. Having access to innovative, precise and world leading technology sets us apart as independents, allowing us to deliver exceptional clinical care.”
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