The Evolution of Tracing
This OLA-sponsored article shows how better service and improved communications are just two of tracing's benefits
By Alex Yoho, ABOM
Illustrations by Jon Krause

Remote order entry is here to stay. And, those who are taking advantage of this technology are reaping huge benefits in time (read: money), efficiency, and customer service.

Many thanks go to those labs that participated. These include: Gerry Shaw, owner, Western Carolina Optical, Inc., Asheville, N.C.; Kevin Bargman, president, Hawkins Optical Laboratories, Inc., Topeka, Kan.; Bill Plunkett, president, Plunkett Optical, Inc., Fort Smith, Ark.; Jeff Leaming, sales representative, Professional Ophthalmic Labs, Inc., Roanoke, Va., and Asheville, N.C.; Tom Schroeder, president, Schroeder Optical Co., Inc., Roanoke, Va.; Jay Wilson, president, HOYA Vision Care, Eugene, Ore.; and Craig Giles, president, Soderberg, Inc., St. Paul, Minn.

How long have you been involved with remote order entry/tracing systems?

Shaw: We are a smaller laboratory, and have had success doing remote entry with tracers for the last five years.

Bargman: We actually dabbled in remote order tracing systems long before the current generation of systems. This was when a computer with a 386 processor was state-of-the-art, so you can imagine how slow it all worked.

Leaming: Three years. It's more affordable than mechanical tracers.

Plunkett: We have just recently started our tracing operations. With three tracers so far, it is something we're going to make a big push on this year.

Schroeder: Our lab was probably one of the first out of the gate, but it's an area we haven't grown much. It's not that I'm not behind it, but we're a smaller lab, and that
hasn't been a critical area of focus.

Wilson: We've been involved with tracing for about two years and have six tracers in the field now.

Giles: We have been using the remote electronic ordering system since its inception, and we have about 600 of our 2,700 accounts on it. As for tracers, we only have about a dozen in the field.

Those that we put out there are on a lease or special program, but eyecare professionals don't use them that often. So, we're using the remote order entry software. Over 70 percent of our work is cut and edged, and people want to send us the frames anyway.

Shaw: Mainly the turnaround time. We don't actually have to get the frames, so we can cut the lenses, send the edged lenses to the doctor, and the patient doesn't have to be without glasses. With accurate A, B and E, D measurements, we don't have to wait for the frame.

Bargman: With remote tracing, the Rx can be processed with or without the frame in most cases, which allows us to obtain a more efficient delivery system as well as superior thickness control.

Plunkett: If the job is a "frame to follow," it might sit on the shelf for two or three days waiting for them to get the frame to us so we can surface it. But, if we do have a tracing, we can get started on it immediately.

Leaming: For both the lab and the account, it also saves on postage or shipping.

Wilson: There are time improvements using the tracer or connecting and transmitting orders.

Giles: We don't find it a particular advantage. In fact, we approached it in a different way some time ago. We built a huge database of lens tracings in our lab, so we can use those tracings to make our thickness come out.

What are the advantages for the doctor's office?

Shaw: Turnaround time is reduced by at least a day. Also, the office is meeting requests from patients who don't want to give up their glasses.

Schroeder: Except for stock single vision, you can conceivably get an edged lens as quickly as an uncut. Then you don't have to buy an edger--which is more expensive than a tracing
system--and pay someone to edge.

Also, it gives the dispenser the ability to archive tracings for future jobs.

However, this is not for everybody; there are some dispensers who are not going to want to mount or insert lenses.

Wilson: The system works well as long as it's calibrated. The controlling variable for success is to make sure the offices calibrate their tracers to our edgers. We do that process on a weekly basis with our customers. Calibration is the win/lose variable.

How accurate are the tracers?

Bargman: Some tracers are more accurate than others. Also, both the prescriptions and the lens material have a dramatic effect on the finished circumference needed. You will always have minor discrepancies due to the mechanical nature of both
tracers and edgers.

Plunkett: Right now we're getting 98 to 99 percent. We basically do a test every morning.

Giles: They're very accurate if people check them every day.

Shaw: We've had a few sizing issues where we had to run a couple of test jobs and recalibrate the tracer.

Leaming: I thought I would find resistance, but I haven't. I try to tell accounts to stay away from big square frames, as they're hard to get a good trace on. If you pull a frame off the board and the sample lens fits loosely, stay away from it.

Schroeder: It all comes down to the operator and willingness. It's more attitude than ability.

Wilson: We fax each of our accounts every Monday morning and ask them to trace and send in the tracing. It's really the only way we can protect them and us.

How has remote tracing helped your business?

Shaw: About 30 percent of my business comes through remote entry. Not having to type in all the orders, my customer service people can focus on other things.

Schroeder: The PR we have conveys the image that we're progressive and keeping with the latest technology.

Wilson: It's a win-win situation for both sides, as far as time is concerned, and time is money.

If you've been giving thought to remote order entry, the points raised here should give you a lot to chew on. So, what are you waiting for? The ball is in your court.