Five Easy Pieces
Try-on technology is a business-building tool that can please patients in many ways. Here's a five-step plan to add these tools to your practice
By Karlen McLean, ABOC, NCLC

Practice differentiation is a key to success is today's competitive arena. Yet, it's difficult to find the time to make sure everything—from first impressions to last—tells patients and customers why your business is special.

One great way to differentiate yourself is with the use of try-on technology, also known as virtual try-on systems. It's a terrific patient benefit, and it's also an excellent marketing tool. It can help build your business in ways that you expect and others that are unexpected. The uniqueness of using a try-on system in your dispensary gets patients' attention, and it sets you apart. Plus, it's fun! Following are five routes to success with this technical tool.

ONE: IN THE DISPENSARY

Attention-getter: Feature your try-on system in the front area of your practice, even in the front window if possible. Patients waiting for their appointment can browse prior to their eye exam, and curious shoppers will be drawn into the optical shop to "play."

Dispensing skills: Some systems offer state-of-the-art technology that helps calculate the right frame-to-lens-to-eye measurements.

Speedy sales: Virtually viewing and comparing a multitude of frame, lens, and CL options, especially when viewers can see themselves clearly, saves dispensing time and pre-sells patients on premium products, increasing the sales-
per-patient dollar.

Demonstrations: Most try-on systems offer demonstrations of spectacle lens, lens treatment, and contact lens options. High points include lens thickness comparisons, examples of the appearance and benefits of AR lenses and other lens treatments, as well as mess- and
hassle-free CL try-ons

TWO: ON THE COMPUTER

Working the Web: When
customers view your practice's homepage, they should be able to see an image of your try-on system and learn how it works.

In addition, several try-on systems allow you to download your patients' selections to your practice Website. Using a special pass code, patients can view their selections on their own and with friends and family, who will also be viewing your Website.  

E-mail power: Your office welcome form should include a line for your patients' E-mail address so they can opt for periodic updates on what's new in their lifestyle areas. Send them customized E-mail quarterly with their image wearing a new frame and high-tech lenses, along with a brief, personalized description of why this selection would work for them. You can also add an invitation to come in and a coupon.

THREE: IN PRINT

Handouts: Feature your try-on system in practice brochures and any other handout literature, including coupons and presentation pieces.

Business cards: Include your practice Website on your business card. Consider featuring your try-on system on appointment cards.

Phone book: Mention in print or show a picture of try-on technology in a phone book ad. This will help drive back established patients and draw shoppers to your practice by highlighting something new.

Ramp-up referrals: Create a card to give to patients. For every new patient who comes in referred by them, mark the card. When it is filled, treat the referring patient to a nice reward of appreciation, such as a premium lens treatments, a designer frame, or sunwear.

Take-aways: Print color photos of your patient in their frame and lens selections. They can then take the photos home, to the office, and to show friends before making their decision.

FOUR: ADVANCED ADVERTISING

Press work: Talk about the technology on radio or television. Organize a TV and/or radio campaign. Most newspapers and local magazines have technology sections. Make a pitch and propose a story to the editor.

Special events: Make your try-on system the focus of your next trunk show by featuring it in advertising and promotions for the event.

Say it: When someone schedules an appointment, mention that you have a try-on system. Develop a brief, easy-to-follow script.

Seasonal delivery: Feature try-on technology in your promotions throughout the year, such as back-to-school and summer sunwear promos.

FIVE: THE WOW FACTOR

Decorative tech: Today's try-on tools
are downright stylish. Some models replace conventional mirrors. Several stand-alone systems have a cutting-edge appearance that instantly
draws attention.

Self-service: Some try-on systems are set up so that patients can do their own try-ons. They're not rushed, they get to play with fun options, and they are able to learn on their own. Then they can review their choices with the doctor and optician.

Hands on: Other customers prefer live help combined with virtual viewing. Several try-on systems are dispenser-guided, allowing for more targeted customer interaction.

Just fun: Patients are more likely to open up when they're having fun. Because try-on systems are easy and fun to use, they give you and your patients the ability to relax and interact more easily. EB

Opposite page: Try-on technology can draw passersby into your dispensary with it's unique design. Image courtesy of American Bright Signs

Today's Try-on Tech

Try-on technology offers something for almost every practice. From portable to stationary units, the styles range dramatically. Other considerations in selecting a unit include Website interactivity and operating styles. Some current options in the try-on marketplace include:

CAMIRROR EYEWEAR SELECTOR
CBC Co. Ltd./Camirror Sales Group
866-374-0200
http://www.camirror.biz

iCAM PATIENT VIEWING SYSTEM
VisCorp, LLC
412-741-8259
http://www.viscorpUSA.com

iPOINT KIOSK
Optical Innovations
866-493-3511
http://www.opticalinnovations.com

SMART LOOK
American Bright Signs, Inc.
888-989-4227
http://www.smart-mirror.com

SWING, EXPERT, & FASHION EYES by ACTIVISU
Interactive Visual System
866-422-8484
http://www.activisu.com