first person

five Questions for…

Rudolf Suter, a 30-year veteran of the optical industry, recently took the helm of ProFit Optix as chairman of the board and CEO.

He has been active nationally and internationally as an industry executive and entrepreneur. We asked for his perspective on today's optical technical and business hot buttons.

EB How does the optical distribution channel work?

RS We start by identifying customers and cost/value and focus on their needs. These customers and their needs generally can be categorized as ECPs, IPAs, managed care, and labs. A channel model allows for flexibility of design, technology, and cost/value to best meet the emerging opportunities of each channel and ultimately, the patient.

EB Direct-to-surface (DTS), free-form, digital surfacing: Which best defines the process and why?

RS Each term is correct in the proper context. DTS has been used as a general description of free-form manufacturing technology. It actually refers to free-form lens generation that allows a high-quality generated surface to go directly to polishing without a fining step. DTS is the term employed when transferring a digital file directly to an optical surface.

Free-form is a term used to describe a range of products that have been produced using free-form or CAD/CAM machinery. Each term tells you only part of the technology.

The most accurate term for the industry is digital surface technology (DST): What is produced is a surface with a specialized digital technology.

EB Why should ECPs embrace free-form technology now?

RS ECP focus must be on consumer benefit. Consumers are not usually interested in how lenses are produced; they're interested in performance. The industry now can produce lenses with optical and cosmetic performance far better than standard using this new technology.

EB How can ECPs convert non-PAL wearers to PALs?

RS Lenses today are superior to older PALs, bifocals, and trifocals. Just don't talk anymore about bifocals! Despite past non-adapts or negative experiences, customer PAL satisfaction is higher than 90 percent with today's technology. It's not PALs with the best theoretical parameters that are best; it's PALs with the highest consumer acceptance.

EB How can ECPs think more like entrepreneurs?

RS Differentiate yourself from your competitors, focus on quality, select premium locations, and work with high-quality brands. Help your customer see better. Luxury and sports brands especially benefit from wrap-style free-form lenses. Wraps offer the opportunity for an eyewear presentation of frame plus lenses. EB