Find an Eye Care practitioner
prescribing iZon Lenses.

Education

Investing in Technology and Service Sets Practice Apart from the Competition

When Dr. Robert Layman opened his own optometric practice more than 20 years ago, he knew he wanted to take a different approach than other practices in his area. “I wanted to do things my own way,” Layman said. That meant a practice built on using the most advanced technologies combined with superior customer service.

His approach worked. Today, Pinnacle Eye Group, based in Lambertville, Michigan, just outside of Toledo, Ohio, is highly successful. The American Optometric Association recognized Layman as the National Optometrist of the Year in 2006.

“I’ve always been interested in new technology,” said Layman, who tries to invest in a new piece of equipment every year. “When my patients come back each year, I want them to experience something new. I don’t want to give patients 20 years of the same old thing.”

Layman was on a quest in 2006 to find the latest technology to update his practice. He found exactly what he was looking for in the Z-View^® Aberrometer and iZon^® High Resolution Lenses.

---

As the first practice in the area to implement the Z-View Aberrometer and offer iZon Lenses, Pinnacle Eye Group definitely added to its cutting-edge image.

“When my patients come in for their eye exams and see the new technology, it reinforces the image in their minds that I am among the most progressive eye care professionals in the area,” Layman said. That image isn’t only good for Layman’s patients; it’s good for his practice. He estimates his practice has grown its eyewear revenue by 25 percent since implementing the Z-View and iZon technologies.

“I focus on how the device will help me provide the best eye care for my patients and, ultimately, have a positive impact on my practice,” Layman said.

In less than three months, Layman saw a positive ROI from the Z-View Aberrometer, which uses proprietary wavefront technology that quickly, consistently and accurately “maps” a patient’s eye to determine a patient’s unique iPrint™, or optical fingerprint.

The iPrint includes the 2nd order sphere, cylinder and axis, as well as the 3rd to 6th higher order aberrations. Patients often experience less than clear vision when corrected to 20/20. This is often a result of the higher order aberrations.

Based on the iPrint, iZon High Resolution Lenses are created for the patient. This personalization provides patients with improved contrast acuity, generally sharp vision, improved nighttime driving vision and the ability to see color with greater richness and intensity – allowing patients to see their world in high definition.

“The iZon Lenses offer something different to my patients that the majority of practices don’t have. It definitely gives me a competitive advantage,” Layman said. “It’s also great that the iPrint concept is easy to explain to patients. It keeps things simple and, when patients understand the process, it makes everything easier.”

The iZon Lenses are considered premium glasses, which cost more than traditional corrective lenses and deliver superior vision benefits.

All of Layman’s patients receive a Z-View Aberrometer measurement as part of their routine eye exam. Since he began using the Z-View and prescribing iZon Lenses, Layman’s revenue per eyewear unit has increased by more than $100. He indicates that a large percent of eyewear purchasers are interested in the benefits of the iZon Lenses.

“My patients don’t mind the slight price increase between the iZon Lenses compared to traditional corrective lenses. They literally see the difference – that alone pays for itself,” Layman said.

According to the Vision Council of America, about 171 million Americans wear corrective eyewear. Ophthonix, developer of the Z-View Aberrometer and iZon High Resolution Lenses, estimates more than 60 percent of those who need corrective eyewear could benefit from the high-definition lenses.

Despite the use of corrective lenses and even refractive surgery, millions of Americans still do not see clearly, often because of the higher order aberrations of the eye. One of the problems they often experience is diminished nighttime vision, typically caused by higher order aberrations in the eye.

“It doesn’t matter how great your vision is, it is always more dangerous to drive at night, especially in a thunderstorm, which we have a lot of here,” Layman said. “For those who suffer from impaired nighttime vision, this scenario is one they outright avoid.”

The iZon Lenses can help to reduce many of the problems associated with nighttime driving, such as halos, glare and starbursts around headlights. Members of Layman’s staff, some of whom did not need corrective lenses, now use iZon Lenses just for improved nighttime driving. But most patients see the superior vision available with the iZon Lenses during both day and night.

Aside from having the right technology, Layman also understands how important having the right staff is to the success of his practice, and he invests heavily in staff training and customer service.

“My staff is a reflection of me, so it’s important that they are both knowledgeable and caring,” Layman said. “This combination of excellent staff and the best vision technology is good for my patients.”

Layman offers his staff incentives – such as a trip to Cancun, Mexico – for reaching revenue goals. It’s not hard for the staff to reach these goals, given the adoption of new technology and ongoing focus on customer service.

“When patients leave my office, they know that they have received exceptional eye care and they were treated with the utmost care and respect,” Layman said. “That results in positive word-of-mouth advertising, which naturally leads to more business and allows us to have the resources we need to continue investing in advanced technologies for our practice.”

Happy patients with improved vision lead to good business. With the right focus on his patients and smart technology investments, Layman continues to do things his way to grow his practice and differentiate himself from the competition.