6/7/2010 For Online Rxs, Caveat Emptor
Posted by 20/20&U Blog Admin
Location: Blogs2020&U
 		    

Back in eighth grade, my English teacher introduced us to foreign words and phrases that are part of our lexicon. In one of our first lessons, we learned the Latin expression, caveat emptor—let the buyer beware.

This ancient admonition comes to mind as I think about the growing number of consumers who are purchasing prescription eyewear online. These eyeglass wearers are seeking out “e-tailers” offering convenience, a vast product selection and, often, low prices. Some independent ECPs have begun to compete in this arena, too, creating “virtual dispensaries” as an extention of their brick and mortar locations.

There’s nothing wrong with selling prescription eyewear online, as long as the seller informs the buyer that there is a difference between buying from a virtual dispensary and buying from a real one. The difference, of course, is the the real dispensary offers the services of a dispenser. Online consumers are sacrificing the skill and knowledge involved in expertly selecting and properly fitting eyeglasses that only an experienced dispenser can offer. ECPs who operate virtual dispensaries should encourage online customers to visit their dispenser to be properly measured and fit for their new eyewear.

It’s a paradox that the state-of-the-art in e-tailing eliminates the dispenser at time when the state-of-the-art in ophthalmic lens technology calls for dispensers to be more involved in selecting lenses and fitting eyewear. For example, some digitally designed and manufactured progressive lenses are designed to perform best when they are precisely measured for each patient and fit in “as worn” position.

Proponents of virtual dispensaries argue that single vision lenses don’t require specialized measurements, and many digital or free-form PALs can be dispensed using default patient measurements. They point out that some e-tailers instruct customers on how to measure their own PD and others developing more sophisticated online measuring tools.

Ultimately, consumers want choices. Some will be happy buying Rx eyewear online. But others, in their quest for convenience, will end up with badly fitting, uncomfortable, under-performing eyewear. Before Rx eyewear shoppers click the “purchase” button on the screen of their computer or mobile device, we need to advise them, “caveat emptor.”

—Andrew Karp
akarp@jobson.com
Receive Updates | Email Post | Permalink |  Trackback
Comments (33)   Add Comment
Re: For Online Rxs, Caveat Emptor
By Barry Santini		 6/8/2010
s
Andy,

Online is so NOT about the absence of a professional ECPs services.

It IS about the fact that so much eyewear today is sold, IN BRICK & MORTAR outlets, WITHOUT the services of a professional ECP - namely, a licensed AND skilled Ophthalmic dispenser.

Frame stylists? Ok, but really not even close.

Since only 21 states actually license or certify what we do, it would appear that no disclaimer is necessary for the "majority" of people being served.

And in this global economy, just what *is* so important about licensure anyway. Is it even enforceable for what is little benefit.

The FDA has stated that eyewear "represents the lowest category of risk of any regulated medical device."

Who are we to argue?

I think it's more than evident that the time has come to stop trustin' those wearin' the hats (think GWB, Madoff & friends and certainly the execs at the oil companies), and start encoraging people to trust their own instincts.

What online needs is not a "disclaimer", but rather a link to viewing the Yelp reviews for places like Brooklyn Eyeworks.

http://www.yelp.com/biz/brooklyn-eyeworks-brooklyn

If all optical outlets please their clients 50% as well as they do, we wouldn't be talkin' about online nuttin'!

Barry
Re: For Online Rxs, Caveat Emptor
By Jon Savell		 6/14/2010
s
Some customers take an hour of the stylist's time, ask for their PD measurement, and then take their frame selection and Rx online. What is the strategy for combatting this?
Re: For Online Rxs, Caveat Emptor
By CA402CE4-1A39-4464-B412-0E07DF2281E6		 6/14/2010
s
Excellent point and a key issue that needs to be addressed on a number of fronts. Let's do just one on this comment.
This particular scenario plagues a variety of in store vs. on line retailing situations. And the key is in the "hour" or so of face-to-face time the dispenser or optician or stylist gets with the patient/consumer. That's the time when service and especially follow-up service needs to be reinforced. It is also the point where the actual fitting issue needs to be made. The online purchase is going to arrive (perhaps even shipped for free) all by itself. There will be no one to properly FIT that eyewear to the face. Follow up adjustments will never happen. Returns will be complicated at best. Repairs will be a tedious string of calls and delayed responses.
So...does the patient want service...or ...servitude to a faceless online entity. THAT is one of the points that must be made.
Here's hoping others chime in with more solutions for dispensing face to face and eye to eye.
Re: For Online Rxs, Caveat Emptor
By Chuck		 6/14/2010
s
This following was taken from an online article. We provide a copy to patients who express an interest in shopping online for their eyewear.


"Internet Eyeglasses
You have a right to your eyeglass prescription and, as a patient at (Your Business Name), you will always be provided with a copy. We hope you'll want to buy your eyeglasses from our office and we believe we offer the best value available when you consider service, quality and price. If you decide to shop elsewhere for glasses, we certainly understand and we will be pleased to provide your eye examinations and eye health care.
Local opticians and optical shops generally do a good job of filling our prescriptions, but we have some concern with the use of eyeglass vendors over the Internet. Fitting eyeglasses properly involves precise measurements, unbiased advice based on your needs and skillful adjustments of the frame and lenses. Since Internet vendors do not actually meet with you in person they can't provide those services. We provide all the optical services at no additional cost for patients who buy eyeglasses at (Your Business Name), but we can't provide them for glasses purchased elsewhere.
To avoid confusion and disappointment with glasses purchased elsewhere, here is a list of services we provide and those we do not. Please check with the eyeglass vendor to determine return and refund policies in the event problems occur.
We provide only two services for eyeglasses purchased outside of our office:
• PD or pupillary distance - a measurement of the distance between your eyes taken with a pupilometer, not a ruler. This will be given with your eyeglass prescription upon request.
• Prescription verification - we will verify the basic lens parameters in new glasses to see if it matches your prescription. We will also recheck the refraction test to confirm the prescription is correct if necessary. This will be done at no charge within 30 days of a new eyeglass prescription. We will not troubleshoot optical measurements taken by others. Visual problems may result if a correct prescription is made with inaccurate optical measurements. Correction or changes in the glasses will be up to you and the eyeglass seller.
The following services or measurements are not available if you purchase glasses elsewhere. These measurements/services should be provided by the person selling the glasses.
• Seg height ● Optional lens features – such as tints, coatings, etc.
• Vertical optical center ● Eyeglass dispensing adjustment
• Eye size ● Education/training on lens and frame features/care
• Bridge size ● Ongoing adjustments
• Temple length ● Minor repairs
• Frame model and color ● Multifocal design and brand
• Lens material and index
"
Re: For Online Rxs, Caveat Emptor
By CJ, a.b.o.c.		 6/14/2010
s
I do not take PDs/OCs for online purchases. I believe the web can serve many good functions, but improving your sight by some self directed roll your own method is absurd. I am constantly "checking" online purchases and giving unwanted answers to online "Customers". Patients need hand holding and education about the value of their sight and the correction needed.
I believe that online dispensaries should be banned by law as should companies like 1-800 contacts.
Some things in this world do not comoditize well. Vision care is one of them.
Re: For Online Rxs, Caveat Emptor
By Dave		 6/14/2010
s
What follows is an excerpt from the Massachusetts Office of Consumer Affairs and Business Regulation rules that govern the practice of Optometry in that state. These rules clearly state that interpupillary measurement for distance or near is part of the prescription.
Caveat emptor: check the rules for what is a required part of the eyewear prescription in your own state. I suspect ECPs of all professions will be dismayed by the lack of conformity in this country.

(a) For purposes of 246 CMR 3.02, a "prescription for ophthalmic lenses or spectacle eyeglasses" is defined as a written order bearing the original handwritten or electronic signature of an Optometrist, or an oral order issued directly by an Optometrist, authorizing the provision of specified ophthalmic lenses or spectacle eyeglasses.

(b) Said prescriptions shall, at a minimum, contain all of the following information:
The name, office address, office telephone number, and registration number of the Optometrist issuing said prescription;
The name of the patient to whom or for whom the prescription is issued;
The date on which the prescription is issued and the date on which said prescription shall expire;
The sphere power, cylinder power and axis, prism power, and position of the base for the ophthalmic lenses or spectacle eyeglasses to be furnished;
The lens material, if clinically significant;
The interpupillary measurement for distance and/or near, if applicable;
The near add power, if applicable;
The segment type and size, if applicable;
The tint or coating, if applicable; and
Any and all appropriate notations as to when the lenses or spectacle eyeglasses are to be worn.
Re: For Online Rxs, Caveat Emptor
By mike Ldo		 6/14/2010
s
two words---SOFT LENSES......
Re: For Online Rxs, Caveat Emptor
By P.M.		 6/14/2010
s
As an optician in Massachusetts I will not take a PD or other measurements for customers to purchase online. I will check the powers of their eyewear to see if they match the RX written. I tell those customers that we provide those services for the eyeglasses we make for our patients. I will not get involved with their decision to purchase online, this being involved with providing measurements. I don't want to have that Customer coming back to say my measurement are wrong and that's why they can't see. I also let them know they should also print off the self adjustment manual. When this customer comes in for an adjustment we do not provide. Our patients that purchase get the utmost service from each and every staff member. There are never any fee associated with nosepads, screw replacements, or adjustments, because they purchased here and part of their initial cost includes those services for as long as they come here. The customer who purchased online, and I've seen many are purchasing for the cheapest, and that's the bottom line. Maybe some will be a one time only purchase because of the after hassles.
Re: For Online Rxs, Caveat Emptor
By E.R.		 6/15/2010
s
We have had patients not from our office bring in online purchases, I feel we should have charged for checking their RX, and making adjustments, if it was my business I would be charging for these services. We never give patients frame information we write their names and the frames they like on Rolodex cards or their files,explaining we have never lost these and most people lose the business cards with frame info on them, this usually brings them back. We also had a patient who bought a Prada online to save money, when he brought it in for lenses I noticed that it was a defective piece before I even ordered lenses, he ended up returning it and purchasing the same frame from our office, in the end it cost him even more in both money and time, he said he would never buy eyewear online again.
Re: For Online Rxs, Caveat Emptor
By Ed		 6/15/2010
s
Taking a PD for someone that will be making a purchase on-line or at any location other than where you practice is not only stupid but according to several attorney friends becomes a liability issue for you (by taking a pd you have assumed an aspect of their visual care). About 80% of the people I say "No" to when they ask for their Pd and I offer an explanation of the pit falls of on-line eye wear purchases change their mind and most are thank full for he warnings.
Re: For Online Rxs, Caveat Emptor
By Barry Santini		 6/15/2010
s
Geez, I continued to be surprised at the number of ECPs who state that they "would not service (a previous client's) eyewear if it was purchased on the internet." Or...that they consider the cstomer who goes online as "lost"...perhaps forever?

Nothing is forever...

Take a step back. It's NEVER about ONE sale. It's about the *annuinty* that comes from their patronage over time - whether they buy every pair from you - or not.

I for one will continue to glady adjust/service online purchased eyewear, free of charge if I can, with the hopes that my communications about the services and skills we offer will "take".

If they don't, and a specific client repeats to obtain free services, then I have a decision to make...for *one* client. I think it is too broad-brushed to create official policies that could potentially turn-offlocal clients from ANY B&M optical business.

Besides, since our adjusting skills are our best calling card, why not lure them back with the same?

As I've stated before: my BEST clients are those who have gone elsewhere and returned. They are absolutely your best advocates.

As far as PD requests, we've had none to date. But If I do, we've formed a response:

"The measurements we take are only for eyewear that we create. If you have visited a site that requests your PD, you should consider the many alternate vendors who obtain the appropriate measurements from your uploaded photo, while guaranteeing your satisfaction."

Kinda like Macy's telling people to shop at Gimbles, eh?

B
Re: For Online Rxs, Caveat Emptor
By Dr. Frederick Moffa		 6/15/2010
s
1. State of CT requires a LO or a doctor of Optometry to be on the premises.
2. Liability. I had a mother get her son glasses from an on-line retail optical for $29 with my script. She brought them to me when the lens snapped in two. She said her son was ok he was just wrestling with a friend when the glasses got crushed... Who would have been liable in that case?

When you have regulations in place to protect the public, they are there for a reason and they should be enforced!
Re: For Online Rxs, Caveat Emptor
By CA402CE4-1A39-4464-B412-0E07DF2281E6		 6/15/2010
s
Online specs is scary. But let's face it if you buy a pair of glasses from a "Lux" their quality isn't perfect either. I always joke that the lab techs think ANSI is a STD. If we as an industry can't control Luxottica's quality how are they going to monitor online purchases?
Re: For Online Rxs, Caveat Emptor
By Jill		 6/15/2010
s
I work in a retail chain. Many customers come in and want their pd taken and glasses adjusted for a free service. I feel that sometimes I am doing extra work for these onlince companies. However, we may be able to convert a sale later on, although, even as a discount chain it is hard to compete with the online price.

I do agree with the article that if the patient requires a more difficult fit, especially considering a progressive lense, online might not be the way to go.
Re: For Online Rxs, Caveat Emptor
By Lenny		 6/15/2010
s
I feel as soon as you take any measurements to unable a person to order online you have accepted responsibility of checking the glasses for accuracy and will wind up adjusting them in order to properly evaluate any problems the person may be experiencing. we do not provide any measurements for ordering online. We do take the oportunity to educate the customer about ordering online. Most times it works and they buy from our establishment.
Re: For Online Rxs, Caveat Emptor
By ?		 6/15/2010
s
Have been in this industry when glass lens were the only material available.
It's suggested to discuss lenses then chose a frame and fit frame to patient and then take measurements. How can online offer this?
Re: For Online Rxs, Caveat Emptor
By Gayla		 6/16/2010
s
Buying on line is kind of like dating on line. The picture looks good and the description promising, but it's seldom the reality. A good fit comes from up close and personal.
As a business we do everything for our patients including measuring the PD's for our customers on line purchase. We even allow them to browse our selection of frames and answer questions. (We do not however measure for seg placement.)
By keeping up good business practices and treating the in-house and on-line buyer exactly the same we usually end up keeping both. We find that places like Wal-mart and on-line are our best promoters. They always make us look good. (AND WE ARE)
Re: For Online Rxs, Caveat Emptor
By Barry Santini		 6/16/2010
s
"Buying on line is kind of like dating on line."

Best single sound-bite yet!

Barry
Re: For Online Rxs, Caveat Emptor
By EyeCareGurl		 6/16/2010
s
Warranty - the main reason sales stay in our office. I always warn people bringing in glasses from an outside source, that I am in no way responsible if I adjust them and they break. When I have broken a frame we had sold, I replaced it completely since she was so nice I did not use up her warranty with this replacement. A no fault warranty is really the way to set your place apart. One time replacement within a year, as long as you can bring me all the pieces, there is no charge. We have a very cheap dispensary in the next town, Lesco. 29 dollar glasses, the rx is ALWAYS wrong or the OC HT is totally screwy. Internet orders are few and far between. When patients start talking about doing that we give them the same hand out as above. We charge $5 for PD $10 for seg ht and PD and $15 to troubleshoot internet glasses, which is charged based on attitude. We had someone ask for their OC HT and they did not have the frame, explaining that was fun. No I need the glasses lady, do you not get I have no clue where to measure from. We keep sales at our office because of our warranty, we cover everything that can possibly happen besides theft or loss, yes even the dog chewing on them. Our manufactures have no problem with this approach and we are told we have really low return numbers by the reps. Anything we cannot warranty gets marked down 50% with no warranty. This is one time only within a year. No two year lens warranties. They need a new pair every year. You wear the same thing on your face for a year that is gross, two years? Yuck.
Re: For Online Rxs, Caveat Emptor
By Michael Nason		 6/16/2010
s
Caveat emptor, absolutely.

If we take a step back we can see that online’s problem IS the absence of professional services and interaction. Take a look at this blog post. In one week 15 ECPs have expressed their concerns, fears, and no–service policies regarding online eyewear. There’s even a very nice Internet eyewear policy posted we can all put up in our offices. I’m positive that this is only the tip of the iceberg.

Will anyone argue that the ‘face-time’ between the dispenser and the patient is NOT the most important part of dispensing eyewear? Direct to consumer online eyewear is an attempt to replace this key interaction with a computer screen, web content, and phone support queues. As you know, the web is great for certain things—this is not one of them.

[WARNING: I’m going to plug my company, ZipEyewear, in this next section. I hope that's ok.]

My family has been dispensing eyewear since I was born. I have seen this Internet ‘monster’ come up and scare so many ECPs away into hiding. Well, this monster can be tamed. The Internet can do wonderful things for your business!

Almost one year ago we began executing a new project to bring online ordering into alignment with retail eyewear businesses. When a consumer buys eyewear from our website, we send them to a local ECP, with a completely flexible voucher in hand. Essentially, we’re generating leads online for retailers enrolled in our program.

Once these customers come in, they become your patients and receive the attention, interaction and service they need for you to dispense them high quality eyewear. In my opinion, this is the proper fit for the Internet in eyewear sales.

This is just the basics of what we do, but it's really that simple. ZipEyewear.com if you're interested.
Re: For Online Rxs, Caveat Emptor
By CA402CE4-1A39-4464-B412-0E07DF2281E6		 6/16/2010
s
Thank you Michael and plug away for ZipEywear.com. 20/20 welcomes the progressive thinking and the fact that you so willingly share important merchandising planning with all the players here. Here's hoping other vendors and manufacturers would get in on this blog-fest of thoughts on a subject that is so obviously a hot spot for optical.
Re: For Online Rxs, Caveat Emptor
By Barry Santini		 6/17/2010
s
Michael:

Another way of looking at your "family" of participating dispensers is that - at least from the consumer's standpoint, being on your "list" can be seen as somewhat *commoditizing* the indivudual dispensary experience.

Kinda like when people pick, eenie-meenie-miene-mo, from ECPs on participating insurance provider list. I firmly believe now, after fully examining the whole internet-eyewear-thingy, that maintaining an ECPs independence is paramount to surviving in the years ahead.

That is unless one feels that their store and staff don't bring enough that's truly special and different to the table.

In that case, I'd get on as many lists as I could, as fast as I can.

B
Re: For Online Rxs, Caveat Emptor
By Forrest Chambers		 6/17/2010
s
Speaking as an ex certified optician with over 30 years in the profession, it does not strike me as odd that eyewear is being successfully marketed online. The reason for this is there are practically no opticians left in the market place so why would you possible pay what glasses cost at a doctor's office, being fit by people who really know little or nothing about lenses, how they work, or why they work the way they do, who can't adjust a pair of glasses properly or even read a lensometer. The only thing that surprises me is why aren't more of them? And as far as frame stylists, there isn't really a need for them since all of the glasses are basically the same shape anyway.

Forrest Chambers
Re: For Online Rxs, Caveat Emptor
By CA402CE4-1A39-4464-B412-0E07DF2281E6		 6/17/2010
s
Thasnk you Forrest...Gulp. So...are there any opticians out there willing to take Forrest to task over the issue of Optician skills and talents? And since the point has now been made that possibly all glasses are the same shape, perhaps we need some frame companies here defending their product stables. Oh, yeah...One more thing: Where are all of the online dispensers, retailers and merchandisers when it comes to presenting the "other" side of this issue? I'm sure you folks know how a blog works. Your livelihood depends on the internet so...Do Your Thing and tell us what YOU think.
Re: For Online Rxs, Caveat Emptor
By Michael Nason		 6/17/2010
s
Barry:

If ZipEyewear is commoditizing anything, it is the basic services of optical dispensaries. This is limited to the online marketplace.

From the consumer’s perspective, what can possibly be so unique about an eyewear retailer? Exceptional staff? Amazing service? A flashy sign? Of course, there are dispensaries that rise above the rest—but aren’t those the exception?

We are not commoditizing the individual dispensary experience. There are already tens of thousands of retailers out there selling the exact same products and using the same methods. Regardless, each one serves its community by promoting vision care and by dispensing eyewear.

ZipEyewear is simply helping them continue these functions, but for customers who order their eyewear online.

Your insurance provider list example does not compare with what ZipEyewear is doing. There is no random choosing. When a customer is presented a list of ECPs on our website, it is generated specifically for their order and directs them to the stores in their area that can fulfill that order.

Whether or not you feel like getting on our ‘list’ is beside the point. Even the best store and staff are unable to handle an online operation without devoting tremendous resources. We’re making this trivial, not detracting from ECPs’ independence.

Michael
Re: For Online Rxs, Caveat Emptor
By Barry Santini		 6/18/2010
s
Hey Mike:

You're right!

ZIP is "simply helping them continue these functions, but for customers who order their eyewear online."

I for one, fully understand that what we "exceptions" do is NOT brain surgery, rocket science or black magic. Rather, we "play" with people's faces and perceptions, both visual and psychological.

This is no laughing matter, despite the industry-wide, public-perceptual setback Dorothy Parker levied upon us over 60 years ago.

IMHO, anything, ANYTHING that promotes the "same-old, same-old" mentality is to be avoided. The american public at large certainly doe not view eyewear and its purchasing as a "pleaseant" experience.

It's more like a "take your medicine, dear!" tone.

I'm not sure at all how you can say that choosing from a llist of insurance providers IS NOT like a list of ZIP eyewear providers....????

Overall, I think that, as others have posted above, the general skill level of optical personal have descreased mightly in the past three decades.

Unfortunately, the quality of eyewear frames in general has decreased as well.

Maybe this is why most of the public hasn't noticed, and appears to find the idea of purchasing eyewear online novel, to say the least.

The skilled "exceptions" - like myself and others on Optiboard - find that having anyone, insurance provider or online-customer-finder, taking some share of the increasingly-decreasing profit margins on eyewear not to be compatible with our business models.

I know, I know...what I lose in profit on each sale I'll make up in volume.

But then, would I no longer be *exceptional*?

Good luck to everyone who mortgages their business out of fear of being left out. I've taken a long hard look at Rx eyewear on the internet, and for me, I can't find a way to make it work within my current business model.

Something's gotta change, and I'm betting its going to be the public's perception that Rx online eyewear is OK. As always in all things eyewear, its gonna take about 2 to 3 purchasing cycles to reconnoiter.

See you in about 7 to 10 years. We'll have coffee and review.

B
Re: For Online Rxs, Caveat Emptor
By Michael Nason		 6/21/2010
s
Barry,

I respect your outlook. I do not think enrolling in an online eyewear sales program is mortgaging your business. It certainly can be, but that depends on the program.

When customers choose from a list of insurance providers, they are blindly selecting a business based solely on their insurance benefits being accepted there. They do not know the quality of the staff, products, or service.

When an Internet shopper is looking at a list of ZipEyewear providers they are able to make an informed decision about which ECP may best serve their needs. A Provider list is generated with every order. It is specific to the customer’s location and the product they are looking for. Once we launch and begin collecting feedback on our Providers, this information will be included as well to guide the customer’s decision.

Consumers have already demonstrated that the Internet is a valuable tool for researching and purchasing their eyewear. I doubt that after 2-3 purchasing cycles this will just cease.

Everything is changing, and this is not limited to public perception. The Internet has the potential to transform purchasing eyewear into a more pleasant experience. My bet is that public perception of Rx online eyewear will continue to strengthen. As will the industry’s.

You say the quality of optical personnel and eyewear frames is deteriorating, and that you are of the few remaining skilled exceptions. I commend you.

I’m curious, though: How can your business become more exceptional? Are there aspects that are less exceptional than others? Do you accept insurance, or offer discounts? Are you satisfied with your volume?

I would absolutely have coffee and review with you in 7-10 years, but this issue is too big to wait out and see what happens. I am focused on it daily.

I’ve enjoyed this discussion Barry, but I’m afraid we may have hijacked this blog. Feel free to reach out to me via email-- michael@zipeyewear.com
Re: For Online Rxs, Caveat Emptor
By Barry Santini		 6/22/2010
s
Mike:

I promise to keep an *open* mind, and continue the discussion.

I sense my fear triggers are the following words or phrases:

1. Collecting Feedback... (who will adjudicate this? Look at the lawsuits with YELP, for instance)
2. Do (you) accept insurance or give discounts? (no)
3. Are you satisfied with (your) sales volume? (implying that more is always more...*not* always)

Why don't we continue the discussion over at Optiboard, in the Professionals section?

Think about it!

Barry
Re: For Online Rxs, Caveat Emptor
By CA402CE4-1A39-4464-B412-0E07DF2281E6		 6/22/2010
s
Gentlemen. Gentlemen. PLEASE feel free to continue your posts here as long and as detailed as you would like. Your input has been INSPIRATIONAL. One (that would be 2020) would only hope the numerous (and growing) army of online dispenser sources and manufacturing and vendor players would be as free with their position on this hugely important issue.
Re: For Online Rxs, Caveat Emptor
By Matt		 10/18/2010
s
I have stacks of books and other professional materials that I used to successfully become and to remain a Certified Optician. Many of those I keep on hand at all times to refer back to every so often. While much of the material isn't used on a day to day basis it IS important to know these things and you simply can only get this information from a trained optician. Some may get by with eyewear purchased online, some will never know what they're missing out on and some are just accustomed to poor quality eyewear. Whatever your feelings are on the matter, there is a reason a certified optician goes through what we do to become certified and there is most certainly a reason we read books/study materials as thick as War and Peace to maintain it. There are always exceptions to the rule but online confusion tactics, misrepresentation of the facts and the notion of "one-size-fits-all" are no replacement for a warm, face-to-face experience with a knowlegable and qualified individual that cared enough to bother to spend countless hours studying for and training to maintain their certified status.

As far as quality goes, I visited an onsite retailer advertising premium "top of the line" progressives for $44. That's about a quarter (conservatively) of what I pay the wholesale labs we use for a set of free form (even customized) progressives. I dug a little deeper only to find that the lens they were passing off as "premium" was one I haven't sold in ten or more years (subsequently the design is much older than that). There's misrepresentation for you so most definitely -- Caveat Emptor.
Re: For Online Rxs, Caveat Emptor
By I. Radford		 10/20/2010
s
I agree with Matt. I spent 3 1/2 years training as an apprentice and then an internship before even being eligible to sit the State Board exam in North Carolina. I have been in opticianry for 15 years and can't stand the fact that there are people in this industry who think it's "OK" to put aside our training and expertise just to "increase volume". You're selling yourself short! I do not give out PD or fitting heights for any multifocal. According to the NC Board of Optician, there is no legislation (YET)regarding whether or not I have to perform these services, but they defer to the NC Board of Optometry (again, no legislation) which has a "policy" that states "A patient purchasing their prescription eyewear from a seller other than the prescribing optometrist or ophthalmologist should recognize that it is THE RESPONSIBILITY OF AN OPTICAL DISPENSER FILLING SUCH PRESCRIPTION(S) TO MAKE THOSE PHYSICAL ASSESSMENTS OF THE PATIENT'S ANATOMICAL FEATURES REQUIRED TO DETERMINE THE MEASUREMENTS NECESSARY TO ENSURE THAT THE LENSES THAT HAVE BEEN PRESCRIBED FIT PROPERLY BEFORE THE PATIENT'S EYES. Just to recap that, it clearly states the the person SELLING the glasses is responsible for taking any and all measurements. Period, end of sentence. Don't get me wrong, I'm all for free enterprise and that sort of thing, but don't you dare cheapen what I do for a living and all the training I've been through and go through every year to maintain my license just so you can get a few more bucks on your bottom line! North Carolina is considering moving ahead with legislation that would forbid on-line retailers from selling glasses within its borders or at least requiring them to become registered with the state boards just like I have to every year. Sorry this is so long, but I wish opticians would stand up for themselves (and obviously most are willing to) and their CRAFT!!!
Re: For Online Rxs, Caveat Emptor
By James Zuraf		 10/21/2010
s
Practitioners like Moody who take the approach that he cannot stop online sites from selling eyewear are the same individuals who did not recognize the impact online sale of contact lenses has produced, acceptance of insurance plans that do not adaquately compensate providers and the fact these same individuals are willing to provide their services and their staffs at no charge for the benefit of the online sites. When they have huge payroll expenses but no offsetting income and they are complaining of no profit, look in the mirror for the source of your problems. Those who do not learn from history are doomed to repeat it.
Re: For Online Rxs, Caveat Emptor
By http://www.easpices.com/		 9/29/2011
s
I do not think this is a huge problem, basically you get what you pay for. If you buy cheap glasses online you can expect an inferior ill-fitting product. Serious buyers will still visit the optician to be tested and fitted properly. They expect and are willing to pay more to have a good product. It's 2 different markets that can exist side by side - online retailers will not take away your business.

Your name:
Title:
Comment:
Add Comment   Cancel