Kelly Rosemann, ABOC
Business Development Manager North America
In this post, we hand things over to Kelly Rosemann, ABOC and Business Development Manager North America, who shares her personal perspective on what it takes for independent eye care practices to compete in a world where almost anything — including eyewear — is just one click away. Here’s what she has to say:
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Let’s be honest. We live in a world where almost anything can be purchased online. Groceries, furniture, cars, even eyewear. So how do independent eye care practices compete with something that is faster, cheaper, and only one click away?
The answer isn’t trying to beat the internet. It’s creating an experience the internet can never deliver!
I learned that lesson nearly 30 years ago while working alongside a master optician. Patients didn’t come to see him because he had the lowest prices. They came because they trusted him. He listened. He educated. He understood their lifestyle before recommending a solution. That lesson has stayed with me throughout my career.
Today, patients have endless choices. They can compare prices in seconds and have glasses delivered right to their front door. Convenience is everywhere. Human connection isn’t.
That is where eye care professionals have an incredible opportunity!
Think about the lens conversation for a minute. When was the last time a patient walked into your practice excited about purchasing lenses?
Probably never.
Patients come in wanting a frame. They leave needing a lens.
The frame is easy to fall in love with because patients can see it, touch it, and try it on. The lens is different. We ask patients to invest in the most important part of their eyewear, and often the most expensive part, without giving them a way to truly connect with it.
Our job is to bridge that gap through education, personalization, and an unforgettable experience.
What if we changed that? What if the lens conversation became one of the most engaging parts of the patient journey?
That is exactly why I get so excited about immersive technology!
Using a virtual reality headset, patients experience something they have never experienced before. They discover how they naturally move their eyes and head throughout the day. More importantly, they learn those unique viewing behaviors can actually influence how their personalized lenses are designed.
Think about that for a second…
Instead of simply buying a personalized lens, they become part of creating it!
Now the conversation isn’t about selling a lens. It’s about helping patients understand how they see the world and why their vision is as unique as they are.
Here’s the exciting part.
Patients don’t remember lens design names.
They remember experiences.
In nearly three decades in this industry, I have never seen another technology create that kind of emotional connection to the lens buying experience. The technology doesn’t replace the expertise of the eye care professional. It enhances it. It sparks curiosity. It creates conversations. It transforms education into engagement.
Technology will continue to evolve. Artificial intelligence will continue to reshape our industry. Online shopping will become even easier.
But patients will always remember how you made them feel.
And that is an experience they will never find online.
Kelly Rosemann, ABOC
Business Development Manager North America
Written by
Kelly Rosemann, ABOC
Business Development Manager North America