Fresh off its U.S. launch last month, Bausch + Lomb Corporation offered attendees of the 2024 American Academy of Optometry’s (AAO) annual meeting a chance to demo its brand-new e-commerce digital marketplace: Opal.
Let’s get a rundown on this.
The all-in-one digital platform (available via website domain) is designed to help eyecare professionals (ECPs) save on precious clinic time with faster and more convenient ordering of B+L’s eye care products.
And most importantly: Opal’s intended to assist in bridging the all-too-common gap involving patients resorting to third-party sources (in lieu of their ECP) to order eyecare products.
I like the sound of that. Tell me more.
As a “complimentary offering” for B+L product-carrying ECPs, Opal can also be accessed by patients, with a range of digital features available:
- Order tracking and history
- Appointment reminders
- Automated prescription reminders
It’s important to emphasize: Opal is accessible only to B+L participating practices and patients
How does it work, exactly?
To start, an ECP can personalize their Opal “product shop” by setting up their practice’s product catalog of B+L offerings (contact lenses only, currently … but more on that later).
Included in this customization: Opal’s ability to populate what an ECP is paying for a specific product based on their input of retails for a patient, enabling the ECP to see what profit they would make per contact lens box.
- Relevant discounts for products can also be added in at this point.
Bringing in the patient: The practice’s administrative staff will create and set up a patient’s Opal profile and input their prescription.
- After this, a patient can update their password and view their prescription and details on their respective product orders.
So tell me: Why should I consider adding this to my practice?
(We’ll answer this with the assumption that your practice carries B+L products.)
The company previously emphasized that Opal is, ideally, intended to help ECPs and their practices not only save on valuable staff time but also assist in reducing—and simplifying—the often burdensome administrative task associated with ordering products for patients.
These tasks include:
- Order processing
- Inventory management
- Cost comparisons
Speaking of cost …
During a demonstration of the digital marketplace during AAO, Mary Catherine Tuttle, business development manager at B+L, told Glance that most ECPs aren’t going to spend the money stocking their in-office shelves and selling retail in their practices.
“This is an opportunity for them to get additional revenue just by using the platform,” she said.
And as a bonus: ECPs are able to view how they’re trending in line with their respective goals (ever-changing loyalty and pricing tiers) of reducing the cost of goods or earning quarterly rewards checks based on how their business has grown with B+L.
- Prior to this: ECPs would typically need to check in with their B+L representative.
Is there a benefit for patients as well?
There is! Once a patient has their Opal profile set up by practice staff, they can order contact lens products directly from their ECP’s practice—either while they’re in the office for a clinic visit or from home.
- Note: If a patient chooses to order on their own, their ECP’s administrative staff can email them their prescription information for them to complete on their own time.
And keep in mind: If ordering in-office, a staff member can provide a breakdown (quote sheet) of product pricing based on a patient’s insurance, any potential rewards or benefits they may qualify for (i.e., rebates), as well as a net box price.
- The key intention with this: More transparency with patients.
Now to these products: What can be ordered via this platform?
At the moment, Opal features the following contact lens brands:
However: In the coming weeks, B+L is looking to add a select number of over-the-counter (OTC) to the digital marketplace, including:
- BLINK eye drops
- NutriTears included
- LUMIFY redness reliever eye drops
- Including its specialty products
So tell me: How does the ordering process work?
As we mentioned, patients can use Opal to order products directly from their ECP (in-office or not).
Once ordered, the patient has the option to have their product deliveries shipped directly to their home or their ECP’s practice—for free.
Take note: Each purchase is also applied toward the company’s Horizon Rewards loyalty program, which gives points to patients that go toward a redeemable gift card from over 25 merchandisers.
And if my patient doesn’t want the gift card?
Patients also have the option to forgo that redeemable card and donate their rewards points to one of two vision-focused charitable organizations supported by B+L:
- Optometry Giving Sight
- Two Blind Brothers
- An online clothing shop in which customers shop “blind” to receive their purchases, with 100% of profits donated to support the Foundation Fighting Blindness’s ongoing research.
What else should I know?
Opal is currently available to clinical practices with B+L products within the United States, including the District of Columbia (D.C.) and Mexico.
Nice! Lastly, where can I access this platform?
Contact the company for details on how to add this to your practice’s offerings.