The significant activity of website savvy eyecare consumers has contributed to the rise of internet spectacle sales. The substantial sales volume of plano sunwear over the internet is a well known phenomenon. However, the lure of price slashes when buying glasses online has aroused more interest today than at any other time during previous years. They cite overhead cost reduction and bulk purchasing as the solid basis for their success.  The pitfalls occur when, for instance, a polycarbonate, high density lens is required for a high minus or plus lens prescription. Also, the majority of online suppliers do not offer a satisfactory variety of multifocal lenses. Finally, the lack of necessary follow up visits to determine the accuracy of the prescription has led to many dissatisfied internet patients.

The transmission of the essential measurements necessary for an accurate fabrication of the eyeglasses is often in error. To make matters worse, many of the internet suppliers offer a no money back and no guarantee disclaimer. Another highly important risk factor is the lack of an ocular and fundus health exam, as well as vision function and analysis testing procedures. But consumers are antagonized by the perception of eye care professionals with their high expenses for overhead, equipment, salaries, utility costs and, of course, huge profits.     

The online opticians instruct their potential customers to obtain a prescription that is no more than two years old. There are many websites that can be Googled for individual choice or preference. Sometimes they offer special promotional discounts or added service based on age, health or income. Some firms will provide a free sun tint or AR coating. Customers are informed that if they need a copy of their prescription they can merely request it from their eye care professional and it must by law, be supplied upon demand.

Many sites ask the customer to note the eye size, bridge width and temple length which may be indicated on the temples or elsewhere on the frame. I suppose a presbyope will have to ask a young neighbor for assistance in this matter. The pupillary distance must be supplied through the supposed cooperation of the calm and patient eye care practitioner. The customer is also assured that if and when the glasses arrive, and the fit of the glasses is not as good as expected, that they should, "Simply pop in at any optical store and for a small fee a suitable adjustment can be performed."      

Adding insult to injury and demonstrating the low esteem in which the professionals are held, the internet buyers are advised to go to various optical sites in their mall or market place and try on their sample frames and make notes of their model name and catalogue numbers to help in ordering the same or similar styles. Several sites recommend uploading a photo so that the patient may see what he/she would look like with the samples in place.     

The eyeglass websites pale in comparison to the numerous contact lens ads. Contact lens sales via the internet have soared over the past few years with a record number of E-vendors establishing links for anyone seeking information about any of the many facets involving contact lenses. The attraction has become too alluring for many optometrists. According to the American Optometric Association, a number of optometrists are "copycatting" E-retailers such as 1-800 CONTACTS by making contact lenses more available to their patients.     

The new breed feels that updated, online procedures should be established as a needed addition to any practice with a significant contact lens census. Contracts can be made with businesses that can plan and implement sales of contact lenses to patients through websites. The use of this concept is already in practice by optometrists as they freely order contact lenses and other ophthalmic products from our manufacturers and distributors. The notion of sending material directly to the patient or consumer is already widely practiced.       

Transmitting accurate information to the practitioner's website utilizes a special order page. Telephone orders can be handled as well. The business to business to consumer (B2B2C) also is responsible for all billing, credit card processing and can be involved in fee collections. Computer electronic programs are available for the convenience of the eye care practitioner and the office staff. Prescription verification, unwanted telephone exchanges and fax messages and glitch problems are mercifully eliminated from the office agenda.

The practitioner indicates which contact lenses will be preferred for any given case as well as the fee. The practitioner pays the distributor for the contact lens wholesale price plus an agreed upon commission. Mailing expenses are paid by the patient. Control of high quality products and efficient delivery system can be achieved with savings to the patient. 

Wal-Mart, in concert with 1-800 CONTACTS, will soon be utilizing the B2B2C2 concept. The contact lens world will be carefully watching the outcome of this endeavor. Not to be outdone, LensCrafters and Walgreens have already offered an online plan for ordering contact lenses. Several practitioners report that they have tried the B2B2C2 idea but abandoned it due to lack of interest. However, they are quick to admit that the future may very well provide a system that will be more doctor-distributor-consumer friendly to assure a successful system.     

Research conducted by Joshua Fogel, Ph.D. and Chaya Zidile of Brooklyn College found that individuals who did not purchase their contacts from an eye doctor placed themselves at risk since they are less likely to adhere to a healthy regimen under the care of their eye doctor. They found that 86 percent of patients who were fitted by an eye doctor received regular, yearly exams. But only 76.5 percent of those who purchased their lenses through the internet saw an eye doctor on a routine, prescribed basis. Despite reports of uncomfortable results of internet purchased lenses, 35 percent did not check to see if the specs were correct. Fifty seven percent of those who were fitted by an eye doctor returned for follow-up visits. Compare this with only 29 percent of online customers. The research also discovered that most contact lens consumers are more confident with a familiar, reliable site of a private practitioner rather than the cold, disinterested, mechanical treatment through the computer.