On counter - Selling or Dispensing?

On counter - Selling or Dispensing?

Dispensary is a place where medical treatment is dispense. Dispenser is a person that dispenses. Dispense is a verb (an action) and Dispensing is an adjective (describe a noun). 

There are various groups of words to define ‘dispensing’; from which some are as below,
(i) ‘Distribute or provide [a service or info] to a number of people’- Oxford Dictionary or
(ii) ‘To give out things, especially products, services or amount of money’- Cambridge English Dictionary or
(iii) ‘Able to supply or release a product or cash’

Well, Dispensing can be done by one or more person/s who can be Pharmacist, Optometrist, Optician and Dietician to another person that are concern by his or her symptoms.

To put it in a simple way, related to our field of interest, optical dispensing means;

‘the act of issuing an optical appliances which correct, remedies or relieves defect of vision’-World Council Of Optometry

However, the questions arises here that what are the optical appliances that we can Dispense?

• Frames - from normal day to day life frames to special purpose frames
• Ophthalmic lenses- from single vision to aspheric and different types of coating and how can we forget about prisms!
• Contact Lenses– from soft to RGP and its care products.
• Low vision aids- Optical as well as non-optical devices.
• Special Cards- for convergence and accommodation exercise

Patient’s care has always been an integral factor for dispensers in the field of optics. Optical dispensing contains a broad spectrum of criteria, which we cannot miss out.

Each Patient’s psychology that enters in your eye clinic is different. Just like each banknote has its own unique sequence number that cannot be matched with any other banknote, every Patient have their unique and individual mindset, choices, needs, comfort, affordability and so more. Dispensing is not only confined with the forming of best corrected ophthalmic lenses with coatings on it but also with frames that consumer find it cosmetically better, comfortable and affordable.

The consumer will always want best product with multiple facilities in their affordable range. The trick is how YOU being a ‘dispenser’ tackle them.

The more the choices of frames the more the Patient confuses but at a same time less the choices of frames the Patient will not feel confident to buy from your dispensary. It always has to be in between of more and less which will depend on your observation towards the Patient. However, at a same time it does not mean that you do not follow all techniques of how to prescribe the suitable frame for every individual according to their age, face structure, color availability, range, needs or different lenses option or their additional facilities. Nevertheless, in the end it depend upon the patient what he/she chooses but again it is up to your convincing power.

Sometimes, what you will find best for the patient will not be suitable for the patients pocket then you may try convincing by giving per day estimation.

For example, if the total came as say; ₹$$$$ and you know the durability of the spectacle is more than say 2years. Then explain the patient that if you will wear this frame for minimum 2years i.e. 730 days then per day expense will be $$$$*730 which will reduce the expense in the patient’s mind. Moreover, by further explaining about the perk of using that spectacle you will be able to clear the fogginess from the patient’s mind.

NOTE: This will only be helpful if you are 110% sure that the patient will be more comfortable and happy with his vision

Spectacles and contact lens are helpful to patient if only they are dispensed properly otherwise it can hurt many people. Nevertheless, the above example does not mean that if you are selling the spectacles that you are a SELLER and not a dispenser.

Well, there is a very thin line between selling and dispensing.

Selling

give or hand over (something) in exchange for money.

When you are selling, the dispensable products you are subtracting the entire, minor and the major details of the said products and just adding the money details without knowing patient’s need.

For instance , if a person come to your shop to buy contact lenses and without any details of his needs, you just start giving the money details like this cost ₹$$$ and that costs ₹$$$$ without any advice or help then;

You are a seller and not a dispenser; your dispensary is called shop; the person that come to your shop is customer and not patient.

“It is easy to get a thousand prescriptions, but hard to get one single remedy.” – Chinese Proverb

Dispensing is also the art of observation, which not only involves seeing something but also involve mental process.

The time duration of the each patient is from the time the patient have been prescribed the convenient dispensable product till the time patient are on with it satisfactorily!

So my dear reader, be a good dispenser not a seller, be a hard worker, humble towards your patients and curiosity does kill the cat but in a positive way.

Don’t be like Bill. Be like Mumtaz!

Saher Md.Zakaria Kapadia
Optometry Student