If you can’t beat ’em, try to work with them.

Opternative has started marketing a refraction and acuity testing software to eye care providers. The software is called EZRx and it can be licensed to your practice for use on your website.

Let’s take a step back.
Opternative and OD’s have not exactly been best friends. Opternative promotes online refractions and contact lens renewals and OD’s do not agree with this technology without a full comprehensive exam. There have been many legislative battles over online eye exams (here is the most recent one in Kentucky) and Opternative is currently prohibited in 17 states.

Opternative says the EZRx software can be used as standalone technology for healthy patients or in conjunction with a comprehensive eye exam.

Why would an OD want this?
According to Opternative, EZRx can help “increase revenue, retain current patients, and delivers new patients through referral channels and increased access points.”

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