At Vision Expo West 2025, the United Opticians Association hosted an OptiCon panel on innovations and insights in opticianry. Moderated by Cira Collins, optical trainer at Kaiser Permanente and 2024 #EBGameChanger, the panel featured the following industry insiders: Tim Fern, COO of Eyebot; Zachary Moebius, lead neuro-optician at River View Family Eyecare; Albert Pogorschelske, VP of Horizons Optical of America; and Helen Whitaker, president of the International Opticians Association and founder of the Secure Vision Mobile Optical Academy.

The session was structured around four core themes, each highlighting major shifts in technology, science, business, and patient care:

1. New Tech: Panelists showcased how innovations like smart eyewear and AI-driven tools are reshaping the tools, techniques, and overall scope of modern opticianry.

2. New Experiences: The discussion delved into the growing emphasis on personalized patient journeys, where technology, design, and service converge to create elevated care experiences.

3. New Science: Experts introduced emerging areas such as neuro-opticianry, emphasizing the deepening connection between vision care and brain health.

4. New Business Horizons: The panel explored how opticians are reimagining practice models, incorporating wellness-based services, and identifying new markets and revenue opportunities.

Here, EB expands upon the lessons Collins shared in the closing remarks of the panel.

Engage Your Ideas With Your Partners.

“I think it's having the human element along with the technology,” says Fern, referring to the Eyebot vision testing technology. “I don't come from an optician, optometry, or ophthalmology background, but the reality is we need partnerships with the folks who deliver that compassionate care. We can collect the information, deliver it in an efficient manner, but we need partners like [opticians] to actually help deliver well tolerated, well-fitted glasses.”

Differentiate; Lean in to New Opportunities. 

Panelists shared that a key aspect of accessing an innovative mindset is asking patients the right questions.

“I have curated a list of wellness questions that I ask every single one of my patients to make sure that they're getting the best care that they can possibly get, which also keeps our redoes down, and it keeps our patient retention really high,” says Moebius.

 Lean in to Your Discomfort.

“You're either going to be uncomfortable in the status quo watching your business wilt, or you're going to be uncomfortable in accessing your courage, being brave, and stepping forward,” says Collins. “Isn't it more exciting, interesting, and potentially valuable to your patients if you lean into the latter discomfort?”

 Build Flexibility Into Your Practice.

To be innovative, you must meet patients where they’re at and be responsive.

Regarding mobile optical clinics, Whitaker shares, “I developed a business model that served the community to create a safe space to make vision care and affordable eyewear available to them. Now that's great, but you've got to also maintain that equity. It's got to be available to anyone that needs it. How do we do that? You have to have a flexible business model for whatever permutation that is, whether it's safety, whether it's low vision, whether it's philanthropic activities.”

Mold the Experience to the Patient.

The differentiating factor of selling an innovative product successfully is offering a successful patient experience.

“Everyone is selling the same product in the same way. There are differences of course, don't get me wrong, there are different technologies, but everyone is selling in the same way … so there's something that we need to change here,” says Pogorschelske. “And I think that the solution for sure is the customer experience. Improving customer experience [will help prevent] the lens becoming a commodity, which is something that actually is terrifying.” 

Tell Your Own Story.

“Offer not [artificial intelligence,] offer authentic intelligence,” says Collins.

“Wouldn't it be amazing if you decided that you were [the] expert, that you were going to pursue the expertise, dig in your own knowledge, and be the one who shows up for the patients who are already coming to you?”