Opternative Launches ECP Platform

Opternative has announced the launch of EZRx, a software solution that enables eyecare practices to include digital refractions and visual acuity tests on the practice’s own website.
The announcement was made today via a newswire service. According to the announcement, EZRx, powered by Opternative, “brings ECPs online and enables optometrists and ophthalmologists to expand their practices beyond brick and mortar. This added feature helps ECPs increase revenue and retain current patients, and delivers new patients through referral channels and increased access points.” With this platform, Opternative says its ECP partners can offer their patients a refractive vision test and acuity screenings “from anywhere at any time.”
The software solution and Opternative's partnership with ECPs is a result of recommendations made by the company's Medical Advisory Board and optometric advisers, the company noted.
"We're committed to helping eye care professionals get the technology they need to increase access to their practice," says Brent Rasmussen, CEO of Opternative. "We view our technology as a tool to help optometry practices grow their market share and want eye doctors to know that we are committed to working with them."
Opternative has been making waves in the optical industry since it debuted its online refraction technology that lets consumers get a subjective vision test through their smartphone or computer. The test is then analyzed by a member of the company’s ophthalmologist panel and a prescription is emailed to the customer.
Opternative has faced staunch opposition from ECPs and the American Optometric Association (AOA), which claims that the technology does not provide an accurate refraction, nor should a refraction be offered without the scope of care that a comprehensive, in-person exam can provide. Acting on a complaint filed by the AOA, the U.S. Food and Drug Administration issued Opternative a warning that is operating without the necessary premarket approval. Opternative is continuing its operation while it works with the FDA on the issue.