The Art of Dispensing

By Alessandro Baronti

Learning Objectives:

Upon completion of this course you should understand:

  1. Learn how to use engagement and connectivity between the patient and the entire practice to guide the patient and deliver the best optical retail experience
  2. Learn how to connect a patient need to an emotion
  3. Learn how to present the brand/product story

Course Description:

Get an inside look at the 10 golden rules of connectivity to help you better engage with your patient as well as establish authenticity and trust during the product dispensing cycle. You will learn of a new, more effective method of guiding the patient/consumer experience by utilizing a new order in the handoff process, one that is distinct to refraction for eyewear selection versus a comprehensive eye exam. The handoff to the dispensary immediately follows the refraction marrying the problem and solution. Then the patient receives a comprehensive eye exam to determine the health of the eye. This distinction between refractive status and correction apart from eye health exam changes the flow of the patient/consumer journey to better align with the two distinct services performed during their visit.

Faculty/Editorial Board:

Alessandro BarontiAlessandro Baronti serves as the President & CEO of De Rigo REM, the Los-Angeles based subsidiary of Italian eyewear manufacturer, De Rigo Vision. In his current role, Baronti is responsible for overseeing the entire American team with a key focus on driving growth, profit and sustainability for the business as well as developing and empowering the company's next generation of leaders. Baronti brings over 30 years of optical experience and a passion for education and training.

Credit Statement:

This course is approved for one (1) hour of CE credit by the American Board of Opticianry (ABO). Course number: SWJHI027 Ophthalmic Level II Course


This is a product spotlight CE supported by an educational grant from DE RIGO REM and TUMI

This course has multiple parts.

Please download and read the PDF version, watch the video presentation, download and review any of the resources that are part of the resources tab. For the final steps review the questions for the test and take the test. Results are automatically sent to the ABO and your ABO account will be updated.

Click here for the PDF.

Click here for Video.

Video PRESENTATION (video)