Synsam is one of the Nordic countries’ leading optician chains, known for its innovative focus on eyeglass subscriptions and preventive eye health. They introduced the subscription solution in 2016, and in recent years have established themselves as a pioneer in the use of artificial intelligence in eye exams. Today, Synsam is actually behind 30% of all AI-based eye exams in the world! The result of these studies is that they have alleviated the shortage of opticians and also made opticians more accessible and efficient for customers.

But technology alone is not enough. It’s also about trust, security and a seamless customer experience – and this is where the collaboration with Medibrix became crucial.

A solution for both customer and clinic

In June 2024, Synsam started a pilot project with Medibrix to improve the digital collection of information before eye exams. Just three months later, the solution was implemented in all of Synsam’s 135 stores in Norway, followed by 240 stores in Sweden.

The Medibrix solution enables customers to register relevant information digitally before their appointment, via a secure link. “Previously, our customers provided all information directly to professionals through a personal conversation during the consultation. When we chose to change much of this information collection to take place via a digital form, it was important that the change was communicated with clarity and empathy,” explains Karoline Evandt-Röndahl, Head of ORC at Synsam. “We experienced that many customers were initially skeptical about sharing health information digitally, but through simple, user-friendly interfaces and thorough information, the Medibrix solution has proven to create security and improve the flow of the customer experience.”

“With a tool like Medibrix, we can now solve many of our tasks in a much shorter time,” continues Silje Restad. She is an operations optician and project manager, and works with development and efficiency at Synsam. “We get more precise information about the patient before the examination starts, we are better prepared for the patient’s needs and which examinations should be performed. For the patient, it saves time, and they come to professionals who have tailored examinations for the specific patient.”

In addition, this helps to address the ongoing shortage of opticians that the entire Nordic region has had for some time – and still has.

A new reality in the Norwegian healthcare system

Synsam’s experiences reflect a broader need in the Norwegian healthcare system. According to Kantar’s Health Policy Barometer 2024, 27% of the population has not received necessary healthcare in the past year, and a lack of capacity and qualified personnel are cited as the main reasons. At the same time, 83% of the population believe that new ways of working and technology are necessary to meet future challenges. “Shared care is an important part of the healthcare system, and this is the model we are now using in our industry. By delegating possible tasks with available technology, we open up the possibility for the optician’s expertise to be directed at the patients who really need it,” explains Restad.

Digital solutions like Medibrix are therefore not only relevant, they are absolutely necessary. And it is not about replacing professionals, but about supporting them with better tools, so that human care can remain at the center.

“It is important to us that our customers feel that they are getting better, rather than less, help when we start using these tools. Our mission is to provide good optical services when our customers need them, and that means we have to think innovatively when equipping our stores,” continues Karoline Evandt-Röndahl. “Today, an increasing proportion of our eye examinations are performed by certified optical assistants. The results are reviewed and authorized by opticians through the systems from Medibrix, and in this way we can offer optical services to far more people even when the optician is not physically present.”

This is what the future looks like – for opticians and patients

“The optician industry is evolving. Being an optician today is not the same as it was a few years ago, and it won’t be in a few years,” explains Silje Restad. She is an optician by background and has over 20 years of experience with customers and their needs. “We must dare to delegate and let technology handle the standardized tasks, so that we can concentrate on eye health challenges and be a greater support for ophthalmologists. Through the good workflow we get when we use good digital tools, we can reach even more people in an even better way.”

And the results speak for themselves. Since starting with Medibrix, Synsam has recorded:

• Over 75,000 forms submitted
• More than 50,000 examinations performed via the Medibrix solution
• Satisfied customers who receive faster help – even outside of normal business hours
• Increased efficiency and precision in surveys

“We needed a partner who dared to think new things with us, and we found that in Medibrix. They have understood both where we stand and where we want to go. And together we can help develop the entire industry.”

For Medibrix, the collaboration with Synsam is proof of how technology and patient care can work together to create better healthcare services. When insights into patients’ needs are combined with tools that streamline the working day, solutions are created that benefit both the customer and the clinic.