The Academy course content, developed through extensive discussions with ECP customers, falls into three critical areas of practice need:
➤ Optical Science. These courses provide the fundamentals of optics, fitting and dispensing for new staff or as a refresher for experienced ECPs.
➤ ZEISS Products. These courses cover the latest ZEISS products and technologies with an emphasis on matching products to patient needs and communicating benefits that are most relevant to the patient.
➤ Selling Skills. These courses help ECPs enhance their patient interactions in order to better meet patient needs and increase premium product sales.
The site uses spoken narrative, animation and “gamification” techniques to create a truly engaging and retainable education experience. Much of the sales training, for instance, occurs in role-plays with virtual customers who respond to questions and statements chosen by the course participant.
The site tracks progress and allows students to easily pick up where they left off, and provides personalized certificates for courses completed. The academy is available to ZEISS customers 24/7 at www.zeiss.com/e-learning. ECPs can sign-up with their ZEISS Customer Account ID.
“The latest generation of online training has become very engaging, practical and powerful,” said Claude Labeeuw, Vice President-Marketing, ZEISS Vision Care US. “Because the need for this type of education is never-ending, this investment will benefit our ECP partners tremendously.”