Most eyecare practices miss more calls than they realize—and those missed calls often don’t come back. That’s the problem RingIQ is trying to solve with their AI-powered phone assistant.
INVISION: What inspired the creation of RingIQ, and what specific problems in the eyecare sector was it designed to solve?
STEVE POLEY: I had to make four phone calls to get a Friday afternoon eye exam. Something this important, this expensive, shouldn’t be this hard. The specific problem is optometry customer service. Optometry offices miss 20% of patient phone calls. Voicemail is not the answer. 90% of patients abandon calls transferred to voicemail during the day. Half never call back, perhaps calling the next OD office on the search results page.
INVISION: AI call handling has obvious appeal, but many practices are still hesitant. What are some of the key misconceptions about AI that RingIQ is working to overcome with independent ECPs?
POLEY: 1. One-doctor offices [are] very reluctant about artificial intelligence. They consider AI to be impersonal. Then any expense is an issue. Unanswered calls and voicemail hang-ups are a more considerable expense, but it is hard to see what you miss.
2. Multi-doctor, multi-location practices understand they need help managing the phone. It’s about the Monday morning peaks, lunch time rush of calls, and after-school, after-work. It’s about coverage when someone is out sick or on personal leave. The phone rings, and it’s like the poem—“For whom does the bell toll? It tolls for thee.” Why the reluctance? Real-time fluent AI is new. It’s tough to think AI-fluency can be good. It’s even unbelievable (call the demo agent 346-361-1599 and talk to AI yourself).
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The other issue AI faces is that the staff thinks “AI will take my job”. There is passive aggressiveness with AI call assistance. “Look AI did this wrong, we don’t need AI.” What can happen? A good operator plus AI will do a better job. When [there are] two or more operators in a multi-doctor practice, one plus AI might do a better job 24/7, and both never leave [at the same time].
INVISION: You’ve said AI is a “language genius and a business moron.” What have you learned from training AI to understand the messy realities of real-world optometric practices?
POLEY: The issue is high expectations. “Genius artificial intelligence can do everything.” Today, a 22-year-old high school grad can answer some calls better than a 1 trillion parameter, $64-billion AI model (ie. cancellations, re-scheduling, multi-family members on one visit, are my glasses ready calls are difficult). Also, offices have customized their EHR patient management systems with shortcuts and abbreviations. Everyone in the office knows they accept BCBS. However, when Iris hears the patient say “I have Blue Cross Blue Shield,” the AI answers “We don’t accept that benefit.” AI is learning fast, but RingIQ Iris is just like any other employee. It takes time to learn. However, once taught Iris works 24/7/365 and never leaves for the MD office across the street.
INVISION: For a smaller independent practice that may not think it’s “big enough” for AI, what’s the most accessible way to begin benefiting from RingIQ?
POLEY: Missed call coverage is the immediate benefit. Even small one-doctor office independents have short-staff days. Everyone gets a vacation. Even a small staff of three has six weeks off, short-staffing the office and the patients. RingIQ has adopted a “3-Ring” pickup program. AI stands by, and after the office phone rings three times, RingIQ/Iris answers the office phone—automatically, fluently, and with intelligence. RingIQ covers the rush Monday mornings and the peak after-school, after-work times when everyone is busy and cannot get to the phone. In contrast, 90% might hang up on voicemail, while only 4% hang up on AI. Iris can also transfer calls back to the office when the patient says, “I want to speak to someone in the office” and knows when the office is open or closed.
INVISION: Looking ahead to the next six to 12 months, what RingIQ developments or capabilities should eyecare professionals keep an eye on?
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POLEY: AI can manage most appointment calls and confirm insurance benefits. RingIQ AI is now learning to handle complex multi-person appointment calls, cancellations, rescheduling requests, and answer the “are my glasses ready?” call. Soon, AI will confirm acceptance and validate the patient’s benefits. Then call out to patients when their glasses and contact lenses are ready. Then, personalized recalls will be made based on their benefit plan. Eventually, analyze insurance plans and make recommendations for the doctor and patient to maximize their benefits.
Note: Check out our profile of VSP’s Global Innovation Center and other innovative people, places, and products in the lead article of INVISION’s June issue.
