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Although the Red Tray buying group’s website, redtraysaves.com, is packed with advanced features, the company operates on the “keep it simple” principle in order to deliver user-friendly features to its customers.



“The ironic thing about online technology is that the more complex it becomes in terms of options and capabilities we can build into a site, the more important it is that site updates be filtered for user-perceived value and simplicity of use,” remarked Diane C. John, vice president of business development.

Through redtraysaves.com, customers can place online orders, see ‘paperless’ statements, access their billing history by supplier or product class, or choose various electronic payment options. An account management function allows customers to select additional suppliers to bill through their Red Tray account. Customers can also compare supplier discounts, place and track orders for frames, lab work and contact lenses, and process and track insurance claims and reimbursements.

In January, 2010, Red Tray launched several new “online community” resources, including a blog about practice management topics written by Dr. Jerry Hayes, OD, founder/president of Red Tray and HMI Buying Group and a financial expert. The “community” also features monthly podcasts with industry experts hosted by Dr. Hayes, and a forum in which participants can exchange ideas in real-time about practice management challenges and industry issues.

“In June, we went live with the only full-integrated VisionWeb co-brand portal to add the convenience of online ophthalmic product ordering and insurance transaction processing to our members’ existing suite of online services at redtraysaves.com,” said John. “Partnering with VisionWeb also gives our members free access to their team of experts and regularly scheduled training webinars. These resources are invaluable—particularly as they relate to insurance processing in terms of helping our members navigate coding issues and improve claim acceptance,” she said. ■ ■

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