Dr. Andrea P. Thau Becomes the AOA's 95Th President

JUNE 2016

DEDICATED TO THE INTERESTS OF WOMEN ODs

Dr. Andrea P. Thau becomes the AOA’s 95th president

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WO0616_Alcon Dailies Combo.indd 1 5/27/16 10:09 AM p 3 The Editorial Pages Look at the New WO Website Change Is Good

hen you’re in the middle of it, change can be intimidating. Any working mom whose kids are out of school for the summer knows that mix W of anticipation and dread that comes with the changes in the daily schedule. Any OD who has stared at blueprints or stepped over construction lumber on the way to realizing a dream practice knows that same range of emotions. Any OD who brings a new process or new Marjolijn Bijlefeld equipment into the offi ce understands that the hassles of moving through a learning curve will be worthwhile in the end. Change seems to be a theme in this issue of Women In Optometry, too. The optometry school 2016 graduates, some of them featured on peaking of change, Women In Optometry has redesigned pages 7 and 9, are about to undertake one of the biggest changes of their Sits website. Originally launched just two years ago, the lives, wrapping up about 20 years of education and stepping into the work- womeninoptometry.com website now includes more than force as newly minted doctors. Congratulations to all of you. 400 articles—for and about women ODs —with more being Our cover story features Dr. Andrea Thau, who will become just added each week. The new design is mobile-optimized and the second woman OD to become president of the American Optometric makes it easier to fi nd and read related stories. WO Association. While this change in leadership happens every year, those who are dedicated to reaching it travel this journey for years, committed to changing the profession for the better. Elsewhere in this issue, the offi ce design pages look at the changes that doctors envisioned and brought Your stories excite us at WO. They show us how committed you are into being for their practices. There’s advice from women ODs throughout to your patients, your communities and your profession. You’re bringing this issue on how to change an element of your practice, whether it’s change—large and small—every day. WO improving customer service—as professional co-editors Dr. April Jasper and Dr. Katie Gilbert-Spear discuss—or how to identify what’s special about your practice or how to bring some new service or product into the practice. Others are talking about change on a global scale: how to impact Marjolijn Bijlefeld, the problems of dry eye or childhood myopia, for example, in this country Director of Custom Publications and worldwide. Practice Advancement Associates

Women In Optometry® is published quarterly by the Publisher: Al Greco Professional Publications Group of Jobson Medical Information, Managing Editor: Marjolijn Bijlefeld publisher of Review of Optometry, [email protected] • 540-899-1761 Review of Cornea & Contact Lenses and Review of Ophthalmology. Professional Co-editors: Katie Gilbert-Spear, OD, MPH, and April Jasper, OD, FAAO Address advertising materials to Scott Tobin, advertising production JUNE 2016 manager, Jobson Professional Publications Group, Associate Editor: Maggie Biunno 11 Campus Blvd., Suite 100, Newtown Square, PA 19073, Creative Director: Stephanie Kloos Donoghue at [email protected] or call 610-492-1011. Graphic Designer: Barbara W. Gallois

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Women In Optometry June 2016

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The Editorial Pages The 96 Percent Problem

By April Jasper, OD, FAAO, and Katie Gilbert-Spear, ✦ Details matter. The time we are most concerned OD, MPH, WO Professional Co-editors and with is the time from check-in to the optical. We track that Co-founders, Distinctive Strategies and Leadership measure and try to keep it below 30 minutes. We know our patients don’t want to be in our offi ce all day. If we nly one in every 25 complaints that trigger a two- take too long in work-up and exam, patients have no more star or lower rating in an online doctor’s review was time available to shop. As doctors, we need to be aware of the result of a perceived shortcoming in the actual this time, too. We don’t want to cut our time with patients Odelivery of care. The whopping majority—96 percent Dr. Jasper Dr. Gilbert-Spear short, but ultimately, the patient will appreciate being able of complaints—were the result of lackluster service: poor to spend a little more time picking out eyewear than having communications, disorganization and excessive delays in seeing a physician. to reschedule that part of the visit. These were the fi ndings of a study printed in the Journal of Medical Practice ✦ Analyze fi rst impressions. It is good to see your offi ce through Management in April. your patients’ eyes. Actually sit in the chairs in your reception area and listen, This is a big issue, especially if you’re fi nding that your online ratings smell, see and even touch the things that patients do. Is the reception area or aren’t as high as you feel they should be, based on your level of clinical front desk cluttered or clean? Is the staff harried or welcoming and focused? services, professional knowledge and quality of products. How do you fi x it? Is a phone ringing constantly at the front desk? Can employees’ conversa- Here are some strategies we’ve incorporated as part of our daily focus to tions be overheard? It matters not what we think of our practice. What mat- make sure that the patient experience is a good one. ters is what our patients’ perception is. Create an atmosphere of distinction. ✦ Reinforce the positive. We read reviews out loud at our team ✦ Look in the mirror. Not all the blame for low reviews can be meetings. Positive reviews encourage positive actions and allow us to hear, placed on staff. Doctors’ bedside manners got a knock in this study, too. in the patients’ own words, what really stands out to them. If patients men- Even more importantly, as doctors, you set the tone. The problem always tion that they notice a little nicety, the staff is more inclined to keep extend- comes back to the leader. We believe that bad staff stems from a bad ing those kinds of gestures. leader. Maybe we didn’t train people correctly. Maybe we didn’t hire the ✦ Look for the negative. If you don’t look for the negatives, you right people or we have them in the wrong positions. If we want to create might never know about them. We defi nitely want the feedback available change in the practice, it has to start with us. A great read on this topic is through patient surveys or Net Promoter Scores. Our Solutionreach patient Good to Great by Jim Collins. surveys provide fast feedback. Ideally, however, we would rather hear the ✦ Recover. You can recover from a lapse in patient service—and negative comments even before the patient leaves the offi ce. So we make it’s most impactful to do so right away. But that means your staff has to be a point of asking all patients, before they leave, about their experience, and honest about it happening, not just hope that patient won’t complain once we listen carefully to what they say. It is very important to look outside our he or she leaves. A great recovery can be the best marketing you ever have silos and adapt a team mentality. We want to know what’s going on in other for your practice because that patient will talk about it. Don’t get discour- parts of the practice, and we want to help each other improve because the aged when you make mistakes. Make it right, and then don’t make the patients’ overall experience refl ects on all of us. same mistake again. WO

WO Advisory Panel

Elise Brisco, OD, FAAO, Dori Carlson, OD, FAAO Mario Gutierrez, OD, FAAO Ann M. Hoscheit, OD Lauretta Justin, OD Dawn Kaplan, OD FCOVD, CCH Park River, North Dakota San Antonio, Texas Gastonia, North Carolina Orlando, Florida Chicago, Illinois Los Angeles, California

Bridgitte Shen Lee, OD Jennifer Hidalgo Ong, OD Priti Patel, OD Tamara Petrosyan, OD Tonya Reynoldson, OD Louise Sclafani, OD, FAAO Houston, Texas Alameda, California Upland, California New York, New York Waverly, Tennessee Chicago, Illinois

Women In Optometry June 2016

WO2Q16.indd 5 6/2/16 2:32 PM FOCUS on OUTCOMES

A Passion for Pediatric Optometry By Catherine McDaniel, OD, MS, FAAO Alcon-supported interactive e-book brings clarity to children’s eye exams

hen Alcon ﬁ rst asked me to work on an advocacy project to Finding solutions educate parents and children on comprehensive eye care, I Pediatric optometrists must have a big Wwas thrilled. I’ve been an enthusiastic educator and supporter heart and an analytical mind because, unlike of children’s vision my entire career, and I could envision the impact of adult patients, pediatric patients typically partnering with Alcon—a company with a passion to help people see, don’t come in with complaints. Children Catherine McDaniel, often do not realize that they have a vision OD, MS, FAAO, Chief of look and feel their best—in positively impacting the youngest audiences. Pediatric Service, The According to the American Optometric Association, children should problem because they assume that every- Ohio State University have a comprehensive one sees the way they do. College of Optometry eye exam at the ages With each young patient, of 6 months, 3 years, we start with a blank 6 years and every two slate and have to come years thereafter to age up with the best solu- 18.1 Unfortunately, only tions as we determine 14 percent of children in what vision problems the U.S. have had an eye the child has. I realize exam by the age of 6.2 what a difference I can As much as 80 percent of what a child learns in school is acquired through Download the vision, and comprehensive e-book at eye exams are critical to theeyesolution.com. revealing potential problems. Millions of children in theh U.S.U S haveh undetectedd d visioni i problems,bl makek iin a young child’s life, from which may interfere with their learning development. school and learning to sports to self-confidence. Eye exams can be fun Professional writer Michelle Weed visited me Eye exams can uncover problems early Millions of children at the Pediatric Clinic at The Ohio State University I also recognize that children—and even their parents—can be in the U.S. have unde- (OSU) College of Optometry to see what a pediat- anxious about an eye exam. That’s where Howard and the Amazing ric vision exam entails, including tests for binoc- Eye Exam can play a big role for everyone involved. By letting parents tected vision problems, ularity, refractive error, color vision, acuity and know about the resource, you can help educate them. The foreword eye health. We wanted to ensure that parents provides important information for parents that details the links which may interfere would understand that a pediatric vision exam between vision and learning. Our hope is that when parents read is comprehensive and different than a vision this book to their children, everyone can come in feeling a little more with their learning screening in a pediatrician’s ofﬁ ce. We also relaxed, anticipating the fun. Practitioners are likely to get better out- development. wanted to reassure children that eye exams were comes with a relaxed and actively engaged child, too, so a positive nothing to be afraid of and could, in fact, be fun. attitude is important. The result is an interactive e-book, Howard There’s no reason that children’s vision issues should be and the Amazing Eye Exam, which parents and chil- discovered only when they get to school. We have the clinical dren can read together. In the story, Howard, an adorable knowledge and expertise to identify vision issues early and inter- hedgehog, uses his time as star student to tell his classmates about vene before the problems affect their learning. Let’s start even the his trip to the eye doctor. The interactive book provides animations youngest children seeing their best, looking their best and feeling in each part of the eye exam process that simulate the testing in the the best. ● exam room. The interactivity makes it a fun experience for kids. 1http://www.aoa.org/patients-and-public/caring-for-your-vision/comprehen- The book is available to download at theeyesolution.com. We sive-eye-and-vision-examination/recommended-examination-frequency-for-pediat- have posted a link to the e-book right on our OSU Pediatric Clinic’s ric-patients-and-adults?sso=y. Accessed March 21, 2016. website, and we encourage parents who are bringing in a young child 2 Optometric Clinical Practice Guideline. Pediatric Eye and Vision Examination. to download and read the book prior to their exam. American Optometric Association, Sept. 1997.

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WO2Q16.indd 6 6/2/16 2:32 PM Heads of the Class p 7 Congratulations to the class of 2016; here are the top graduates

he two valedictorians for the Class of 2016 at Illinois College of Pacifi c University College of Optometry top graduate Optometry were Nicole Crampton, OD, and Kelly Varney, OD. Dr. was Katie Dailey, OD, of Yuba City, California. Dr. Crampton, of Jefferson, Maryland, Dailey will complete a residency in ocular disease and Twill be an associate optometrist geriatric optometry at the American Lake VA in Tacoma, in a private practice located in South Washington. Barrington, Illinois. Dr. Varney, of Chicago, will complete a pediatrics and Dr. Dailey The top graduate from Pennsylvania vision therapy residency at the Southern College of Optometry at Salus University College of Optometry in Memphis, was Paige Nicole Thompson, OD, of Binghamton, New York. Dr. Crampton Dr. Varney Tennessee. Samantha Bohl, OD, of Martell, Sandra M. Huenink, OD, of Waukesha, Wisconsin, Nebraska, was the valedictorian at Dr. Thompson was the top graduate at Indiana University School of Rosenberg School of Optometry, University of the Incarnate Optometry. Dr. Huenink is joining Gerald Koskinen, Word. Dr. Bohl will pursue a residency in brain injury vision OD, at the Koskinen Eye Clinic in East Troy, Wisconsin. rehabilitation with State University of New York College of Optometry. The valedictorian at Michigan College Dr. Bohl Dr. Huenink of Optometry, Ferris State University The two valedictorians at Southern was Jordan Pinozek, OD, of Escanaba, Michigan. California College of Optometry (SCCO) Dr. Pinozek will start working at Ypsilanti Vision this at Marshall B. Ketchum University were summer, a full-scope primary care private practice in Grace Liao, OD, of Covina, California, Ypsilanti, Michigan. and Shelley Tasaka, OD, of Honolulu, Dr. Pinozek Hawaii. Dr. Liao will complete a resi- Dr. Liao Dr. Tasaka Kaylyn Marie Cummings, OD, and dency in cornea and contact lenses at SCCO and plans to focus on spe- Mackenzie Anne Egan, OD, were cialty contact lens fi ts in private practice. Dr. Tasaka will return to Hawaii co-valedictorians at New England to work in private practice. College of Optometry. Dr. Cummings, of Ontario, New York, will join a private The Southern College of Optometry valedictorian was practice in Virginia Beach, Virginia. Dr. Monica Perry, OD, of Kingsport, Tennessee. She will Dr. Cummings Dr. Egan Egan, of Ripon, Wisconsin, will practice be starting a residency at the James H. Quillen VA in a LensCrafters-affi liated practice in southern Connecticut. Medical Center in Mountain Home, Tennessee.

The Nova Southeastern University College of Optometry The top graduate at State University of valedictorian was Emily Korszen, OD, of Englewood, Dr. Perry New York College of Optometry was Florida. Dr. Korszen will complete a residency in cornea Ellen McCrary, OD, of Newbury Park, California. Dr. and contact lenses at the Paciﬁ c University College of McCrary will complete a residency at the West Los Angeles Optometry following graduation. VA with a focus on geriatric optometry, ocular disease and low vision. Dr. Korszen Whitney Territo, OD, was the top Dr. McCrary graduate at Ohio State University College of Optometry. Marissa Snyder Locy, OD, of Montpelier, Ohio, Dr. Territo, of Bedford, Pennsylvania, will start her was the top graduate at University of Alabama at optometric career in private practice in Athens, Ohio, Birmingham School of Optometry. She will be a resident and plans to specialize in low vision rehabilitation for at the Callahan Eye Hospital in Birmingham, Alabama. the visually impaired. Dr. Territo Dr. Locy Continued on page 9

Congratulations

WO would also like to recog- • Shane Johnston, OD—Arizona College of Optometry, Midwestern University nize the men who graduated • Vladislav Koyfman, OD—Inter American University of Puerto Rico School of Optometry at the tops of their optometry • Anthony Giovanni Luongo, OD—Northeastern State University Oklahoma College of Optometry school classes this year. • Phillip Andrew Whitehead, OD—University of Houston College of Optometry

Women In Optometry June 2016

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WO0616_Marco.indd 1 5/24/16 10:44 AM Heads of the Class— p 9 2016 Continued from page 7 WO Congratulates the Angela Veomett Class of 2016 Shahbazian, OD, was the recipient Current and past WO advisory board of the BSK Silver members share some advice Dr. Carlson Medal and one of three students “Be open to the opportunities you never even considered. Sometimes those are Dr. Shahbazian granted the Gold the best ‘fi nds.’”—Dori Carlson, OD, FAAO Retinoscope award at University of California, “Purchase and really read some simple general business books. Understanding Berkeley, School of Optometry. Dr. the concepts of general business will help you not only understand the spe- Dr. Gutierrez Shahbazian, of Lincoln, Nebraska, cialized fi eld of optometric business but also will help you with your personal will complete a residency in primary business. Although many of you are graduating with signifi cant debt, I would eye care/community health optom- encourage you to learn to invest early and consistently. Having a plan for long- etry at University of California, Berkeley. term fi nancial security will take some of the stress off immediate business or career decisions. Also, fi nd your optometric mentor(s). A trusted mentor can help you get where you want to go faster and with less gray hair!”—Mario Gutierrez, Jamie Weiser, Dr. Brisco OD, graduated OD, FAAO at the top of her class at University “Think outside the box to help your patients to the highest level and to advance of Missouri, St. the fi eld of optometry.”—Elise Brisco, OD, FAAO, FCOVD, CCH Louis, College Dr. Weiser of Optometry. Dr. Weiser, of “This is a profession where somebody always knows somebody, and networking Champaign, Illinois, will specialize is one of the most important things you can do to fi nd that perfect job in the place Dr. Kaplan in pediatric optometry during her where you want to live. And if you don’t know where you want to live... take the residency program at Children’s state boards in the states that are hard to get licensed in (like Hawaii) right after Mercy Hospital in Kansas City, school. Don’t wait, it will only become harder.”—Dawn Kaplan, OD Missouri.

University of “Take some time to think about where you want to be 10, 15 or 20 years from Montreal School now. Write it down. Once you’ve created that vision, set a course for it and do not Dr. Justin of Optometry class deviate from that direction, no matter what. Don’t get a job just because.... You president was can always get a job, but you will never get more time. Don’t waste your precious Audrey Daoust, time. Just remember that the choices you make today will create your future Dr. Daoust OD, of Salaberry- tomorrow.”—Lauretta Justin, OD de-Valleyfi eld, Quebec. Dr. Daoust will practice in Montreal in a private “Live like a student for just a little bit longer. Avoid getting locked in to high Dr. Friedman clinic. monthly mortgages or car payments that force you to stay in a fi rst job that you don’t love or that limit your ability to explore different career opportunities early The top graduate in your career.”—Kimberly K. Friedman, OD, FAAO at University of Waterloo School “Do your homework. When applying for a position, fi nd out all you can about the of Optometry was Andrea Glover, practice style and philosophy. Then emphasize your skills and traits that are the Dr. Tlachac OD, of Fernie, Dr. Glover best fi t. New interview: new script.”—Charlotte Tlachac, OD, FAAO British Columbia. Dr. Glover looks forward to practicing in rural British “Always stay an active member of organized optometry; your American Columbia. Optometric Association assures that your profession continues to exist and that you are able to continue to practice what you were taught.”—Jennifer Hidalgo Jenny Tran, OD, Ong, OD was the top grad- Dr. Ong uate at Western “Optometry is a very small, close-knit community. One of the best things you University of Health can do for yourself and your career is to build and maintain your connections. Sciences’ College This can be done through many different methods, but one of the best is to be Dr. Tran of Optometry. Dr. an active member of your local and state optometric organizations.”—Tamara Tran, of Los Angeles, California, is Petrosyan, OD moving to Santa Barbara to work as a WO full-time associate with Luxottica. WO Dr. Petrosyan

Women In Optometry June 2016

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WO0316_Ocusoft.indd 1 2/24/16 11:31 AM Help Patients p 11 Fulfi ll Eyewear Needs Additional payment option can bring larger n 2004, Norma Spittle, OD, and purchases within patients’ reach her husband Brian Spittle, Dr. Norma Spittle says that she appreciates I Make it easier for patients to OD, got married the simplicity of applying for new CareCredit apply for the CareCredit card… Dr. Spittle and opened The Eye accounts. “CareCredit makes it easy for patients Place Optometry in to apply right in the offi ce,” she says. “It’s witw h thee NEWEW Midlothian, Virginia. It was a busy year, and they quick, and we know right away if they were Patient Direct Tool haven’t slowed down as they established their approved and what their credit limit is.” reputation in the community and built relation- Some patients found The Eye Place ships with patients. Dr. Norma Spittle recalls that Optometry because of CareCredit, through the Visit carecredit.com/ it was shortly before their 2011 offi ce relocation doctor locator on the CareCredit website. Dr. provider/patientdirect to a new custom-designed offi ce with 6,800 Norma Spittle says that she’s seen a number to learn more about square feet when she came across CareCredit at of new patients drawn in with CareCredit as a this new tool. a trade show offering a health care credit card referral source, and she’s pleased that many of as a payment option for patients. “I liked the them choose to return each year and use their online account. “If we do need to call, the option of giving our patients a fi nancing option,” CareCredit card at every visit. team at CareCredit is very friendly,” she adds. she says. “I didn’t want patients to max out the Dr. Norma Spittle can manage and review CareCredit also provides webinar training for any consumer credit cards with large purchases transactions made via CareCredit and order new new staff members, which has been effective as from our offi ce, and with a special fi nancing point-of-purchase materials through the practice’s their team has changed and grown. WO option, they can save their cash.” Patients who pay the promotional balance in full within the promotional period do not pay any interest. The couple decided to work with CareCredit Uniforms? Clothing Allowances? to make purchases in the offi ce more convenient, an extension of the great care experience Dr. Laurie Sorrenson says yes to both they strive to provide. Dr. Norma Spittle says that it has proven to be a smart choice for ecause Laurie Sorrenson, OD, FAAO, of both the practice and its patients. “We don’t Lakeline Vision Source® in Austin, Texas, want patients incurring extra expenses on our dictates the way she wants her employ- behalf, and we liked the option of getting paid Bees to dress, she contributes to their right away,” she says, and CareCredit offered a clothing allowance. “I really like black and dark solution for both. “We haven’t had any negative charcoal gray for a experiences. It’s been great, and I wish we had clean look,” she says. known about it sooner.” So her techs Patients learn about CareCredit shortly wear black scrubs, upon their arrival in the offi ce. “All patients embroidered with get a brochure when they check in at the the logo and prac- White coats for doc- front desk,” she says, and it’s introduced as a tice name. She has tors and black and charcoal gray uniform payment option for their convenience. Contact recently ordered new elements for staff add lens fi tting or Medicare forms in the exam dark charcoal gray a coordinated and room are attached to a CareCredit clipboard dress shirts, with the professional look. for additional exposure. Signage is also posted Dr. Sorrenson same embroidery, for in exam rooms and in the optical. opticians and front desk staff. There are black word WOW! That’s Opticians can also bring up the option again short- and long-sleeved polo shirts. Opticians the word to describe at the dispensing table to help capture the sale. and front desk staff also have an option of the practice culture. Most of their CareCredit users have been individ- wearing a fashionable black or dark gray dress This process uals looking to purchase multiple products—such shirt. All staff members wear name tags. also makes seasonal gift-giving easy. “For as an annual supply of contact lenses, new Dr. Sorrenson buys her staff two sets of Christmas, we give another article of clothing with eyeglasses and second pair—or families with scrubs per year. If the employee buys a third, our WOW! on it. We have made thermal shirts, multiple purchases to make. While they see fewer she’ll match the purchase, so it makes it easy for hoodies and more.” patients use it to cover deductibles or exam fees, employees to have enough scrubs. Each employee What’s the uniform/dress policy in your it can also help with those expenses. also receives a t-shirt and a sweatshirt with the offi ce? Let us know: [email protected]. WO

Women In Optometry June 2016

WO2Q16.indd 11 6/2/16 2:32 PM WO0616_Solution Reach.indd 1 5/24/16 12:32 PM p 13 Let Frame Vendor Reps Help You Deliver a Better Customer Experience From product-selection guidance, marketing tips and frame show support, tap into their experience, optician says

olly Acebo, ABOC, store with an on-site lab. owner of LensMasters The business opened in the in Jonesboro, Arkansas, historic downtown section of Hsays she looks forward Jonesboro in 1977, initially to seeing what’s happening at as a wholesale lab. In 1990, the Marchon booth at Vision her husband’s family pur- Expo events. “The company chased it and added retail is always doing something sales, and today, the optical unique. One year, the staff lab processes almost every there was doing on-camera order in an hour. Acebo left interviews for Flexon. My her career in health care mar- entire family went over, and keting about fi ve years ago to my children ended up in some join the family business. of the Flexon promotions that “There was a lot to learn LensMasters hosts six to eight trunk shows per were created.” about eyewear, and Marchon year; evenings work well. At the September 2015 Holly Acebo sales representatives helped Vision Expo West, she was me so much. The company eight trunk immediately intrigued when she learned that has a lot of reps who have been with Marchon shows per there would be a casting call for Marchon’s new for years, and they really know the brands,” year. “We corporate campaign, Marchon me. More than she says. She makes time to visit with her started out 200 people entered to win the opportunity to Marchon representatives so that they can doing them be featured in the 2016 campaign. Contestants guide her in the frame-purchasing decision. monthly, completed questionnaires, interviewed on “It’s obviously up to us, but these representa- but that tives can tell us what’s new, what’s changed sched- and what’s doing well in the region or nation- ule was ally. Those ideas and suggestions are very diffi cult,” valuable.” she says. Her reps’ knowledge also comes in very She works with one rep at a time, but if that handy when she is trying to deliver a superior person represents two brands, the prac- customer experience. For example, if she has tice might feature both. The representative a customer with a beloved but now broken or provides brand graphics and postcards, for aged frame, she can call a rep, say what the example, and LensMasters features the event old frame was and get a recommendation for on its social media—Facebook, Instagram a similar style. “When you’re a small business, and Twitter—and in its radio and newspaper Nike and Calvin Klein frames were on display for a you go above and beyond for the customer. advertising. recent fashion event. Our Marchon reps help us deliver on that Acebo says that evenings have worked camera and had their photos taken during the goal.” out well for trunk shows. The practice is duration of the show. Marchon carefully evalu- That’s where Marchon quality and style open late on Thursdays, which coincides with ated the participants and selected fi ve winners come into play. “We tend to focus on some the downtown’s Alive After 5 historic district to come to New York for an all-inclusive stay of the higher-end brands in our store, and evening events held from April to October. and experience a professional photo shoot. Marchon has the quality we’re looking for. It “We try to coordinate our trunk shows with Acebo was one of them. also stands behind its products, which allows us those downtown events. When the weather Of course, it’s not just Marchon’s intrigu- to provide warranties that make customers feel cooperates, we have live music outside on the ing booths that capture her attention. “We are confi dent about their purchases,” Acebo says. sidewalk in front. We’ll order specialty cookies an active account and have done business A number of Marchon frame lines do very or cupcakes that refl ect the brand. Customers with Marchon for years. We feel a tie to the well at LensMasters: Flexon, Nike, Tres Jolie, can pop balloons to fi nd a discount coupon brand because you wouldn’t participate in Calvin Klein and the core Marchon NYC lines, inside, or there are wrapped gifts that let them something like this is if you weren’t carrying for example. Marchon representatives have know their percentage savings.” She also tries the brand and didn’t believe in it,” she says. also supported and participated with trunk to plan events around seasonal themes, such LensMasters is a family-owned, retail optical shows. LensMasters typically has about six to as Valentine’s Day. WO

Women In Optometry June 2016

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WO0316_Natural Ophthalmics.indd 1 3/2/16 11:26 AM Personal Touch Helps Practice p 15 Become Profi table Quickly ourtney Dryer, Dr. Dryer knew she wanted her patients to OD, had a vision have access to the most advanced vision care for her indepen- solutions available. By including Essilor lenses A Family Affair Cdent practice in in her product lineup, she is partnering with the Charlotte, North Carolina: world leader in ophthalmic lenses. The company r. Courtney Dryer’s practice is a a boutique-style, allocates approximately $200 million to research family affair. Her father built the higher-end optical and innovation every year. She also has the D frame boards, and her brother helped Dr. Dryer offering patients a support of company representatives, who quickly high level of personal became one of her main sources of information. “I with the logo. Her mother manages attention. This desire only grew stronger after had to learn how one lens is distinct from another. her front desk, works with patients her graduation when she was working for I wanted to know about the manufacturing pro- and helps in optical sales. “My mom another OD. “I saw cess for digital lenses so was an x-ray technician, so she that the only way I I could explain that the understands the patient experience could practice the Dr. Dryer’s practice pro- and the health care fi eld,” she says, way I really wanted to vides a boutique optical and the two have learned a great deal would be by opening and personal experience. from the manufacturers and vendors. my own practice,” she “Our approach is a warm and says. She had clinical appealing environment with a little knowledge and practice management experience, as she had worked for an Southern vibe to it. We want this to be optometrist for a year prior to starting a place where people like to come in, optometry school as a tech and in the get a cup of coffee and stay a while,” optical and insurance billing areas. But she says. It’s becoming that kind of one skill was missing. “My product practice, drawing patients who want knowledge was weak. I knew I had to the highly personal experience and learn more, so I went on the internet, great products. WO reading message boards and seeing what people were saying on sites like ODs on Facebook.” A few months after her practice opened in February 2013, antirefl ective treatment in an Essilor lens isn’t just she joined Vision Source®. a coating. I needed to be able to explain to patients how the higher-end products create value.” That’s important because, as Dr. Dryer explains, “I have a lot of patients who are in the Assess Accommodation on Younger Patients 25- to 35-year-old range, and that’s a demographic where digital eye strain is becoming more r. Courtney Dryer did not routinely test apparent. So I spend a lot of time talking about most of her young adult patients for D the prescription in the exam room and the health accommodative issues, but when she began and vision benefi ts of certain kinds of lenses, hearing so many of the same kind of com- such as Eyezen™ lenses,” which selectively fi lter plaints, she realized the need was growing. up to 20 percent of harmful blue light (blue-violet These patients, who spent hours a day on the wavelengths between 415nm and 455nm on the computer or other digital devices, were saying light spectrum) while offering accommodative that they were experiencing headaches and relief. Then, whether she escorts the patient to the Visit eyezenusa.com to learn more. end-of-day fatigue. “I could tell this was an optical for a handoff or begins the frame selection area that I needed to start addressing,” she says. For many, lenses with just a little bit of process herself, she reinforces the recommen- accommodative relief and some protection from harmful blue light such as Eyezen™ have dations she made in the exam room and spends more time talking about the visual benefi ts of done the trick. Transitions lenses or other lens treatments, as well In conversations that she had with Essilor representatives and executives, she also as the importance of sunwear. That way, the pre- began to see how powerful it would be to get this younger demographic, especially those scription itself is the focus in the exam room, and who have little or no refractive error, to start coming in for routine eye exams to monitor those product recommendations are reiterated and accommodation and learn about things like blue light protection and eye health. WO explained in more detail in the optical area. WO

Women In Optometry June 2016

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WO0616_Care Credit.indd 1 5/27/16 10:01 AM Put Reliable p 17 Processes in Place efore Andrea Knouff, OD, of Atlanta, Georgia, started her two-month mater- nity leave earlier this year, she made Great Expectations Bsure she had people and processes in place that would allow her new associate, r. Andrea Knouff was seeing patients Minty Nguyen, OD, up until about a week before her baby to step into the role D was due. If it hadn’t been for her Marco TRS confi dently. There was a lot of work to autorefraction system, she’s not sure how she do to prepare, but would have managed that. “Doing refractions at least she didn’t manually would have been very diffi cult. It’s have to worry about so much easier to sit, relax and push buttons the refraction pro- on the pad,” she says. There was no need to cedures. When Dr. stand up and sit down repeatedly or maneuver Knouff opened her herself around a manual phoropter in a tight SM Dr. Knouff practice two years Marco XFRACTION system exam lane, either. includes an OPD-Scan III and the ago, she started out with the Marco TRS-5100 “One of my colleagues is already starting TRS-5100 autorefraction system autorefraction system. Within six months, she to complain about neck and shoulder pain. For added the OPD-Scan III, the components of the the long-term, this system will be so much bet- Marco XFRACTIONSM process. The faster refractions also ter for me.” “I’m in a high-tech area in the middle of WO allow her to see more patients. the city, and having that kind of technology “My revenue increases from two set me apart from other practices,” she says. factors. I’m able to see more She had worked in a private practice for six and the thoroughness of the eye exam. patients, and I’m able to talk more with my years before opening her own, and she had a “It has also helped our sales,” she says. patients about how the eyewear I’m prescrib- chance to work with the TRS system there. “I The quicker refraction means that she has ing will benefit them,” she says. did look at others, but nothing else compared. more time to discuss her recommendations “Because of the wavefront OPD system, I knew the Marco sys- with patients. These I know that my refractions are right on,” she tem was the fi rst thing could focus on the says. That ultimately results in fewer remakes, that was going into my specifics of the pre- which saves her time and money and saves new offi ce,” she says. “My revenue increases scription and the prod- her patients the aggravation of having to have She started out with ucts that will provide their eyewear remade. one lane and added a from two factors. I’m able the best results. Or The data that she has available right at second. “Everything in to see more patients, and she can make sure she the start of her exam allows her to provide the lane is from Marco: addresses patients’ patients with the best quality exam she can chair, slit lamp and I’m able to talk more with questions about any give, she says. The analysis will let her know, projector,” she says. ocular disease. for example, if there is pathology or some lim- Dr. Knouff says my patients about how the Yet one of her iting factor that might prevent her from being that the autorefraction eyewear I’m prescribing favorite features is able to get the patient to 20/20. system has made a that she can show The system has proven itself easy to difference in patient will benefi t them.” patients—with the use, the importance of which became even perception of her —Dr. Knouff touch of a button—how more apparent as she was preparing for practice. Nearly every their new prescription her leave. “I’ve trained my staff to use the patient goes through compares to the pre- OPD-Scan III, and my optician technician the 60-second refrac- vious one. “I use that can do the refractions and I can confirm her tion process, and many are impressed by feature on every patient. I know it’s effective findings quickly,” she says. Her continued the technology. “They say, ‘Wow. I’ve never because I can see the results in the optical. success depends on her having top-notch seen this.’ It’s a great way to show every Our capture rate is increasing,” she says. Plus, staff in place who can keep the practice patient—not only patients who see advanced she’s not the one who has to try to gauge how running smoothly no matter whether she’s medical equipment—how up-to-date our much or how little a numerically small pre- there or not. And when that staff has access technology is,” she says. She believes that scription change will impact the patient. Now to instrumentation that she knows will pro- it has contributed to the excellent customer she can show it, and that has encouraged vide reliable data and speed up the patient reviews the practice earns. Patients fre- many patients who might not otherwise have experience, she says then the investment quently comment on the high-tech aspects purchased new eyewear to do so. becomes even more worthwhile. WO

Women In Optometry June 2016

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WO0616_Paragon.indd 1 5/24/16 12:30 PM Keep up With Today’s p 19 Mobile Patient Population hen Dorothy gets to Oz, she says, the morning of their appointment,” she says. “People come and go so quickly The staff has liked it, too. Now, as a matter here.” Ellen Merkin, OD, of Las of course, new patients are asked for their Upgrade Your Systems W Vegas, Nevada, says email or cell phone numbers, and that’s true with the mobile pop- staff explains that the offi ce uses r. Ellen Merkin has been practicing since ulation in her city, as well. That these for reminders and occasional can make it very diffi cult to stay in updates. Those patients who say D1984. She says that there is sometimes a contact with patients. That prob- that they prefer receiving a phone tendency among long-time business owners lem was most noticeable as Dr. call are accommodated easily with to think that it’s just not worth the trouble Merkin’s staff sent out recall post- Natural Voice technology, which to update offi ce systems when retirement cards each month. “Recall cards provides automated landline mes- is in the not-too-distant future. Dr. Merkin didn’t seem effective,” she says. saging for the patients who want doesn’t agree with that idea. “There’s time In fact, the challenge of this type of communication. and money required to make an investment Dr. Merkin keeping up with her patients Overall, Dr. Merkin says that in modernizing your practice, but it’s worth it. became increasingly acute as the tourist-heavy she fi nds that some of the increase in exams When we switched to Solutionreach, it meant economy in Las Vegas suffered after 9/11. is attributable to Solutionreach messaging. that initially we had to collect emails and cell “People were not traveling, and unemployment The fl ow of recall reminders is steadier now. phone numbers for our patients, which took a here skyrocketed,” she recalls. The city is on When the offi ce staff used to mail postcards, the rebound, but it’s been a slow process, it became a team effort to pull the names of moment with each patient. But we get all the Dr. Merkin says, everyone who was benefi ts now. And it’s important to remember noting that it’s due for an exam that sending out recall notices each month important that that month—and was a pain, too.” WO she retain her all the postcards existing patients. would get sent As multiple at once for the recall cards were month ahead. That message the following month, which increases being returned to meant a lot of the likelihood that patients are seen on a more the offi ce each phone calls came frequent basis. month, she says in at once and a “Patients think that they’re getting the she didn’t know lot of returned mail reminder contact directly from the offi ce,” says if these patients came in at once. Dr. Merkin. It’s not uncommon for her to ask had left Las Solutionreach patients who hadn’t been back to the offi ce Vegas for good sends out auto- in a few years why they’ve come back. “Well, or moved a few mated appointment you called me” is often their response. So she blocks away. reminders daily— knows that Solutionreach is getting to those When Dr. to the patients patients and encouraging their return. Merkin heard of Solutionreach simplifi es the scheduling and confi rmation who are due for an In addition, the practice uses Solutionreach Solutionreach, process for staff. annual exam based ASAP feature for broadcast messaging on she thought that on the date of their occasion. “We recently had a power outage that the company’s offerings made sense for her previous exam. So the responses come in at shut down this part of the city, so we sent out patient population. “The younger generation is a manageable rate, and patients don’t have a message to everyone that we’d be closed. It much more tuned in with email and text com- to wait long to get an appointment. Patients meant our staff could go home, and no one had munication. Many of the families in our area can call for an appointment or they can send to be left behind making phone calls to patients have dropped their home phone lines, too, so a text or email to request a specifi c date or on the schedule,” Dr. Merkin says. The staff still the old ways of calling and leaving a message time of day, and a staff member will call to makes personal phone calls to patients, but it’s on the home phone or sending a letter aren’t confi rm. less often—and less of an interruption to the reaching people. People can change their In addition, patients who don’t respond daily routine. address and their home phone number, but are contacted again more quickly. In the past, Solutionreach can also populate the they tend to hold onto their cell phone num- tracking who hadn’t responded and then try- practice’s Facebook page with user reviews. bers and emails. No-shows seem to be less ing to contact that patient took considerable Dr. Merkin says that the feature was recently these days,” she says. time. Patients would get a recall card at 12 linked to the Facebook page, and immediately, The results have been great. “Younger months, and those who didn’t respond would the reviews and comments that had come patients love getting text reminders. They often get another at 18 months after their previ- in through surveys sent out by Solutionreach tell me how glad they were to get a reminder ous exam. Solutionreach sends out another were added. WO

Women In Optometry June 2016

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WO0616_Alcon Dailies T1.indd 1 5/27/16 10:08 AM Purchasing an p 21 Established Practice Planned, slow transition becomes a whirlwind transfer as plans changed

onica Brown, OD, CO, recalls hearing of the reception and waiting area. “It feels more early in 2013 through the grapevine like a home than an offi ce,” she says. “We have at local and state meetings that her fl owers in the offi ce every day so it smells good, Mcolleague, Brian Armitage, OD, was and patients have really responded to it.” Dr. thinking about his retirement options. Dr. Brown Brown says that she hears several patients each says that she saw day comment about the transformation. a great opportunity Dr. Brown, as a certifi ed orthoptist, also in purchasing his brought a new specialty to the practice. And established practice in without doing any traditional advertising, the Jacksonville, Florida, well-established practice continued to grow with a large patient and draw in a new source of patients through Reception area base. “Dr. Armitage referrals from local doc- or living room? had a great reputation, tors—including her former and his practice was employer—and patients. services we provide,” Dr. a well-oiled machine,” “Many ODs don’t like Brown says. “A patient with Dr. Brown she adds. seeing patients for double double vision will need a By May, they were discussing the plans vision or misaligned eyes, longer time slot.” Dr. Brown for a practice transition, likely to span over so I get a lot of colleague always includes a time for three years as Dr. Armitage cut back his work. and MD referrals for double staff education during her Dr. Brown was working at an ophthalmology vision and specialty contact regular Wednesday morning offi ce—a great experience, she says, but she lens fi ts,” she says. “I get to staff meetings. “When they was ready to take ownership of her own busi- love my work.” Testing learn about these conditions, ness. The timeline that they considered worked There was a learning area the staff members who take for her, as well, as Dr. Brown and her husband, curve for the staff—those the phone calls can gauge Jarad, were in the process of adopting their who stayed with the practice as well as the new what patients are coming in for and if they need son, Mason, from Haiti. members—who had never experienced this type shorter or longer visits.” Yet over the next few months, Dr. of therapy care before. “We’ve had to adjust the With two full years of practice ownership Armitage decided to leave the practice sooner, schedule a few times as the staff learns about complete, it’s time for the team to grow. and by that New Year’s Eve, “We’ve had a staff of four Dr. Brown was signing the plus me and my husband for paperwork to complete the the last two years, but we’re purchase. She says that Change in Career Path ready for a fi fth,” she says. she’s thankful to her hus- The new employee will be band for his support, as he r. Monica Brown was on a pre-med track to become a pediatrician, cross-trained in all areas of helped her fi nd a loan and Dpreparing to take the MCATs, when she met her future husband. Her the offi ce, which is a goal negotiate the purchase. It priorities changed, she says, and looking ahead at the many years still left for all new staff members. was a whirlwind but in the to complete a medical degree and residency was daunting. Her advisor “Having at least two people end it all worked out, Dr. pointed her to an opportunity within the orthoptist graduate program at who can fi ll in anywhere will Brown says. “We were able the pediatric ophthalmology department at University of Iowa so she could relieve the headaches for to get settled into this new remain in a medical fi eld, and after conducting her own research, Dr. vacation time and illnesses,” practice before we adopted Dr. Brown says. She also Brown says that it was the perfect match. “It was medically based and I Mason from Haiti, and I had hopes to add a scribe in the would get to work with kids, and it was only a two-year graduate program been practicing here for future to make busier days 11 months before my son vs. six to eight more years of school.” even more effi cient. arrived.” Dr. Brown moved to the Tampa, Florida, area when she accepted her Dr. Brown says that she With a sturdy founda- fi rst orthoptist job there, specializing in binocular vision. While she says continues to enjoy the ben- tion built for the practice, that she thoroughly enjoyed the work, her next move was clear after a efi ts of practice ownership, Dr. Brown kept the practice year and a half. “I really wanted to be the doctor and do more with con- especially the fl exibility for name but updated the logo tact lenses,” Dr. Brown says. She was accepted at Nova Southeastern balancing her professional to add her own personal University. “I still ended up in school for six years,” she says, laughing. and personal lives as she style. The offi ce was given a “But it was a different path,” and one that she says lead her to become and her husband prepare to facelift, including a remodel the fi rst person in the U.S. to be an orthoptist and optometrist. WO adopt their son’s sister. WO Women In Optometry June 2016

WO2Q16.indd 21 6/2/16 2:32 PM p 22 COVER STORY In Line for the Dr. Andrea P. Thau steps up to run her lap as AOA president

ndrea P. Thau, OD, FAAO, FCOVD, intense as a trustee ascends to the executive Dr. Thau in her DPNAP, of New York City, begins her committee. As president-elect, she logged Manhattan offi ce term now as president of the American about 120 days on the road, and she antici- AOptometric Association (AOA), the orga- pates that will rise to 150 to 180 days once nization’s 95th, and only the second woman she’s president. to rise to that role. But she’s quick to say, “It’s That doesn’t even refl ect the commit- not about me. I’m part of a team of 100 staff, ment it took to get to the AOA board. Dr. more than 200 volunteers and 34,000 member Thau spent seven years on the board of the optometrists. We’re working to ensure that our Optometric Society of the City of New York, patients have access to the full scope of opto- 14 years on the board of the New York State metric care.” Optometric Association and served as president Getting to this point was no small task. of the New York Academy of Optometry. Dr. Dr. Thau has served on the AOA board for Thau was the fi rst woman president of all three nine years. “As a trustee, you’re on the road organizations. between 80 and 100 days a year. I spend an Although the AOA president plays the lead- additional 25 hours a week on AOA business,” ing role in responding to unforeseen challenges she says. The commitment becomes more and new threats, Dr. Thau is determined to

Professional and Personal Support Are Paramount

he three associates—two women and one man—in Dr. TAndrea Thau’s practice today are in different stages of their professional and personal lives, which affect their ability to commit to certain days and certain hours. They have family commitments with young children or are teaching. That makes Dr. Thau’s own juggling of the schedule to meet her American Optometric Association (AOA) commitments part of the routine. “I know in advance when I need to be on the road for the AOA, so we can move my patient schedule around,” she says. The fact that there are other ODs available to see her patients in an emergency also helps. Her most senior associate has been with her for 20 years and has a high level of familiarity and (l-r): Sons Richard and Evan and husband John Lieberman, accompanied comfort with the practice and the patients. It wasn’t always that Dr. Thau to Optometry’s Meeting in 2014. simple, though. Dr. Thau remembers that when she served on resume whatever work she needed to do. Her husband, John her local society board, she carried a pager, a bunch of quarters Lieberman, a CPA, has been supportive, even making adjustments and phone calling cards. “I’d get off an airplane and run to a pay to his schedule. phone to check in to see if there had been any emergencies or She realizes that she is lucky, and that not all women are. anything I needed to take care of,” she says. Many volunteers have spouses at home who can either watch Planning is obviously important, and Dr. Thau’s a planner. the kids or travel with the volunteer. “But when the volunteer is a Her sons, Richard and Evan, were both born in July “because woman in a dual-career home, it can be harder,” she says. that’s when my practice was the slowest.” They’re grown now, Dr. Thau says it’s important to deﬁ ne exactly what you need but they came to meetings with her regularly. She also arranged and want and jettison the rest. For example, she dances ballet, so for excellent child care so she wouldn’t have to worry about them she carves out time for that. “I don’t watch TV. That’s just one of while she was at work. And when she got home, her family was the things I can’t do. Learn to let go because you can’t do every- her focus: no phone calls, no work. Once they were in bed, she’d thing. And get as much help as you can.” WO Baton: © Rmarmion | Dreamstime.com

Women In Optometry June 2016

WO2Q16.indd 22 6/2/16 2:32 PM p 23XX

Words of Encouragement

ori M. Carlson, OD, FAAO, the American DOptometric Association’s fi rst woman president, shares these words with incoming president Dr. Andrea P. Thau. “Optometry has been blessed with many outstanding leaders, but few have put as much time into serving our profession and patients Dr. Thau with the 2015-2016 AOA board of trustees as you have over the past several years. As you know, ensure that the organization system.” In addition, Dr. leaders serve many capaci- remains proactive in helping Thau will work to advocate Dr. Carlson ties in representing our pro- state optometric associa- particularly for children’s fession, not the least of which is serving as spokes- tions achieve their legislative vision and vision therapy, person and chief advocate. As you lead our profes- and practice authority goals lifelong passions. sional association this coming year, I know you will and setting a Washington, Dr. Thau is a second- DC, agenda that will boost generation OD. Her rise above the never-ending onslaught of challenges optometry practices from father, Edwin Thau, to our profession and instead fi nd opportunities to coast to coast. “Although OD, FAAO, was a local better serve our patients and our profession.” WO no one can predict how the society president national political environment of the New York will change, especially this State Optometric year, we already know that Association. “I AOA doctors and students will grew up attend- be working to educate U.S. ing annual state Dr. Thau dances with her father at Senators and House members her wedding. meetings, seeing about the bipartisan legislation the camaraderie of that we support and are pushing forward. That optometrists and understanding that includes the Dental and Optometric Care Access all the gains made were the result of volunteer commitment. I inherited a wonderful profession that has advanced based on his efforts and “I inherited a wonderful those of the many prior volunteers who came before me. I saw that I profession that has advanced had an obligation to pay it forward.” based on [the efforts of That’s the key message that she wants to impart to every OD. “You my father] and those of have an obligation to give back.” Yet, the many prior volunteers she adds that the net result is com- Dr. Thau at the Kotel, Jerusalem’s Western Wall pletely positive. “You get back more who came before me.” than you give. I have friends in every state in profession.’ Their fears were that women —Dr. Thau the country. I’ve been able to see the trends in wouldn’t get involved as active members advance, and so I’ve been able to be proactive or leaders and wouldn’t work full time. My in my practice.” response to that was: watch and see.” The idea that she becomes only the second However, it’s not that hearing those kinds of Act (HR 3323) to outlaw anti-patient policies woman to take the helm as AOA president is comments sparked a drive to one day become being imposed on us by insurers and plans; not really surprising to her. She has seen major AOA president. “I never had the goal or dream to the Contact Lens Consumer Health Protection shifts in the profession during her career. “The take this on. I just kept pursuing ways to use my Act (S. 2777) to crackdown on the illegal sales profession was only about nine percent women talents for the greater good,” she says. Someone tactics of unscrupulous, internet-based contact when I joined. I’d often be the only woman at would ask her to do something: volunteer for a lens sellers; and an array of bills to recognize association meetings, and some of the men— committee or run for an offi ce, and she’d say yes. fully and build awareness of our profession’s who knew me as my dad’s daughter—spoke “Each of those little steps sets the path,” she essential and expanding role in the health care freely about how ‘girls are going to ruin the Continued on page 24

Women In Optometry June 2016

WO2Q16.indd 23 6/2/16 2:32 PM p 24 COVER STORY

Continued from page 23

says. She chuckles, saying, “It’s easier not to do this.” In fact, her election to the AOA board of trustees in a contested election was not an easy one. “All of us who have come to these levels of leadership will say that you have to have a lot of passion and be a little bit crazy. I guess I’m just crazy in love with the profession.”

Dr. Thau is sworn in as the fi rst woman president of the New York State Optometric Association in 2001. “The AOA has helped me essential benefi t” in the Affordable Care Act. and rented space from another OD. Four years be a better practitioner Although Dr. Thau has followed in her later, I opened my own practice.” and run a better business.” father’s footsteps, she never had the chance As she built the practice, she became to practice optometry with him. She was only increasingly thankful for her involvement in the —Dr. Thau two years into her career when he passed AOA, the organization that advocates for the away suddenly. At the time, she was a full- profession. “Studies show that AOA members time faculty member at the State University of make $37,000 more a year than nonmembers. New York College of Optometry (SUNY). She I would venture that our volunteers do better That’s another characteristic she inherited recalls the last time she saw him before he than the average member because they under- from her father, who tried to create mandated died. “He was going on vacation and he handed stand what’s going on. The AOA has helped me comprehensive eye exams for New York City me his appointment book and asked me to be a better practitioner and run a better busi- children in the early 1960s. “I’m continuing the cover for him. He died on that trip, so literally, ness,” she says. work that my dad did through my participation that’s what happened. At fi rst, I tried to bring She encourages every OD to be involved. with the New York Children’s Vision Coalition his patients into my part-time practice in the “Not everyone can give back at the highest and AOA’s successful efforts to defi ne a pedi- clinical practice plan at SUNY, but after eight levels. But if you’re a member, you’re contrib- atric comprehensive eye examination as an months, I moved my practice out of the college uting to the team effort.” WO

Jacqueline Davis, OD, MPH, Will Be Honored as AOA Optometric Educator of the Year

acqueline Davis, OD, MPH, who will be honored as the American provided this kind of Optometric Association (AOA) Optometric Educator of the Year at education that they Optometry’s Meeting, says that she loved her 22 years in private would continue out- Jpractice, but joining the Ohio State Board of Optometry gave her “a reach, and this study different viewpoint of the profession. I saw that I could have an impact on proved that they more than one patient at a time through policies and procedures.” actually do.” This new perspective led Dr. Davis to expand her career and respon- Dr. Davis also sibilities in different ways, connecting with colleagues to make change teaches two courses in their state and also by starting an outreach clinic for The Ohio State at the college; is University College of Optometry in 2002. Eventually, she sold her practice co-advisor of the to a former student. Under the guidance of mentor Melvin Shipp, OD, university’s National who was dean, Dr. Davis went on to earn her master’s in public health in Optometric Student 2009. Association chapter; Dr. Davis says that she hopes her students’ involvement with federally and is involved with Dr. Davis will be honored at Optometry’s Meeting. qualiﬁ ed health centers will impact their careers the way it did for her. Improving Diversity in In fact, a survey she conducted during her graduate studies conﬁ rmed Optometric Careers, the annual three-day summer camp for under-rep- that “more than double the number of doctors who had experience and resented minority undergraduate students. exposure to outreach activities through school participated in outreach Extremely grateful for the accolades from AOA, Dr. Davis says, “I am so while they were in practice,” she says, compared to doctors who were honored that they consider my work valuable. I hope other folks will consider not involved during school. “That was resounding. We thought that if we doing some outreach, no matter where they are in their career.” WO

Women In Optometry June 2016

WO2Q16.indd 24 6/2/16 2:32 PM p 25 For Prevention,Education Is Key OD launches Ocular Prime to educate those in her exam room and beyond

ast fall, Maria Pribis, OD, had a con- professionals, but she welcomes versation with her husband about the readers of all ages. “Anyone who challenges of educating every patient comes across Ocular Prime can Lconsistently within the time constraints get real information, and I make of a 15-minute exam it clear that you have to see your slot. “It’s frustrating optometrist for care,” she says. because if I’m run- Her husband helps manage the ning behind, I may technical side of the site and is not tell the patient to also her editor. “He’s very help- do X, Y and Z, and I ful, and he can tell me when he wanted to reach all doesn’t understand what I’m say- of my patients with ing since he doesn’t have a med- the same advice,” Dr. ical background,” Dr. Pribis says. Pribis says. That’s important so that she can Dr. Pribis Dr. Pribis make sure her voice isn’t too clini- was exposed to ocular disease early on in cal for her audience to understand. her studies at the Pennsylvania College of Optometry at Salus University and during her residency with the Veterans Administration Dr. Pribis developed the Ocular Prime website Medical Center and rotations with as a resource to which she can send patients for the Wilmer Eye Clinic at Johns reliable information about ocular health. Hopkins Hospital. It left an impact on her, shaping the future of her Pribis says. “I’m not a fancy cook, but I enjoy career. “Unfortunately, a lot of really good, inspired healthy foods that are easy those patients came to us when to do.” it was too late,” she says. “It was Ocular Prime is still a new venture, but heartbreaking to see patients blind Dr. Pribis is already introducing it to her from glaucoma because they never patient base, and it will soon be linked to had their eyes examined or with the practice website. She hands patients her meibomian gland dysfunction that business card during their exam, making had scarred and I had no treatment sure to point out that Ocular Prime organizes option. It made me very passionate research that they can utilize at any time. about having an understanding of Dr. Pribis is also making her network of disease and, ideally, how to pre- referring physicians aware of Ocular Prime. vent it.” “Pediatricians and endocrinologists can In early April, after months of use this as a resource for their patients, as planning, Dr. Pribis launched Ocular Prime at Dr. Pribis stays on top of the latest subspecialists across the health care spec- ocularprime.com for her patients at Stamford research, using several email feeds of medical trum come in together for a team approach Ophthalmology in Stamford, Connecticut, and journals related to anything about the eyes, to work together for the betterment of the anyone else who comes across her page. and she posts a new item a few times a week. patient.” With fi ve primary categories—computer Since she works in Connecticut but lives in Education has always been Dr. Pribis’ vision, dry eye, nutrition, systemic health and Manhattan, Dr. Pribis uses her 40-minute train number one goal, and she hopes that Ocular fi tness—Dr. Pribis says that there are plenty ride each way for research and writing posts. Prime will make an impact spreading knowl- of stories to share and expand upon in her “I can make that time more productive,” she edge and awareness across her community virtual space. “I wanted the website to set a says. and beyond. Patients or readers are encour- trend in our industry by emphasizing the care She adds that she looks forward to upcom- aged to reach out with questions via the “Ask a in patient care. Everything about the site has ing posts that will educate readers on how Doctor” feature on the site. “I want to educate to be scientifi cally proven,” Dr. Pribis says, ophthalmic lenses, such as blue light-blocking as many people as possible so that they can adding that this credibility is important to or antiglare lenses for computer or technology take control of their health through prevention maintaining her site as a trusted source for users, can go beyond correcting vision and can and wellness,” Dr. Pribis says. “If patients with her readers. “It’s important to me as a doctor protect the eyes and also adding to her nutri- retinal detachments knew that fl ashing lights but also for patients to know the latest sci- tion channel. “I am very passionate about nutri- were a warning sign, maybe they wouldn’t ence behind their eyes.” tion and being able to share real-life recipes have lost their vision. It’s helpful to show peo- Her target audience is young, healthy that are quick and easy to do on the fl y,” Dr. ple what is or isn’t a big deal.” WO

Women In Optometry June 2016

WO2Q16.indd 25 6/2/16 2:32 PM p 26 HOW TO BECOME THE CEO OF YOU A Mission Statement Is Imperative

By Lauretta Justin, OD, Orlando, Florida [email protected]

believe that all money. If you don’t know what you want to vision. She shops in department stores and human beings do, then you’ll try to do everything; that’s a wears designer clothes and shoes. She wants are born with recipe for disaster. When I started my prac- the best in life and is willing to pay for it. I the power to tice, I didn’t have a mission statement beyond Because I know whom I want to serve, I’ve determine their wanting to help people see better. I ended focused all my marketing effort, offi ce culture destiny. As long as up taking every insurance plan in order to and systems to appeal only to the Lindas of you are breathing, serve all. That was a bad choice that cost me my area. Again, doing this will save you a lot that power is yours money and time, which I’ll never get back. So of money, frustration and time. and is always at your chose exactly what it is you want to do, write it Your mission should also defi ne your disposal. That power down, set a course for it and stick with it. “unique identifi able difference” or Unique ID, Dr. Justin is nothing other than State what market will be served and which is what’s going to help you develop raving the power of choice. The choices you make how. You cannot serve every market because fans. What makes you different is what patients today are creating your future tomorrow. It’s trying to target them all will actually cause you are going to share with their friends and loved really that simple. to reach none. It helps if you could identify ones. Defi ne this early on because everything If you want different results in your life specifi c characteristics of your ideal market else will revolve around that fi rst choice. and in your practice, you need to make dif- and create a fi ctitious person to represent it. If you don’t have a mission statement, a ferent choices. Choosing your destiny starts For example, my ideal target market is Orlando clear idea about your market and a Unique ID, with choosing your mission—your what. Your Linda. She’s 42, married with two school- start crafting your mission statement today. mission will serve as a fi lter to separate what aged children and works part-time so she can If you want some examples of killer mission is important from what is not. Create a mission be involved with her kids and their interests. statements, email me. Next time, we’ll discuss statement; it may sound tedious, but doing She’s been wearing contacts for many years the vision statement. Remember to dream big, so will save you a lot of time, frustration and and is now noticing issues with her near take risks and become the CEO of You. WO

Three Sources for Finding Dry Eye Patients

By Cheryl Engels, OD, MBA, senior consultant of The area, be sure to double dip. You can get an even greater Power Practice and director of Practice Made Perfect number of patients by contacting your local support groups for autoimmune patients. Depending on the population density in f course you can identify dry eye patients from your own your area, you may fi nd there are several condition-specifi c patient base, but what about the rest of those dry eye groups like a Sjogrens group, a rheumatoid arthritis group and sufferers out there who have never heard of your offi ce? others. In less-populated areas, there may be one group that OWhere will these patients come from? There are three meets for all autoimmune conditions. Look online to fi nd a way sources for patients just waiting to fi ll your schedule. to contact the group organizer and say you would like to speak Rheumatologists are probably your most concentrated to the group about the evolutions in infl ammatory dry eye treat- source of referrals because of the nature of their patients’ ment and how you can treat these patients. As you prepare Dr. Engels conditions. For years these doctors have been sitting with your brief talk, remember that these patients are fairly well patients and hearing their complaints about dry eyes. Until now their educated about their conditions. Most have spent hours researching their response has been, “I know. Have you tried some over-the-counter conditions and possible methods of relief, so speak at a higher level about drops? That is pretty much all you can do.” Let these doctors know you the research and treatments. Once you give relief to one dry eye patient in can provide a better solution. As we have been hearing how meibo- the group, the word will spread very quickly. mian gland dysfunction is much more prevalent than we thought, many With the increase in demand for surgical eye care services for baby ODs are having success with meibomian gland expression in-offi ce. boomers, increasingly pressed ophthalmologists, in my area of Florida, Rheumatologists want to give their patients the best treatment available, at least, are kicking dry eye back to optometry. The opportunity is just so make it easy for them to refer patients to you. Design a brochure that waiting for you to take it. Corneal specialists and general ophthalmol- talks about your expertise in this area and leave a stack of them with ogists in your area likely have a pool of patients for you. Many of them the rheumatologist to pass along to their patients. Also design a simple are not taking time to fi t scleral lenses, so there is an opportunity to dive referral form, and be sure to fi ll out the rheumatology offi ce information into that area, as well. on it so the staff or doctor only needs to add the patient’s name, reason Knock on the doors of rheumatologists, support groups and ophthal- for referral and best way to contact this patient. mologists. Open up your appointment schedules, and welcome in these As you are gaining referrals from several rheumatologists in your patients. WO

Women In Optometry June 2016

WO2Q16.indd 26 6/2/16 2:32 PM p 27 Comfort and Beauty Are Relevant Topics in MD Ofﬁ ce

fter Stephanie Frankel, OD, completed products for the offi ce, especially trials. “I will Most recently, Dr. her internship and residency with the not use anything on my patients that I haven’t Frankel has expanded Bascom Palmer Eye Institute, she joined tried,” she says. “I can talk with patients about into the ZORIA® Lash Athe team at Elgut Eyecare in 2014. “I’ve realistic expectations and any questions or Boosting Serum and always wanted to stay with medical care and concerns they may have.” Mascara. “Aesthetics work with an ophthal- Dr. Frankel started with Retaine MGD are becoming more mologist,” Dr. Frankel Lubricant Eye Drops for her patients with mei- prominent in the practice says. Alongside Noel bomian gland dysfunction (MGD). “Retaine eye because patients want L. Elgut, MD, in drops have a nice mineral-oil base and are to know why their lashes his Fort Lauderdale, preservative free,” she says. “It’s worked better are thinning or why they Florida, practice, than any other drop I’ve tried for MGD.” She have bags under their Dr. Frankel has uses it alongside manual expression of the mei- eyes,” Dr. Frankel says. been learning more bomian glands and doxycycline in severe cases, She keeps a fl yer in the about the products and she has had very successful outcomes. exam room that often and treatments she She reaches for the OCuSOFT Hypochlor garners interest. “The Dr. Frankel prefers. Spray for patients with anterior blepharitis. The more I thought about it, OCuSOFT came onto her radar during her spray cleans the more I wanted to offer these products residency, and Dr. Frankel personally tested and removes because losing lashes or developing wrin- the product line for dry eye treatment shortly debris including kles can be hard to deal with,” she says. after joining the practice. “I have an interest in microorganisms “Leaving patients without options for treat- anterior segment disease, so I dove into look- and provides ment is inappropriate. Give patients options ing at what is available to help my patients, care for minor that others aren’t giving them.” and OCuSOFT met all my expectations,” she irritations to the Dr. Frankel explains that thinning lashes says. The practice already had an existing skin. Patients may be the result of age, medication or bleph- relationship with the company, but Dr. Frankel are instructed to aritis, and she is confi dent in recommending saw an opportunity to expand care in ocular use the product the ZORIA line. “I like that the ZORIA Boost surface disease with these products. Through twice a day for Serum is natural and not made with prosta- her own research and working with patients two weeks until glandins, which can cause discoloration of the who have visited multiple doctors before their follow-up skin and iris,” Dr. Frankel says. “My light- coming to Elgut Eye Care, she says that “the visit. “If I do eyed patients don’t want products like that, results have been fantastic.” not notice so this is a great alternative.” Dr. Frankel says that she appreciates improvement, our next step is Oust™ Demodex® Dr. Frankel advises patients to apply the support from OCuSOFT as she got acquainted Swabstix™,” Dr. Frankel says. After a manual serum to the lash line at night with the brush with its products, as well as the company’s debridement of the lashes, she applies the Oust and use the mascara during the day. She tells commitment to keeping her stocked with formula in-offi ce and has her patients continue them her story. “I noticed a signifi cant change with the Hypochlor spray in about six weeks after wearing the serum for another two weeks. She and mascara, and this is what it looks like,” Dr. says that she has been Frankel says to patients. “I’ve noticed a differ- Tap Into Your Local Network pleased with the “excep- ence and it’s fantastic, and patients also seem tional” results following this very satisfi ed with it. I say, ‘If it doesn’t work, r. Stephanie Frankel regularly turns to her col- routine. come back and we will refund your money.’ But Dleagues for advice when she is looking for more For many patients, I have never had anyone do that.” information on an unfamiliar topic. Aesthetics, for exam- her recommendations are The practice sells the Hypochlor spray ple, were outside of her scope initially. “So I started “a signifi cant change from and ZORIA Lash Boosting Serum and Mascara looking into different procedures and options,” she says. what they are used to, and products in the offi ce, and Dr. Frankel lets it sets me apart from the patients know that it is conveniently available She expanded her network to include an oculoplastic doctors they have seen for purchase. She recommends that her surgeon to learn more about options such as blepha- in the past,” Dr. Frankel colleagues expand their knowledge in these roplasty, Botox or fi llers. “It started as a connection to says. “I take the time to areas, realize the opportunity for helping learn more for my own knowledge to let my patients debride the lashes and patients and consider working with OCuSOFT know about them, but now that offi ce refers to me for treat patients so that they to provide treatment and care. “It’s exceptional dry eye or itchy eye problems,” Dr. Frankel says. WO look and feel better, and when patients ask you a question about any- the word-of-mouth is better thing ocular-related and you can talk about the than I ever imagined.” alternative options,” Dr. Frankel says. WO

Women In Optometry June 2016

WO2Q16.indd 27 6/2/16 2:32 PM p 28 Color Contact Lens Options Can Make Patient Visits More Memorable

iranjit Bedi, OD, says that she wants patients ask, “Is the blue her patients at the Laurel, Maryland, going to look different?” America’s Best store to have fun trying she reassures them that color contact lenses. In fact, she was so AIR OPTIX COLORS contact An Easy Upgrade K ® enthusiastic about the release of AIR OPTIX lenses feature the same r. Kiranjit Bedi says that even though she offered COLORS contact 3-in-1 color technology as older generation color contact lenses because they lenses two years ago FreshLook contact lenses. D were so popular, she wished she had a more breathable* that she started pro- The color is now embedded ® moting them to her in the lens, instead of on option for her patients. Now with AIR OPTIX COLORS ® patients after she fi rst the outside, she tells them. contact lenses, she does. The AIR OPTIX AQUA material heard the news at a Mix and match an means that she can offer patients the same great look local dinner hosted annual supply. Dr. Bedi in a breathable* lens. Patients whom she has upgraded by Alcon. She told and the store staff educate have had positive feedback. “Patients love the fact that patients, “Stop back patients that they have their eyes can breathe; they can leave their contact lens- in six months to try many options when picking Dr. Bedi es on comfortably. As a doctor, it’s good to hear that you out the new monthly out color contact lenses. made things better.” She says that the fi tting process is replacement option for color contact lenses.” “You aren’t committed simple, too. “It’s very true to the powers, and there have Dr. Bedi says that she’s encountered to wearing color contact been no issues in terms of over-refracting, which saves many patients with an interest in changing lenses every day,” Dr. Bedi chair time.” WO their eye color over the course of her eight- says, and they can add a year career with America’s Best, the fi rst few boxes of color lenses fi ve years of which she spent in the down- in with their clear lenses. town Baltimore store. Familiar with both the Encourage multiple colors. Even if accessible, prompt and attentive to her offi ce FreshLook® 3-in-1 color technology and AIR patients only mention one color, Dr. Bedi presents supply of samples and trials. OPTIX® AQUA contact lens material, Dr. Bedi them with a few options in the same color family. Wear the products personally. To has found that the AIR OPTIX COLORS contact “If they like the Pure Hazel, I ask them to try the demonstrate the advantages of wearing color lenses combine these features in a comfort- Brown and Honey color lenses, too, because contact lenses on a part-time basis, many of able contact lens that they may like one better in the the store’s employees wear AIR OPTIX COLORS her patients say that they light.” She reminds patients contact lenses occasionally. “It gets patients enjoy. Dr. Bedi shares that they don’t have to narrow asking questions.” WO the strategies that she it down to just one choice. To has found most success- her fashion-forward customers, *Dk/t = 138 @ -3.00D. Other factors may ful in getting patients she makes a comparison: impact eye health. excited about color con- “You have 50 pairs of shoes Important Information for AIR OPTIX® AQUA tact lenses. at home,” or “You don’t carry (lotrafi lcon B) contact lenses: For daily wear or up to 6 nights extended wear for near/far-sightedness. Mention AIR OPTIX COLORS con- the same handbag every day.” They often sell Risk of serious eye problems (i.e., corneal ulcer) tact lenses right away. One of the first two or more colors to these patients. is greater for extended wear. In rare cases, loss of questions Dr. Bedi asks her contact lens Recommend a compatible contact lens vision may result. Side effects like discomfort, mild patients who are candidates is, “Are we care solution to optimize the lens-wearing burning or stinging may occur. doing clear or color contact lenses, or both?” experience and promote compliant wear. Important Information for AIR OPTIX® Immediately, it can spark a conversation and For example, CLEAR CARE® PLUS Cleaning and COLORS (lotrafi lcon B) contact lenses: For daily generate interest, paving the way for the rest Disinfecting Solution brings together what Dr. Bedi wear only for near/far-sightedness. Contact lenses, of the exam. likes about her two go-to products: the long- even if worn for cosmetic reasons, are prescription Utilize patient and customer wait lasting moisture of HydraGlyde® in OPTI-FREE® medical devices that must only be worn under the times. When contact lens-wearing custom- PureMoist with the outstanding deep cleaning prescription, direction and supervision of an eye care professional. Serious eye health problems may ers are waiting for an optician, Dr. Bedi will and improved patient compliance of CLEAR ® occur as a result of sharing contact lenses. Although approach them and ask, “Do you want to try CARE into one product. CLEAR CARE PLUS rare, serious eye problems can develop while wear- on some color contact lenses while you are gives her patients the best of both worlds. Dr. ing contact lenses. Side effects like discomfort, waiting?” It’s a great distraction from any wait Bedi says that having a conversation about her mild burning or stinging may occur. To help avoid time, too, she says. preferred contact lens care solutions with every these problems, patients must follow the wear and Recommend an upgrade. It’s an easy contact lens wearer “has saved us from doing a replacement schedule and the lens care instructions upgrade for patients wearing FreshLook con- lot of refi ts and helps with comfort issues.” provided by their eye doctor. tact lenses, says Dr. Bedi. “My patients have Stay stocked with trials. Dr. Bedi says See product instructions for complete wear, transitioned beautifully into the AIR OPTIX that she appreciates that her Alcon represen- care and safety information. COLORS contact lenses.” She adds that when tative, who has become a personal friend, is Sponsored by Alcon US-PRA-16-E-1726

Women In Optometry June 2016

WO2Q16.indd 28 6/2/16 2:32 PM p 29 Doctor’s Reputation for Natural Eye Care Draws in Patients usan Moss, OD, puts her symptoms of ocular aller- holistic approach to eye care gies. Unlike treatments front and center at her prac- that are aimed at blocking Stice in Bellaire, Texas. And the histamine process and she’s found plenty of patients who suppressing the symp- want that kind of therapy. toms, these drops stim- At least 80 percent of her ulate the eyes and body patients use homeopathic prod- to counteract the allergy ucts, she says. She provides process naturally. natural products to treat a wide Dr. Moss also has Dr. Moss range of conditions, including dry a robust orthokeratology eye, fl oaters, corneal erosion and allergies. Dr. practice. Natural Ophthalmics offers Moss is a member of the American Academy two varieties of Ortho-K Drops, of Orthokeratology and Myopia Control, the Thick and Thin. The Thick formula American Naturopathic Medical Association is often used just prior to inserting and the Ocular Nutrition Society. the lens at night and also after the While there are other ODs who lens has been inserted. The Thin provide some homeopathic treatments, formula is used upon waking to Natural Ophthalmics, Inc., President Brian Banks and Offi ce integrative medicine has been the focus facilitate lens removal and can be Manager Linda Axelrod at a show booth of her practice for more than a decade. used during the day to alleviate Natural Ophthalmics is a main supplier dryness, redness or discomfort. Having to the National Institute of Health’s National for her practice. The products “are these products available improves her Center for Complementary and Integrative wonderful and they’re reasonably Ortho-K patients’ satisfaction and overall Health, about 40 percent of adults in the priced,” she says. A patient recently experience, she says. U.S. use CAM therapies, with the percentage came in complaining that the cheapest The Ortho-K Thin Drops are being greater among women and people with higher prescription drops she could fi nd cost used successfully for patients experi- levels of education and higher incomes. U.S. $150. Homeopathic products encing contact lens discomfort. It can be consumer spending on CAM therapies is about “are less than $25, and used with soft and scleral lenses in place. $34 billion annually. they work,” Dr. Moss Homeopathy fi ts in with the move- Dr. Moss would like to see the use of says. ment toward more natural options, such as homeopathic treatments increase. She’d like to She also says homeopathic farm-to-table foods, organic produce and com- see the profession add a certifi cation process products are generally easier on plementary and alternative medicines (CAM), so other ODs can adopt holistic therapies. Until the patients. Using homeopathic which include treatments such as acupuncture then, Natural Ophthalmics offers doctors an drops is a total win-win. and massage to alleviate pain. According easy way to dispense natural eye care. WO Patients get better, and the drops are a reasonable price. For dry eye patients, for example, over-the-counter The Glass Cliff artifi cial tears, with or without preservatives, provide a n a study, “Hard Won and Easily Lost: such as a protest was stopped successfully and replacement and substitute The Fragile Status of Leaders in Gender- peacefully, the perception of the leaders was for real tears. The relief might Stereotype-Incongruent Occupations,” uniformly high. But when things went poorly, such be immediate, but it’s typically short-term, Iauthors Victoria L Brescoll, Erica Dawson, as an insuffi cient number of police offi cers being says Dr. Moss. Natural Ophthalmics Tear and Eric Luis Uhlmann found that women dispatched, female leaders were judged more Stimulation Drops work therapeutically to leaders are judged more harshly on small harshly. The male in the gender-incongruent stimulate the eyes to moisturize with their mistakes than men are—at least in gender- role—the male president of the women’s col- own mechanisms. In others words, she tells incongruent roles. The researchers created lege—was also judged harshly, confi rming that patients, they support and stimulate the randomized control trials with gender-congruent people are penalized more harshly for making immune system rather than mask it or even characters, such as a male police chief and a mistakes if they are in an occupation strongly suppress it. These drops are nonpreserved and female president of a women’s college, as well associated with the other gender. do not sting, and they are great for pediatric as gender-incongruent characters—a female The authors call this the “glass cliff,” noting patients. police chief and a male president of a woman’s that women who achieve leadership positions in The Allergy Desensitization Drops similarly college. gender-incongruent roles are at risk of a greater stimulate the body’s own ability to eliminate When things went well in the scenario, backslide from their advancement. WO

Women In Optometry June 2016

WO2Q16.indd 29 6/2/16 2:32 PM THE POWER OF VISION

Since our inception a quarter of a century ago, Vision Source® has remained focused on unlocking the full power of vision — for network members and patients alike. And it all began with this insight — by forming a collaborative network, independent ODs will enjoy the economies and buying power of national chains, while still preserving their independence and relationships with their patients.

Vision Meets Potential — for 25 Years and Counting

2015 – 100+ relationships with managed care organizations 3,260 offices 2014 – 3,000 offices 2013 – Recognized as 2nd largest optical retailer in US

2009 – 2,000 offices

2007 – Exclusive, proprietary spectacle lenses created for members

2004 – 1,000 offices

2002 – Exclusive, proprietary contact 2001 – 500 offices lenses created for members

1991 – Founded in Humble, TX 3 offices

For more information on joining Vision Source®, go to www.VisionSourcePlan.com

Paula Mintchell, OD [email protected]

Starting Cold in a New Location

Paula Mintchell, OD, had a goal of launching a solo practice before she turned 40, and she beat that deadline by a couple of years when she opened Vision Art Eye Care in Naperville, Illinois, in December 2012. Meeting that goal was only half the fight, though. She also faced the extra challenge of launching in a place where she had no connections. “I opened cold,” she says. “Our family didn’t know anyone in Naperville.” Now three years later she has made a home for her practice in the community, with an emphasis on pediatric eye care and vision therapy and a willingness to accept all patients. “If you want to have a good private practice, you have to adapt and do what you can.” Dr. Mintchell didn’t land in Naperville by accident. Her husband, Derek, is a commercial airline pilot, and the couple previously lived in Melbourne, Florida, where Dr. Mintchell worked for eight years at a multi-office practice. When her husband’s career offered them a chance to resettle, they scanned the country for places where commercial aviation and optometry thrived: Houston was too crowded with ODs, she says, but the Chicago suburb of Naperville felt right. The couple both grew up in Ohio, so a Midwest home was familiar. Still, the first year or so for her practice was tough. She had trouble finding staff and patients. “People told me starting a practice was hard, but the hardest part was waiting and trusting your instincts and being patient for people to find you,” she says. She sought advice from the Williams Group, a leading eye care practice management consultant, a move she says “helped me tremendously. It was worth the investment.” They helped her through the financial decisions she had to make, including marketing and staffing. “I was very careful with working capital,” she says. “I was careful with how I allocated my funds,” from staffing needs to advertising to cost of goods. Plus, she stuck with her confidence in her skills and her personal approach to patient care. “I trusted my personality and how I generally care about people, and I knew it would translate to good internal marketing,” she says. She got involved with the local Chamber of Commerce and reached out to local primary care physicians. With her emphasis on pediatric care, she relied on word-of-mouth reviews to help build a patient following. “When you see the little ones and treat them well, the families come, too,” she says. The couple has two children, Wyatt, who is 8, and Arianna, age 6, and they live in Naperville just a few miles from her practice location. “It was really important to me to live in Naperville, and I love seeing children and families from my kids’ school,” she says. “If you live too far away from your practice, you miss out on the opportunity.” Her affiliation with Vision Source® is “a critical part of my practice,” she says. “I now have a team of partners helping me navigate private practice.” She also likes the savings on product and even services, such as credit card processing that she gets through Vision Source®. “I without hesitation would recommend Vision Source® to my colleagues.” Today her practice is growing the way she hoped it would. Vision therapy was part of her residency training, and today, these services are provided in her practice. She has two full-time employees and is adding a part-time person. “I’m happier than I’ve ever been,” she says.

For more information go to VisionSourcePlan.com

WO0616_Vision Source Adv.indd 1 5/31/16 11:44 AM p 32 OD Brings Dry Eye Center to Existing Practice eslie O’Dell, OD, FAAO, joined Wheatlyn or basement membrane dystrophies that EyeCare in Manchester, Pennsylvania, can cause recurrent erosions.” That’s why a year ago and established the Dry Eye referrals to a dry eye specialist are worth- LCenter of Pennsylvania under the same while. “The underlying factors determine roof with a unique name and website. The the treatment.” partnership with For example, a patient with aqueous- Wheatlyn EyeCare defi cient dry eye but no active infl am- has proved mutually mation would be a good candidate for Dr. O’Dell hosted an education evening recently to talk benefi cial to physi- cyclosporine and/or tear supplements and about facial products and their effect on the eyes. cians and patients punctal plugs, such as the Comfortear® alike. “The distinc- plugs from Paragon BioTeck, Inc. people what they’re using. For those who use tion of having a dry For evaporative dry eye patients, Dr. a retinol product, I explain that they should use eye center within a O’Dell’s goal is to restore proper functioning of something better,” Dr. O’Dell says. practice seems to the meibomian glands. Dr. O’Dell’s center sells Dr. O’Dell also sells the ilast products in be working well with Bruder® masks and fi sh oil, and it invested in her practice. “They retail for $44 to $49, so for Dr. O’Dell how patients perceive the LipiFlow® Thermal Pulsation System shortly anyone who has purchased higher-end prod- what I’m doing here,” Dr. O’Dell says. It has after opening. ucts, this is quite affordable,” also helped with referrals from other eye care Dr. O’Dell she says. As her dry eye providers, notably six ODs and a cornea spe- tries to target practice continues to grow, cialist MD/OD group in the same town. dry eye before it Dr. O’Dell continually discov- Dr. O’Dell says patients seem grateful. becomes prob- ers more reasons to recom- “They love their doctors. They tell me, ‘I’m so lematic. “Anterior mend ilast. “It’s great during glad he or she told me you were here.’” Dr. blepharitis is a big allergy season to cleanse the O’Dell addresses any dry eye symptoms and issue. I’m trying to area around the eyes,” and, develops a treatment plan that she and the be more proactive she says, “it’s wonderful for referring doctor can both follow. than reactive by anyone with dermatitis. I rec- With a growing body of research on dry looking at every ommend it for patients after eye, diagnostic and treatment strategies for patient’s lid and Paragon BioTeck, Inc., has introduced ilast® treatments such as LipiFlow®, the disease are becoming increasingly com- margin. I also for Lid Hygiene, which contains hyaluronic BlephEx® and tea tree oil plex. Dr. O’Dell says, “Many doctors don’t explain the impor- acid, to hydrate and soothe dry, irritated skin for demodex. It soothes and around the eyes. have the technology in their practices to tance of cleaning calms the skin so nicely.” assess the patient’s condition or to determine the lid every day,” Selling products other whether the cause is aqueous defi ciency, Dr. O’Dell says. Her outreach even extends to than contact lenses or eyewear is still a evaporative dry eye, a combination or an unre- children. Nobody wants to get soap in their relatively new concept, but employees have lated factor, like demodex, anterior blepharitis eyes—especially not kids, and many people found the additional tools useful. “Everyone’s also want to avoid cleansers with pre- excited at this stage,” Dr. O’Dell says, and once servatives, so Dr. O’Dell recommends technicians understand the benefi ts of these ilast Clean® by Paragon BioTeck, Inc., products, they’re eager to recommend them. To Doctors Aren’t Talking as part of a daily treatment regimen. expand her staff’s knowledge, Dr. O’Dell holds “You don’t have to wash it off, and occasional seminars where she discusses new About Cosmetics you can rub it in. It gently cleans lids facial products and their effects on the eyes and and lashes.” eyelid area. r. Leslie O’Dell and some colleagues She also recommends ilast Dr. O’Dell feels the Dry Eye Center of Drecently turned to social media to elicit Care®, a hydrating lotion to use Pennsylvania serves as an important resource answers to a short survey about conversa- around the eyes. Both ilast® products for dry eye patients across the nation. For those tions between patients and eye doctors con- contain hyaluronic acid, a hydrating who call from outside of Pennsylvania, Dr. O’Dell cerning cosmetics. Two relevant fi ndings: 75 component that soothes the delicate searches the Tear Film and Ocular Surface percent of respondents say their doctor has skin around the eye. “Patients are Society directory. “I’ve received calls from peo- never asked them about eye makeup remov- interested in looking younger, and ple all around the country asking me where they ers, and 86 percent said they would consider hyaluronic acid is so hydrating. Many can fi nd a doctor to help them with their dry buying anti-aging products and makeup people don’t know that retinol can eyes,” she reports. For those in Pennsylvania, removers from their eye doctors’ offi ces. WO destroy the meibomian glands. Even if dry eye relief can be found under the same roof you use it only on your cheeks, it can as Wheatlyn EyeCare, making comprehensive migrate to the eyes. So I always ask eye care more accessible than ever. WO

Women In Optometry June 2016

WO2Q16.indd 32 6/2/16 2:32 PM p 33 Recession Forces a Four-year Hold on Starting New Practice In retrospect, the delay was fortuitous as town grew around planned site

athy Wittman, OD, recalls that a conversa- and the two home- tion with a friend changed her perspective school two of their chil- Dr. Wittman bought the on naming her practice after its location dren on the premises, Avoid Costly Redesigns land in 2008 but didn’t Cin Lubbock, Texas. “She told me to name using a small living start building until 2013. it after myself so my patients could fi nd me,” area in the offi ce and a r. Cathy Dr. Wittman explains. classroom they created Wittman had When she chose the in part of their in-house D an architect from a name Wittman Vision lab. Dr. Wittman ex- and opened its doors plains that since one large fi rm draft her in 2014, Dr. Wittman of her sons is on the dream offi ce space: hoped that patients autism spectrum, she a 3,200-square-foot who knew her from prefers to customize his design that was not a corporate practice learning plan, and her fi nancially feasible as well as a private youngest son asked to when the time came practice where she be home-schooled after to build. While she Dr. Wittman had worked for much seeing his brother’s emphasized that she of the previous decade would join her in this experience. “I love was on a budget, this fi rm’s expertise was multidoctor medical cen- newest chapter of her career. “I still have people having my family here,” ters and the total project would have cost $900,000. Looking back, fi nding me every other week,” she says. Dr. Wittman says. “It’s she says that she wishes that she had followed the advice she had In 2008, while she was still working as an really unique from a associate, Dr. Wittman bought the land for her practice perspective.” received to work with a construction company with an architect on own practice. During the recession that year, “we Dr. Wittman also staff who could do a design-build or hire a company that specializes were dropped by our lender that was suspending envisioned fulfi lling in optometry offi ces. “Don’t ignore good advice,” she says. WO all of its loans at the time,” she says. She held needs in the community off until 2012 and had secured a small business with many specialty loan the following year. Dr. Wittman says that services. For example, her vision therapy (VT) “It was a great experience where I was exposed there were some segment is growing by referrals of those whose to so much pathology, and I had the opportunity bumps along the own or children’s lives have to work with residents and lecture,” she says. way, but fi nally her been changed. One patient She transitioned to the department of educa- space was ready was able to stop taking tional psychology and leadership, and now she to move into by the medication for attention- teaches anatomy and functions of the visual end of April 2014. defi cit/hyperactivity dis- system, a web-based course designed to train “The timing is order. “She blossomed in teachers of visually impaired, mobility specialists very fortuitous,” Dr. our program, and her visual and also teachers of the deaf and blind. Wittman says. In issues were remediated,” Now in her second year of practice, Dr. 2008, there were she says. Other students Wittman says that she has met her projected only a handful of have improved their sports growth expectations. “There’s a certain amount houses in the area and performance through spe- of growth we want to see, but my priority is no other commercial cialized vision therapy. Dr. my family and keeping my employees happy.” or medical businesses. Dr. Wittman says her vision therapy practice is Wittman hopes that growth The schedule is light by design to focus on the The community has growing faster than expected, so she’s dedicat- in this area will allow her patient experience, and she’s carefully moni- ing more space to it. grown to include to expand her building to toring growth and staffi ng to keep payroll and several full residential developments with many create a designated space for VT. equipment expenses under control. potential patients and several other medical “The practice evolves and grows in a way Dr. Wittman says that she enjoys shar- practitioners in her area. Her offi ce exterior com- that you don’t expect,” she says. So she has ing experiences and exchanging ideas with plements the local architecture with a traditional made adjustments, liquidating some of the colleagues who are passionate about practice feel incorporating whole stones and bricks. “Our equipment from underperforming sectors of ownership and making their dreams a reality. Her offi ce fi ts right into the neighborhood.” the practice to invest in more VT equipment best advice: “Have the perseverance of a bulldog. Dr. Wittman designed her practice to spend and explore other areas. “The disease part When you take on a project like this, you will have time with her family as well as provide thorough of the practice is very strong,” she says. Dr. lots of hurdles to overcome. There will be times eye care for the community. Her husband, Greg Wittman spent four years working in the oph- when it’s hard, but keep putting one foot in front Wittman, handles administrative responsibilities, thalmology department at Texas Tech University. of the other. If you really want it, don’t quit.” WO

Women In Optometry June 2016

WO2Q16.indd 33 6/2/16 2:32 PM p 34 Program Trains Pakistani Teachers to Help Identify Children at Risk

akistan faces with vision and ocular health the U.S. Agency signifi cant chal- problems early. Zehra explains, for International lenges to vision “The school screening project is Development’s Phealth. Nearly working to train 2,300 teachers, Childhood Blindness one in 10 people in 930 community health workers Program. The organi- Pakistan are visually and 70 technicians and paramed- zation is working the impaired, including ics in vision testing and primary project in stages; it more than 2.6 million eye care knowledge. They will has met the fi rst mile- children, often from screen the children in the schools stone of establishing preventable causes. and in the communities,” she an optical lab at the Dr. Zehra About says. Optometrists Four-year-old girl from Afghanistan leaves public hospital and Khyber Teaching Hospital in Peshawar, 40 percent of the 1 million people will see those who beginning the training Pakistan with her father, after six months of living in the Quetta district alone have been identifi ed retinoblastoma treatment. of screeners. of Pakistan are children. Not only with refractive errors Sightsavers has are there not enough optometrists or other conditions, and those who been working in Pakistan since 1998, working to see these children, there’s little need even more help will be sent to closely with government departments and local awareness about children’s eye one of two hospitals involved. Children organizations to create a quality, accessible and health issues. will be provided with eyeglasses, sur- sustainable eye health infrastructure. Since then, That’s why Fatima Zehra, a gery or low vision devices, as needed. blindness rates have decreased by more than 50 Pakistani optometrist, is monitoring, Young patient being fi tted The project is managed by percent, but Zehra and her colleagues still have providing technical assistance for and for eyeglasses, thanks to Sightsavers International, the plenty of work ahead. WO supervising a project to reduce child- a special pediatric unit nonprofi t organization for which

Photos: ©Jamshyd Masud/Sightsavers hood blindness by identifying children supported by Sightsavers Zehra works, and is funded by For more information, visit sightsaversusa.org.

A New Career Phase Requires New Mastery or the 12 years that Susan Dreyer, OD, eye care. I didn’t realize how much I was working for a Pearle franchise owner missed it when I wasn’t doing it. Dr. in St. Louis, Missouri, she was very Massie was invaluable in teaching me Fhappy. She had professional satisfaction the ropes, and now it feels like second and time to spend with her artist-husband and nature.” three children, now 20, 18 and 15. But when The emphasis on customer service the owner sold the practice, she decided she is also different. “The new practice didn’t have an interest in buying it. So she is completely in line with what I have thought she’d have to start another search. always believed are the fundamentals Instead, Dirk Massie, OD, bought the prac- of excellence in optometry: listening, tice, converted it to an independent practice thoroughness and solving the patient’s Dr. Dreyer has decorated the offi ce with and asked her to work at the new Performance problems.” As the only doctor in the artwork from her husband, Rob Dreyer. Eyecare location. So she’s in the same build- offi ce, she helps set the example that This work,”Patterns in Motion,” was part ing, treating many of the same patients, but the practice puts the patient fi rst. “I’ve of a juried exhibit through Artists for Conservation, of which he is a member. just about everything else is different, she regularly dropped off contact lenses at says. patients’ houses if they live near me. I “It’s been a fundamental shift and a huge know it’s more convenient for them,” she says. staff members put on the spare. “Patient care learning curve in terms of learning how to When she found an area of concern during a means caring for the patients as people, which enter patient data into an electronic medical patient’s dilated exam that she thought required includes more than just their eyes,” she says. records system and managing more of the an immediate consult, the patient felt uncom- Dr. Dreyer says that she’s thrilled with the medical procedures and billing,” Dr. Dreyer fortable driving to the ophthalmologist’s offi ce. opportunity to keep working in the community in says. She had worked in multidisciplinary loca- “Someone from the staff drove her. When we a career she loves. She is married to an inter- tions earlier in her career, so the procedures call and ask patients how they’re doing with nationally recognized wildlife artist and displays and testing weren’t new to her, but the coding their new eyeglasses, they appreciate that con- some of his works in her practice to make the was. Her previous employer didn’t accept cern,” she says. And when another patient’s car experience of her patients just a little bit different medical insurance. “I love providing medical got a fl at tire in the parking lot, one of the offi ce than the norm. WO Weidmann photo U S Air Force photo b Bo Jo ner D an photo co rtes of Dr Dominick Maino

Women In Optometry June 2016

WO2Q16.indd 34 6/2/16 2:32 PM Women p 35 ✦ Denise Burns-LeGros, ✦ The National Association of Professional OD, of Melbourne, Florida, in the Women recently inducted several female ODs was named the 2016 Young into its VIP Woman of the Year Circle. Among Optometrist of the South by the Southeastern Conference of Optometry. Dr. Burns-LeGros NEWS ✦ Ashley S. Reddell, OD, FCOVD, of Leavenworth and Bonner Dr. Slusky Dr. Truong Dr. Winters Springs, was honored as Young Optometrist of the Year These ODs have them were Joanna Slusky, OD, of Chicago; by the Kansas Optometric recently been awarded, Susan Truong, OD, of Brandon, Florida; and Dr. Reddell Association. Patricia Winters, OD, FAAO, of Stillwater, acknowledged or Minnesota. ✦ Karon Nowakowski, OD, of Muncie, recognized in their has been inducted as president-elect of the ✦ Elizabeth McMunn, OD, of Lyme, Board of the Indiana Optometric Association communities or by was named Connecticut Association of (IOA). Polly Hendricks, OD, of Borden, was organizations Optometrists’ OD of the Year.

featuring change- makers in the industry. Dr. Nowakowski Dr. Hendricks Dr. Lowdermilk Kristin honored as Optometrist of O’Brien, OD, the Year. Stacy Lowdermilk, of Denver, Dr. O’Brien Dr. Shechtman Shown (l-r): Dr. J. James Thimons, the 2015 Colorado, OD, of Terre Haute, has Connecticut Association of Optometrists (CAO) been named the 2016 Young was named a Next Generation Innovator. OD of the Year; Dr. McMunn; Laura Dake-Roche, Optometrist of the Year. Diana Shechtman, OD, a professor at Nova OD, of West Hartford; and American Optometric Shannan Brown, OD, of Southeastern University, was recognized as an Association Trustee Robert Layman, OD, of Michiana, was awarded the Dr. Brown Inspirational Professor. Lambertville, Michigan. Meritorious Service Award at the IOA’s annual spring convention. ✦ Susan DeBlack, OD, of Conway, received ✦ Dawn Miller, OD, FAAO, of Garden Grove, the 2016 OD of the Year honors from the was honored as the California Optometric ✦ Changmin Duan, Association Optometrist of the Year. Catherine OD, MD, MS, FOAA, of Heyman, OD, FAAO, of Bridgewater, New Jersey, Southern California College was one of the recipients at of Optometry, was honored the College of Optometrists with an in Vision Development of the Excellence Dr. Duan Making VT Visible awards. in Opto- Dr. DeBlack Dr. Robertson Dr. Schwab metric ✦ Lt. Col. Joni Scott- Arkansas Optometric Association. Melia Dr. Miller Education Weideman, OD, is one Robertson, OD, of Russellville, was honored award. of more than 100 service as the Young OD of the Year. Airiell Schwab, Andrea Dr. De Souza members from across the OD, of Searcy, was the recipient of the asso- De Souza, U.S. supporting Operation ciation’s Special Service Award for her dedi- OD, an Arctic Care, an Innovative cation to vision screenings for Special Olympic instructor at Readiness Training project. athletes. University of This project provides training Dr. Scott- California, Weideman Dr. Heyman to military members and also ✦ Maura Massucci, OD, Berkeley, much-needed medical care to those living in FCOVD, of Wexford, was hon- School of Optometry, and Kodiak, Alaska. ored as Young Optometrist of Mary Demirjian, OD, of Dr. Demirjian the Year by the Pennsylvania Reseda, were honored as ✦ International Vision Expo & Conference Optometric Association. Young ODs of the Year. announced its inaugural class of Visionaries, Dr. Massucci Continued on page 36 Weidmann photo: U.S. Air Force photo by Bo Joyner; Duan courtesy of Dr. Dominick Maino

Women In Optometry June 2016

WO2Q16.indd 35 6/2/16 2:32 PM p 36 Women Continued from page 35 Business Journal. She and her in the husband, Scot McElvaine, ✦ Susan Quinn, opened Springﬁ eld Family OD, with her husband Vision in and practice partner, November. Thomas Quinn, OD, of Athens, Ohio, received Dr. McElvaine ✦ Lindsay the World Sight Day NEWS Elkins, OD, Challenge Achievement was appointed as Southern Award from Optometry Dr. Susan Quinn and College of Optometry’s new Giving Sight. Dr. Thomas Quinn director of academic programs. Dr. Elkins

✦ Three women ODs became trustees of the ✦ The California Optometric Association: Ida Chung, Armed Forces OD, of Pomona; Amanda Dexter, OD, of Optometric Society Dr. Giedd Dr. Mark Coan and Dr. Roxanne (AFOS) Achong-Coan announced Brighid Maj. Kerry Phelan Dr. Johns its AFOS Williams, Service- OD); San specifi c Ramon Family Junior OD Dr. Chung Dr. Dexter Dr. Cooper Optometry and OD of the San Diego; and Jan Cooper, OD, FAAO, of (Beverly Year awards. Highland. Jue-Smith, Junior Dr. Williams Dr. Jue-Smith Dr. Elkins Dr. Su Optometrist ✦ Several women were OD); and of the Year among the practice own- Vision Health 2016 recipients were Air ers of the CooperVision Institute Force—Major Kerry Phelan, Best Practices honorees (Mark Perry, OD; Public Health Service/ announced in late February. OD, and Indian Health Service—Paula They include Advanced Eye Karen Perry, Johns, OD; and Veterans Dr. Hogan Care Professionals in Oak Dr. Mark Perry Dr. Karen Perry OD, FAAO). Administration—Meghan Lawn, Illinois (Casey Hogan, OD); Coan Eye Dr. Heller Elkins, OD. Optometrist of Care, Ocoee, Florida (Mark Coan, OD, and ✦ Katie Robertson McElvaine, OD, of the Year service-specifi c honors were awarded to Roxanne Achong-Coan, OD); Eola Eyes Springfi eld, Missouri, was named as one of the Navy LCDR Sandra Su, OD, and Carrie Heller, in Orlando, Florida (Kerry Giedd, OD, and “2016 40 Under 40” honorees by the Springfi eld OD, for the Veterans Administration. WO

Five Strategies for Avoiding a Mid-career Crisis

By Laura Chonko, OD, HHC, FONS, of Lorain, Ohio 2. Add a new element. 4. Make sure your cup is full so it This could be a piece of equip- overﬂ ows to others; you can’t serve from f you’re thinking about the next ment or a new specialty like vision an empty cup. Practice good self-care. Eat step you should take, here are therapy or nutrition. For example, well. Sleep. Play often. Take a vacation when some ideas that I have found to I expanded my business into nutri- you need it. Doing what you love outside the Ibe helpful. tion and health coaching following practice will make you a better practitioner. my training from the Institute for A happy doctor gives off a happy vibration, 1. Show gratitude. Even Integrative Nutrition. and patients can sense the vibe you’re giving if you’re not in the practice setting Dr. Chonko off. you desire or your business isn’t 3. Focus more on the where you’d like it to be, be grateful. What we patient relationship and less on the exam. 5. Give back. Take a day to volunteer focus on expands. If you’re in a rut, start by Maybe this person just needed someone to to serve those less fortunate. Or spend a half day writing down three things that you appreciate listen to him or her today, and you were that in a classroom educating kids about eye health about the profession or your day. person. and safety via the S.O.S. Realeyes program. WO

Women In Optometry June 2016

WO2Q16.indd 36 6/2/16 2:32 PM OFFICE DESIGN p 37 Feels Like Home Creating the ideal atmosphere for targeted patients

By Crystal M. Brimer, OD, FAAO on the cake, being just a mile from the beach means that we can attract n 2015, I scouted out the perfect practice tourists as well. The practice is designed location for Focus Eye Care in Wilmington, After signing the lease in April for comfort. North Carolina. While Wilmington is a young, 2015, I had the entire space gutted Ivibrant town full of beach tourists, it is also and spent four months carrying out the vision I stools. This setup home to a lot of retirees, so there is great diver- had created in my mind. I designed every inch emphasizes the sity. Years ago, I opened my fi rst practice cold, of the offi ce and did so with a single theme in technical skill of the and though that location still had a Wilmington mind: the patient experience. I focused on every optical staff while address and is not far detail of the plan, from the encouraging engagement as the patient bellies away in miles, it felt like a unique character of each up to the service bar. These intentional design different world compared vessel sink to the recessed choices make the experience so much more per- to my current location. sample cabinets, fl oating sonable and unique that patients quickly become Ultimately, I sold my fi rst granite, surround sound, like family. And because we have the most practice and made a slight and the inspirational words innovative equipment in the industry, patients detour in my career path on the wall of each room. don’t have to compromise in order to indulge toward optometric lectur- I thought through what the themselves in the atmosphere. ing and consulting, but I patient sees, hears, smells, Our boutique-style optical is already fi lled couldn’t stay away from feels and even tastes with designer frames, but as the business grows, private practice for long. throughout the space. It is we will incorporate more exclusive styles. We There was a lot of such a comforting and wel- have something for everyone, but what truly Dr. Brimer and Dr. Bryant give-and-take in my search coming space that patients differentiates us is the experience we offer. for the perfect space. Real estate prices made and reps alike compliment it every day. They say, The lower-volume, high-impact style has the fi nding a spot in my ideal location challenging, “It just feels good here. It feels like home.” The practice’s multiple pair sales approaching 90 and it was a constant tug and pull between offi ce was designed around a business model percent. customer exposure and patient convenience. and a mission. I included offi ce elements that would cre- Originally, I considered being within Wilmington’s The front desk is made from the most ate a better work environment. For example, only premier outdoor shopping center. While it beautiful piece of granite I’ve ever seen, and with the staff has a full break room with a kitchen offered signifi cantly more visibility and walk-by and a private bathroom, and for traffi c, its parking lot is often jammed and it a breath of fresh air, they can didn’t quite mirror the relaxed atmosphere I had step outside to soak up the sun envisioned. Ultimately, I chose a slightly less behind the offi ce. There are also visible shopping center that backs up to the many little touches, such as a only gated community in the area, with more tinted palladium window between than 1,700 homes. The residents there don’t the optical and the pretest/admin even have to enter the main road to access the room. This way the clinical staff practice, and the local businesses still attract can see out and come to the signifi cant foot traffi c. This is the population we rescue if the front offi ce gets too wanted to target from the beginning—we’re not busy. trying to get people in and out on their lunch The front desk creates In less than a year, our hour. We want to deliver a unique and tailored a welcoming atmosphere. reputation has grown in the com- eye care experience that far exceeds any of their munity. I have patients who stop past experiences, as well as their expectations. the accompanying bar stools, patients feel like by to share a cup of coffee or interrupt their This space was perfect for the business they’re sitting at their kitchen table chatting with dog-walking just to come in and introduce their model I wanted to create. These local patients friends. This is not just a touch of home, but a pups. Currently, the practice receives wide- want the type of care I’ve always wanted to deliv- touch of personality and warmth incorporated spread referrals for our focused dry eye treat- er…they want the whole hour! So fi nally, after into an offi ce environment. We didn’t feel comments, and we offer cosmetic care as an added over 15 years in practice, I’ve found my home fortable with a “fi tting table” separating us from convenience and luxury to our unique patient with them. Though it’s a little less exposure, the the patient, so instead, we have comfy statement base. A new partner, Eric Bryant, OD, was location offers a perfect mix. It’s convenient for chairs and a side table. For eyeglass repairs and welcomed to the team at Focus Eye Care six stopping in quickly or frequently, and people feel adjustments, we have a large stainless tool chest months after opening. Dr. Bryant plans to add

Photos courtesy of Jennifer Byrd, Byrds Eye View, LLC a sense of local community here. And as icing with a custom butcher-block top and two bar sports vision to our list of specialty care. WO

WO sends out Makeover Mondays via email. Visit womeninoptometry.com to see these and other great ideas. If you have a makeover idea to share, email [email protected].

Women In Optometry June 2016

WO2Q16.indd 37 6/2/16 2:32 PM OFFICE DESIGN p 38 Ideal Offi ce Location Found by Chance hen Nytarsha Thomas, OD, couldn’t That delay turned out to be for- New construction near a fi nd the right practice to purchase, tuitous. The potential landlord was great anchor grocery proved to be perfect. she decided to move forward and proving to be diffi cult, and on one Wopen her visit to the site, they practice from scratch. noticed a new strip From years of making center under con- Practice Brand and a full-time schedule struction across the out of part-time work, street. Near the local Logo Catch Attention Dr. Thomas says that grocery store, there she was ready to be was excellent visibility. r. Nytarsha Thomas worked with her own boss and in “You can’t miss it Da branding company to create her control. when you are passing logo, and she says that they did such Dr. Thomas says by on the freeway,” a great job that she frequently has that her husband and Dr. Thomas and husband Tobe Thomas Dr. Thomas says. people asking her if her practice is a practice CFO, Tobe Thomas, encouraged her, They quickly changed gears, contacting the part of a franchise. She is proud to tell and they worked closely with their consultants builders of the new center. from The Power Practice™ to identify potential Dr. Thomas envisioned her offi ce as a them she’s independent with just one locations that showed a great deal of growth. place patients come for a unique experience, offi ce—although her goal is to open “I think I’m a great doctor, but I’m not a busi- rather than just a typical visit to the doctor. a pediatric center for vision therapy ness person, and I hired consultants because “We wanted to spoil them from going other down the road. WO places,” she says. Once the offi ce was ready, they worked on the interior themselves to create a tions about their eye health or ocular conditions. modern, spa-like atmosphere, with “When you address the issues of chronic dry eye the help of Eye Designs. patients who are so uncomfortable, for example, The front is open and bright patients go out and spread the word about you.” with lots of light. “I didn’t realize The practice had a soft opening on Dec. how many lights I was buying,” Dr. 31, 2015, and saw just a few patients per Thomas says, laughing, but she day until the offi cial ribbon cutting on Feb. 1, wanted a bright space where patients 2016. That provided her and the staff with could see the colors of the frames time to put processes in place and develop a more clearly. “You can see all of the routine with her team: her husband, as well cool details on the eyeglasses.” She as Savannah Zwicker at the front desk and also wanted to engage her patients’ Elenita Blackwell, a self-motivated optician. senses fully. So not only is it visually She kept employees in mind during her plan- Great lighting and pops of color help showcase the frame pleasing, the seating is comfortable, ning. “If staff is happy, the patients are happy. selections. there’s music playing and a commer- We wanted an area for them to relax.” There’s they know step by step what I need to do,” cial air freshener dispenses controlled scents. a kitchen area with a full-size refrigerator and Dr. Thomas says. That’s when they discovered A high-tech space was also important. dishwasher and a private staff bathroom. Zionsville, Indiana. “It started out with nothing “I worked in so many offi ces where we were During the time between her graduation here—not even a grocery store—but in the always scanning and papers were lost, so from Pennsylvania College of Optometry and past two years, there have been many stores we wanted to avoid that,” Dr. Thomas says. her practice opening, Dr. Thomas says that popping up,” Dr. Thomas recalls. “I said that Patients can complete paperwork at home she worked in nearly 20 different offi ce loca- we had to move out there.” through RevolutionEHR, and the goal is to be tions including MD/OD practices, independent The Thomases had moved to the state a completely paperless. optometrist offi ces and corporate-affi liated few years before from California when Tobe Right now, she has equipped one exam locations in California and Indiana. “Many Thomas, a pilot, took a new job there. She had lane and a pretesting room, with extra rooms places didn’t have a need for a full-time OD,” found a location for a potential offi ce space, available as volume grows. The lab space she explains, so she fi lled in and covered tucked behind a CVS and hard to see unless currently is being used for adjustments, but hours, gaining valuable experiences along the you were in the parking lot. Dr. Thomas was Dr. Thomas says that eventually they will offer way. She originally began investigating prac- not fully satisfi ed but thought it was the best in-offi ce fi nishing. She also plans to add a tice ownership while living in California—and option available. “We worried the space was retinal camera, pachymeter and visual fi eld had a practice partner lined up—before their going to be gone,” she says. As it turns out, instrumentation. move to Indiana. She continues to cover hours their ongoing house-buying negotiations forced Dr. Thomas schedules patients every 30 in a local Target store as she builds up busi- them to wait before entering a lease. minutes so she has time to answer their ques- ness at her new offi ce. WO

Women In Optometry June 2016

WO2Q16.indd 38 6/2/16 2:32 PM OFFICE DESIGN p 39 His and Her Infl uences Offi ce remodel refl ects personal styles of OD, her COO husband

t’s been 16 years since Avani Patel, OD, FAAO, completed a successful buyout. She moved the business across town in 2008 to Iits current location in a stand-alone, owner-occupied building and developed her brand by incorporating Alamitos Eye Care as an optometric corporation. The space recently underwent a renovation with the help of her husband and The rock-and-roll theme of the Dr. Patel practice COO, John upstairs features more value frames. W. Osborn II, and contractor friends. “We’ve been in this location for about eight years, and his own passion for music. “We most of the décor was from the previous loca- pulled together my collection of tion and was getting tired,” Dr. Patel explains. guitars and music memorabilia, and Osborn says that the remodel displays voila, ‘The Studio at Alamitos Eye Care,’” Osborn explains of the chosen name for the upstairs space. They also created a custom space for Dr. Patel to hold presentations in the offi ce with a drop-down screen and ceiling-mounted projector. Dr. Patel works closely with cabinetry, and corner cabinets were custom institutions in the area for her work as a made to match by a friend who is a carpenter. Fellow of the “A few antique American pieces, like the Academy of piano stool opti- Optometry in Marketing Plan in Tune cian seating, were low vision. borrowed from The downstairs area has a shabby-chic feel. During the With Offi ce Design our home collec- day, the tions,” Dr. Patel screen is r. Avani Patel and John Osborn II says. Osborn adds two distinct characteristics for the fi rst and often used for Dcreated new “business cards” on guitar that the remodel second fl oors. “The fi rst fl oor, where all the playing music picks to mirror the rock-and-roll theme of has been well- regular, daily activities of her practice are car- videos, and received in the the second fl oor of their offi ce space. This ried out, is a shabby-chic style,” he explains. regularly music community. “We clever extension of their offi ce atmosphere They drew inspiration for this fl oor from local plays throughout support many retail stores in the Long Beach, California, the offi ce during leaves a memorable impression. WO arts, sports and community. “There is a lot of very creative the day and after academic programs, work going on around here, as we are close business hours partnering with to Los Angeles and Hollywood,” Dr. Patel end at 6 p.m. our local school says, adding that this part of the offi ce is a The total district through representation of her own personal style. renovation project advertising and The second fl oor caters to a value-line took approximately sponsorships, and sector of the optical business executed in a eight weeks as they the response to rock n’ roll theme, as well as the in-house lab, completed parts our updated look archive and storage areas and his administra- piece by piece. Dr. Patel’s creative business card has been unbe- tive offi ce, Osborn says. Osborn, a musician Dr. Patel picked lievable,” he for more than 40 years, says this area refl ects out furniture and says. WO

Women In Optometry June 2016

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Empathetic Communication Is Key to VT Success By Jane Philbrook, OD, of Kansas City, invite the parent to make an appropriate commitment, such as booking Kansas, with Tom Lecoq an evaluation or enrolling in therapy. Two-thirds of this interaction is listening. Most parents have talked to fourth-generation optometrist, I started teachers, tutors, school administrators, MDs, psychologists and learning out as a vision therapist in my mother’s disability specialists, all of whom may not ask many questions or deal practice. Years later, as an OD, it was with the emotions. We are often the fi rst people to listen carefully to A natural to add vision therapy (VT) to my what they have to say. Each conversation is unique and digs deep into Dr. Philbrook own primary care practice. Today, I’m still in the emotion of the situation and helps parents and patients understand the same two-story offi ce and home as my late how VT will enhance their lives. We have found that to be more suc- mother, but I’ve made many upgrades. cessful than explaining the technicalities of how VT works. If you are charging appropriate fees with a practice system in place VT is a specialty that has provided me great professional satisfac- and trained staff, you can have a seven-fi gure practice with fewer than tion, fi nancial reward and personal freedom. For me, that includes many 150 VT patients per year. That will require between 500 and 800 hours years of leading the annual Heart of America Congress of Optometry; an in the offi ce per year. Staff handles intake and most of the testing and active social life; and, more recently, being elected a Wyandotte County consultations. I focus on evaluation of patients and working with par- Commissioner as a ents to reveal that vision is the problem and VT is the solution. I also key player in social spend time on community outreach and staff training, education and programs and jobs encouragement. projects. We follow a system called RTEC: recognition; talk; three Es, I’m passionate explain, experience and emotions; and commitment. This formatted about helping new sequence of questions and interactions with parents and adult patients ODs get started to starts with triggering recog- help the estimated 60 nition of the problem. Then, million to 80 million we talk through a series of r. Philbrook has created the Quick people who have a questions so that I have an DStart VT Course, a clinical program binocular vision prob- idea what the problem is. to help doctors get started in this lem that could benefi t In the three Es, the staff specialty. For more information, visit from VT. Currently, explains the link between idealvt.com/institute.htm or email her only an estimated vision and the problems the at [email protected]. Tuitions 200,000 people patient is experiencing and receive VT each year, go toward outreach to other ODs. the emotions surrounding so the opportunity is those. The fi nal step is to huge. WO

Advice From an Ocularist

Anna Boyd Jefferson, board certifi ed ocularist in ✦ The eye should look good. The goal is that the pros- Burlington, North Carolina thetic eye is not apparent cosmetically to another person. ✦ Patients should not be removing the eye daily or even inherited Carolina Eye Prosthetics, started in 1987, from frequently to fl ush it. In general, a prosthetic eye should be my father when he was diagnosed with ALS in 2012. removed about twice a year. If it’s uncomfortable, something Referrals come to us from all around North Carolina, South might be wrong. I Carolina and Virginia, but some people even travel from ✦ A patient who has been told that he or she “has an Tennessee and Maryland. Most of our referrals come from allergy to the plastic” is repeating a catch-all excuse for a surgeons and institutions, such as Duke, although the internet poorly fi tting eye. It’s rare that someone has an actual allergy has allowed me to go directly to the patient. Anna Boyd Jefferson to his or her prosthetic eye. Punctal plug problems or dryness What I’ve found in my conversations in communities might be the contributing factors. is that many optometrists aren’t very familiar with prosthetic eyes. So An initial visit with an ocularist—at our location, at least—can take I’d like you to know that, fi rst and foremost, prosthetic eyes should about fi ve hours. We spend a lot of time not only looking at the shape not be uncomfortable or cause infections. I’d encourage you to have a of the conjunctiva and other anatomical features, but we also talk about patient consult an ocularist if a prosthetic eye is older than fi ve years. cosmetic appeal and get to know the patient. Once the prosthetic eye Remember these general guidelines, too. has been fi tted, subsequent visits last only about 15 minutes. WO

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Identifying Patients Who Need Vision Rehabilitation and Therapy By Tamara Petrosyan, OD, assistant clinical professor questions to your history may be all it takes to help identify at State University of New York, College of Optometry at-risk patients. A problem-focused and extensive case history can be f you see children and young adults in your practice, one of your most useful tools when trying to identify accom- a signifi cant percentage of them will have issues with modative, binocular or oculomotor dysfunctions. A visual accommodative, binocular and oculomotor function. An function questionnaire, such as the one below, can be mailed Iestimated 10 percent to 20 percent of the U.S. popu- to the patient or parent, placed on your website or handed lation has symptoms due to binocular or accommodative to the patient upon arrival. If the patient answers positively dysfunction. Unfortunately, only a small percentage of these for fi ve or more of the below 25 questions, a more in-depth individuals are identifi ed, yet alone treated. Adding a few key Dr. Petrosyan Continued on page 42

Visual Function Questionnaire Never Infrequently Frequently

blurry vision with reading or doing near work words go in and out of focus when reading headaches with reading or doing near work things far away look blurry after reading vision is worse at the end of the day avoid reading or doing homework hold reading material close to face eyes feel tired, sore or uncomfortable after reading words run together, move, jump or swim you see two of something when there should be one close or cover one eye when reading difﬁ culty copying from the board lose your place when reading perform poorly in math, misalign digits or columns skip words, skip lines or reread material omit small words when reading reverse letters or numbers write up or down hill feel sleepy or lose concentration when reading trouble understanding or remembering what you read dizziness or nausea with reading homework takes a long time to complete perform below your potential at school understand things better when they are verbally explained versus when you read them yourself attend extra help in school or get therapy (occupational, physical, speech or reading)

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This Is Not My Gig: Discovering Your Purpose Amanda Tompkins, OD, instructor and OD at The Eye each one by one. I paused when I realized there was one that I Center at Southern College of Optometry had left out: optometry. In that moment I thought about my personal experience with “one or two” and how it felt to be a patient y fi ngers were losing their grip as they turned into at the optometrist’s offi ce. I thought about the big eye model and icicles. My scooping arm was growing numb. As I room full of frames. I thought about the clean air and the friendly placed the 1 millionth scoop of ice cream on top of the faces and the not-so-scary atmosphere; it almost felt fun. Then M1,000th sugar cone, I scanned the room. I saw a sea of I said, “I can’t think of anything wrong with optometry.” dirty little baseball caps, the remainder of the Little League team I knew from my pharmacy experience that I needed to get still to order their sweet dairy treats from the fountain, and the my feet onto the soil, feel it out. There had never been a full- guy behind the other counter. He was sorting pills and fi lling bot- time optometrist in my town, but as serendipity would have it, Dr. Tompkins tles, bottle after bottle after bottle, countless prescriptions. It was I had overheard at the pharmacy that there was an optometrist then that I knew pharmacy was not my gig. commuting to our town a couple times per month Driving home later that evening after refi lling to serve our community. I contacted him, met him the chocolate sauce, mixing up the sugar water on a day he was in town, and began commuting and cleaning off the milkshake machine, I realized Working in a pharmacy’s to his practice 30 miles away. I was back at the drawing board. What was I Day after day, I still couldn’t think of any- going to be when I grew up? I had been in pursuit soda fountain made a thing wrong with optometry. In fact, I forgot of a career in pharmacy because it was something young woman realize I was putting it on trial. I was falling in love. I could do in my rural Kentucky town that was As with romantic love, I was swept away, medically related. I was honored to say that for my she needed a change challenged and fulfilled. I was growing and fi rst job, I was a soda jerk at the oldest pharmacy of direction. learning, and I was committed. Love takes us in Kentucky, but my heart wasn’t stirred. to unexpected places, and this has never been Weeks later, I was sitting on my bed, running more true than what I have seen happen with through all of the career options in my head, eliminating my career. WO

Identifying Patients continued from page 41 Resources on Vision Therapy evaluation of visual function should be performed. Make sure that a parent understands that, if possible, he or she should be asking the child to Available from the AOA answer these questions instead of fi lling it out for the child. Young children may not express symptoms because they presume everyone else sees and ou can access the full American Optometric feels the same way they do, not realizing that not everyone sees words YAssociation (AOA) Clinical Practice Guideline (CPG- moving on the page or gets a headache after reading. 1) on Accommodative and Vergence Dysfunction here: There are many highly trained and qualifi ed doctors of optometry http://www.aoa.org/optometrists/tools-and-resources/ who perform vision therapy and rehabilitation in each state. We should be clinical-practice-guidelines and the Quick Reference making use of these practitioners and their services for intraoptometric Guide (QRG-18) here: http://www.aoa.org/optometrists/ referral. They will work with the patient and parent to develop a treatment tools-and-resources/quick-reference-guides. plan that works for them, whether that may be monitoring, eyeglasses, Visit womeninoptometry.com for web-extra content prisms, in-offi ce therapy or home-prescribed therapy. When referring a of this story, including additional tests and diagnostic patient for an evaluation, be sure to note what specifi cally the patient is fi ndings for various accommodative and nonstrabismic being referred for, when you want the patient to return to you, whether vergence dysfunctions. you have an optical in your offi ce and in what form you would like a report WO to be sent to you. WO

Let Your Voice Be Heard Are you interested in sharing your views or experience in this space? Women In Optometry invites submissions to Voices for each issue. Contact Editor Marjolijn Bijlefeld at [email protected] for more information.

Women In Optometry June 2016

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