Spectacle Prescription Fulfillment in Medical OptometryThe mysterious erosion of the foundation of Traditional Optometry

AOA Optometric Oath:

“ I will advise my patients fully and honestly of all which may serve to restore, maintain or enhance their vision and general health.”

Our Guiding Mission

Patient education Providing healthy sight Offering the best solutions Executing your oath

The Cause For Concern

Independent ECPs provide almost 66% of all exams

Provide only 44.5% of frames* Provide only 46.3% of lenses*

* Jobson 2007 Research

Retailers

Retail chains provide 40% of exams. Provide almost 60% of frames* Provide almost 60% of lenses*

* Jobson 2007 Research

Challenges

Three things you want your patients to do

Two daily concerns

The number one priority of your practice

The Problems

Eroding market share

Aggressive competition

Declining capture rates

Managed care issues

Shrinking net profits

The Opportunities

An aging population

The rise of concern over vision care

USA Today : American Foundation For The Blind 2007 Survey

Stop The Erosion!

Rebuilding the foundation Use the best materials Use the right tools

“Build it and they will come”

Foundation Must Be Built On…

Patient satisfaction

Professionalism- not sales gimmicks

Built on patient loyalty and referrals

The mortar of ‘word-of-mouth’

Materials Used Must

Restore, maintain and enhance healthy sight Give your practice a competitive advantage Increase your capture rate Restore your shrinking net

The Bucket Concept

Keeping the bucket filled Checking for leaks The functions of marketing and management

Has Your Bucket Got a Hole in it?

Four Key Areas Where Leaks Occur:

Financial leaks Organizational leaks Patient management leaks Marketing leaks

Financial leaks Measuring and managing by benchmarks

“ If your outgo exceeds your income; then your upkeep becomes your downfall.”

Measuring and Managing

Financial Benchmarks

Cost of good sold 33% Staff compensation 17% Occupation 7% Marketing 3% Equipment 3% General 7% Net 30%

Dealing With The Leaks

Cut expenses Increase the flow

“ If you always do what you have always done- you will always get what you have always gotten.”

Increasing The Flow

Check fees and coding Increase prices of frames Inventory turn Pre-appoint Increase capture rate Increase RPP

Organizational Leaks

Organization Management Includes

Continuous improvement Incentives Cycle of service Telling the best story

“One point of negative contact wipes out

three positive points of contact.”

Patient Management

USA Today Report: Number One Health Fear Looking for a trusted source of expertise Your oath to fully and honestly advise.. Manage the patient experience from start to finish Put it all together in a seamless process

Marketing Management

Internal and external marketing Telling The Best Story Correction plus protection

Your message- “ Come and see -your best and look your best with our unique

approach to providing each patient with Healthy Sight now and in the future.”

The Importance of The Spectacle Rx Fulfillment

Love at “First Sight” The “aha” moment that produces the “ I Can See

Clearly Now” response The Spectacle Rx- the longest lasting reminder of

their last visit The prescription they never fail to take daily

Healthy Sight Counseling

A three step proven method:

Patient education Regular maintenance and preventive care Vision wear based on intelligent correction using

the latest technology

The Science of Vision

The science of vision is described as…

the study of how light enters the eye and is transformed into our perception of the world around us.

The Exam Room Experience

Controlled illumination

Snellen acuity chart

Phoropter with AR coated lenses

Glare, Reflections and UV

The enemies of good vision and healthy sight:

What is glare? What are the four types? What can you advise that will restore, maintain

and enhance your patients’ vision and general health?

Glare Defined

“Glare is misdirected light. It is produced by a luminance in the visual field greater than the luminance to which the eyes are adapted, leading to impaired visual performance and ocular discomfort. It is generally measured by assessing the effects of glare on contrast sensitivity, making the two intimately related.”

Susan Stenson, MD

Four Types of Glare

Distracting Glare

Discomforting Glare

Disabling Glare

Blinding Glare

Distracting Glare

Occurs at day or night- indoors or out Occurs between 1400-3000 lumens of light Cause: reflections off the surface of uncoated

spectacle lenses Uncomfortable and annoying causing eye fatigue

Discomforting Glare

Occurs when going from indoors lighting to outdoor lighting between 3,000 and 10,000 lumens

Causes one to squint, shade eyes with hand Causes discomfort, blocks vision can inhibit night

vision and cause eye fatigue

Disabling Glare

Occurs when going from indoor lighting to outdoor lighting greater than 10,000 lumens

Can interfere or block vision severely Problematic in elderly Causes diminished contrast, eye fatigue and

effects night vision

Blinding Glare

Results from incident light reflecting from shiny surface

Seriously compromises vision Can create unsafe conditions- driving Causes blocked vision, eye fatigue and effects

night vision

Prescription Solutions For Glare

Distracting Glare- AR coated clear lens or AR coated photochromics

Discomforting Glare- AR coated photochromics Disabling Glare- AR coated photochromics or

polarized lenses Blinding Glare – AR coated polarized lenses

True Light Control

TLC is a packaging concept that addresses all four types of glare:

TLC consists of two pairs of eyewear Primary pair – AR coated photochromics Secondary pair- AR coated polarized Option: AR coated photochromics with polarized

clip

The TLC Package

Everything you need to know about:

Photochromic lenses Anti-Reflective coated lenses Polarized lenses How to uncover the needs How to deal with pricing issues

Photochromic Lenses Must Haves

Indoor clarity Outdoor darkness Speed of performance 100% UVA & UVB blockage Temperature stability AR compatibility Availability

Anti-Reflective Coatings

Eliminate glare and reflections Easy to clean Durable

Polarized Lenses

Block reflected glare Restore vision in dangerous situations Protect from harmful UV Preserve night vision /dark adaptation

Uncovering Needs

A method to systematically uncover needs A patient medical history questionnaire

“ Questions are the answer.”

Dealing With Price

Package discount Insurance Separate the difference Costs averaged over time Relative value Top down dispensing

“Always balance the benefits with the patient’s budget.”

Telling the Best Story

Factoids:

Aging reduces the amount light reaching the

photoreceptors

Example: Average 60 year-old receives

approximately 1/3 of the light of a 20 year-old

Uncoated lenses block from 8-14% of the light

Telling the Best Story

AOA reports 70-75% suffer from CVS

The human eye blinks 11,000 times per day

During an average day, the eyes will expend the same amount of energy that your leg muscles would if you walked 50 miles!

Bottom Line

Eyes deserve some TLC!

Technology

Offer your patients the ability to upgrade to the new “ clear lens technology”

Provides patient satisfaction Promotes healthy sight Creates a unique competitive advantage Enhances your professional image

Comfort, Convenience, Protection

Stops the erosion of spectacle Rx fulfillment Creates a healthier practice Builds for the future

“If it’s good for the patient , it’s good for the practice.”

Thank You!

Spectacle Prescription Fulfillment in Medical Optometry