EYE DIGEST September 2020
BCDO’S QUARTERLY OPTOMETRIC MAGAZINE
Technology Innovation & the New Normal
Balancing Safety and Sight: The Danger of Vision Loss During COVID-19 Private Label: Is it Hidden Marketing Strategy Optometrists Need?
Subscription and Ending the Contact Lens Cycle of Doom for Optometrists
info@optometrists.bc.ca 604.737.9907
BC Doctors of Optometry 121 –10551 Shellbridge Way, Richmond B.C, V6X 2W8
CONTENTS
Innovation & Technology Alcon Canada introduces PRECISION1 Contact Lens ................................................................................. 4 Johnson & Johnson Vision: Subscription and Ending the Contact Lens Cycle of Doom for Optometrists.............................................................................................................................................................. 6 Measuring Daily Disposable Contact Lenses against Nonwearer Benchmarks................................. 8 Disruption for the Betterment of All................................................................................................................ 11 Balancing Safety and Sight: The Danger of Vision Loss During COVID-19........................................ 14 New First Nations Health Benefits Plan in BC – “Works!” ......................................................................... 16 Independent Lenses – Carbon Neutral Vision Solutions from Hoya.................................................... 18 Patient-Commerce: Where Practitioner Expertise and E-commerce Meet ...................................... 21 Optometry: “Digital by Default” ....................................................................................................................... 24 Eyesafe: Safety Eyewear ...................................................................................................................................... 27 Private Label: Is it Hidden Marketing Strategy Optometrists Need?................................................... 28
Programs & Events 2020 Children’s Vision Program......................................................................................................................... 32 2020 BCDO Online Events....................................................................................................................................36
Members & Service Are You Interested in Locum Work? ............................................................................................................... 38
COVID-19 Management of PPE-Related Skin Damage for Health Care Workers................................................. 40
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Alcon Canada introduces PRECISION1® Contact Lenses TORONTO, August 5, 2020/CNW/ – Alcon, the global leader in eye care, is pleased to launch the latest innovation to its robust contact lens portfolio in Canada, PRECISION1® daily disposable, silicone hydrogel (SiHy) contact lenses. Designed to address the common issues that cause 1-in-5 new wearers to discontinue contact lens within the first year (poor vision, comfort and handling issues1), Precision1® helps lens wearers overcome these issues providing precise vision, dependable comfort and ease of use.1, 2 “We’re thrilled to introduce PRECISION1® into the Canadian market,” says Brian O’Neal, General Manager for Alcon Canada. “PRECISION1® demonstrates our commitment to helping people see brilliantly, especially those new to daily disposable lenses who have busy, active lifestyles that need exceptional long-lasting performance. It complements our premium DAILIES TOTAL1®and valuedriven DAILIES® AquaComfort® PLUS, contact lenses further expanding our contact lens portfolio.” PRECISION1® is the first daily disposable contact lens to use SMARTSURFACE™ Technology, a permanent, microthin, high performance layer of moisture at the lens surface that helps support a stable tear film to deliver
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lasting visual performance and from morning to night. 3 New Clinical data also shows five times more contact lens wearers “strongly preferred” PRECISION1® vs. 1-Day ACUVUE Moist. The head-to-head study demonstrated superiority of PRECISION1® over top-selling 1-Day ACUVUE Moist contact lenses in attributes critical for successful contact lens wear including vision, comfort, and handling.2, 3 “With the launch of PRECISION1®, we now have a daily disposable contact lens option that addresses the needs of a broad group of patients and delivers an outstanding wearing experience,” says Dr. Judy Parks, Hamilton-based optometrist. “I’m confident that offering my patients PRECISION1® gives them a lens they can start and stay in.” PRECISION1® comes to the Canadian market after launching in 2019 in Australia, New Zealand and the United States, with more launches expected around the globe in 2020 and 2021. Distribution of PRECISION1® to optometrists has started and will become widely available across Canada in the fall of 2020. For more information, visit PRECISION1.ca.
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Subscription and Ending the Contact Lens Cycle of Doom for Optometrists By: Dr. Trevor Miranda, OD, co-founder of Avocado
COVID-19 amplified a trend in contact lens retail which has been occurring for years. That trend is one where patients increasingly view lenses as a commodity instead of a medical device. This subsequently drives them to purchase from the lowest cost and highest convenience retailer, usually online. Lockdown Effects With the initial lockdown, patients flocked to the internet when optometry offices were closed. Online, they were promised low prices, ease of ordering, and direct-to-home delivery. No need to call their optometrist, wait a week, and then take a day off work for the appointment. They could now order on their phone or laptop in minutes. During the COVID-19 lockdown, total monthly sales for online retailers increased by 80%. Worse yet, online retailers leveraged advanced technology to skew the fight against optometrists. For example, they paid Google so that patients searching up contact lenses using a search engine, are shown lower prices than if those same patients were to return in the future directly to the online retailer’s website. The Post Pandemic Era COVID-19 will end, and life for the most part will eventually return to normal. Buying behaviour for patients, however, will be a permanent change. After the initial deluge to buy online, patients will realize how much easier it is to buy on
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the internet as opposed to coming into the optometrist’s office. Market research tells us that once a patient purchases their lenses online, they almost never buy from an optometrist ever again. The Contact Lens Cycle of Doom The real problem is that optometrists are selling contact lenses as one-time supplies. We might make a reasonable margin when we sell an annual supply to a patient. However, when the patient runs out of lenses 12 months later, the first thing they do is go onto Google to search "Where to buy contact lenses". Following that, social media algorithms are designed so that the patient is subsequently inundated with ads on Google, Facebook and Instagram, advertising (usually falsely) that buying online is cheaper. We know that after the initial sale from the optometrist, 30% of patients each year will convert to buying online.
The Solution is in Subscription Over the patient’s lifetime of buying contact lenses, there is only one point in time at which the optometrist has a greater advantage against online retail. Right at the beginning when the contact lens team makes the sale to the patient. What we need to do then, right at the point of sale at the very beginning, is to put in a little extra effort to put the patient on a subscription contact lens program.
A subscription contact lens program allows the patient to pay a regular monthly amount, and then have lenses shipped to their home on a regular ongoing basis. The patient appreciates not having to pay a large amount up front, and not having to scramble to buy contact lenses every time they run out. The regularity of the shipments also encourages patients not to stretch their contact lenses, and to stay on a wear schedule that is healthier for their eyes. In combination with manufacturer discounts, we’re also able to offer patients on subscription the lowest per-boxpricing. Avocado Lenses This is why I co-founded Avocado Lenses. Avocado is a subscription contact lens service which optometrists can enroll their patients into. The platform was built by optometrists for optometrists and allows us to convert one-time patient sales into a stream of recurring “forever” revenue. The technology was created by the engineering team behind Care1 Telemedicine (www.care1.ca), the largest tele-eyecare program in Canada. Patients pay a small monthly fee, and are shipped contact lenses factory-direct from the manufacturer without going through an intermediary, every 6 months. We have partnered directly with Alcon, Johnson & Johnson and Bausch + Lomb, and they have generously provided optometrists using Avocado with free product, special rebates, and significant discounts to help get patients onto subscription. CooperVision is in the process
of finalizing their Avocado subscription program. For most lenses, if you sell subscription contact lenses with Avocado, you will get at least an 8-10% discount off wholesale price in the patient’s first year of subscription. 70% of contact lenses in Europe are now purchased on subscription, and it has proven to be extremely effective in retaining patients. Value for Patients By using Avocado, you will be able to offer your patients: • Exclusive manufacturer discounts and promotions • Low monthly payments • Convenient at-home delivery • Ability to postpone shipments • No cancelation fees • Loyalty discounts & offers at the OD’s office For more information, feel free to reach out to us at hello@avocadolenses.com.
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Disruption for the Betterment of All By: Council for Health Eyes Canada
With challenge comes opportunity, certainly this has been the case as British Columbians respond to the challenges wrought by the COVID-19 global pandemic. But well before the pandemic, in late 2017, a group of Optometrists organized themselves and collaborated with industry partners to disrupt patient engagement efforts. This group had taken a look at successful integrated marketing, communications and data collection campaigns and sought to bring similar, albeit Canadianized, efforts to BC and Canada. Formalized in 2018, the group created an umbrella not-forprofit organization and named itself the Council for Healthy Eyes Canada (CHEC). The volunteer collaboration set about delivering the www.ThinkAboutYourEyes.ca (aka TAYE) marketing campaign. The goals of the campaign were simple: focus on increasing the awareness Canadians have about the importance managing their eye health, the critical role that Optometrists play in this regard and in so doing support meaningful year-over-year increases in comprehensive eye exams (CEE’s). As a health professional/industry collaborative CHEC embraces a unique and arguably disruptive paradigm, but with limited resources this dedicated not-for-profit used emerging and innovative techniques and technologies to achieve remarkable goals:Through 2018 and into 2019 CHEC’s collaborative engagement work progressed,
first with a pilot-project then and expansion of efforts throughout Western Canada, the campaign delivered. In 2019 the TAYE campaign delivered a lift in CEE’s for families of between fourteen and thirty-four percent (14-34%) which correlated to a rise in of between thirteen and twenty-eight percent (13-28%) for the year. The TAYE model takes advantage of new digital engagement channels such as social media. The campaign is integrated and seeks cross-marketing opportunities which are leveraged for mutual benefit. The results of the approach have been impressive, but importantly CHEC took matters one-step further by validating results through a variety of data collection methods including one which geo-spacially tracks those that see and interact with the TAYE digital collateral to see if they enter an Optometrists office. For 2020, TAYE had undertaken the hard work necessary to delivery a fully pan-Canadian effort in both English and French. The “interesting” times precipitated by COVID19 changed those plans. CHEC has spent much of the year deploying resources that support OD’s, their work and public health messaging, but 2021 is just around the corner. Plans are already in development to continue the innovative and disruptive work of CHEC to once again delivery the win-win novel cooperative marketing, communications, and data collection campaign we call www.ThinkAboutYourEyes.ca. "May you live in interesting times" is an English expression that is a translation of a traditional Chinese curse, and quite apt for 2020. While seemingly a blessing, the expression is normally used ironically; life is better in "uninteresting times" of peace and tranquility than in "interesting" ones, which are usually times of trouble. Learn more about the not-for-profit CHEC by visiting Optometrist visits www.councilforhealthyeyes.ca, there you find useful tools and resources which are designed specifically to support Optometrists. Information about the www. ThinkAboutYourEyes.ca (TAYE) campaign is available at www. ThinkAboutYourEyes.ca and www.penseatesyeux.ca.
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Balancing Safety and Sight: The Danger of Vision Loss During COVID-19
Financial Wellness Tips for ODs During A Pandemic The COVID-19 pandemic has shifted daily patterns of life for everyone, but for some the effect has been more extreme. This may be the case for older Canadians living with blinding eye diseases such as glaucoma, wet age-related macular degeneration (wet AMD) and diabetic macular edema (DME) who require regular eye injections. For AMD and DME, these injections are called anti-VEGF treatments and they reduce the development of blood vessels that would otherwise grow uncontrollably, leading to vision loss or blindness. Approximately 100,000 Canadians receive anti-VEGF treatments, many of them seniors living in long-term care homes. COVID-19 has provoked anxiety for this group, with some feeling that it’s now necessary to weigh the danger of contracting COVID-19 against the danger of losing vision. During the pandemic, clinicians have been prioritizing eye injections for critical cases. And to protect their patients, eye specialists are making the injection experience as safe as possible, including pre-screening patients for COVID19 symptoms, creating space between appointments, and facilitating physical distancing in waiting rooms. Despite these measures, clinicians are reporting that up to a third of patients continue to miss their injection visit. The ophthalmological community upholds the safety of
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patients—a recent joint statement from the Association of Canadian University Professors of Ophthalmology (ACUPO) and the Canadian Ophthalmological Society (COS) instructs that, “Physicians should review injection patients’ charts to see if visits can be delayed or treatment extended based on history alone – before bringing the patient to clinic.” In addition, many eye specialists are expressing the need for treatment options that can be injected less frequently, thereby lessening the burden placed on patients (some anti-VEGF treatments and other treatment options last longer in the eye and are administered less frequently). In turn, Canadians with wet AMD, DME, and other eye diseases that require other injections can feel more at ease knowing their safety is a priority. Fighting Blindness Canada encourages Ministries of Health to raise awareness on public safety protocols to help families, communities, and health professionals feel as safe as possible around sight-saving treatments during the COVID-19 pandemic. If you or someone you know notices sudden changes in vision, or experiences eye pain, it could be an eye emergency. It is vitally important that you contact your eye doctor or go to emergency as soon as possible. Let’s make sure we all see each other on the other side of COVID-19.
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*Depending on the benefit type and patient’s existing coverage, the card will pay all or some of the MLP, U&C mark up and/or dispensing fee. All trademarks for products used herein are the trademarks of their respective owners. The innoviCares card is designed to provide the user with specific offerings. The user may still be responsible for additional costs not covered by their innoviCares card. Availability varies by province and territory. Individual programs may change or end at the manufacturer’s discretion.
View the full list of participating products or learn more about innoviCares by visiting Eye Digest Magazine | 15
New First Nations Health Benefits Plan in BC – “Works!” By: First Nations Health
It was just a few day after the First Nations Health Authority (FNHA) transferred the administration of vision care health benefits to Pacific Blue Cross in September of 2019. An Indigenous mother took her two sons to the optometrist for eye examinations. “Am liking the new system of the FNHA switching to PBC,” she wrote on Facebook afterwards. “The direct billing process is so much better than sending away and waiting a couple weeks to see if you’ll get approved. [The optometrist is] told immediately of approval amounts, etc. Works!” “Works!” is exactly what health benefits staff members at both the FNHA and Pacific Blue Cross wanted to hear after months of planning the new system to administer benefits for vision services, dental services, and medical
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supplies and equipment (MS&E). It’s been a long time coming but the transfer of benefits administration from the federal government to the First Nations Health Authority has been in the works since the FNHA was created in 2013. The organization’s leaders consider the step a move toward First Nations selfgovernance over health services in B.C., which is exactly why the FNHA – the only health authority of its kind in Canada – was created. Previously, the approximately 144,000 First Nations people in B.C. received health benefits primarily through Non-Insured Health Benefits (NIHB) – a federal program that provides coverage to registered First Nations people for a specified range of medically necessary items and services that are not covered by other plans and programs.
The first phase of the benefits transition from Health Canada to the FNHA took place in October 2017 with the transfer of non-insured pharmacy benefits to PharmaCare (Plan W – for Wellness). The second phase – of the vision, dental and MS&E benefits – took place Sept. 16, 2019 following a year-long comprehensive consultation effort with health regulators, individual health care providers, clients*, and other individuals and organizations involved with the delivery of First Nations health care. “The benefits migration offered us an opportunity to review and re-design the delivery of non-insured health benefits to improve coverage and make the system more efficient and effective – for clients and health care providers alike,” says John Mah, the FNHA’s Vice-President of Health Benefits. Change was welcome on all fronts. One focus group participant described the way the system used to work for getting eyeglasses: “When we choose glasses, the optometrist tells us we can only get certain frames and directs us to the ‘Indian Affairs’ glasses, which are ugly. It is an embarrassing experience and makes us want to walk out of the store.” The system wasn’t popular with health care providers either. “I gave up on providing eyewear to First Nations people because I got so frustrated with the process and there was no one to talk to,” said one optician who participated in a provider interview.
No more. Gone is the absence of program contacts. Gone is the need for pre-approvals for eye examinations and standard eyewear. Gone is the lengthy wait for reimbursements – for both clients and health care providers. Now health care providers can register with Pacific Blue Cross – if they are not already – and readily check on client eligibility and pre-determinations; receive electronic statements and direct deposit payments; and access information resources. In addition, benefit coverage levels have increased and are not as restrictive as they were previously. The impact has been dramatic. In the six months following the transition (Sept. 16, 2019 – March 15, 2020), the number of First Nations clients who received benefit coverage for eyewear jumped to 19,000 compared to 8,000 in the preceding six months. The number of clients who received coverage for vision exams in the same period increased four-fold, from 4,000 to 16,000. For some First Nations people, the changes to the benefit program go beyond improved coverage and convenience and go to the heart of cultural safety – a concept the FNHA aims to embed in health care so that every First Nations person feels safe and respected when they receive health services. An example of how this relates to vision care came from a poignant anecdote shared in one of the health benefits community engagement sessions: “I was beat in the head so often in Indian Residential School that every time I can’t see now, I get terrified that someone is going to attack me again,” one man said. “That’s why when I lost my glasses, I lived in constant fear until I had coverage for new ones.” While the new benefits program can’t take away past trauma, it can help mitigate trauma’s lasting effects, even in seemingly small ways such as eliminating the requirement for pre-approvals for standard care. The FNHA is also committed to monitoring, evaluating and adjusting the program to ensure that every client and every health care provider feels the same as that mother who took her sons to the optometrist – that the system “works!” For more information see https://www.pac.bluecross. ca/provider for the provider reference guide and FNHA vision fee schedule. “Clients” is the term the FNHA uses instead of “patients” in order to reflect the organization’s commitment to service and to a wholistic perspective to health.
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Independent Lenses – Carbon Neutral Vision Solutions from Hoya Hoya has expanded their presence in western Canada by forming a licensing agreement with Independent Lenses, a start-up freeform production lab located in the Okanagan. “It is with great pleasure that I announce the implementation of Hoya’s lens designs into the state-of-the-art lens manufacturing facility of Independent Lenses Inc. The partnership between Hoya and Independent Lenses Inc. brings pride to me personally through the affiliation with their highly professional, capable and knowledgeable team as we come together to enrich the optical industry for independent Eye Care Professionals.” – Ahmos Henry, President of Hoya Vision Care Canada Independent Lenses has a local ownership team of Optometrists and their spouses (an Electrical Engineer and an Industrial Designer). Literally from the ground up, they have built an environmentally sustainable manufacturing lab that utilizes solar and geothermal energy. On a virtual lab tour, you will see their rooftop patio that sits beside 100 solar panels that power the facility. To date the panels have produced over 32MWh of electricity. “Thermal energy created by the electron beam gun used in vacuum deposition coatings is very energy intensive. So we designed a process that recaptures the thermal waste energy and recycles it into our building’s geothermal loop system. In other words when we make a lens…. we heat our building” said Dr. Tanner Udenberg, co-owner of the lab. They are also testing ways to recycle lens swarf, further reducing their carbon footprint. Independent has been in business since 2016 making freeform lenses using European/IOT designs and Digital
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Ray Path technology. The first two years were focused on getting the manufacturing and software processes implemented, and since late 2018 they have been providing lenses to other independent eye care professionals. They also became the western Canadian production facility for SHAW lens in late 2019. Tyler Underwood, Engineer and co-owner of Independent talks about the integration of the lens designs. “From the start of this project, we wanted the best production equipment. We have precision digital freeform lens generation equipment, index-matched thermal dip coatings, and vacuum deposition antireflective coating. Our investment in technology allowed for seamless integration of the Hoya lens designs, and we are very excited to give our customers even greater choice.” Independent’s carbon neutral production facility also allows them to run the niche products that other labs might not. “We can make high prism, 1.67 polarized bifocals, Axon FL-41 lenses, polarized gradient, 1.74 transitions, cyl up to -6.50, and many others. Since our coating equipment is tuned for smaller batches, we are well positioned to run specialty coatings such as a flashgreen. We’re also happy to make complimentary Doctor and staff jobs to demonstrate what we can do” said Dr. Meghan Ashton, co-owner. Independent Lenses is a great option for practitioners and patients that like to support local, sustainable businesses that deliver high quality products like those offered by Hoya. For more information go to www.independentlenses.com
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Patient-Commerce: Where Practitioner Expertise and E-commerce Meet to Deliver Optimal Optometry Care By: Sandy Stark Marketing Manager, Sightly
In March 2020, when non-essential businesses closed their doors under the government appeal for social distancing, optometry offices were restricted to offering only urgent care to their patients. Although what qualified as urgent care wasn’t specifically defined, practitioners across the country were scrambling to adhere to government regulations for minimizing risk while finding alternative means of delivering recurrently needed products and services, such as dry eye solutions and contact lenses. An oft chosen answer to this dilemma was the addition of an e-commerce store; a fix that would provide uninterrupted access to eye care products while we awaited our return to normal routines. Today, your office is likely reopened but is it business as usual? As time passes there is the perception of our settling in, not into habits of the recent past but rather a surrender to new habits, for instance, carrying our masks with us at all times, keeping a distance of 6 feet from others, or conducting our meetings online. In fact, as experts consider when, or if, we are hit with a second wave, many are conceding this fundamental shift in our way of life may just be the new normal. With that possibility in mind, you should see your online store as so much more than a stopgap measure; you should see it as an extension of your practice and a conduit to connecting with your patients. It is apparent now; we must have a mindset that is looking to long-term resolutions. More than ever, there is a demand for well-integrated systems that satisfy the needs of both consumers and the many roles within the business. E-commerce is evolving and it is showing no
signs of letting up. Fortunately, the technology behind platforms like Sightly, a patient-commerce tool (more on patient-commerce shortly) developed specifically for optometry practices has evolved far beyond the days of point, click, and purchase. The volatile time we are living in, is overwhelming for many people and businesses alike with full effects that have yet to be realized. One of the ways you can help your patients adapt and even embrace this new normal is to bridge the gap between you and your patients created by social distancing. You can achieve this by elevating your online store experience from simple e-commerce, to what we at Sightly have termed, patient-commerce. Sightly defines patient-commerce as e-commerce meets practitioner value, where e-commerce pursues the sale, patientcommerce nurtures the relationship and the integrity of your patients’ ocular health. To that end, what we are seeing now is harmonious partnerships forming between multiple channels of service that ultimately benefit your patients. “As a Joint Venture of two family companies, Labtician Théa considers our customers family, and we want to continue to deliver innovate ways for Eye Care Professionals to service their patients in this new normal. We have heard from many of our customers that they are looking for solutions to ensure their patients continue to have easy access to their much-needed treatments, while staying connected to their practice” Fiona McCloskey, General Manager Labtician Théa. (continued on page 22)
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The 6 C’s of Patient-Commerce
“Our partnership with Sightly offers a patient-commerce solution that provides 24/7 access to our products through the clinic, the convenience of shipping directly to their patient’s home, and the ability to have multiple virtual touch points between the clinic and the patient to help guide them through their treatment journey.” As we acclimate to working from home and limiting gatherings, so too are we adjusting to conducting many of our daily affairs through electronic portals. Still, even a partial abandonment of personal contact between doctor and patient, in favour of electronic delivery of your patients’ ophthalmic health care is simply not realistic. There are prescriptions to write, comprehensive exams to schedule, new patients to welcome, frames to size, cases to triage, and so on. Many of these priorities can be accomplished simultaneously, utilizing your Sightly storefront to its full potential, without compromising patient care. At Sightly, we have come up with a checklist, we call The Six C’s of Patient-Commerce. If you want to move past basic e-commerce and offer your patients a more connected and nurturing experience, then consider measuring the current use of your storefront against the following criteria.
Convenient We have to start here. Of course, one of the most attractive benefits, if not the most attractive, to online shopping is the anytime-anywhere access it delivers, with plenty of options to choose from. Furthermore, increased convenience fosters ease and expediency. Put yourself at your patient’s keyboard and “walk” through your storefront. Is it easy to navigate? Are your product descriptions detailed? Is help readily available?
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Clear Convenience and clarity go hand-in-hand. Make sure your terms, policies, and pricing are plainly stated and easily found. Comprehensive Your patient-commerce site is much more than an online store. To encourage early adoption by your patients, use the features of the platform at every step of engagement, and stay in touch in-between visits. With Sightly, you can send an electronic reminder to schedule appointments or reorder products, direct patients to book their appointments online, add recommended products to
their shopping cart during or following their appointment (especially convenient during a video chat), encourage them to take advantage of direct shipping and follow up on any issues they were having or products they chose. Connected Send out reminder emails and newsletters using Sightly’s email marketing feature. Align all your social media channels and website with the same messages. Use these channels to direct traffic to the others. Share your unique knowledge and experience to encourage regular eye exams and offer tips for maintaining good eye health. Caring Get personal. Your website should include doctor bios and, ideally, your staff bios as well; and not just the academics. You don’t have to share your life story, just your human side. Keep it brief and keep it real. Include a photo!
accessibility, quality, mastering all of these things will be invaluable to your patients. With a patient-commerce approach to managing all aspects of engagement, prior to, during, and following office visits, you are not only taking on a partnership role in maintaining your patients’ ocular health, which your patients will thank you for, you are also preparing for any future economic and/or business disruptions, the likes of which we have recently seen. Would it be wise, knowing what we know now about the enormous impact this crisis has had on our communities, our economy, and our lives to return to not-so-old habits, or do we learn from experience and move forward? The answer seems obvious. Welcome to the new normal.
Competitive Last but certainly not least, be strategically competitive. Prices are important to people, we can’t deny that, but price isn’t king, information is. So, strive to be the best in value and service, rather than focus on price. Authenticity,
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Optometry: “Digital by default” Eyecare already looks radically different in 2020. Where will we go from here? By: Dr. Pavan Avinashi- Lensbox, VP of Business Development and Sanaz Malekeh Lensbox, CEO & Chair At the beginning of September Shopify, Canada’s most valuable public company, confirmed it would be vacating its 170,000 square foot headquarters. A company spokesperson said that the remaining office space would be “reimagined for our digital by default mindset.” Through every aspect of our economy, we’re hearing similar sentiments and wondering “what does this mean for us?” Downsizing office space is definitely on the list: during the pandemic healthcare crisis, many eyecare practices temporarily closed, reduced office hours and staff, and seriously questioned how and if they’d ever be reopening. Even when they re-open, many see a fraction of their previous foot traffic. Whether we’ve seen online shops and services as an opportunity or nuisance, it’s quickly becoming an absolute necessity. To protect the health of employees and patients, while preserving their practices, it’s time for us all to look at
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what our own “digital by default” approach might look like, and why. Telehealth vs Telemedicine? Definitions and Opportunities While they can often be used interchangeably, it is important to distinguish between the two: • Telemedicine describes remote, clinical services to connect with, and provide medical care to, remote patients • Telehealth describes remote, non-clinical care In our BC medical practices, we’re fortunate to be able to bill (for) MSP for using telemedicine, thanks to the robust and proactive work done by BCDO. This can be a huge benefit for certain forms of conjunctivitis or hordoelums, where the diagnosis can be quick and the patient can get a prescription quickly.
For other conditions, telemedicine is still a ways off. A clinical-quality eye exam and refraction still requires sophisticated equipment and an ‘in-person’ experience. Any potential digital replacements remain either unapproved or keep adoption low with a cumbersome user experience. There will be a day where many diagnoses can be done with a camera phone. Artificial intelligence has already shown an ability to detect diabetic retinopathy and macular degeneration, even with low-resolution images. It will take some time and a few million image samples, but it’s coming. But, in contrast to so much technology, the help we provide our patients is very often a conversation (backed by years of education and experience). This is where telehealth solutions come into our practices. Research shows that glaucoma patients who consistently took their medication were less likely to develop vision loss. Patient compliance aside, some patients lose their prescription. Others forget to refill. Some want to try new products. Or, an early intervention that leads to a clinical test can make a huge different in outcomes. All that’s required is a connection that works for both parties. Telehealth (or in our case, tele-eyecare) has the potential to increase access to quality eye care throughout Canada, particularly for persons living in remote, rural, and otherwise underserviced communities. It becomes easy to scale a higher quality of care across several use-cases, some old, and some new. Eyecare under CoVid-19 Some issues are very new: experts from the Centre for Ocular Research & Education (CORE) are now advising eye care professionals on how to recognize and mitigate what they call “mask-associated dry eye” (MADE). While masks reduce the outward spread of air, they can force exhaled air upward to the eyes, drying them. This can exacerbate pre-existing dry eye disease already common in the elderly, contact lens wearers, and people working long hours. Irritation can cause people to rub their face and eyes – or worse yet – give up on wearing a mask altogether, potentially accelerating transmission of COVID-19. From what we’ve seen of exponential growth rates, even helping a few people early could have dramatic effects for us all. Other issues are more expected: we know that myopia cases are increasing in Canada, and the world. Under COVID-19, contributing factors are intensifying, with people staying indoors more often and working significantly longer hours. Children will be learning on digital devices more than ever.
By enabling follow-up visits, by providing ongoing patient touch points, we can achieve better medication adherence. In many cases, crucial healthcare can simply be asking questions, since many may not think to volunteer their experiences or associate their symptoms with mask use. A telehealth consultation accomplishes this nicely.
The Digital Model of Patient – Doctor Partnerships Healthcare is moving to an era of more patient involvement in their own care. And that allows us to focus on the most valuable and most rewarding parts of our practice. Engaged patients are more likely to follow their treatment and medication plans, which leads to healthier, happier patients. But, despite their active role, patients will still make mistakes. Verbal instructions get forgotten. Product names lost or disregarded. “Digital by default” can address all of these things. We think the way forward is to combine the digital pieces that work best together, now Telehealth and online shopping, working seamlessly through AI technology to use insurance benefits to instantly provide service and products. This is the path we are pioneering with Lensbox: enabling stronger, more consistent patient relationships and bringing unprecedented value to doctors and patients. Through our platform we are also strengthening our ability to promote and deliver a wider range of new products and services. Furthermore, through Lensbox Vision Foundation, our registered Canadian charity, we’re improving patient education through our Eye Health Navigator Program and working hard to increase service to our province’s most remote communities. This is a great time to connect with your patients. For more information please contact us: info@shoplensbox.com
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Eyesafe: Safety Eyewear By: Phil Trickett, Eyesafe Manager
Safety eyewear is an essential piece of personnel protective equipment. Traditionally the focus of safety eyewear has been for impact resistance and side protection against tiny airborne particles. With the onset of the COVID virus there has been a dramatic upturn for information regarding prescription safety eyewear that not only reduce the risk of foreign impacts on the eye but also for protection from viral airborne droplets such as COVID 19. When it comes to prescription safety eyewear, not all glasses are made the same and neither are the compliance standards. In British Columbia, WorkSafeBC has the legal authority to set and enforce Occupational Health & Safety
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Standards stating that all Safety Eyewear must meet Canadian Standards Association (CSA) Z94.3 – 2020. Eyesafe has extensive experience in the prescription safety eyewear field, we give you total confidence in helping you adhere to or exceed all Provincial and Federal compliances. All our safety products meet WorkSafeBC 8.14 (3) C (i) and CSA / ANSI safety standards. During these COVID times, this is a perfect time to remind you of the differences of Safety Eyewear v Dress Eyewear and update you on the Prescription Safety Eyewear Programs the BCDO can offer to our members through Eyesafe.
What is so special about Prescription Safety Eyewear? For any spectacle lens to meet he CSA Safety Standard it must pass the Impact / Drop Ball Test. A 46-gram steel ball is dropped from a height of 50 inches with an impact velocity of 46m/s. The test is simple if the lens chips, cracks, breaks or shatters it fails.
CSA assessed that only three lens materials passed and for them to pass each had to have a specific Minimum Edge Thickness (METS) resulting in a slightly thicker and heavier lens compared to Dress lenses. Plastic 3.0mm Polycarbonate 2.0mm Trivex 2.5mm To avoid the lens coming out on impact, the bevel depth and position are different on safety eyewear. It is required that the bevel depth should be a minimum of 0.8mm and the bevel grove be equidistant form the front and back of the lens surfaces.
Frames and Side Shields
In regard to frames, there must be a minimum horizontal (A) 40mm and Vertical (B) 33mm. Side shield must also have the minimum sizing shown, this can be with either integrated side shields built into the frame and the older style cups. Currently there is no standard explicitly for eye protection against biohazards such as COVID 19. However, as the primary method of infection is droplet, closely fitting wrap glasses or glasses with side protection that comply to CSA standards could be used in these circumstances. Eyesafe Program For over 30 years the BCDO has been supplying prescription safety eyewear to company employees across British Columbia through our partner Optometry Offices. Eyesafe members benefit by receiving “Professional Fee’s for their service but more importantly through greater foot traffic and upsell opportunities from patients who visit the practice to obtain safety eyewear. BC Optimum Program Introduced in 2019, the purpose was to provide a simple solution to members in managing private prescription safety orders. Eyesafe would manage compliance on behalf of its members and offer training on safety eyewear dispensing. An area that is a challenge for almost all clinic staff and a large liability for owners. Not only can we offer very competitive pricing for all your private orders but also the assurance that all our products meet or exceed National and Provincial safety standards as governed by WorkSafeBC and CSA. This gives you confidence in dispensing safety glasses that will help protect your patient’s eyes and vision not only in the workplace but also at home. The Optimum program also allows another avenue of service and second pair sales in a very positive step to improving your customer care and practice profitability. If you have any questions regarding Prescription Safety Eyewear, Eyesafe or BC Optimum programs please do not hesitate in contacting us.
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Private Label: Is It the Hidden Marketing Strategy Optometrists Need? By: Anka Eyeweat
It’s no secret that the eyeglasses market is ultra competitive. The biggest brands wield a lot of influence over the latest styles, prices, and general trends in the industry. And while optometrists have become accustomed to selling the most popular frames—this model doesn’t provide them with a lot of control over pricing. It also limits their ability to build brand loyalty for their practice and the services they offer. But that’s all changing thanks to the rise of stylish private label brands like Anka Eyewear, who are based out of British Columbia. The emergence of private label eyeglasses is disrupting this traditional industry, making fashionable frames more affordable than ever. Why is this important for optometrists? This new trend provides optometrists with a powerful marketing tool. Here’s why we think the new private label movement is a trend that’s worth following. Market your brands to build brand loyalty for your practice While consumers will always show interest in the latest designer frames, the rise of new glasses brands shows that style plays an important part in the buying decision. Private label frames provide optometrists with an opportunity to develop their own brand by placing their logo directly on the frames. They can source the latest styles at wholesale prices, brand them, and generate more profit for their practice. The private label approach gives optometrists access to stylish frames, while allowing them to control every aspect of pricing. With no set MSRP, you can compete on both style and price—improving the customer experience at all levels. Brand conscious customers can still purchase their favourite brands, while price conscious customers
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can find the right style. Think about it like this. A patient may love the look of the latest pair of Ray-Bans, but may elect to purchase the more affordable private label version that has a similar look and feel. Giving your patients more choice is a powerful tool that allows your customers to make the decision they feel is right, without compromising on style and quality. Private label brands eliminate sourcing and quality control issues One of the biggest challenges optometrists face is product sourcing. Finding high quality frames is a challenge in itself. The rise of marketplaces like Alibaba have made it easier than ever for companies to connect with suppliers. However, product sourcing and quality control still remain significant issues. Without proper experience, connecting with overseas suppliers and navigating the quality control problem is challenging. Private label brands remove the unknown from product sourcing for you. They’ve already invested in vetting suppliers, testing product quality, and sourcing frames that can meet the daily needs of your patients. The private label approach also gives optometrists the flexibility to slowly scale into developing their own brand. The minimum commitment is often far less than what overseas manufacturers require. Optometrists can place smaller orders, eliminating the need to order several thousand frames at once. Working with a private label brand also lets you source and sell the latest trends, providing your customers with more choice when it comes to their eyeglasses. This makes the private label and logo approach an attractive option for optometrists that want to improve the quality and availability of the frames they offer.
Give back to your community It’s important to support the communities we serve. Many optometrists already take part in programs to provide free (or affordable) eyeglasses to young children and underserved communities. Having access to affordable private label frames lets optometrists provide even more value to the communities they serve. A stylish pair of eyeglasses can boost a child’s confidence, while being durable enough to withstand the daily rigors of intense play and school life. Exercise more control over the frames you sell The entire purpose of the private label glasses movement
is to provide optometrists and consumers with more choice when it comes to frames. While popular brands will continue to dominate the market, more choice is always a positive outcome for everyone involved. Optometrists looking for a powerful marketing tool that complements their practice’s financial goals may see private labels as a viable alternative to big brands and internal product sourcing. With access to high quality, brandable frames, optometrists can exercise more control over the products they sell in their store, pricing strategy, and overall availability.
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2020 BCDO ONLINE EVEN 34 | Eye Digest Magazine
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NEW GRAD BOOTCAMP Attention all New Graduates Practicing in British Columbia This year’s online New Grad Boot Camp provides recent graduates who are practicing in British Columbia with a better understanding of the optometric profession in British Columbia. Our one-day, five online seminars provides practical tools, information, and advice to ensure new ODs get the most out of their profession for years to come. This is an excellent opportunity to hear the latest information you will need as you start out in your profession. In addition to participating in these webinars, you will be able to access recordings until December 2020. There will also be a business & finance talk in the afternoon by the Financial Literacy Council to help you optimize your practice’s financial success. This seminar is designed for those who have graduated during the last three years (2018–2020).
This event is supported by unrestricted education grants from
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Are you interested in Locum work? Let us know!
BCDO has a “Locum List� of members interested in locum opportunities to assist members looking for short term work coverage. If you are interested in locum opportunities, please provide us with your contact information: name, email, and phone number. When an opportunity becomes available, we will email our list of locum doctors with the details and those interested can connect directly with the member who posted the ad. Please email info@optometrists.bc.ca if you would like to be added to the Locum List or if you are looking for locum coverage.
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