Q1_18_Profit Advisor

Retail PSroifcIteNLSMeIDonEnsitor

First Quarter 2018

The Profit Advisor
Business Strategies for ABB Optical Group Customers
To Patients, Contact Lens

Subscription Models Look Alike

Be smart when choosing strategies that work
for your practice and your patient relationships.

ABB OPTICAL GROUP can help.

Your Contact Lenses

Leslie A. Smith
123 Main Street
Anywhere, GA 12345

Your Contact Lenses Your Contact Lenses
Leslie A. Smith Leslie A. Smith
123 Main Street 123 Main Street
Anywhere, GA 12345 Anywhere, GA 12345

Your Contact Lenses Your Contact Lenses Inside...
Leslie A. Smith Leslie A. Smith
123 Main Street 123 Main Street Your Contact Lenses
Anywhere, GA 12345 Anywhere, GA 12345
ABB Cares Awards................... 2

Toric Lens Options .................. 6

Leslie AB. SemPithroactive............................ 7
A12n3ywMhaeiSnreuS, tGprAepel1ty23P4r5ogram Launches....... 8

Improve Lens Experience......... 9

Add New Services.................. 10

All Patients Want Comfort...... 11

ABB Cares Awards ABB Cares Award Winners Receive Donations

t Nevada Blind Children’s Foundation (NBCF) p Strathmere Volunteer Fire Company is a volunteer

of Las Vegas, Nevada, was nominated by The fire and rescue organization in Strathmere, New Jersey. The
Vision Centers, also of Las Vegas. NBCF provides grant will help fund equipment, such as bunker gear, for the
essential services to help meet the needs of Clark volunteer firefighters. Nominator Steve Nickelsberg, OD,
County children who are visually impaired; Nevada with Ocean City Vision Center, who is also a commissioner
is one of only five states that doesn’t have a school and safety officer for the fire company, says, “This organiza-
for the blind. The grant will help fund NBCF’s “After- tion saves lives day in and day out.”
school Adventures” life skills program and educational
classes for elementary and middle school students. u Plano Child

uJunior Charity League of Concord was Development
Center in Chicago,
nominated by Lasheta P. David, OD, of Invision Illinois, identifies
Family Eyecare, of Concord, North Carolina. The and evaluates
grant will fund the purchase of new clothing, shoes educationally dis-
and toiletries for the clothing room for students in advantaged youth
need. Dr. David, a league member, says, “Guid- with inefficient
ance counselors, teachers and social workers have visual processing systems. Nominator Lonnie Williams, OD,
said that the children gain a sense of confidence owner of American Vision in Chicago, says, “The services pro-
and are more motivated to learn and participate with their peers after they visit the clothing room.” vided by the Development Center are invaluable.” The grant will
help fund free vision workshops in the community and expand
t Special Olympics Florida provides sports train- the number of schools and organizations the charity serves.

ing and competition in a variety of Olympic-type sports
for people with intellectual disabilities. The grant will
help fund programs and services. “Special Olympics
Florida provides various programs that offer services
and resources to more than 41,000 athletes in the
intellectual disabilities and developmental disabilities
community,” says nominator Adele Paul, OD, of Paul
Vision Care in Jacksonville, Florida.

First Quarter 2018 • Volume 14, Issue 1 u Mercy

The Profit Advisor Health
Center in
Publisher: Al Greco Athens,
Editor: Gina Rosano • [email protected] Georgia, pro-
Director of Custom Publications: Marjolijn Bijlefeld • [email protected] vides quality
Associate Editor: Maggie Biunno • [email protected] health care
Creative Director: Stephanie Kloos Donoghue Designer: Barbara Gallois at no cost to
low-income
and uninsured individuals. The grant will fund sup-
plies to treat patients diagnosed with diabetes. Nom-
inator Stuart Thomas, OD, of Thomas Eye Center
in Athens, says, “The organization helps the most
vulnerable members of our local community.”

Cover boxes: © Andy Nowack | Dreamstime.com Sponsored by: u Valley

Published quarterly for ABB OPTICAL GROUP Center for
by Practice Advancement Associates, the Blind
(VCB) in
a division of Jobson Medical Information • jmihealth.com Fresno,
California,
2 provides ser-
vices for the
blind and visually impaired. The ABB Cares grant will
help VCB set up a low vision clinic. “As a low vision
specialist, I work closely with VCB and have seen
firsthand the difference it makes,” says nominator
Kim Vuong, OD, of Eye-Q Vision Care in Clovis,
California. l

Practice Insights Yield Some
Surprising Truths and Trends
ad Portfolio
Ninety percent of practices agree that practices simply cannot afford the Staff Spends Almost Six Hours
00% consolidating orders through a distributor inefficiencies that come from not per Week on Contact Lens Orders
makes the practice run more efficiently. consolidating from one source.
nvenient Nearly 200 optome- The survey also revealed, Y our staff’s time spent on managing contact lens
e ordering trists and practice ad- unsurprisingly, that online order- orders per day is comprised of these tasks:
ministrators responded ing has become the predominant
6%
to a survey that ABB ordering method, with 87 percent
des one bill OPTICAL GROUP con- of respondents saying that’s the

6% ducted in November and method they use, which is consistent

December. The num- with what we see in our transactional

ber one reason cited data. Phone orders account for 11

surrounds the added percent, and only 3 percent of orders

Angel Alvarez efficiencies that are are placed through a salesperson.
inherent when ordering The truth is that, busy or

through one source versus multiple sources. just starting out, practitioners and

On an average day, practices spend 70 staff need to be efficient in placing

minutes managing soft contact lens orders (see and managing their contact lens orders and there’s an entire team of contact lens tech-

box at right). inventories. Inefficiencies and redundancies in nicians who are all placing orders each day,

It’s almost cliché to say that time is the process cut into profitability, and they also there’s a strategy that can work well for you to

money, but when evaluating these numbers, this cut into staff enthusiasm. No one wants to stay cut out the extra time.

is a true illustration of that phrase. The average after the office has closed to compile and order One of the most obvious issues that comes

hourly wage for a staff member responsible for contact lenses. Staff time is better spent with your to light here in this data is the very low percent-

ordering and/or maintenance of orders is $16. patients, speaking to the benefits of purchasing age of direct-to-patient shipments. What’s the

So it’s important that this individual contributes an annual supply of contact lenses or encouraging stumbling block to increasing this number in

to revenue-generating business, not be bogged additional frame or sunglass purchases. your practice? Does staff not present the option,

down in administrative inefficiencies. What ad- There may not be one solution that works believing there’s not time to discuss it at the end

ditional value-added duties can your office staff for every single practice. That’s why it’s so of the transaction? Have them track their time on

contribute to your patient’s experience? important to consider the ABB OPTICAL ac- contact lens orders today. Perhaps if they can see

In this survey, the average number of pa- count manager as a consultant in the business. for themselves the additional minutes that are re-

tients seen per week was 28.5, and the average Your account manager has best-strategies quired to unpack and check in deliveries, call pa-

orders of contact lenses totaled 32 per week, approaches for large, medium and small prac- tients and finalize the transaction, they’ll see that

with only 23 percent of them being shipped tices. Whether it’s one employee or the doctor spending two minutes highlighting the benefits

directly to the patient. When you do the math, himself or herself placing orders, or whether of having contact lenses shipped directly to the

Broad Portfolio Delivery 1-2 days patient’s home or office means recapturing

What Do You Need? ABB1O0P0T%ICAL GROUP Can H9e9l%p many more minutes on the back end.
The cover story in this issue of The
Profit Advisor speaks to the growth of

oafprreascptoicnedreunntsmtoorBBtehrrooeeaafsdfdoiucnPPriCvlooeioenrnrtntyetfflvooyaoell.griinodoHrieeeeernrientthgaartectohnesaotltirdiabtuintegsDoDtrheedlalieivtvreetshrrSyytehthy11ori-o-pbp22uedagddltiihraieaeeyvyancsesttly subscription services in our industry.
A 1009%6% 99%96%are Now, more than ever, your staff’s time
gain, 90 percent is better spent in front of your patients
distributor helps rather than in front of a computer. Having
those critical conversations about your
most important when selecting a source from which to order contact lenses. value and meeting the needs of your pa-

BBroad pPorttffoolliioo oonnCClliioonnnneePvvProoeeBrorornnrvddvoiiiDeeeiedadrrnendeiilntntsiPvggooenretyfbo1ili-lil2ol days SSStthhhootiiipoppppP&psdadaDratdtioierriittiveeeeilroeiiencncvdonctttteellttlysyrlsyyfto1rra-is2ntaidnagys
100% 961%90609%%9% 96%9896% tients will ensure future success.
Are you using all the strategies avail-
CoDnveleivneierynt PPrroo9vviidd6eeosos%nnooC9lClinnoinneneS6eethvbbo9oei%iiprnllpdlli6daeeetinrnrii%etentncggttly PPa&&rrrnooodtvtvvooti8iidoddoooeeell6lssssssStfftttroho%rrao9rraiaipnspisisntntit6danaiaiftningfrig%eegncttly able to you to maximize your efficiency?
Doenlilvineer1yo-21rd-de2arydisnagys If not, make 2018 the year that you push
that concept to the forefront.
996%

ABBPOSrPthooTvipIipCddaAetiLsrieeGoncnRttleOyUbPilloffers all of these Provides training sure to ask your Provides training
aPttroibvu&itdeetsosaonlnsdefmobroilsrleta. Be A&BBtoOoPlTsICfoArLsta
96% 968%6% 86%account representative how you can improve your efficiency and boost your bottom line. l
Angel Alvarez
Provides training CEO, ABB OPTICAL GROUP
& tools for sta
3
86%

Cover Story

Not All Contact Lens Subscription

Doctor-friendly models can create a win-win for patients and practices

A significant shift is underway in the optical their contact lens prescription and your
business landscape in which pay-per-product value is paramount. Garin Wootton,
is moving toward a subscription-based model. office manager at Parmer Eye Care in

Subscriptions are a formula for growth. The Austin, Texas, took an asser-

model shifts the focus to long-term patient tive approach to show patients

relationships and retention rather than that it offers the best package

simply shipping products. Just look at Blue of price, value and service.

Apron, Dollar Shave Club, Stitch Fix and

even Amazon Prime’s Subscribe & Save Communicating the value

offerings. Subscription service companies A trickle that doesn’t get

have entered the contact lens industry as plugged can soon turn into a

well. By now, most contact lens patients stream. That’s the way that

have heard of Hubble Contacts, SightBox, Garin Wootton Wootton thought of those
LensFerry, The Lens Butler, CLX’s CL patients who were taking

Reorder and other subscription services. But that’s their contact lens prescriptions out of the

not necessarily bad news. As is true of every evolution office to try to find a better price online.

in the e-commerce era, there’s an opportunity to de- At first, Wootton and Sundra Lemanski,

termine how you can minimize the disruption to your OD, didn’t worry too much about it.

practice and enhance the experience for your patients They, like many business owners and

who choose this option. managers, figured that there will always

To date, some of the models that have come onto be some people who are motivated to

the market support and benefit the eye care professional- find the lowest price. They took a low-key

patient relationship: LensFerry, The Lens Butler, CLX’s approach, telling patients, “If you look Parmer Eye Care’s ad points out that the practice’s pricing is competitive.
CL Reorder and others. ABB OPTICAL GROUP serves around, you will see that our prices are

to fulfill the orders for all three companies, which can pretty competitive, so you can always come back.” of subscription services that draw you in with a low

assure you that your patient is receiving the contact But the flow of fax and phone requests increased leading price and eventually raise the prices. I know

lenses you ordered. (See boxes on facing page.) for contact lens prescription verifications. Wootton, the low price won’t last,” he says. He also notes that

There are other models that may retain the eye who has been with the practice since 1998 and thrives as consumers sign on for more of these services,

exam with the doctor but remove the product from the on business management challenges, decided he was they run the risk of getting hit by bank overdraft fees.

patient-doctor relationship. Educating patients about ready to take on this fight. “I’m familiar with the lure “Between automatic payments and subscription fees,

many people are having a lot of bites taken out of their

checking accounts every month,” he says.

Does Your Subscription Model Maintain If consumers realize the potential long-term costs
the Doctor-Patient Relationship? of subscription services, these offers might not seem
so attractive. Wootton says that the price presentation
is what draws patients in, so he decided that he would

H ubble Contacts is an online subscription service offering HEMA-based, not silicone hy- focus on pricing in his education efforts. He created a
drogel, daily disposable spherical contact lenses. Action point: Help patients do the math. striking ad that alerts patients that a subscription pack-
After the super-low introductory offer, the monthly fees charged add up to an annual cost that age might not be their best value. The ad appeared
approaches your annual fees for far more advanced technology contact lenses. Educate your on the cover of a magazine that was mailed out to
patients that you have concerns about the product’s visual acuity and comfort. Foster that 100,000 local households. It is also available at the
patient relationship/loyalty by proving that the cost (including shipping) is far more expensive front desk and is used on the practice’s social media
with Hubble than what you can prescribe/offer in a better technology daily disposable lens. accounts.
Sightbox provides patients with a choice for two levels Parmer Eye Care does offer patients the options
of subscription service, one at $39 per month and the other at to purchase their contact using the LensFerry subscrip-
$89 per month. The charge covers the eye exam, contact lens tion service. But Wootton’s first goal is to encourage
fitting and regular shipments of contact lenses. This model annual supply sales.
benefits those patients who do not have a vision care plan by spreading out the cost of product “Just the other day I was helping out up front
over time. The lower price tier is for most two-week and monthly replacement contact lenses, when a gentleman was checking out. He asked for his
and the higher tier is for daily disposable contact lenses in different designs. Optometrists are contact lens prescription because he thought he could
paid for the exam and contact lens fitting by Sightbox (which, as previously mentioned, doesn’t get his contact lenses for less online. I told him, ‘You
work with vision benefit providers); contact lens sales revenues stay with Sightbox only. Action have a $120 vision care allowance, we offer a 20 per-
point: Make sure that your patients with vision care benefits understand that their price may be cent price reduction for annual supply sales, and you
lower when they use their benefits at your office for the exam and even for the products. l are eligible for a rebate.’ When he saw the bottom-line
number, it completely changed his view and he bought

his contact lenses here,” Wootton says.

4

Services Are the Same

The Lens Butler partners with prac- LensFerry essentially divides the CLX System’s My CL Reorder is a
tices to drive sales, exam frequency, compli- doctor’s annual supply cost (plus service cloud-based ordering and marketing plat-
ance and patient loyalty. The monthly delivery charges) by 12 to create a monthly payment form designed to email and text patients to
model promotes better patient compliance; plan. Doctors bill their own fitting fee and reorder contact lenses as needed. Credit
a built-in recall system; increased exam fre- set their own price for products, selecting card payments are deposited in the practice
quency; reduction in staff time spent on con- from all brands. LensFerry allows you to bank account, and the order is forwarded to
tact lens orders; and 12 monthly messages, keep 100 percent of your contact lens sales. a preferred practice distributor, such as ABB
direct from the doctor, included in each It is a robust service that helps doctors OPTICAL GROUP. Refills are shipped directly
monthly shipment. Doctors’ monthly state- market their practice, increase practice effi- to patients, who can elect three-month, six-
ments itemize sales along with a monthly ciency and keep their patients’ prescriptions month or annual shipments. Practices retain
rebate. The Lens Butler takes a concierge-like from walking out the door. For more infor- 100 percent of the contact lens revenue
approach to customer service. For more infor- mation, visit eyecareprime.com. l from orders through My CL Reorder. Visit
mation, email [email protected]. l clxsystem.com for more information. l

Value vs. price because it is confident that the lenses ordered will practice genuinely cares about the eye health of
your patients will speak volumes to the relationship.
Wootton says that he and the staff want to be the ones delivered. If the patient is drawn to a Don’t ignore your patients’ requests. If a subscrip-
tion service helps them easily break up payments
educate patients daily disposable option pro- for their lenses and offers the convenience they are
looking for, then consider subscription service op-
about the added moted through a subscription tions that fit your practice and your patients’ needs,
Wootton says.
value that the service model like Hubble Con-
No downside
practice delivers. “If you buy your contact tacts, Wootton suggests a daily Even if a patient hears the presentation by
First and foremost, disposable option with advanced Parmer Eye Care staff and still decides to purchase
his or her contact lenses elsewhere or with a subscrip-
the doctor is pre- lenses from us and you features and materials at an tion model that the practice does not promote, that
scribing advanced tear or lose a lens, we can affordable price. patient will remember the conversation—especially
technology contact if the replacement lens prices begin to creep upward

lenses, some of help you out with trial lenses Preserve the relationship or the lenses are not providing the
which are not Communicating your value, visual acuity or comfort to which
they are accustomed. “They’ll
available through to tide you over.” giving patients options and remember that we tried to educate
cut-rate subscrip- —Garin Wootton emphasizing all that you have to them and lead them in the right
tion services. In offer are important to preserving direction,” Wootton says.

fact, the advanced the patient-practice relationship. Now that
subscription
trial contact lenses Understand- services have
arrived, new
they may have ing the dif- models and pro-
viders are likely
on their eyes at that very moment might not be ferent subscription models and to follow. l

available through all subscription services, he tells educating patients about what

them. Some of the subscription models are offering they are really signing up for is

old technology products that are not what’s best for a frank conversation that no one

the patient. As their provider, you are responsible in your office

for their eyes and cannot with good faith prescribe should be afraid

lenses that may negatively affect them, he says. to communicate.

Secondly, the office provides unparalleled service. Honesty and

“If you buy your contact lenses from us and you tear being confident

or lose a lens, we can help you out with trial lenses to in communicat-

tide you over. But that’s not a service we can offer to ing that your

people who purchase their contact lenses from some-

where else,” he tells them. Most people understand

that, just as they wouldn’t try to return an item bought

at one store to another store and expect a refund or

replacement. “We’ll take care of you here completely,”

he assures patients.

If patients still want the convenience of

monthly charges and deliveries, the practice staff

can explain that the practice has chosen LensFerry

5

With Addition of Toric Design, One-day Contact Lens
Candidate Pool Grows
Recapture Contact Lens Dropouts
F itting contact lens wearers in a one-day thickness simplifies
replacement modality has been the norm the fitting process and D r. Liza Smith Koepke says that when she asks contact lens
at Rancho Santa Margarita Optometry and provides better visual dropouts about why they discontinued use, she hears many
Ladera Ranch Optometry acuity, and the large similar responses. Patients complain that their contact lenses don’t
toric optic zone allows feel good at the end of the day or at the end of the replacement
in Rancho Santa Margarita for clear visual acuity period, and part-time wearers find it difficult to remember how long
over an extensive their contact lenses have been sitting in a case. She follows up
and Ladera Ranch, Califor- range of powers. with an introduction to the MyDay® daily disposable family. “Many
“The lenses are very of my middle age or older patients who dropped out because of the
nia, for many years, says stable, and the optics hassle of cleaning lenses with monthly or two-week replacement
are great. I’m very do really well with MyDay lenses,” she says. “They like the fact
Liza Smith Koepke, OD. happy with the MyDay that they can just wear them for special occasions like a wedding
toric for a daily toric or date night. They can wear one-day lenses as infrequently or as
It was a focus even before contact lens option,” often as they like without the worry or fuss.” These patients like
she adds. The wide hearing about what’s new, she says. “Sometimes they don’t even
Dr. Koepke joined her ballast band and the know about these newer options, and it opens them up to giving
unique back surface contact lenses a second shot.” l
father, Steven D. Smith,

OD, in his two offices fol-

Dr. Koepke lowing her graduation from
the Western University Col-

lege of Optometry nearly three years ago. “Our prac-

tice is a strong one-day contact lens practice, and

we’ve been building on that,” she says of her efforts

along with her father and the practice’s two other curvature contribute

associates. “Between 75 percent and 80 percent of to the stability, while

our contact lens wearers are in a one-day lens.” the smooth, continuous surface maximizes comfort. choices in her toolbox, but she likes the MyDay

It’s a win-win for both patients and the prac- The expansion of the MyDay lens family has lenses in particular for the comfort and breathabil-
tice, she explains. Patients been a tremendous help, particu- ity. The high Dk/t promotes oxygen transmissibility.
first appreciate the comfort larly for those patients who need She also likes that material is easy to handle.
and convenience, and “our astigmatic correction in one or both “Some patients have told me that one-day lenses

doctors love one-day contact eyes. “It’s perfect that they can see feel flimsy. But the MyDay lens is easy to insert and

lenses for the health benefits very well by wearing both the toric remove*, and it doesn’t flop over on their fingers,”

for the eyes.” Dr. Koepke has and sphere,” she says. making it easier for first-time wearers. Dr. Koepke

been a big fan of the MyDay® Since MyDay came onto the tells patients about the UVA/UVB** filters in these
daily disposable family and market, Dr. Koepke has found lenses, a quality appreciated in southern California.
is pleased she can offer the many ideal candidates for this Dr. Koepke says that the practice has had a
platform to even more pa- go-to product among first-time long relationship with CooperVision, and her first
tients with the recent release contact lens wearers and patients experiences with the company’s products were

of the MyDay® toric. complaining because of discomfort as a contact lens wearer. The doctors and staff

Dr. Koepke said that they started fitting or even handling issues with other contact lenses. regularly remind patients about taking advantage

the MyDay toric in the second half of 2017. “It’s “The technology and optics are great for any pa- of CooperVision rebates, and the company’s

fantastic,” she says. “It offers the benefits of the tient whose prescription comes in the parameters representative provides the doctors and staff
MyDay lens material and uses the Biofinity® toric of the MyDay lenses.” with updates, needed supplies and promotional
lens design features.” The uniform horizontal ISO Dr. Koepke has many one-day contact lens materials.
Her ABB OPTICAL GROUP representative

Your Feedback Counts keeps relationships with CooperVision and all
contact lens vendors running smoothly. “Any time
we need her help, she’s on top of it,” Dr. Koepke

A BB OPTICAL GROUP relies on says. Between two offices and a wide variety of
its accounts to participate in the contact lens suppliers, ABB OPTICAL makes this
quarterly Soft Lens Retail Price segment of the business manageable, all through
Monitor surveys. For each issue, several one source. l
participating accounts are selected to
Footnotes:

receive a $200 gift card. Here are the *Results based on 144 participating eye care profes-
most recent winners: Freeman Eyecare sionals in a multi-national online survey. 2016

of Winfield, Kansas; Precise Eyeglass Your input matters to ABB OPTICAL GROUP. If you’re ** Warning: UV-absorbing contact lenses are not
Frame Repair of Cincinnati, Ohio; asked to participate, please do so. substitutes for protective UV-absorbing eyewear, such
Deanna P. Ricker, MD, of Needham, as UV-absorbing goggles or sunglasses, because they
Massachusetts; Drs. Moser and Allen, do not completely cover the eye and surrounding area.
OD, of Texarkana, Texas; and McMillen Patients should continue to use UV-absorbing eyewear
Eyecare of Kingsport, Tennessee. l as directed.

6

Updating Patients on Advancements
Is a Doctor-driven Process

W hen patients come into one of the three Smay says. Since the introduction of AIR OPTIX® plus 3 Dumbleton K, Richter D, Bergenske P, Jones LW.
Pittsburgh-area locations of Family Eye Care, HydraGlyde® contact lenses, Dr. Smay says that he Compliance with lens replacement and the interval between
all four of the practice’s optometrists feel tells patients that AIR OPTIX plus HydraGlyde lenses eye examinations. Optom Vis Sci 2013; 90: 351–8.
that it’s their duty to let patients know about advance- provide outstanding, consistent comfort from day 4 Eiden SB, Davis R, Bergenske P. Prospective study
of lotrafilcon B lenses comparing 2 versus 4 weeks of wear
ments in contact lenses, says Joseph 1 to day 30* because of the exclusive for objective and subjective measures of health, comfort,
SmartShield® Technology, which helps and vision. Eye & Contact Lens. 2013; 39(4):290-294.
Smay, OD. “The doctor needs to bring up protect against deposits.4-9 In addition, 5 Lemp J, Kern J. A comparison of real time and
AIR OPTIX plus HydraGlyde lenses also recall comfort assessments. Optom Vis Sci. 2016; 93:
the idea of contact lens wear to patients. feature HydraGlyde® Moisture Matrix, E-abstract 165256.
which provides long-lasting lens surface 6 Merchea M, Mathew J, Mack C. Assessing Satis-
Many are afraid to ask. A simple question moisture.10-12 faction with Lotrafilcon B Packaged with an EOBO Wetting
“Whenever a contact lens is intro- Agent Combined with EOBO-Based Lens Care Solutions.
such as, ‘Have you ever thought about duced, as doctors we need to determine Poster presented at the Annual Meeting of the American
whether we will recommend it for our Academy of Optometry, October 11-14, 2017, Chicago, IL.
wearing contact lenses? You’re a good patients. With AIR OPTIX plus HydraGlyde 7 Nash W, Gabriel M. Ex vivo analysis of cholesterol
lenses, we saw continuous success with many deposition for commercially available silicone hydrogel
candidate,’ can engage patients,” he says. patients over many months, so we can prescribe it contact lenses using a fluorometric enzymatic assay. Eye
confidently,” Dr. Smay says. Contact Lens. 2014; 40:277-282.
It’s an important question because He is also pleased to be able to tell his pres- 8 Nash W et al. A comparison of various silicone
byopic and toric lens wearers that they can achieve hydrogel lenses; lipid and protein deposition as a result of
so many patients are unaware of devel- levels of comfort, as the SmartShield Technology is daily wear. Optom Vis Sci. 2010; 87: E-abstract 105110.
featured in all AIR OPTIX® brand contact lenses. “For 9 Based on a 30-day clinical study of 75 habitual
opments in contact lens materials and Dr. Smay patients who tried multifocal or toric contact lenses lotrafilcon B lens wearers; Alcon data on file, 2017.
designs. The discussion in the exam before and didn’t like them, we can offer them the 10 Lemp J et al. A comparison of two methods for
opportunity to try again. If their complaints were re- assessing wetting substantivity. Poster presented at 2016
room can make all the difference—for current and lated to vision or comfort, there are new contact lens Global Specialty Lens Symposium (GSLS); January 21-24,
options that can help address both of those.” Those 2016; Las Vegas, NV.
former contact lens wearers as well as those who discussions lead him to introduce—or reintroduce— 11 Marx S, Sickenberger W. Wettability of different
more patients to contact lens wear, which, in turn, silicone hydrogel lens materials and blister solutions mea-
have never worn contact lenses. That affirmation helps fuel growth in his practice. l sured using non-invasive keratographic drying up time
(NIK-DUT). Optom Vis Sci. 2016; 93:E-abstract 165113.
that the patient is a good candidate—regardless of *Based on clinical studies with AIR OPTIX® AQUA 12 Alcon data on file, 2017.
contact lenses.
astigmatism or presbyopia—helps open the discus- Important information for AIR OPTIX® plus
References HydraGlyde (lotrafilcon B) contact lenses: For daily wear
sion. “Patients may not know that there is a contact 1 Dumbleton K, Woods C, Jones L, Fonn D. The or extended wear up to 6 nights for near/farsightedness. Risk
relationship between compliance with lens replacement and of serious eye problems (i.e., corneal ulcer) is greater for
lens option available that could work. And those contact lens-related problems in silicone hydrogel wearers. extended wear. In rare cases, loss of vision may result. Side
Con Lens Anterior Eye. 2011: 34(5):216-222. effects like discomfort, mild burning or stinging may occur.
who have dropped out of contact lenses typically 2 Guthrie S, Dumbleton K, Jones L. Financial im-
plications of patient compliance. Contact Lens Spectrum. See Product Instructions for complete wear, care
tell me they do so because of issues with vision or December 2014. and safety information.

comfort,” he says. Sponsored by Alcon

The practice’s doctors are on board with the © 2018 Novartis 2/18 US-AOH-18-E-0254

POWER OF ONE™ program: prescribing one-day or

one-month replacement lenses, which are associated

with high replacement compliance rates and increased

frequency of annual visits.1-3 They also encourage

patients to purchase a one-year supply of contact

lenses to reinforce replacing the lenses as instructed,

and they encourage an annual comprehensive eye

exam, due around the time that the annual supply will

be depleted. Daily disposable contact lenses are an

important part of that offering, yet this is important for

monthly replacement contact lenses, as well.

“If patients aren’t interested in daily disposable

contact lenses, a monthly replacement lens is my

next recommendation. It’s easy to remember: turn

the calendar page; replace your contact lenses,” Dr.

Upgraded Packaging Provides More Guidance

A lcon recently refreshed the look of the packaging for AIR OPTIX® plus
HydraGlyde® contact lenses sold in the U.S. Dr. Joseph Smay says that
the new packaging contains additional information to support patients,
which, in turn, helps support his practice.
The new packaging provides insertion and removal illustrations on the
outside panel. These illustrations help support wearers after they leave their eye
care professional’s office.
The updated box designs provide every patient with a 1-800 helpline, helpline New packaging provides patients with helpful instructions.
email address and the AIR OPTIX® website for more at-home and online support.
Lot numbers on the new packaging will enhance supply-chain tracking capabilities and quality control. l

7

DIGITAL EYE LAB Launches
Supply Program With Altair

I n keeping with its innovative approach to practice to select “Lab Supply” and have the frame sent
efficiencies, DIGITAL EYE LAB Network (DEL directly to the lab. In this case, the lens portion
Network), a division of ABB OPTICAL GROUP, has of the order goes to DEL Network–New York (Lab
partnered with Altair, a VSP # 0431) and the lab begins the lens fabrication
process. The Altair frame is shipped overnight, at
Global company, in the no charge to the ECP, to DEL Network–New York
lab and matched up with the lenses to complete the
lab supply frame program job. “The ECPs receive the same frame price and
discounts they’re used to, free shipping to the lab
through Eyefinity. and a completed job from DEL Network–New York,” achieve their dollar thresholds so that they can
says Meehan. reach the premier status more quickly,” Meehan
“Our goal is simple: DEL Network has already proven that this says. DEL Network is also a Unity-enabled labo-
concept can work through its EZ-CONNECT program ratory, making this frame and lens package even
provide eye care profession- working with Adidas sunwear from Silhouette. “We more profitable for your VSP-accepting practice.
believe that the future is in these frame and lens “Our new relationship with Altair is thanks to our
als (ECPs) with increased packages because of the efficiency and speed,” she established partnership with VSP as a Unity-
says. enabled laboratory,” she adds. DEL Network fab-
efficiency for their practices VSP practices can use the Altair brands to ricates Unity lenses such as the new Unity Via and
become part of the VSP Premier program, or main- coatings such as Techshield AR in house for the
and reduce the turnaround tain their Premier status. “Carrying a selection of fastest turnaround times to your practice.
Altair frames for this program will help practices Frame board management is complicated
Nan Meehan time for their patients,” enough. Ask your DEL Network Eyewear Specialist
says ABB OPTICAL Vice or Eyewear Consultant to see how this program can
simplify your business model. l
President of Eyewear Nan Meehan. One of the frus-

trations of having a patient select a popular frame is

that the top seller is removed from the frame board

and sent to the lab. “With this program, frames do

not need to leave your board,” she says.

When ordering any job inclusive of an Altair

frame through Eyefinity, an ECP has the option

In Partnership With the Community

Program matches people with disabilities to jobs

I n November 2017, Westchester Magazine online about placing those with intellectual and develop-
featured the work that DIGITAL EYE LAB Network mental disabilities in our lab. She recommended that
(DEL Network) does at its Hawthorne, New York, I contact the Adult Resource Center in our area, and

office with Arc of Westchester, the county’s largest that’s how we got to know the Arc of Westchester

agency supporting children, teens and adults with in- team.”

tellectual and developmental disabilities. The article, DEL Network Managing Director Scott Pearl

titled “Could Disabled Workers Be Your Best Em- told the magazine, “Once the organization became

ployees?” featured two DEL Network employees who familiar with our work environment, it created and

both got their start through Arc of Westchester. Jo- supported the process of introducing and placing

seph Frank began by cleaning lenses and scanning new team members with our company.”

and entering lens information into a database. Grant Learn more about Arc of Westchester em-

Dawson engraves corrective lenses at the facility, ployment services at arcwestchester.org/services/

a job that requires precision and a focus on details. disability-employment. l

The article noted that their

“efficiency and dedication to

their work” moved them from

part-time workers to full-time

employees in 2017.

The story notes that

Photos courtesy of Arc of Westchester DEL Network Vice President

of Manufacturing Vince

Monaghan shared a personal

experience. “My cousin had

special needs and held a job

which she loved and took

great pride in,” he told the

magazine. “I asked [my wife]

if she knew how we could go Grant Dawson, top, and Joseph Frank, came to their jobs at DIGITAL EYE LAB Network through Arc of Westchester.

8

Patients Don’t Know Whether Their Current
Contact Lens Experience Is Right for Them

A switch to a one-day lens could provide excellent vision, comfort and convenience

C ourtney Goetsch, OD, says she and her partners at Authier Miller Paper need to achieve the vision for their daily
Eyecare in Norfolk, Nebraska, are believers in doing first and foremost what’s work, school or play environment.”
good for the patient, believing that profitability will follow naturally. That Once she began actively fitting Biotrue

applies to the contact lens products that they promote, ONEday contact lenses, she says the num-

too. When Dr. Goetsch joined the practice 11 years ago, ber of one-day lens wearers has gone up.

following her graduation from Pacific University College of “The proof is in the pudding. Patients put these lenses on and tell me that they no-

Optometry, two-week replacement contact lenses repre- tice the comfort. I use their experiences to tell other patients why I want to provide

sented the lion’s share of contact lenses prescribed and them with trials of Biotrue ONEday contact lenses so that they can try it.”

sold. “At that point, the pricing on daily disposable contact In fact, she considers it a disservice not to tell patients what’s new. “I

lenses scared practitioners and patients, but it’s become understand that we all get busy, and when a patient says that everything’s fine,

so competitive,” she says. “As a parent, I look at one-day it’s tempting to want to stay where they are. But how does the patient know that

lenses and wonder why a parent would not want to have what he or she is wearing now is providing the best experience? If they don’t try

Dr. Goetsch his or her child start every day with a fresh contact lens.” another lens, they’re not going to know.” l
As more one-day lenses came onto the market, the
1 Data on file. Bausch & Lomb Incorporated. Rochester, NY.
options began to increase for patients with more designs and materials. But even 2 Twenty-two subjects participated in a randomized, double-masked, contralateral eye
study to evaluate water loss of Biotrue® ONEday and competitive contact lenses. After 4, 8,
so, until fairly recently, Dr. Goetsch wasn’t fitting many Biotrue® ONEday contact 12, and 16 hours of wear, lenses were removed and immediately weighed (wet weight). The
lenses were then completely dried and reweighed (dry weight). The percent water loss was
lenses. “With the most recent rebate, however, I decided that I’d try it. And I then calculated for each lens from the wet and dry weights.

found that I love it,” she says.

Patients respond extremely well to this lens. “They tell me that they get long

hours of comfortable wearing time,” she says. The lens material mimics the lipid

layer of the tear film and forms a dehydration barrier1, and the lenses maintain 98 Biotrue is a trademark of Bausch & Lomb Incorporated or its affiliates. All other
percent of their moisture for up to 16 hours.2
Dr. Goetsch says that she’s a strong advocate for Biotrue ONEday contact product/brand names and/or logos are trademarks of the respective owners.

Content ©2018 Bausch & Lomb Incorporated BOD.0027.USA.18

lenses for young, first-time wearers, particularly. “Parents already have so much

to worry about with kids. Are they brushing their teeth? Are they turning in their

homework? It’s comforting for them not to have to worry whether their children

have cleaned their contact lenses correctly. Plus, with all the activity and travel

sports that many kids take on, it’s great to be able to add a few pairs of Biotrue

ONEday contact lenses in the child’s sports bag. If something happens to a con-

tact lens, there’s a spare within reach.” The message that resonates with parents

is that if a child loses or tears a contact lens, that’s the loss on just one day’s National Market Trends at a Glance

contact lens, not for the full two weeks or month.

In addition to first-time wearers of any age, many current or former contact lens

wearers are excellent candidates for Biotrue ONEday contact lenses, says Dr. Goetsch. SOFT CONTACT LENSES
The one-day modality has great appeal to occasional contact lens wearers. “Not only

can the frequent replacement schedule boost compliance, it also helps those patients National Dollar Growth

who feel guilty about not wearing their contact lenses every day. Those who have TOTAL Daily Disposables
purchased a monthly replacement contact lens but have only worn it two or three
times don’t feel like they’re getting their value. They wonder why they’re paying that 19% Growth

much for a contact lens they wear only a handful of times. But one-day lens wearers 7% 10% Growth
get full use from their contact lenses every day that they decide to wear them.” 14% Growth
The practice, where Dr. Goetsch worked as a tech while she was an un-
dergraduate student, uses scribing technicians in the exam room. “I will initiate

the conversation and the technician can go into more conversation and show the Market Share

patient a brochure that shows the differences between one-day, two-week and 45%Daily Disposables
monthly contact lenses, in terms of the price and the rebate,” she says. With 21%Two-week Modality
the generous rebates from Bausch + Lomb, patients can gain the comfort and
convenience of a one-day lens for nearly the same cost, “and they’re having an
excellent contact lens wearing experience,” she says.

Three years after joining the practice, Dr. Goetsch became a partner. So as

a business owner, it’s also important to her that her contact lens patients enjoy

their overall contact lens experience so that they remain loyal contact lens pa- YTD Dec 2017. Source: ABB OPTICAL GROUP Insights, Practice growth based on same door sales, Nation (n=11,064)
tients. “Often when a one-day contact lens comes out on the market, there isn’t

a matching toric or multifocal design in the family. But with the complete Bwiowtwr.uabeboptical.cAomBB OPTICAL GROUP’s market trends show that daily disposable contact
ONEday family, I can fit patients into the same material in whatever design they lenses are driving the growth.

9

Special Training Boosts Confidence
and Success With New Lens

ABB OPTICAL GROUP can help you get started with custom soft lens fitting

M ichael Samuels, OD, opened his own Arch Holcomb,
practice in July 2017, and one of his senior specialty lens consul-
first calls was to ABB OPTICAL GROUP tant for ABB OPTICAL, led

representative Catherine the group; Dr. Samuels rec- can work with your specialty lens consultant to

White. Dr. Samuels had ommends that any doctors organize a session to fit your practice’s scleral lens

worked with White at his fitting sclerals and highly preference,” Dr. Samuel says.

previous practice. Dr. trained technicians attend Dr. Samuels brought his experience of fitting

Samuels was confident the session. “All staff, espe- several other scleral lenses to the lunch-and-learn,

that White would be able to cially technicians, should be and he was very impressed by what the Zenlens

deliver on the competitive familiar with at least some Arch Holcomb offers. “Zenlens scleral lenses are the greatest and
pricing, quick delivery and of the advanced technology easiest to fit, and they match my philosophy to provide

turnaround that he has and terminology. These are very complex lenses. the best products and services to help ensure the best

Dr. Samuels come to expect from ABB Technicians can explain to patients how customized possible outcomes.” The most unique fitting feature is
OPTICAL. She also offered the fitting of scleral lenses will be.” Lunch-and-learn the ability to focus in on the specific parameter mod-

to set up a lunch-and-learn meeting ifications you need without having to

because she knew he was just getting affect the other parameters of the lens

started with a new scleral lens product, in the process. “If you need to change

Zenlens™. Dr. Samuels was expanding the limbal curvature, the landing zone

his options of scleral lenses to fit and or diameter, those changes won’t affect

thought that the specialized training the other parameters,” Dr. Samuels

would be beneficial. “It’s great if you says. The Zenlens scleral lenses use a

are going to get into a specialty prod- Smart Curve™ design to keep the rest

uct and want to delve into the science of the lens consistent as changes are

behind it and understand everything made, allowing for a targeted, straight-

there is to know about it,” he says. forward fitting.

During the session, ABB OPTICAL’s Accounts can learn more about the custom soft lens services at the ABB OPTICAL Consultants like Holcomb are just
scleral lens specialist was able to help GROUP web site. a phone call away if he ever needs to
him identify a simple beginner’s mis- run a case by him. “I can tell Arch that

take. “Without that lunch-and-learn, it would have sessions can be arranged for any scleral lens offered I’m at 700 microns and I need it down to 200, but I

been another visit and a little extra headache for by ABB OPTICAL. “Regardless of your choice of need to increase the diameter. He has the expertise

me and the patient,” Dr. Samuels says. scleral lenses, your ABB OPTICAL account manager in designing the final lens,” Dr. Samuels says. l

Investing in a Scleral Lens Specialty

A fter he graduated from Illinois College of Optometry, Dr. he shows them the shape of their cornea, he explains, “This is why
Michael Samuels joined his father, Stuart Samuels, OD, in light doesn’t focus on one place and why your vision is so distorted.
practice. His father retired two years ago after selling the practice A scleral lens will mask all of that distortion in your cornea and
to a large corporation. That organization had a different practice provide a nice finite focal point to give you vision that’s as clear as
model than what Dr. Michael Samuels wanted to pursue. Over a possible.” Other candidates include patients with corneal ectasia due
game of golf with a like-minded colleague, Kevin Loflin, OD, the to previous refractive surgery and those with kerataconus, irregular
two decided to become business partners and co-founders of NC astigmatism, corneal scars and dry eye disease. “Anyone who wears
Eye Associates, with two office locations on each end of Wake scleral lenses comments that his or her vision is incredible,” he says.
County, North Carolina. Even the insertion and removal, often the biggest challenge, can be
“Our model is an advanced version of primary medical eye care overcome, and patients are motivated to do so.
with a focus on the advanced care of ocular surface disease, using There’s great flexibility with this specialty, too. “You can build
the most innovative technologies in eye care to provide the highest a whole practice around it, or just incorporate what you wish to,” Dr.
level of care possible,” Dr. Samuels explains. Scleral lens fitting Samuels says. Plus, it’s profitable. Must-have technology includes
falls right into this model. Introducing the option is easy, particularly a topographer and anterior segment OCT to provide a high-quality
to patients with corneal irregularities or advanced dry eye disease. scleral lens fit. Build a referral network through local ODs and corneal
“They can’t see very well in spectacles or soft contact lenses, so I ex- specialists. Dr. Samuels says that he expects many patients will refer
plain that if they want to see clearly, this is their only option.” When others to him, as well. l

10

Help Monthly and Two-week Contact
Lens Wearers Achieve Superior Comfort

One-day lenses are a fast-growing market segment, but don’t overlook the other options

T o the ODs at Eye Care Associates of Michiana— believe that’s simply the way contact lens wear the practitioner increases the chance of keeping
Linnea Robbins-Winters, OD; Tom Morton, works,” she says. “They don’t realize that there’s that patient in the practice.
OD; John Offerle, OD; and Kristina Offerle, something that could work better for them unless “Not only is the brand known for its comfort,

OD—the more often a we educate them.” but we also spend a lot of time talking about the UV

patient replaces his or her Similarly, many of her monthly replacement protection† in all the contact lenses on that platform.

contact lenses, the better lens patients will tell her that A discussion on overall eye

the success for the patient. their monthly replacement health and UV protection† also

So although the doctors’ contact lenses become fairly opens the door to a discussion

first recommendation uncomfortable in the third and on sunwear, so it’s a natural

typically is for a one-day fourth week, but they continue lead in,” she says.

contact lens, there’s a thriv- to wear them anyway to get the Indeed, educating patients

ing and important business full value from the lens. Since about their ocular health and

Dr. Robbins-Winters in two-week and monthly Johnson & Johnson Vision solutions to their visual needs
replacement wear, because introduced ACUVUE® VITA®, is a critical component of every

not every patient is willing or able to purchase one- she now has an option for these patients. She notes patient visit. Patients come to hear their doctors’

day contact lenses. that her monthly replacement lens wearers whom expertise and recommendation. “We have to edu-

The practice (with offices in South Bend and she has switched into ACUVUE VITA tell her that cate and prescribe what will be best for the patient’s

New Carlisle, Indiana) has a reputation for its ocular it’s a more comfortable lens for the full duration wants and needs.” l

disease management and specialty contact lens fits, of the monthly cycle. “The majority of my ACUVUE † Helps protect against transition of harmful UV radia-
and it draws patients who want the best experience, VITA wearers say that they are more comfortable tion to the cornea and into the eye.
an education and the most suitable products. For throughout the month,” she says.

soft lens patients, Dr. Robbins-Winters says that Prescribing ACUVUE OASYS® Brand Contact ACUVUE® Brand Contact Lenses are indicated for

with ACUVUE® Brand Contact Lenses, there are Lenses with HYDRACLEAR® PLUS Technology is vision correction. As with any contact lens, problems,

options to cover nearly every soft lens patient who another option that helps patients gain superior including corneal ulcers, can develop. Some wearers may

wants to wear contact lenses. She estimates that, comfort in two-week lens wear. experience mild irritation, itching or discomfort. Lenses

outside of the specialty lens patients, should not be prescribed if patients have

50 percent of the contact lens patients an eye infection, or experience eye dis-

in the practice are single-use, one- Inventory for Annual Sales comfort, excessive tearing, vision changes,
day lens wearers; 30 percent are in a redness or other eye problems. Consult
the package insert for complete informa-
two-week replacement lens; and 20 O ne reason that patients may overwear their two-week and
percent are in a monthly replacement monthly replacement contact lenses is because they are trying tion. Complete information is also available
lens. to make their supply of contact lenses last until their next exam or by visiting acuvueprofessional.com, or by
“The opportunity and room for their next purchase. When patients buy only a quarterly or half-year calling 1-800-843-2020.
growth may be strongest in the one- supply, that temptation might be strong. Eye Care Associates of
day market, but there is absolutely Michiana inventories ACUVUE® OASYS® Brand and ACUVUE® VITA® WARNING: UV-absorbing contact
room for growth in both the two-week Brand Contact Lenses—but only do so in 24-packs and 12-packs, lenses are NOT substitutes for protective
and monthly replacement market, respectively, so that patients leave the office with their annual UV-absorbing eyewear such as UV-absorbing
too,” she says. So it becomes a matter supply in hand. “With its 12- and 24-pack packaging, Johnson & goggles or sunglasses because they do
of matching the patient’s visual and Johnson Vision has made this easier for patients to be compliant not completely cover the eye and sur-
functional needs with the contact with their replacement schedule and their annual exam schedule,” rounding area. You should continue to
lenses that will provide them with the says Dr. Linnea Robbins-Winters. l use UV-absorbing eyewear as directed.
greatest comfort and performance. Dr. NOTE: Long-term exposure to UV radia-
tion is one of the risk factors associated
with cataracts. Exposure is based on a

Robbins-Winters says that she starts number of factors such as environmental
with ACUVUE Brand lenses. conditions (altitude, geography, cloud
cover) and personal factors (extent
Dr. Robbins-Winters asks all current contact Patient comfort cannot be overstated, she
and nature of outdoor activities). UV-blocking contact
lens wearers to tell her the details on how they wear says. Discomfort with contact lens wear is a factor lenses help provide protection against harmful UV radi-
their contact lenses: when they remove them each in patients choosing to drop out of contact lens
ation. However, clinical studies have not been done to

day, when they replace them and how they feel wear. If that happens, not only does the practice demonstrate that wearing UV-blocking contact lenses

during the entire cycle. “Don’t just assume that it’s risk losing that patient as a high-value contact lens reduces the risk of developing cataracts or other eye

all going well because the patient says he or she wearer, but the patient’s discontent with the whole disorders. Consult your eye care practitioner for more
is doing OK with the current lenses. I’ll ask if the contact lens-wearing experience may also affect his information.

contact lenses are as comfortable in the evenings or her choice to seek another eye care provider. In ACUVUE®, ACUVUE VITA, ACUVUE OASYS, and
as they are in the morning. So many patients who other words, as long as contact lens patients are HYDRACLEAR are trademarks of Johnson & Johnson Vision

experience a decrease in comfort during the day having a great experience with comfort and vision, Care, Inc.

11

Practice ManagementCorner

How to Stay on Track With Your Resolutions

By Terri A. Gossard, OD, MS, of Cincinnati, Ohio, Assessing Optometric

and Rod Snow, OD, of Akron, Ohio Practice Performance

E ach year, about two-thirds of all Americans commit to from the Management and “Always bear in mind that
a list of actions for personal or professional improve- Business Academy. How your own resolution to
ments. The most popular resolutions remain rather do you measure up? succeed is more important
consistent: get or stay healthy and These statistics
underscore the fact that

fit, spend less and save more. Dr. Gossard every practice must than any one thing.”
Does your practice have similar become extremely effi- —Abraham Lincoln
commitments for 2018? cient in the purchase of

Primary Eyecare Network products or services. A

(PEN), ABB OPTICAL GROUP’s practice development “cherry-picking” approach

organization, provides independent doctors of optom- to purchasing by using

etry with tools to evaluate their practices in light of the a variety of vendors is inefficient for your staff and dilutes your influence with

ever-changing health care landscape to help them keep suppliers. By utilizing PEN’s preferred vendors, a practice will maximize discounts

Dr. Snow their practice in shape. Legendary management con- and rebates while increasing efficiency.
sultant Peter Drucker said, “What gets measured, gets In addition, examine your net-to-gross ratio. The net-to-gross ratio of a typical

improved,” and benchmarks are important tools to evaluate a practice. optometric practice should vary between 27 percent and 35 percent. Calculate this

Take a look at the specific statistics below published in Key Metrics: number noting what you pay yourself (including items that you expense through

your office, such as a leased car) and divide it by total

practice Benchmarks gross receipts of your office. If this is a new exercise
to you, calculate back a few years, too, so that you

can view the trends to make appropriate adjustments

REVENUE BENCHMARKS that will ensure the health and value of your practice.

CATEGORY NATIONAL MEDIAN TOP 10% The box at the left shows expense benchmarks
based on practices of different annual gross sales.

Comprehensive exams per OD hour 1.1 2.2 Two expense areas that you can improve im-
Gross revenue per staff hour $83/hour $147/hour mediately are cost-of-goods and general overhead. If
Gross revenue per OD hour $331/hour $610/hour your cost-of-goods is out of control, either your fees
are too low or you have not sufficiently controlled

Special note: The gross revenue per OD hour should be roughly four times greater than the gross your purchasing. The PEN team can help make sure
revenue per staff hour. If this number is low, consider looking deeper into sales of higher profit lens that you are maximizing your opportunities.

options such as digital lenses, antireflective coatings (national average of 50 percent), photochromic Finally, be sure to keep a close eye on the

lenses (national average of 20 percent) and polarized lenses (national average of 6 percent). practice’s accounts receivable (AR). Most practice

Comprehensive exam fee $127 $205 management software programs can track this, but
Revenue per pair of spectacles $227 (average mark up 2.6x) $385 be sure to examine these reports at least monthly.
Number of staff hours/OD hour 7.3 Eighty percent of your AR should be 60 days or less.
3.8 If more than 20 percent of your AR is over 60 days,

Sources of income in an optometric practice: review how staff presents the bill to the patient and

39 percent from professional fees offer suggestions that improve your cash flow. For

61 percent from product example, say, “Mrs. Smith, your total bill today is

Special note: The national average for percentage of total visits that are “medical” is 17 $___. Your insurance contribution saved you $___,
percent. That number increases to 41 percent in the top-tier practices. leaving you a balance of $___. Will that be cash,
credit or check?” Notice that the staff will give the

EXPENSE BENCHMARKS patient three options, none of which are to pay later.
Also, make sure your insurance clerk is filing claims

Annual Gross Sales $537,000 $803,000 $1.1 million $1.5 million $2.1 million on a timely basis. Finally, some offices offer a two
percent discount if the entire bill is paid in full at the

Cost-of-goods 30.3% 30.3% 29.3% 29.0% 27.2% time of service. This will reduce transaction costs,
Non-OD salaries 18.8% 18.9% 19.8% 20.4% 21.4% save staff time and ultimately reduce AR.
Overhead 8.1% 7.8% 7.3% 6.7% 6.0% It takes willpower and a plan to follow through on
Rent/lease 8.5% 7.8% 7.3% 6.7% 6.0% resolutions. On average, only eight percent of resolution-
Equipment 2.4% 2.3% 2.0% 2.0% 1.6% makers are successful. The PEN team can help keep
you on track throughout the year so that you have the

best chance of meeting your 2018 goals. l

12