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US News and World Report did a profile of optometrists and other career paths like pharmacy.

Pharmacy has less school and the same amount of money. Does anyone ever wish they’d become a pharmacist? I know that those ODs in multi-doctor power practices have much more income potential. Heck, I’ve even see figures that some big box store optometrists gross over $225,000 per year; but the majority of corporate optometrists are stuck around $100K per year.

The pharmacy profession, which also averages a gross income of ~$100K, converted to almost exclusively a corporate setting a long time ago. Is that where our profession is going? I see a lot of parallels, except that their schooling is much cheaper, so they have less student loans. Optometry school students on average have close to $150K in student loans since the majority of the schools are private. Idaho, Utah, and Wyoming all have pharmacy schools, so that means students could get in-state tuition. A pharmacy program is longer than a regular bachelor degree, but less time than a doctor of optometry degree. If I was an undergrad again thinking about a comfortably paying career, what would I choose? (Except I forgot to say that pharmacists have to deal with more masked armed robbers than optometrists.)

It seems to me that the only corporate optometrists making a ton of money are the ones who own the contact on the big box location, but they don’t actually work there. They take a cut from the young optometrist actually working there while they do nothing to improve that location. I worked in a location where there wasn’t even a foreign body kit, yet the doctor took a 30% cut from the gross exam fees! Sure, some leases take a percentage from the fees, but this location had a very low flat rate rent, so this particular doctor was making a huge profit from multiple big box locations for doing absolutely nothing.

Hey big box optical district managers, don’t fall prey to thinking that if you give a single greedy O.D. multiple leases that staffing it is not your problem. You will see more turnover and patient care suffers along with patient satisfaction. Frequently you have to settle for a 4 day lease anyway. If you give the lease to the young O.D. who actually works there, and you could probably get a 5 day lease out of him/her and continuity of care from year to year.

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If I’m going to send a ton of Crizal Alize with Clear Guard in my office, I would like people beating down the doors to get it.  We’ve got to create national devotion to the brand, and then it would be easier for me to sell.  When we bring up coatings, people start to distrust us like used car salesman.  They don’t seem to know that coatings MAKE the lens valuable.  We need to create devotion beyond reason to Crizal.  Religious, fanatical devotion.

Would it be possible for you to integrate a logo on the lens that people could see, at least up close.  I’m not talking about the tiny marks on a PAL.  I’m talking about it being analogous to how frames have a big ol’ D&G or a Swoosh on the temple.  Why can’t the lenses have a distinguished brand somehow etched in there.  Lenses have probably been analogous to diamonds (and a frame to the ring mount) in the past, so maybe since diamonds are best when clear, we wanted our lenses to be free from things like a logo or branding.

But considering that lenses are the majority expense in a pair of most of the glasses I sell, it would be nice to have the customer be able to show it off.  “Look at my glasses, they have the Crizal logo on there.  I only buy the best.”  With technology, there has to be a way to make lenses with Crizal identifiable to anyone.  I don’t care if it’s a distinctive shape, a big ol’ laser mark, or just gluing a little plaque on there, I want it readily identifiable.

And I’m not talking about the breathe on it and, ooh, it says Crizal.  I want something that screams Crizal at all times.

Also, I’ve seen the faint green AR reflection on all eye glasses in almost every movie and T.V. show that I’ve seen since 1999.  Is there anyway you could let people know that that’s you?  That’s Crizal!

Could you make fun of people walking around in uncoated lenses and show everyone around them being distracted by the glare and inability to see the person’s eyes?

Just a suggestion,
David Langford, O.D.

P.S. If anyone else is reading this, I firmly believe Crizal Alize’ with Clear Guard is the best lens treatment on the market.  Just about everyone should have it.  The problem is not enough people know of it’s value; hence, they just think I’m trying to sell them something when I recommend it.

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I’ve been monitoring the mentions of optometrists and eye exams in the blogosphere for a while. I think we suffer from a public relations problem.
One blogger reports about a bad optometrist office encounter. A commenter says, “And why do eye doctors always have bad breath? It’s awful…”

It’s also scary to think that whatever one says to a patient in an exam room could be shared with the entire world on their blog.

But don’t worry. We could always go to ODwire…shielded from prying eyes by an exclusive forum…and complain about “difficult” patients. But would that solve the problem?

I think there is an obvious gap between what we eye doctors take for granted and what the general public knows. I’ve actually had a patient who had know idea that it was normal to loose his near focusing ability after age forty. No idea!

But who has the time, or even interest, to learn more trivia about eyecare stuff? “I can’t see. Fix me up, doc, and don’t try anything funny like an air-puff or getting your face uncomfortably close to my face.”

I think the industry needs better, quicker ways to evaluate eye exams. Yes, there is the “30 second refraction” out there, but who has that kind of cash? Yes, there is the Optomap to reduce the amount of dilated eye exams in low risk patients, but again, how many of us can afford the lease and do we really trust it to not miss something and what about observing the vitreous?

New technology in the consumer world is expensive at first, but then the price rapidly goes down. The eyecare equipment prices always stay steady, if not increase. I just assume it’s because there are only so many people in the world that can buy a digital refractor or a laser scanning ophthalmoscope.

I think we could partly solve our image problem if more optometrists used better technology in their exam suites. For that to happen, prices must come down.

“What’s good for the practice is good for the patient. What’s good for the patient is good for the practice,” say the practice consultants.

Delivering state-of-the-art eyecare costs more than what you pay for an exam at the vision barn. Some people (especially large families where everyone needs an eye exam, glasses, and contacts every year) don’t want to spend the money on quality eyecare. Vision plans sure as heck don’t want to reimburse what it takes, and people over forty get sticker shock when you price their designer brand frames, progressive addition lenses, and quality anti-reflective/scratch lens treatments.

But some people get it. Yes, my glasses help me see, but really they are like jewelry or a fashion accessory that complements my wardrobe. It’s an extension of my personality, or even a personality unto itself. Those people are willing to spend what it takes on eyewear. But I’ll still get a few who wig out on the eye drops.

Can we get a program running in the elementary schools explaining all the parts of an eye exam? That way every single American will know what to expect during an eye exam, so they won’t freak out about its little inconveniences a la air puff, eye drops, and bright lights. And honestly, would one expect to get a prostate exam without “the finger.” A little air-puff and bright light once a year won’t kill you. Suck it up, you pansy. Or go invent something that gives me the same information while being less invasive. And sell it cheap so I can actually get it for my office.

Just had to vent secondary to bad press in the blogosphere. I rambled, but I’m good now.

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I signed up for Amazon.com’s referral reward program. When someone clicks through an amazon link and actually buys something (and doesn’t return it), then you get a kick-back for having the link there. I’m switching optoblog.com over to this Amazon advertising because google adsense hasn’t paid me anything, and it’s just annoying.

I’m also doing a “store” on my practice website. I wonder if it will earn anything. After giving a sample of a contact lens solution or a dry eye drop, I’ve had patients ask me, “Where can I buy this?”

Now I can tell them, go to my practice website! Does anyone want to argue for or against the ethics of that?

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Academy is always great. It’s the best meeting, but then again, I’ve never been to SECO, ARVO, or even the national AOA. There is some cool news coming out of CIBA. They now have a quarterly replacement SiHy lens for extreme powers and fitting parameters that they call O2Optix Custom. The toric and pediatric aphake versions are supposed to follow next year.

Jimmy Bartlett began his lecture by saying, “Thank you all for being in this room. I can tell you all must be into drugs…”
What a comedian.

I also attended the famous Drs. Melton and Thomas’s lecture. I can’t get enough of them. They are my idols. Drug reps shouldn’t even bother coming to my office. It’s Melton and Thomas that they need to convince. They’re the ones that write the eye doctor drug bible.

There is an Indian Health Service recruitment booth this year at AAO. Usually the IHS just spends the money for that at SECO. The other recruiter I noticed was Wal*Mart. IHS is better in my opinion as long as you are willing to live in remote areas.

I did sign up for InfantSee. I’ll have to make another post about why. I haven’t changed my mind. It’s more about marketing than socialism.

I’m sorry my AAO report is lame. The days are packed with CE and the nights are filled with finding a good place to eat and relaxing. The next on is in Tampa in October. I won’t be going because it’s too far away from me and it’s during a pretty busy time. I think I’ll hit the Utah AOA in June in Park City. I won’t be going to the national AOA in 2007 because Boston is too far away. Anytime they have these things in San Diego or Denver I’ll go. I wish they would think about Salt Lake City, Portland, or Seattle for a change.

By the way, if you are in Denver and stay at the Downtown La Quinta motel on the first level, you might experience what I did one night at 3 AM. I heard a horn honk just outside my door, so I grabbed my glasses and gun and dashed to look out the peep hole. (Okay, I didn’t really grab a gun, but I’m just emphasizing that I was in ready/alert mode quickly.) I see his black car pull into the space just next to mine. Some guy gets out and pounds on our door (right as I was staring at him through the peep hole, kind of startling), and then he knocks on the other two doors next to us. Then he starts yelling “Call the Poh-leece. Call the Poh-leece.”

I didn’t call the police, because I wasn’t aware of any danger (other than possibly him). Plus, he could have just gone around the corner and used the office phone himself. Also, as soon as he said it, he got back in his car and left. weird. It was over almost as soon as it started.

I guess the moral of the story is…make sure you stay at the convention hotel?

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I’m going to be in Denver blogging about the American Academy of Optometry meeting. I would be interested in doing some podcasts featuring interviews of other optometrists, even if you aren’t a presenter or otherwise famous eye doctor. Call me at 435 2136800 if interested.

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