Company Name: Bausch + Lomb
Company Description: Bausch + Lomb, a Bausch Health Companies Inc. company, is a leading global eye health organization that is solely focused on helping people see better to live better. Its core businesses include over-the-counter products, dietary supplements, eye care products, ophthalmic pharmaceuticals, contact lenses, lens care products, ophthalmic surgical devices and instruments. Bausch + Lomb develops, manufactures and markets one of the most comprehensive product portfolios in the industry, which is available in more than 100 countries. For more information, visit www.bausch.com.

I’m often asked by students for advice as they begin their career. My answer is simple and consistent—never lose sight of why you chose to be an Optometrist.
I remember, early on in my career, I was taking care of a patient who had just returned from the war in Iraq. He was only 20 years old and had recently lost all his limbs following an IED explosion. Despite needing visual correction, with the physical limitations he was experiencing, he craved the freedom of not needing to continually ensure spectacles remained on. My desire was to give this young soldier, who gave us all so much through his sacrifice, the gift of sight.
A simple gesture, I fitted him with contact lenses. I also worked with his wife to teach her how to insert and remove his lenses for him, knowing he was unable to do so. He shared with me how wearing contact lenses completely changed his life. Through their use, and the independence they provided him, he shared that he was able to find strength and confidence. Most importantly, he was proud to be able to see his wife deliver their first child.
As optometrists, we don’t just help people see better; we can play a crucial role in their overall well-being. By providing outstanding patient care and offering them the latest innovations in eye health, we can help improve their vision.
We also have the rare opportunity in today’s world, dominated by digital devices, to still be able to build personal relationships with our patients and use this to educate them on vision care options they may not think of—or even think they need!
In recent years, the competitive landscape of our industry has changed significantly; the emergence of new channels has led to the increasing importance of health practitioners becoming educators and the need for advancements in vision care that address more patient needs than ever before. It is important for students to recognize the shifting paradigms in this field and identify some of the trends that will impact tomorrow’s practices.
Today’s patients are online, informed, and influencing tomorrow’s referrals
In the 21st century, the internet and social media are playing an increasingly influential role in patient behavior. Online health resources are becoming virtual office experiences for patients and presenting a new type of competition for the private practitioner. Years ago, word-of-mouth referrals and physician finder websites were useful tools for patients to identify local eye care practices. Today’s patients are walking into doctors’ offices more informed than ever before, having conducted thorough research online that includes reading user reviews.
With the rise of popular search engines, crowd-sourced business review sites and mobile-apps, practices are competing with “Dr. Internet”. Not only can a single online review influence public opinion and referrals, but patients are also less likely to make in-office purchases due to the availability of competitive pricing online. While they may still walk into “brick and mortar” practices to receive eye exams and even shop around for eyeglass frames and contact lenses, patients are increasingly making their final purchasing decisions online.
Optometrists must stand out in the hearts and minds of patients by fostering personal connections. As informative as the internet may be, it cannot replace the critical, two-way conversations between the patient and doctor.
The Patient’s Experience – what they’re telling us, and what they aren’t
Cut through today’s digital dominance and distinguish your expertise through meaningful conversations with patients to help improve their outcomes. The doctor-patient relationship is an invaluable and irreplaceable experience that no amount of technology can compete with. Forging relationships based on honesty and open communication can continue to grow and build trust over time.
For example, did you know that 35% of soft contact lens wearers experience blurry vision? And two-thirds of them aren’t telling their eye care providers about the problems they are having? Worse still, many of these patients are likely to blame themselves for their blurry vision rather than the contact lenses they are wearing, which may be the wrong option for them.
Let’s talk to our patients about options specifically designed for their needs.
Innovative options you may not be considering
We have an incredible opportunity to educate—and engage—our patients in conversations focused on identifying the best long-term solutions for them, providing innovative technologies that are designed to meet their needs today and tomorrow.
There are also a variety of reasons why patients may not be wearing contact lenses. In fact, current data indicates that the majority of patients with astigmatism and presbyopia are currently corrected with only with spectacles1.
In recent years, innovations in contact lens technology offer patients both clear vision and all-day comfort, addressing traditional perceived barriers to wearing contact lenses. These innovations open up new opportunities for patients and eye care professionals alike.
However, despite innovation in contact lenses, only 25% of eyeglass only wearers said their eye care professional presented contact lenses as an option during their last eye exam2. As providers, we need to expand the conversation with patients and talk about the benefits these innovative technologies can provide them.
Today’s contact lens options no longer carry some of the traditional limitations of preceding lens generations. Contact lenses have become accessible options to more patients than ever before. But are we talking to our patients about all the options available to them?
Here’s something to think about:
– There are more than 73 million vision-corrected astigmatic patients in the U.S., yet only 24 million wear contact lenses1.
– About 70% of eyeglass-only wearing astigmatic patients believe it is their astigmatism that is the barrier to wearing contact lenses1.
Furthermore, patients in need of multifocals may not consider contact lenses as an option for vision correction. But maybe that is simply because the possibility has yet to be offered to them.
We have the opportunity to inform these patients that not only may contact lenses be suitable for them, but with the innovations in lens designs, materials and expanded parameter ranges3, lenses can provide the comfort they want as well as the performance they need.
Above all else, always remember why you chose to become an Optometrist, and the opportunity you have to make an impact on every patient you treat. You can be an exceptional eye care professional by offering support, education and heartfelt counsel. The decisions we make in our practices can alleviate patients’ concerns and make them more comfortable beyond the simple act of fitting them with contact lenses. By embracing and delivering the latest innovations to meet evolving patient needs and forging a closer doctor-patient relationship, we can truly impact the lives of those we care for. After all, the commitment to the happiness and well-being of others is at the heart of why we do what we do. Don’t ever lose sight of that.
References
1. The 2016 Multi-sponsor Surveys, Inc. Target Report on the Market for Toric Contact Lenses.
2. The 2017 Multi-sponsor Surveys, Inc. Study of the U.S. Consumer Contact Lens Market.
2. CONTACT LENSES 2017. Continuing upward trends in daily disposable prescribing and other key segments maintained a healthy industry. Contact Lens Spectrum. https://www.clspectrum.com/issues/2018/january-2018/contact-lenses-2017
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Amanda Nealand, a first-year student at Midwestern University Arizona College of Optometry, says “In the beginning we were all nervous because we weren’t sure what to expect. I would spend a lot of time studying, often sacrificing sleep to do that. We would joke that we couldn’t even enjoy a nap anymore because we would feel guilty. As the year went on I learned what was expected of me and how to be more efficient in my studying. My advice is to take the nap, so to speak. If your body is telling you that you’re tired, listen to it. You won’t be able to learn at your highest level when you’re tired.”
Reflecting on her first year, which is coming to a close at Western University of Health Sciences College of Optometry, Evalin Zhao’s thoughts turn to note-taking in class, not only in optometry school but also in undergrad. She says, “I wish I would have realized what a large portion of the science courses from undergrad is very much relevant to optometry school and the profession and understood how to take better organized and more concise notes. In undergrad, I wrote the majority of my notes in notebooks, which isn’t very efficient for optometry school. First of all, our lecture material is posted in either PowerPoint or .pdf files. Furthermore, it was very helpful to replace notebooks with a device and programs that I can draw on and type into. (I use a SurfacePro and OneNote.)” Evalin points out, too, that every course in professional school is related to one another. “Therefore,” she says, “you need an effective way to cross-reference materials, such as comparing information from current and previous lectures. This strategy is also useful in clinic. For example, when I saw an internal hordeolum (a bacterial infection of the glands inside the eyelids) during clerkship, I immediately called up what I had just learned in an anterior segment lecture to help me make a list of differential diagnoses and treatment options.”
Arra totally agrees about the importance of good notes, also emphasizing organizing and saving them. “All of the classes in optometry school build on each other, so having the notes saved helps you in understanding and reviewing material,” he says. “Also, you will see all the things you’ve learned on the board exams. Keeping your notes organized will help you study more efficiently and be successful when taking such a big test.”
And, yes, optometry students can have a social life! “You just have to learn a new way to balance things,” Amanda says. “In the beginning of school, none of us expected to have a social life. The first two weeks felt overwhelming, but then we all realized that to get through this we’d need to have a little fun. I usually plan on taking a night off from studying during the week and a night off on the weekend. We plan our weekends based on what our schedule looks like for the next week. Some weeks are harder than others. Things we like to do include volunteering at vision clinics, hiking in the Grand Canyon, watching Arizona Diamondbacks spring-training baseball, and going to the zoo. It’s hot here, so we also swim a lot.”
All of the students who spoke with Eye on Optometry for this post say they came to understand that a healthy balance between school and other parts of life goes hand in hand with time management. “I also learned time management and presence along with balance,” Judy shares. “If I wanted to keep certain things in my life, I needed to maximize my time all the time and be really present for each task. Whether it’s schoolwork or leisure, I don’t want to waste a single moment.” There’s also a lot to be said in favor of developing a routine that works for you, Judy says. “I realize how incredibly important it is to have a good routine/rhythm for your daily life. It helps with the rigor of it all. The truth is that no matter how much you love what you’re learning, you won’t always be 100% pumped and motivated to study and work. I’ve developed my own rhythm in school, and now it’s become so routine that I don’t have to struggle with procrastinating. I ease right into the work even if other options around me are trying to grab my attention.”
By all accounts, the number of available jobs for optometrists is on the rise. Laurie Ballow is a Product Manager with iHire, a network of job search websites aimed at streamlining the hiring process. She notes, “We have 56 industry-specific communities, and the optometry site is among the busiest. It’s consistently in the top 10% or 15% based on number of jobs posted, number of candidates visiting and returning, and the general activity on the site.” Also online is the placement website of the Hayes Center for Practice Excellence at Southern College of Optometry (SCO). The site accepts listings for optometric opportunities from all types of providers, which can be viewed only by students and alumni of the college. Currently, more than 1,200 opportunities are registered at the site. “With only 132 graduates, we couldn’t possibly fulfill all of the open positions,” says Center Director Lisa Wade, OD.
In a few settings where optometrists practice, increased hiring activity has been particularly noticeable. Sheri Beveridge is an Account Executive/Recruiter with ETS Vision, a vision-only search firm that supports practices hiring optometrists and ophthalmologists. She reports that compared with 10 years ago, more ophthalmology practices are hiring optometrists. “Adding ODs to the practice allows ophthalmologists to provide patients with a “one stop,” so to speak, for primary eye care, medical, surgical and post-surgical care,” she explains. Lauren Simon, as part of The Eye Group, which recruits exclusively in optometry and ophthalmology, has also observed this trend. “There’s a strong need in the ophthalmology sector, where optometrists can complement the practice and improve productivity and efficiency and can also assist in networking with area optometrists.”
A new phenomenon affecting the OD job market is the entrance of private equity into ophthalmology and optometry. Private equity firms, essentially groups of investors, have been investing in or purchasing private practices with increasing frequency. The goal is to increase their profitability through organic growth and acquisition of other practices, creating a large regional or national business entity, which is eventually sold for a return on said investment. “I don’t know if this is occurring in optometry to the extent that it’s occurring in ophthalmology, but we’re definitely seeing it,” Beveridge says. “Private equity organizations are increasingly in the mix of potential employers of optometrists.” Simon mentions the same development, commenting “The private equity strategy is another manifestation of consolidation of traditionally independently owned doctor practices, which has been occurring in many medical specialties.”
Along the same lines, says The Eye Group’s Simon, “Typically, the three factors most important to optometrists as they search for a job are location, income and practice style.” If one of those factors is more of a priority for you than the others, some trade-offs may be necessary. For example, if you need to be in a specific area of the country, you may have to compromise on your practice type. Or, if compensation is your main priority, you may have to work a different schedule than you would prefer, i.e., weekends, or opt for a more rural than metro location. The bottom line, says iHire’s Ballow, is to find a practice culture that’s a good fit for you. She puts it like this: “You want your choice to feel right.”
Company Description: CooperVision’s dedication to prescription contact lens design, materials and manufacturing excellence enhances the wearing experience of contact lens patients the world over. CooperVision concentrates on all day wearing comfort in the widest variety of lens designs, materials and wearing options.
Micaela Crowley, O.D., a former student ambassador from Nova Southeastern University College of Optometry described the impact that the student ambassador experience had as she entered her optometry career. “It was an excellent opportunity to learn about contact lenses in a way I would have never learned without this position,” said Dr. Crowley. “It provided insight as to how the industry side of optometry approaches patient care. I was pleasantly surprised!”
Lacie went on to describe the relationship-building opportunities that the program has already provided her as she enters the next stage of her education. “Being a student ambassador for CooperVision has helped me to build relationships with other faculty and doctors at my school,” said Spagnola. “I work with the faculty to keep contact lenses stocked in our contact lens room, so it has allowed me to lay the groundwork for a good relationship with them when I enter into clinic this summer.” In addition to building relationships within her own school, Dr. Crowley reflected on how the program also allowed her to meet and develop relationships with key opinion leaders (KOLs) and CooperVision team members. “At the KOL dinners, I learned from many top contact lens clinicians in the country who fit CooperVision contact lenses on a regular basis. I also learned that CooperVision has an incredibly knowledgeable and fun team who care about their profession,” said Crowley.
Company Description: As the world leader in modern visual electrophysiology, Diopsys, Inc. has done more than any other company to advance the use of electroretinography (ERG) and visual evoked potential (VEP) in the eye care practice. The company’s unique, patented technology provides eye care professionals with objective, functional information about the health of the vision system to aid in the early detection of vision disorders, and post-treatment tracking for enhanced patient management.
Independently, each of the aforementioned applications of flicker ERG help build an impression about the health of the retina that is applicable to a variety of common pathologies seen by eye care experts. Armed with this knowledge, the clinician gains confidence in his or her treatment decision making process. Objective, quantifiable data is an invaluable asset when tracking progression and response to treatment in all types of cases, and especially so when results of other diagnostics and clinical tests are inconclusive.
Company Name: Volk Optical
In the VR lab, we were equipped with a virtual BIO headset, virtual lens, and virtual patient. In one exercise, we searched for various shapes hidden in different parts of the eye, another offered the opportunity to diagnose pathologies. The simulated real-life experience helped us build confidence in our BIO exam skills.
For me as a relatively new Volk employee, I found this weekend to be invaluable. In speaking to my Volk colleagues, even those who have been with the company for years felt they were seeing the products from a whole new perspective.
For Sales Manager Paul Koopman, it was the detailed training in anatomy that struck him. “The lectures went into so much detail of the pathology of various disease states and what our lenses were used for. The hands-on was amazing to then literally see into the eye and see all the structures we’d learned about in the classroom. All of the insight gained will be great to take back to distributors and help in training.”


