New This Week
Organizing a Special Event for Referring Doctors
Tamara Kuhlmann, OD, FAAO, MS, and her partner, Jason Miller, OD, MBA, of Eye Care Professionals in Powell, Ohio, organized a “Professionals Night” to encourage other doctors to refer patients to the practice’s new dry eye center. Dr. Kuhlmann and Dr. Miller visited local allergists, dermatologists, general practitioners and gynecologists to drop off information and to invite them to the event, which was catered, included a tour of the office and had a door prize of a free golf foursome at a local country club. The professional connections they made from the event have paid off since. >>READ MORE>>
Finances
7 Questions to Ask Before Joining an Optometric Alliance
By Jerry Hayes, OD
An optometric alliance can help build your practice with business education and consulting, as well as with product and lab discounts. But there are many alliances, with distinguishing features and differing cost structures. To determine the right alliance for you, first ask seven essential questions. >>READ MORE>>
Office Environment
Differentiate Your Practice Brand with a Unique Office Environment
By Jennifer Brady Cook, OD
An office environment that reflects your personal style can attract the type of patients you want—and make for memorable experiences and loyal patients. >>READ MORE>>
Online Marketing
Google Analytics: Track What is Working and What Isn’t–Then Refine
By Alan Glazier, OD, FAAO
Google Analytics offers a free set of tools that enable you to track the effectiveness of your online marketing efforts. Apply the information it provides to take your online marketing to a higher level.
>>READ MORE>>
ROB Fast Fact
Most Contact Lens Patients Require New Prescriptions
at Exam Time
In 2008, three in five established contact lens patients (58.4 percent) who received a complete
eye examination (including refraction), required a new contact lens prescription (i.e., change in
Rx), according to the American Optometric Association’s 2010 Caring for the Eyes of America survey. More than one-third of these patients (37.7 percent) did not require a new CL prescription (e.g., the previous Rx was adequate), while 3.6 percent did not require any CL prescription at all. Optometrists estimated that, on average, 17.8 percent of the examined contact lens patients took their prescriptions elsewhere to be filled. An estimated 14.6 percent of CL orders were
direct-shipped to patients.
Click HERE to read more from Review of Optometric Business professional editors Carole Burns, OD, FCOVD, and Mark Wright, OD, FCOVD, on better serving contact lens patients and capturing their contact lens order.
Biggest Users of Action Sports Sunglasses: Young Male
Ownership and usage of action sports sunglasses is most popular among men under the age of 45 participating in motocross riding, snow skiing and snow boarding/tubing activities, according to a recent VisionWatch study by the Vision Council.
In an effort to gauge the popularity and use of action sports sunwear, in August the Vision Council interviewed 8,221 sunglass purchasers, 46 percent of whom had participated in an action sports activity in the past year. >>READ MORE>>
Essilor Launches “Foggy Moment” Video Series 
Essilor of America has launched the “Foggy Moment” video series to inform consumers about Optifog, a new technology with anti-fog properties. The three short videos, available on the Optifog USA Facebook page, portray example “foggy moments” in which fog causes people in everyday situations to make humorous, yet embarrassing errors.
“These light-hearted videos were created to show the comical side of foggy glasses, however, Essilor understands that fog can provide serious and bothersome issues for eyeglass wearers,” says Carl Bracy, senior vice president of marketing and new business, Essilor of America. “We hope the ‘Foggy Moment’ video series will entertain consumers while also informing them about the benefits of Optifog, which offer the best and most durable protection for fog-free vision.” >>READ MORE>>
Transitions Optical Introduces Star Partner Rewards Program for ECPs
Transitions Optical is introducing a new program to help eyecare professionals grow their businesses–while earning special rewards. Eyecare professionals who join the Transitions Star Partner Program will have access to a wide range of complimentary marketing tools, education materials, product displays and other resources specifically tailored to help them attract and engage patients. Eyecare professionals will also have access to additional rewards, including TV tagging and complimentary web site hosting from EyeCarePro.net. >>READ MORE>>
ROB Poll: Children and Parents Most Value Your Skills as a Clinician
Asked what children and their parents most value about your practice, 63 percent of ROB readers said their skills as a clinician were most valued. Thirteen percent said their child patient-savvy staff was most valued and another 13 percent said parents and children most valued the practice’s flexible scheduling options which allow for afterschool and weekend appointments.
