Creating an Inviting Eye Clinic Reception

Eye clinics may not always invoke positive feelings among patients. People rarely look forward to eye tests, especially people who are squeamish about someone getting close to their eyes. While this may seem like dramatization, it can be more prudent to do something actionable.

By creating an inviting eye clinic reception, you can appease apprehensive patients. Creating a good atmosphere to welcome patients with can make a great first impression on them. The first impression will dictate how they feel about the rest of the experience too.

Here are some ways to create an inviting eye clinic reception.

A Welcoming Environment

Generally, eye clinics rarely radiate warmth. Clinical and cold colors are often used, which can lead to a lack of warmth. By adding more color to the reception area with soft furnishings, you will experience

more friendliness and warmth in the reception. You can even have some gentle music playing in the ground. You can even add some games or toys for kids and magazines for adults. If you think no one actually reads newspapers anymore, you can simply provide free Wi-Fi so folks can use their phones in peace while they wait. It can set patients at ease.

Welcoming and Warm Staff

A lot of patients may be on edge, so they don’t really need the extra bonus of a non-empathic staff. Some kind words and welcoming staff at the reception can be crucial for setting the patients at ease. It can also create long-term, loyal patients if they feel welcome in your clinic.

Make sure the person who manages the phone is also warm and kind. An abrupt or cold approach can lead to the patient not even attempting to enter the clinic in the first place.

Flexible Payment Mediums

You need to understand that healthcare is definitely expensive for a lot of people. If you provide patients with plenty of options to make payments, such as mentorship programs, it can make them feel much better about visiting your clinic. Considering their needs means to be upfront about costs and have transparency in the billing portion too.

Effective Scheduling and Appointment System

One of the biggest mistakes is to make patients wait around even after they are on time for their appointment. In rare cases, it can be quite inevitable, but you should still keep a strict check on time. An inviting eye clinic reception is one that operates on time so that no patient gets frustrated. You can automate the scheduling system to send patients text alerts for any schedule changes or delays too. The staff should also be trained properly in handling patient timings.

Creating an inviting eye clinic reception is more than just doing the bare minimum of adding furniture. You have to consider the needs of the patient and design your work culture and clinic accordingly.

Implementing an Optometry Compensation Plan

Optometry compensation plans need to be executed carefully since they are highly controlled expenses for an optometry clinic. You need to do is the right way to ensure that you don’t end up costing the clinic too much money. Here is how you can implement a proper action plan that will make the entire process more efficient.

1. Determining the Right Market Pay Rate for Every Position

Each position at the clinic will require a different compensation amount. You will need to use a salary survey to establish bands for salaries. These bands are basic groupings of existing salary rates based on

the experience of the candidate or the employee. You will need to determine the amounts for senior, mid-career, and entry-level positions. This can help you make decisions about hiring and raises.

2. Creating Comprehensive Job Descriptions for Every Position

You should think carefully about the responsibilities and duties of every position. Having a detailed and proper job description that includes duties, required skills, educational levels, and working hours can help the candidates and employees understand their position in a better way. The description should also have a summary of expected employee behavior.

The more accurate you are, the more realistically the employees can approach the task. The optometrists should make sure that the employees do their tasks well, and the job description can help with that.

3. Explain the Entire Process to the Team

Making sure you are transparent is the most important thing. You should answer any questions and make sure the employees know everything they can about the job. You can also meet with every employee individually to make sure they have a clear understanding of the expectations and compensation plan. This process will pay off in the long run.

4. Ensuring Team Accountability

The performance standards and responsibilities need to be met, but don’t wait till the end of the year to update the employees on their standing. You should give regular and clear feedback throughout the year to ensure that they are able to improve their performance. Frequent evaluations and reviews will help them, and they will definitely appreciate it too.

5. Reviewing Team Performance, Revenue, and Potential Raises

Evaluate who are the top performers for the year and reward them before anyone else. Then, you should look at the employees who may not have met your expectations and consider other options. For example, you can look for new hires or provide a chance for them to develop further. Offering formal reviews for all the team members can help.

Optometry compensation plans may not always be easy to execute, but only if you don’t follow the right steps. It doesn’t have to be such a complicated procedure if you have an action plan in place.

How to Attract and Retain Your Ideal Patient on a Budget

Visiting an optometrist is a fairly common practice as they offer patients a solution for bad eyesight, eye disease and help with detection of general eye problems. Research suggests that around 39 percent of adults in the USA consult an optometrist or ophthalmologist once a year.

Marketing your optometry business involves a careful analysis of marketing strategies and organizing a well through-out marketing plan. Here is how you can attract and retain your ideal patient on a budget:

Identifying the Ideal Patient

To make your optometry practice more effective and cover all your costs, it is imperative that you use relevant marketing tactics to attract the ideal type of patients. With the right patients coming in, you will be able to:

· Earn a higher return on investment

· Understand patient needs better

· Market your services in a cost-effective manner

Being able to target the right client base through better marketing strategies will enable your clients to have a better understanding of what services to expect. Having a good idea of what your customers want will also help you add value to your products and services.

There are 2 simple steps to identify the ideal target market:

1. Marketing Segmentation

Analyze the primary characteristics of your ideal patient. Start with segmenting the market into categories such as demographics, psychographics, geography and behavior. Evaluate where your target market stands to move closer to achieving a holistic overview of your ideal patient.

2. Patient Persona

Once you are done segmenting the market, you are bound to have a good idea about your ideal patient. Ask yourself what kind of patients you enjoy working with the most. List down some common attributes based on name, health attitudes, income, occupation, interests, habits, age and method of payment.

Figuring out the ideal patient does not mean you should refuse to treat those who do not meet your criteria. The goal is to make your business more profitable by prioritizing quality over quantity.

Marketing Tactics to Attract and Retain Your Ideal Patient

Good marketing strategies for your optometry business do not have to be expensive; they just need to be efficient. You should aim to market your products and services in a way that they provide valuable information to your target audience while increasing brand loyalty.

You can easily minimize your budget once you figure out details regarding your ideal patient and optimize your marketing tactics accordingly. Both traditional marketing and online marketing strategies are likely to benefit your business as long as you ensure you pick and choose the right ones based on the clientele you wish to attract and retain.

Conventional Marketing

Although the internet is gaining popularity as a marketing platform, it has not yet eliminated the need for conventional marketing practices. Some vital ones include:

1. Referral program

A patient referring your business to other people is not only an efficient marketing strategy but is also a compliment as it assures you that you are doing your job well.

Start a referral program by offers such as a voucher, discount, gas card or lucky draw token. This is a good way to show your appreciation and promote your services.

2. Take out time for local charities

Strengthen your brand loyalty by joining charities. This will help build trust and establish the reliability of your optometry business.

When patients will notice your efforts to give back to the community, they will have a higher opinion of your business. Your passion to help others is likely to make your customers keep coming back to you.

3. Broadcast or outdoor ads

An eye-catching advertisement or an infectious jingle will not fail to get noticed. Radio is an effective and reasonable medium to tap the local market.

A well-designed billboard ad is also likely to be retained by people. Whenever they will feel the need to consult an optometrist, they may recall your advertisement.

Online Marketing

In this day and age, the scope of digital marketing is growing tremendously. Having a noticeable online presence allows you to attract a large customer base and is easy on the pocket.

1. Email Marketing

Keep sending emails to your clients from time to time to reinforce their preference for your products and services. Ask people for their email addresses when they register with your services.

You can email people about new offers, newsletters, and reminders for yearly check-ups. Moreover, you can also market in subtle ways by sending out informative emails regarding eye health.

1. Website

Focus on developing a website that is designed well and provides people with valuable information about your products and services. When people search for an optometrist’s services, they are bound to use a search engine rather than a traditional phonebook, which is why it is important to have a powerful online presence.

Make sure the visitors on your website enjoy a good user experience. In order to be visible to the right kind of users, your website must be optimized for search engines.

Search Engine Optimization (SEO) is a process that ensures that the site is structured in a way to rank higher on the search engine results page. It involves tweaking your website to increase its loading speed, making it mobile-friendly and placing visible calls-to-action to convert visitors into customers.

2. Social Media Marketing The latest findings show that as many as 2.7 billion people are active on Facebook every month. The importance of maintaining your presence on social media cannot be overstated.

Make sure you are visible to your target audience on leading social networks such as Facebook, Instagram, and Twitter. Routinely update your clientele about new offers and practices to keep them engaged.

Choose your marketing platforms wisely in order to attract and retain your ideal patient. Both conventional marketing and digital marketing avenues can be used in a cost-effective manner one you have a clear idea of your target audience and the way to reach them.

References:

1. Statista https://www.statista.com/statistics/917000/optometrist-ophthalmologist-visit-frequency-among-adults-us/

2. Statista https://www.statista.com/statistics/264810/number-of-monthly-active-facebook-users-worldwide/

The Impact of the Pandemic on Buying or Selling an Optometry Practice

The optometry business experienced steady growth from 2015-2020 due to the rise in aging population and increased awareness of eye health. However, similar to several other industries, the COVID-19 pandemic has had a negative impact on the optometry industry. Many older ODs are looking for an exit strategy more now than ever. Some might sell at a discount to be able to sell it faster. Loans have become lower but if you were out of work for 2-3 months than you might rethink getting a loan if a second wave could shut down a new practice again.

Several optometric practices have been forced to shut down as a significant number of people are now purchasing eyeglasses and contact lenses online.

If you’re considering buying or selling an optometry practice, here are some factors to consider before you take the plunge:

Purchasing an Optometry Practice

Before you purchase an optometry practice, you should have clear goals in mind. Think about your goals for buying an optometry business and how you can secure a perfect deal for yourself.

You can either make a complete purchase or a partial one. A complete purchase is when you buy the entire business at a certain price. You quote a rate and then negotiate with the seller to form a purchase agreement. Arrange funding to pay for the practice and your job is done. Purchasing a business provides you with complete control over it.

A partial purchase is not as expensive as a complete purchase, making it easier for you to get a loan for it. This involves negotiating with the current owner and buying a percentage of the business. The cost and cash flow will be based on the percentage you own. In case you plan to eventually own the entire practice, the agreement may initially include incremental purchases until you own it completely. Important criteria that you need to keep in mind when purchasing an optometric practice include:

1. Location

Optometry practice owners typically run a business in the city they live in. While this is not necessary, practicing along with community involvement is usually a factor in growth.

Consider the presence of other optometrists in the vicinity when you decide to purchase a business. Check if the market is saturated or there is a need for more optometry practices.

Assess whether there is a growing demand for your products and services in the area you decide to buy a practice. Evaluate the demographics to ascertain the general age groups of people and whether the community is retiring, growing or stable. It is important to weigh in other factors, such as the lifestyles of people who have been affected in the area due to the pandemic.

Whether buying a corporate or private practice consider that many people have a shifted to not going to mall settings or areas where many people gather.

2. Practice Type

Spend time deciding the type of practice you want to buy. Do you want to buy a large, well-established practice or a reasonably priced smaller practice that you aim to transform into a full-time one? Several small optometry businesses are now up for sale as the baby boomer generation is retiring.

If you prefer to buy an already established business at a high price, you will not need to make additional investments. On the other hand, buying a smaller and older business may require you to invest in updated equipment or get the place remodeled.

3. Finances

It is important to carry out a financial assessment before buying a practice. Consider hiring an accountant to review all records. Make sure you have a good know-how of fee schedules, cash on hand, income sources, account receivables, accounts payable, overhead, the sales contract and the transaction itself.

It is relatively easy to get a bank loan for purchasing an optometry practice. Banks typically look for good credit history, small credit card debt, and personal tax returns that can prove a high level of income. If you are married and your spouse is working, that is also a plus point with banks that finance private businesses.

4. Hire a Broker

Perhaps, you are looking to buy an optometry practice but do not have time to search for one. Moreover, you may lack sound knowledge of the terms of sale. In such a scenario, your best bet is to hire a practice broker.

Brokers conduct extensive market research to help you decide which kind of business is most suitable for you to purchase. You can focus on working full time while your broker confidentially surveys the market for you. They will also be responsible for determining a fair market valuation and negotiate the terms of the transaction. Finally, your agent can help you receive funds for the purchase and guard you against common mistakes, such as overpaying for the new practice.

Selling an Optometry Practice

Ever since the pandemic hit, most businesses all over the world have experienced a financial setback. This has shrunk the buyer market, making it challenging for you to find a buyer for your optometry practice at the same time you wish to sell it. Therefore, you must ensure your business is not only good enough to be sold but also gets you the value it’s worth.

1. Exit Strategy

It is often difficult for optometrists to slow down as they grow older. Many are solo practitioners who do not have many alterative options to choose from. Some hire an associate as they lessen their working hours. Others choose to sell the entire business and either work part-time or retire completely.

Here are some key factors you need to consider when deciding your exit strategy from your optometry practice:

Your Goals

· Do you want to retire or work for the new owner?

· If yes, then will you work full-time or part-time? If you own the building where you practiced in, do you want to sell it or give it up for rent?

· Compare your income from the practice with the amount you need to sell it in to be able to afford to retire.

Timeline

· Keep in mind that selling your optometry practice may take six months to a year. Smaller and rural practices usually take more time to sell than larger, urban practices.

· Plan your exit strategy in advance to increase the chance of its sale.

· Ideally, you should prepare for sale 2-3 years before you plan to retire.

2. Reputation

Reputation matters a lot in the field of optometry. Clients are usually loyal to particular practices and often choose optometrists who belong to their friends or family circles.

Make sure your practice has attained sufficient goodwill before you decide to sell it. Create brand awareness in your community, retain your employees, offer efficient customer service and develop a strong marketing campaign.

The scope of digital marketing has grown in leaps and bounds, especially after the pandemic struck the world. Focus on maintaining a fully functional website and advertising customer reviews online. Satisfied clients are more likely to recommend your practice to their friends. A good reputation build over time will enhance the appeal and value of your optometry business with potential buyers.

3. Electronic Record System

Purchasing an electronic record system has the dual benefit of adding to your goodwill and managing your business before the sale. It enables you to run revenue reports, track your clients and help with scheduling visits.

An electronic system is a modern way of managing patient care while you can devote your time to attract more clients and organize your financials to make your practice ready for sale. Make sure you begin planning your sale strategy 2-3 years in advance and consider hiring an agent if you feel the need for assistance in the process.

4. Hire a Broker

Decide whether you have time to manage the sale process alone or require a broker who can help you. If you are considering selling your optometry practice, then it can be challenging to handle the sale transaction along with attending to your patients.

Services of an agent or broker include producing an in-depth prospectus of your business, checking out potential buyers, marketing the practice confidentially, determining the asking price, facilitating the buyer in obtaining funds, and working with an attorney to draft the sales agreement.

Hiring a broker has the advantage of reducing your stress and receiving a good value for your business in the current circumstances.

While many people now prefer to buy eyeglasses and contact lenses online to reduce physical contact, COVID-19 has not completely extinguished to physically visit optometrists. Diagnosing and treating eye diseases are still important jobs that need to be performed physically. Did you know that more than 6 out of 10 people wear eyeglasses or contact lenses? Whether you are preparing to sell or purchase an optometry practice, make sure you focus on strategies to increase sales through digital marketing.

Get your website optimized and use social media for advertisement. You can introduce special services, such as enabling customers to buy eyeglasses online if they are free of eye disease and have a prescription that does not date back beyond a certain time period, such as 24 months.

References:

1. IBIS World, 2020 https://www.ibisworld.com/united-states/market-research-reports/optometrists-industry/

2. CBS, 2013 https://www.cbs.nl/en-gb/news/2013/38/more-than-6-in-10-people-wear-glasses-or-contact-lenses

8 Tips for Doing Competitor Analysis in Optometry

One of the smartest and most effective ways to grow and develop your optometry brand is to research your competition. Keeping tabs on what other market players are doing helps you identify their strengths and weaknesses. This, in turn, can help you create a unique value proposition that makes your own services stand out. Here are ten easy ways to perform competitor analysis in optometry:

1. Go to Professional Conferences

Attending trade shows, professional conventions, and conferences is an excellent way to stay up to date with what your competitors are doing. Interact with their representatives to learn about their services and product offerings.

2. Read Industry Reports

This can help you gain insight into the current market conditions and the latest advancements in the industry. Corporate and even privately held optometry firms have to file certain reports with various regulatory authorities on a regular basis. These might be available directly on the local planning commissions’ website, or you may get access on request. Jobson has great surveys and information that they post.

3. Check Out Your Competitor’s Online Marketing Strategy

Every business in the modern world has an online presence. Browsing your competitor’s website can tell you a lot about their services and how they operate. If you have a basic know-how of SEO, you can use tools Google Trends to identify how other optometrists are attracting visitors. Take note of social media platforms they are using, how they post and what content they post. Engagement is key, how are they engaging their audience?

6. Email Strategy

You can subscribe to your competitor’s newsletter on their website. This will keep you in the loop in regards to how they communicate with their customers. You will get insist information on new topics or products in your inbox!

7. Secret Shopper

This is hands down the most comprehensive strategy for doing a competitor analysis in optometry. Getting someone to get information on employees, supplies price points and how patients view the practice is critical.

8. Partnerships

Look out for any advertisements and job openings that other players in the industry may post from time to time. Pay attention what they are looking for in a candidate and who they partner with for their business. You should be thinking big picture long term.

Eye-Opening Truth: Corporate Optometry Myths Debunked

For many optometrists, both young and experienced, the term ‘corporate optometry’ has a rather negative connotation. It resonates with unpleasant work settings, long working hours, stunted career growth, and whatnot. This is mostly because of the misconceptions and stereotypes that surround the field of corporate optometry.

Take a look at some of the most common corporate optometry myths to see if you have also believed them to be true so far.

1. As a Corporate OD don’t do Medical.

Refracting lies at the core of optometry, and as such, is a major part of corporate practices too. However, it sure isn’t the ‘only’ thing that ODs do at the job.

Many don’t realize this but as a corporate OD, you can easily practice full-scope optometry or even specialize in a particular medical model for eyecare if you prefer.

2. Exams are different in a corporate setting.

This is one of those corporate optometry myths that are loosely based around perspective. Many Corporate ODs will practice just like ODs in a private practice. Many times Corporate locations have the latest technology to better assist ODs with their exams.

The reality, however, is that patients aren’t biased about the type of setting in optometry. If you perform comprehensive eye examinations and are able to satisfy your patients with regards to the treatment options and answering their queries, they will choose your practice regardless of whether it’s centrally managed or privately run. Corporate ODs do dilate their patients and treat eye disease.

3. Corporate ODs Need to Sell Eye wear

If you think corporate ODs are required to promote the optical and upsell its products and services, you aren’t in the minority.

Unfortunately, that might be true in some cases, but that fact is that you can work as a corporate OD and still be completely independent from the company – at least with regards to being forced to increase the business’s sales.

Depending on which brand you join, you can enjoy full autonomy over treating your patients. You won’t be pressurized into making recommendations that you know aren’t really required by the patient.

5. Corporate ODs Only Accept Vision Care Plans

This might be true to some extent depending on which enterprise you join. Some corporate ODs may see a high level of vision plans because the company markets to patients in that optical side. However, many corporate optometry practices cater to medical eye care patients too. This allows you to build your medical expertise in the real sense.

We hope debunking these common corporate optometry myths has opened your eyes to the truth and increase your willingness to gain field experience in this eye care setting.

Tips on How to Sell When Patients Just want an Rx.

In the current environment, many patients are price concise. Many small business owners are struggling with the increased costs and increased demands to provide a safe environment.

Here are some tips on how to sell a glasses or contacts when your patients are looking for just an Rx.

Let’s take a look at some tips on how to be smarter when it comes to selling.

1. Be Smarter When It Comes to Research

The last thing you should do is stop exploring new opportunities even when the sales are slow. Even when you think customers aren’t interested in your products and there’s no point in wasting resources on customer acquisition, you still need to talk to people to learn about the reason why customers don’t buy and what you need to do differently.

Owing to the current crisis, what most customers are buying has drastically changed, but that doesn’t mean you should stop selling products that add value to your customers’ lives. Check in with your customers every now and then to learn if what they’re buying has changed from what they were buying a couple of months ago.

It’s also important to let your customers know what they’re missing out on, show them a new market that they can exploit, and facilitate their buying journey.

2. Think like a Customer

Instead of believing the narrative that no one’s interested in buying from you, you need to look for people who are buying, regardless of the circumstances, and why so you can learn how to market your products better and let your customers know how you’re adding value to their lives and solving the problems they’re facing.

You need to think like a customer in order to determine what’s keeping you from buying things you’d otherwise purchase. Envision the buyer’s journey to identify the hurdles they face so you can look for ways to make the whole process much easier for them.

3. Identify What Your Customers Need

There’s nothing wrong with asking customers what they’re looking for and how you can be of service. This is your time to learn about your target market and understand their pain points so you can offer products that help make their lives easier. Even if you offer those products

now, you can always offer them in the future. Once you’ve gained the trust of your patients and built a strong relationship with them, it’ll be a lot easier for you to sell to them.

It’s important to pay close attention to other things your customers buy that are similar or complementary to your products so you can have more of an advantage selling to them in the future.

Bottom Line

Even though the present circumstances have caused many small businesses to go bankrupt, they’ve allowed most of us to think and prepare for the future in a way we hadn’t before.

You need to take this time to explore newer offerings that can put you out of business if you carried on the same way and figure out strategies that can help you sustain your business in the long run.

A preliminary review of the differences in Optometry education between the United Kingdom and the United States of America


By Dr Michael Hope, UK Doctor of Optometry – working with the Ophthalmic Practitioners Group – Patients before profits – July 2020

The educational differences in Optometrists between these two developed western nations shares both common themes and stark differences. First and foremost is the title that these practitioners are recognised by within their respective countries. USA Optometrists are recognised as Dr, and qualify as a “Doctor of Optometry”1whereas UK Optometrists currently graduate and qualify with no such distinction.2Responsibilitiesin the two professions are broadly similar, however licensed USA practitioners have further responsibilities and wider access to prescription only medicines3, which are currently only available to UK practitioners following further Independent Prescribing examination and certification.4In addition to USA Optometrists holding the title Doctor,Canadian Optometrists also hold this privilege.5To understand the core differences underlying educational status of Optometrists between these two nations, it would be useful to briefly examine their respective history and professional regulations.This demonstrates an almost100-yeargulf between the formal award of “Doctor of Optometry” status between the USA and UK.Historical context and timelines United States. It was in 1923 that Pennsylvania College of Optometry awarded the first Doctor of Optometry (O.D.) degree.By 1940 the Association of Schools & Colleges of Optometry (ASCO) was created; Albert Fitch was the first President. In 1961 Pennsylvania Optometrists introduce a bill to authorise the use of ophthalmic diagnostic pharmaceutical agents, but it was defeated.It wasn’t until 1973,that a bill was introduced in North Carolina to authorize Optometrists to use and prescribe pharmaceutical agents for diagnostic and therapeutic purposes.In 1976 the first therapeutics law passed in West Virginia, permitting the use of therapeutic drugs by Optometrists. By 1998 all states and D.C. had therapeutic laws formalized in state legislature.6United Kingdom It was within the 1930’s that diagnostic ophthalmic drugs became a consideration to those in the UK practicing “optics”. The first examination in drugs for Fellows of the “worshipful company of spectacle makers” was held at Liverpool in March 1938. In 1946 D.W.A. Mitchell, of the London Refraction Hospital, published a textbook on the use of drugs by Optometrists and courses were arranged at training institutions.7By1948, an examination in ophthalmic drugs was instituted by the British Optical Association (BOA)and was open to all Optometrists. There were four examination sections: General & ocular anatomy; Drugs used in refractive ophthalmic practice; Clinical use in refraction; and contraindications. The first BOA examination was held in July 1949. When the length of Fellowship training for all new Optometrists increased to three years all candidates were examined automatically in ophthalmic drugs as part of their training. 7LegalaspectsofoptometricuseofophthalmicdrugsintheUKThe use of drugs by Optometrists (and all medical professionals) in the UK is governed by the Medicines Act 1968. A provision in this act allows Optometrists to use and supply drugs during the course of their professional practise. In 2007UK Optometrists became able to undertake additional postgraduate training and qualifications that allow them to prescribe medications to treat and manage eye conditions.8There are three registerable specialties: •Additional supply specialty -to write orders for, and supply in an emergency, a range of drugs in addition to those ordered or supplied by a normal Optometrist.•Supplementary prescribing speciality -to manage a patient’s clinical condition and prescribe medicines according to a clinical management plan set up in conjunction with an independent prescriber, such as a GP or ophthalmologist or a qualified IP Optometrist.•Independent prescribing specialty(IP)-to take responsibility for the clinical assessment of a patient, establish a diagnosis and determine the clinical management required, including prescribing where necessary.8UK Regulatory bodies and “Doctor of Optometry”titleIt was not until after the introduction of the National Health Service (NHS) in 1948 7that the then Health Minister and the Secretary of State for Scotland set up a Committee to determine whether a regulatory body should be created.Before the1958Opticians Act and the formation of the GOC in parliament,UK Optometry was not a regulated profession.The GOC’s core functions were:•To maintain registers of Optometrists (and dispensing opticians)who have the relevant qualifications;•Tomanage the inspection of training institutions and examining bodies which grant qualifications;•To monitor the practise of optics and use of protected titles(such as Optometrist) by those who are unregistered by statutory prohibition•To exercise disciplinary powers over registered Optometrists, and in stil and enforce appropriate ethical standards.In 1989there were further Opticians Act amendments. In 2005 a number offurther changes were made to the legislation. These included the introduction of mandatory continuing education and training for full registrants, and the introduction of registration for student optometrists and dispensing opticians.It wasn’t until 2008that the UK moved forward to offer the post-graduate Doctor of Optometry qualification at the Institute of Optometry, London and then Aston University, Birmingham.As can be noted from the above, the USA gained “Doctor of Optometry” qualification in 1923, nearly 100 years before it became available as a postgraduate qualification in the UK. Currently, the Doctor of Optometry qualification remains unavailable as an entry point to the profession in the UK. In respect of the prescribing of pharmaceuticals, historically UK optometry was aheadof the USA, with laws and examinations governing their use being in place in the UKfrom1938 onwards and formalised into examinationin1949,administered by the British Optical Association (the forerunner to the UK College of Optometrists).7This was reinforcedby the Medicines Act 1968whichallowedOptometrists to use and supply drugs during the course of their professional practise. During the 1960’s –mid 70’s USA Optometrist counterparts were being refused access to ophthalmic diagnostic and therapeutic agents and it wasn’t until 1973 that a bill wasintroduced in North Carolina to authorise Optometrists to use and prescribe pharmaceutical agents for diagnostic and therapeutic purposes.Then in 1976 the first TherapeuticsLaw passed in West Virginia permittingthe use of therapeutic drugs by Optometrists.5This then set the stage for USA Optometrists to overtake their UK colleagues by gaining access to more ophthalmic drugs and increasingly managing ocular disease through the 1980’sand 1990’s. It wasn’t until 2007that UK Optometrists were permitted to use a fuller range of ophthalmic drugs9and this was only after undertaking further postgraduate lectures, clinical placement with an Ophthalmologist and then the common final assessment examination administered by the College of Optometrists. The integration of this IP qualification into the UK Optometry degree has not yet been formalised but with an ageing population and a lack of capacity withinNHSOphthalmology10,it is possible this integration may only be a matter of time.Current UK and USA Optometry syllabi, common themes and differences Of note between the training background of these two nations, USA provide their4 year Doctor of Optometry degree at a postgraduate level following an undergraduate science based degree and accompanied by a high OAT (Optometry Admission Test) score, though this may not precludeentry by qualified opticians with experience (but also requiring a high OAT score). UK Optometry is currently studied at undergraduate level, typically as a 3-yearBSc (Hons)following science based A Levels such as Biology, Chemistry and Physics,common UCAS offers are AAB11. Again,there is an option for optician entry to the degree and for those opticians that excelan option for direct entry to the second year of the traditional optometry degree.The subsequent UK pre-registration year is then completed in either corporate/independent or hospital-basedpractice and is ofapproximate12-16-monthduration, dependent on practitioner performance.In the UKonce qualified with 2 years’ experience,there is an option to upgrade to Doctorof Optometry(including academic modules for IP) with a 6 year part-timepostgraduate course(whilst remaining in practice)12.In this preliminary review of the two courses in Optometry, large established mainstream Optometry courses from their respective countries have been selected –for the United Kingdom –the University of Bradford, and for the United States –The University of California, Berkeley. Comparison of the two degrees can only be made to some extent, since the pre-registration year accounts for a significant component of a UK Optometrists training, and the learning outcomes from the UK College of Optometrists and objective structured clinical exams would be additionally relevantto consider, when comparing to a 4 year USA Optometry degree. Nevertheless,in the authors view, there is still merit in comparing the core academic components of the two degrees.Examining the syllabi (see appendix) shows common themes, particularly in year 1, where general anatomy and physiology, ocular anatomy and physiology and pure/visual optics dominate both

nations courses.However,the USA year1 syllabus demonstrates increased neuro anatomy content and this is critical in gaining a good understanding of the cranial nerves and systemic disease.The second year of the UK course appears to have more dispensing content than its USA counterpart. Ocular and general pharmacology, contact lenses and binocular vision are shared central modules in year 2 of both UK and USA courses.The third year of both courses shows some divergence in training. The USA course has a module “Optometry 435. Advanced Procedures in Ocular Disease Diagnosis”which does not appear to be included in the UK course. Furthermore, the USA course consolidates its ocular pharmacology content from year 2, with the modules “Optometry 246. Diagnosis and Treatment of Anterior Segment Ocular Disease pathophysiology, pharmacotherapy, and clinical management of systemic and ocular disease” and “Optometry 256. Diagnosis and Treatment of Posterior Segment Ocular Disease pathophysiology, pharmacotherapy, and clinical management of systemic and ocular diseases”The UK course has the module“Management of Ocular Disease Core 40 1&2 OPT6019-D” but this may not be as extensive as the 2-modulecontent of the USA course. The fourth year of the USA course is largely clinical practise based with a heavy clinical workload time table of approximately 50 hours with the addition of “grand round” clinical case presentations. The UK has a pre-registration system, where the graduate undertakes approximately 37 hours of clinical contact time in practice, combined with approximately 10-14 hours of study each week. Within the UK pre-registration year, there is a significant Ophthalmology input via a clinical placement with a Consultant Ophthalmologist,of approximately 10-12 days (up to 24 clinical sessions). This will typically involve a rotation between different ophthalmology sub specialties, such as vitreo-retinal, glaucoma, cornea and ophthalmic casualty. The USA degree appears to keep much of this “in-house” via the fourth year of its programme.A full comparison of the degree content is outside the scope of this preliminaryreview, however, could be a useful masters/doctoral thesis undertaking for a UK or USA post-graduate student.Preliminary recommended revisions for UK Optometry BSc degree to achieve Doctor of Optometry standard as entry to the UK profession•Increased general and ocular pharmacology within year3 content,building on year 2•Incorporate IP prescribing into UK Optometry degree•A Level Chemistry minimum grade B for all entrants to the course (including Disp Optician entry)•Increased neuro-anatomyin year1,including structure and function of all cranial nerves in the human body.•Separation of ocular abnormalities(year3) into anterior and posterior segment and to include ocular pharmacology/pharmacodynamicstreatmentsfor both•Clinical theory and application of advanced ophthalmic techniquesincluding but not limited to: OCT interpretation, Gonioscopy, PCO Yag laser, Foreign body removal/algerbrush, Culture of specimen removal, interpretation of blood test results –Full Blood Count, Urea &Electrolytes, CT, X-Rayand MRI scan interpretation focussing on orbits (including labs/clinical experience in all)•Lengthening of UK degree to fouryears to allow for above to be incorporated into syllabus•Grand Round Modulein year 4to include case presentations and linksto current research•Larger dissertation to include successful VivaVocedefence•Pre-reg year to remain, possibly lengthened to 16-18 months to allow for IP incorporation•Reduction in dispensing content on UK course to give way to increased medical and pharmaceutical content•Successful candidates to take Optometry oath on qualification•Doctor of Optometry to be awarded on successful passing pre-registration year and OSCE’sFace to face meetings between UK and USA students who have completed Year 1, Year 2 etc of each course would assist in identifying elements of the UK course which require reinforcing/revision. Face to face meetings of UK and USA Optometry Lecturers to assist in identifying differences in course content. A Masters or doctoral thesis identifying historical and current differences in both curricula may also be of value.Current UK Government plansfor graduate accelerated medics and the EUopticstraining model The UK Government have this year, indicated a new pathway for registered pharmacists (and possibly even paramedics) to undertake a three-yeardegree which will allow them to qualify as a foundation year Doctor13. Enhancing UK optometry training to doctoral status aligns well with such Government aspirations and provides a swift range of primary eye care doctors at a reasonable cost investment, with an ability to manage a wider range of eye disease in primary care with significant potential economic savings for the NHS.Within the optical press there has been recent discussion about a possible UK Optometry entry level apprenticeship course,training Optometrists within a predominantly corporate optical environment and removal of much of the University training, similar to the way European “optical practitioners/technicians”train. However, this approach will not be compatible with a UK Doctor of Optometry training, where enhanced academic and clinical skills are required.With the UK exiting the EU-where levels of optometry standards are either unknown or potentially inadequate-the argument for apprenticeship sas entry level practitioners in medicine, optometry or dentistry needs a muchstrongerevidence base before meriting further consideration.Of note –there are no other English-speaking western nations offering such courses.

Concluding Remarks

At a time when the NHSis under huge strain, now and for the foreseeable future, the question should not be whether the UK upgrades its optometryBScqualification to Doctor of Optometry, but rather,why has it taken so long to get to this point.The prospect of a UK Doctor of Optometry practitioner is not a revolutionary premise–it is finally aligning UK optometry with other culturally similar,western advanced nations. For the ageing UK population and a struggling NHS, this re-alignmentin UK optometry cannot come soon enough. Acknowledgements: I wish to acknowledge the Universityof Bradford, UK for supplying the curriculum, and Professor Flanagan from the University of California, Berkeleyfor the same. As far as the author is aware, this represents the first review of the subject matter by a UK Doctor of OptometryReferences 1)https://www.aoa.org/about-the-aoa/what-is-a-doctor-of-optometry, cited 5-7-202)https://www.college-optometrists.org/qualifying/a-career-in-optometry/what-is-an-optometrist.html, cited 5-7-203)Pharmacy and the U.S. Health Care System, Third EditionCRC Press, 22 Jul 2005, p63-64 Michael Smith4)https://www.college-optometrists.org/guidance/guidance-for-therapeutics.html, cited 6-7-205)https://opto.ca/becoming-a-doctor-of-optometry, cited 10-7-206)http://fs.aoa.org/optometry-archives/optometry-timeline.html, cited 6-7-207)http://www.barnardlevit.co.uk/assets/Lectures/Use-of-diagnostic-drugs-by-optometrists-Stockholm-2008.pdf, cited 6-7-208)https://www.college-optometrists.org/cpd-and-cet/training-and-qualifications/qualifying-as-an-independent-prescriber.html, cited 7-7-209)https://www.optical.org/en/news_publications/news_item.cfm/GOC-welcomes-new-prescribing-rights-for-optometrists,cited 7-7-2010)https://www.rcophth.ac.uk/2019/01/new-rcophth-workforce-census-illustrates-the-severe-shortage-of-eye-doctors-in-the-uk/, cited 8-7-2011)https://www.manchester.ac.uk/study/undergraduate/courses/2020/03571/bsc-optometry/entry-requirements/, cited 8-7-2012)https://www.aston.ac.uk/study/courses/doctor-of-optometry-doctor-of-ophthalmic-science-doptom-dophsc, cited 15-7-2013)https://www.chemistanddruggist.co.uk/news/pharmacists-could-be-fast-tracked-doctors-under-new-government-plan, cited 8-7-20

Appendix Current UK syllabus–University of Bradford, UKFHEQ Level Module Title Type (Core/ Option/ Elective) Credits Semester (s) Yr 1 Semester 1 and 2•Refraction & Refractive Error Core 20 1&2 OPT4002-B •Pure & Visual Optics Core 20 1&2 OPT4003-B •Physiology of Vision & Perception Core 20 1&2 OPT4004-B •Evidence-based Practice and Professionalism Core 20 1&2 OPT4007-B •Ocular Health Assessment 1 Core 40 1&2 OPT4012-D•General and Ocular anatomy/physiologyYear 2 Semester 1 and 2Module Code •Ophthalmic Lenses & Dispensing •Clinical Optometry & Communication Skills •General and Ocular Pharmacology •The Assessment and Management of Binocular Vision •Ocular Health Assessment 2 Core 20 1&2 OPT5014-B •Contact Lens Practice Core 20 1&2 OPT5011-B Year 3 Semester 1 and 2 Module Code •Clinical Competence Core 0 1&2 OPT6012-Z •Evidence-based Optometry 2 Core 20 1&2 OPT6013-•Management of Ocular Disease Core 40 1&2 OPT6019-D •Clinical Practice and Professional Studies Core 40 1&2 OPT6017-D •Clinical Case Studies Core 20 1&2 OPT6014-BUSA 4 yr Doctor of Optometry program, TheCaliforniaUniversity,Berkeley,USAFirst Year 38.5 units Fall Semester Optometry 200A: •Clinical Examination of the Visual System Two hours of lecture per week. (2 units) (and lab) •Optometry 499: Optometry Career Development Course •Vision Science 203A: Geometrical Optics (+laboratory), and one 1-hour discussion per week. Geometrical methods applied to the optics of lenses, mirrors, and prisms. Thin lens eye models, magnification, astigmatism, prism properties of lenses, thick lenses. •Vision Science 205: Visual Perception and Sensitivity Three (and labs) Psychophysical basis for clinical tests in acuity, perimetry, and colour vision. •Vision Science 206A: Anatomy and Physiology of the Eye Four hours of lecture for seven and one-half weeks. •Vision Science 206D. Neuroanatomy/Neurophysiology of the Eye & Visual system•206A (must be taken concurrently). Formerly half of 206A. Structure and function of the neurosensory retina, photoreceptors, RPE including blood supply. Current concepts of aetiologyand management of major retinal conditions. Overview of diagnostic techniques in retinal imaging, electrophysiologic testing and new genetic approaches. •Optometry 200B. Clinical Examination of the Visual System (and labs): Classification and epidemiology of refractive errors, evaluation of accommodative and binocular status. Tonometry, advanced techniques of examining the posterior pole, evaluation of visual pathway function. •Optometry 200BL. Clinical Examination of the Visual System Six hours of laboratory per week. Prerequisites: 200A. Classification and epidemiology of refractive errors, evaluation of accommodative and binocular status. Tonometry, advanced techniques of examining the posterior pole, evaluation of visual pathway function. •Optometry 222A. Optics of Ophthalmic Lenses (and labs) •Vision Science 203B. Optical System and Physical Optics (and labs)•Vision Science 206B. Anatomy and Physiology of the Eye and Visual System (and labs) Structure and function of the tissues of the eye, ocular appendages, and the central visual pathways •Vision Science 217. Oculomotor Functions and Neurology One (and labs)•Vision Science 219. Binocular Vision and Space Perception One (and labs)Second Year Fall Semester 34 units •Optometry 200C. Clinical Examination of the Visual System(and labs)•Optometry 213. Evidence-Based Optometry Basic concepts in evidence-based optometry including various clinical study designs, potential sources of bias in each design, study analysis etc•Optometry 222B. Ophthalmic Optics and Environmental Vision•Optometry 226A. Systemic Pharmacology•Optometry 236A. Systemic Disease and Its Ocular Manifestations•Optometry 270B. Eyecare Business and Professional Management•Vision Science 215. Infant VisionSpring Semester •Optometry 200D. Clinical Examination of the Visual System(tear film, cataract affecting VA etc) (and labs)•Optometry 226B. Ocular Pharmacology Two hours of lecture and one hour of discussion per week. Basic pharmacology as applied to the eye and ophthalmic drugs, clinical prescribing issues including formulation, dosing and prescribing•Optometry 236B. Systemic Disease and Its Ocular Manifestations: The pathophysiology, pharmacotherapy, and clinical management of systemic and ocular diseases •Optometry 240. Diagnosis and Treatment of Sensory/Motor Abnormalities (+labs)Diagnosis and treatment of heterophoria, accommodative,BV etc•Optometry 260A. Contact Lenses: Examination of the Contact Lens Patient (+labs)The physiological basis for fitting contact lenses. Effects of a contact lens on the tears, lids, cornea. Examination procedures and instrumentation in CL, Contact lens inspection,care, and handling. •Vision Science 206C. PBL Anatomy and Physiology of the Eye and Visual SystemThird Year 45.5 units Summer Semester •Optometry 430A. Optometry Clinics Minimum of 32 hours of clinic combined with 1 hour of lecture and •Optometry 432. Introduction to Clinical Topics for the New ClinicianFall Semester •Optometry 241. Advanced Management & Rehabilitation of Sensory/Motor Anomalies (+labs) •Optometry 246. Diagnosis and Treatment of Anterior Segment Ocular Disease pathophysiology, pharmacotherapy, and clinical management of systemic and ocular disease•Optometry 251. Low Vision •Optometry 430B. Optometry Clinic practise Two hours of seminar per week and a minimum of 18 hours of clinic per week. •Optometry 435. Advanced Procedures in Ocular Disease Diagnosis (+labs) Spring Semester •Optometry 256. Diagnosis and Treatment of Posterior Segment Ocular Disease pathophysiology, pharmacotherapy, and clinical management of systemic and ocular diseases •Optometry 270C. Eyecare Business and Professional Management •Optometry 430C. Optometry Clinic Two hours of seminar per week and a minimum of 18 hours of clinic per week. Fourth Year 46units Summer Semester •Optometry 440A. Advanced Optometry Clinic Two hours of seminar and a minimum of 20 hours of clinic per week. Optometric examination of patients in the primary care clinic performed independently by student clinicians under supervision of the clinic staff. •Optometry 441A. Specialty Clinics Two hours of seminar and a minimum of 16 hours of clinic per week. Examination, diagnosis, prognosis, treatment, and management of patients in the specialty clinics. •Optometry 440B. Advanced Optometry Clinic Two hours of seminar per week and a minimum of 22 hours of clinic per week. Diagnosis, prognosis, treatment, patient management and follow-up. •Optometry 441B. Specialty Clinics Minimum of 15 to 20 hours of clinic per week. Examination, diagnosis, prognosis, treatment, and/or management of patients in specialty clinics; oculardisease, contact lenses, binocular vision etc•Optometry 450A. Grand Rounds and Seminar Two hours of discussion per week. Must be taken on a passed/not passed basis. Presentation of clinical cases demonstrating basic and advanced optometric care, includingdiagnosis, treatment, and patient management. (2 units

Spring Semester •Optometry 440C. Advanced Optometry Clinic -Examination of patients in a primary care setting. Diagnosis, prognosis, treatment, patient management and follow-up. •Optometry 441C. Specialty Clinics Minimum of 15 to 20 hours of clinic per week. Examination, diagnosis, prognosis, treatment, and/or management of patients in specialty clinics, ocular disease, contact lenses, binocular vision etc•Optometry 450B. Grand Rounds and Seminar.Presentation of clinical cases demonstrating basic and advanced optometric care


Cost-Effective Marketing for Optometry Startups

Marketing is definitely an integral part of any optometry startup. It is often considered the lifeblood of the practice since it helps patients learn more about the startup and visit it. It can turn an almost empty waiting room into a bustling area with countless patients.

However, it can be hard for new startups to come up with the capital for expensive marketing models like advertisements, pay per click, and others. Startups are most inundated with costs for rent, salaries, and others, all of which make it harder to find funds for marketing. Optometrists also don’t have much experience with marketing to launch proper campaigns, gauge audience interest, and modern methods.

There are definitely many marketing companies you can go to, but again, they can be quite expensive. As such, you should focus on cost-effective marketing for optometry startups that can be better for you. Here are some techniques that may help you out.

Community Engagement

Community engagement can provide high-efficacy, low-cost benefits that can be a game-changer for your startup. Many optometrists are naturally good at building relationships since it is such an integral part of our profession. By channeling this skill into marketing, you will be able to build communities that can help spread the word about the optometry clinic. It can be quite rewarding, as well as incredibly effective.

Direct Mail

Direct mail has a reputation for being discarded, not working, or being expensive. As an optometry startup, you should concentrate on maintaining a strategy when it comes to the location that has the potential for a significant growth rate. For example, if you target people who have just moved into the area, you will find that they are more responsive. They will gladly accept the mail since they already need new resources, such as a new optometry clinic to go to. When direct mail is done correctly, it has the highest response rates among some media.

Community Philanthropy

You have to realize that not many people in the community will be able to afford optometry care. You can help by recognizing the needs of your community, solving problems, and giving back. This can help build the team and establish your marketing efforts. It can be quite rewarding, which is why it often doesn’t feel like marketing at all. Some marketing ideas include:

· Calling the local fire department and giving the entire staff discounts on checkups

· Partner up with local business and have a lottery-like game where people have to sign up to win the gift cards

· Build a mutually beneficial campaign with other local businesses such as discounts on tooth whitening with two purchases of eyeglasses from your store in return for discounts on eyeglasses after two purchases of tooth cleanings.

· Attending local events in the community and offering screenings can be a way to get attention for the business

Social Media

Social media is the most cost-effective marketing for optometry startups. It can be a great platform to send messages, create a flourishing community, engage with audiences, and build a brand name. You should make sure to target any online advertisements to certain categories in the community. This can be based on location, interests, gender, and age.

Staying Consistent

Social media platforms such as Instagram and Facebook work based on visibility. They check whether the audience is engaged consistently. Post regularly.

• 1 post every day for Facebook

· 3 tweets every day for Twitter

· 1 posts every day for Instagram

· 1 post every day for LinkedIn

It may seem like a lot, but it is definitely possible to achieve such numbers consistently. You should firstly focus on choosing the platforms that are most appropriate for your target audience. For example, Facebook is a better platform for older audiences than Instagram. LinkedIn is a great way to build co-referral partnerships with other local businesses. Secondly, you can definitely repurpose the same content for different platforms. If you have a post ready for Instagram, don’t be shy about reusing it for Facebook a week later.

There are also plenty of content calendars and scheduling tools that can help you in this venture. Social media can definitely be self-managed by you without any worries. You can also keep a monthly theme going to build an aesthetic and motivate yourself.

Track and Keep Up with the Data

The most important task in marketing is keeping track of your data and your ROI. However, this can be quite challenging since it requires good systems, intention, and constant follow-ups. Sometimes it can be easy to check how patients were prompted to enter the optometry clinic; they may just enter with a direct-mail coupon. However, if the patient saw you at the farmer’s market providing screenings, then saw a post on Facebook and then were referred to you by a relative, who will get the credit?

It will help to outline a goal for each campaign. Design the campaign with specific intentions. For example, a Facebook campaign to just increase the followers on your account. Since the campaign doesn’t intend to bring in people, you don’t have to worry about tracking that.

As a new business, you should always try and focus on getting organic growth instead of going for expensive strategies. Cost-effective marketing for optometry startups can get you enough business so that you can start planning bigger things.

Ways to Grow your Optometry Business with Uninsured Patients.

This optometry blueprint is designed to increase your customer base by attracting uninsured patients to your door. It also results in a stable, recurring profit growth that you can rely on even more than insurance payments. The optometry strategy is important for any clinic to grow and build a base of loyal patients.

Ways to Grow your Optometry Business with uninsured patients.

There are four common ways that optometry owners can grow.

1. Marketing Material throughout the Clinic

Every room in the clinic should have marketing material so that all patients know about the the different programs your office offers. They should be curious about the material so that the office staff can talk about the details about the program with them.

2. Staff Should Be On the Same Page

All the staff members should have clear knowledge about the program so that they can speak clearly to patients. By working as a team, you will remove the burden from your office manager and increase the likelihood of the patient to understand the program.

3. Talk With Insured Patients As Well

Speaking about the program with insured patients is also important. An optometrist clinic cannot just rely on insurance payments, which are often late. The patients may like the additional benefits they are getting from your program. Explain what their insurance covers and what your program can provide for them and the value.

4. Find Uninsured Patients

Your database should keep track of all uninsured patients that walk through the doors. By presenting the program to them through letters, emails, or calls, you can get more patients to sign up. Activate patients you have not seen in years. With the pandemic many are in between insurances.

Attracting Uninsured Patients

If you want the program to succeed, you will need to attract more uninsured patients towards the practice. There are many marketing tools that can come in handy in such cases.

Direct Mail

Direct mail can help you create awareness about the program. You can target certain communities and areas at once time. The post office has a service to be able to direct mail your target audience. Many times self employed people might have high deductible insurances and can be treated as self pay.

Online Advertising

Social media and other online advertising platforms are a great option for reaching many specific target audiences. You can segment possible audiences and send out targeted ads to educate them about your optometry program. Having patients understand what your office can offer compared to using insurance and paying more.

Community.

Connecting with retirees can be a great way to form an image of an optometrist that works for the community. Many times their insurance does not cover routine care. Your program might be a way to attract them.

Working with local HR departments to have wellness eye exams as part of your services in addition to their medical insurance is a great way to attract uninsurance patients. Develop a contract that is attractive to that company to provide care for their employees. These patients will tend to pay more than vision care plan patients and be more loyal to your practice.

Conclusion

The optometry program can be a wonderful way to offer benefits to uninsured patients. It can also help the clinic build better connections, a loyal patient base, and recurring, stable income. It can also be a great way to keep patients from looking for other options as they know what you have to offer instead of at the moment decision on which eye care professional to choose.