Voices Lost: Scripted Messages

The Corporate Optometry Facebook group has been a primary resource for ODs to research and access information on corporate optometry over the years. The group has gained significant industry attention, and during that time, corporate optometry topics have been published across various platforms, including conferences, webinars, and articles—some sponsored and some not. Many times the narrative is controlled. This is not only specific to Corporate optometry but other areas of our industry as well.

That is where the lines begin to blur.

When ODs are told what to write and post, and when the selection of ODs are influenced by outside factors, it raises important questions. Many times it is conversations about sublease or opinion on working for a company. Other times OD’s using the group for personal advancement, lead generation or promoting products, events, industry news or associations. It’s quite telling that those ODs tend to comment or post only on select topics and rarely contribute meaningful content elsewhere.

In recent years, the rise of anonymous posts has become more common within the group, often sparking open and honest discussion. However, when ODs are instructed to post specific comments within a group, it disrupts the authenticity of those conversations. ODs come to these spaces seeking genuine insight and resources from their colleagues. If we cannot trust our peers, where does that leave our profession?

In general, when experts comment or contribute publicly within the industry, they are compensated for their time and expertise. So the question becomes: what is the OD receiving in return? In many cases, the answer is nothing. ODs frequently do this in an effort to build organizational loyalty, though that support hasn’t always been reflected back. Many ODs are perceptive enough to read between the lines, which ultimately makes the situation more embarrassing than intended. In closing, if conversations in the group are truly important, then improving the environment for ODs would likely reduce negative posts—particularly since other sponsored efforts have not changed perceptions.