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Insight with Roxanne Arnal

Insights, Resources

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Roxanne Arnal originally hails from Winnipeg, Manitoba

She is a past-president of the Alberta Association of Optometrists and
the Canadian Association of Optometry Students (CAOS)

Roxanne successfully grew an independent Optometric practice in Alberta before leaving the profession to become a Certified Financial Planner® focusing on optometrists and their families’ financial requirements.

Roxanne Arnal

Doctorate of Optometry from the University Of Waterloo (1995)

Certified Financial Planner®

 

Why did you choose your field?
I always wanted to be a doctor and learned early in undergrad that medicine and medical school was not a lifestyle I wanted. Helping people and teaching has always been a natural tendency of mine. If I had not gotten into Optometry school, I was going to become an accountant. So I guess it’s really no surprise that I’m a financial planner. Helping people, educating them, and using numbers…this is what I was created for.

What is the biggest struggle in your career?
Helping people understand that not all financial planners are the same. Unlike optometry, there is no title protection, no title requirements nor clear definitions. It really is alphabet soup of credentials which ultimately  leads to increased public confusion. Most of the professionals I speak with don’t really understand what I am able to bring to the table and the breadth of service I offer. I have a very unique skill set and am well groomed to be your family CFO.

What is currently the most exciting thing in your field to help patients?
Tax integration. Very few professionals have a current and comprehensive grasp of building tax efficiencies for today and their future. Integrating your business and personal finances within the Canadian tax system is the geeky fun of planning work I love.

What is something you have done in your practice to set you apart.
I specialize in optometrists. We are a unique and highly educated bunch, who spend most of our days in a little dark room. Having lived through the various stages of practice, I understand the opportunities and pitfalls.

What advice would you give a new grad today?
You’ve lived the past several years as a student, so treat yourself to a little grad gift, then continue to live like a student! You’d be surprised how quickly you can pay off your student debt with this attitude. Yes, you may be able to write off your loan interest, but it’s a devil on your back that feels much better to shed as you move forward and build your business ownership.

Always give patients no less than you would give your mom (assuming you love her).

And – purchase your commercial space as soon as you can. You have to pay rent anyways!

What do you believe is the key to success?
Love people! Take a genuine interest in their lives, listen to their concerns, and help them to the best of your ability.

What is your favourite saying?
“You don’t know what you don’t know – until it’s too late.” We all make mistakes, some more costly than others and I made my fair share. The more I learned in my new field, the angrier I got about all the missed information I didn’t get from my advisors. I am determined to ensure my clients don’t have to learn the hard way by answering the questions they didn’t even know they should have asked.

If you could take one album, one book, and one luxury item to a desert island, what would they be?
Adele 25 – Hello? Lots of quiet time for me to convince the local wildlife I sound as good as her!

Think & Grow Rich by Napoleon Hill – an older book, but lots of content to keep you thinking and tips to tap into your imaginary friends for company.

My bed – because a good nights sleep is essential to reset my attitude.

What is your favourite TV show/Netflix series?
Grey’s Anatomy – I’m not sure why.
Suits – probably for the same reason I like Grey’s

Last time you laughed?
All the time, but most of those wouldn’t be funny to anyone else. But the other night we were attending a virtual Wine Tasting event hosted by our local Co-op Liquor Store. Really, a good excuse to drink 3 bottles of wine on a Friday night in quarantine.

Using an open zoom meeting format, you get to “enjoy” everyone else’s experience too. Now you have to understand, we live in rural Alberta, so watching the various screens is really only a bit more elevated than an Optometry School Wine & Cheese event.

I’m not sure how our sommelier, Amy, manages to maintain her professionalism. Wine number 3 was paired with a salami, and the instructions go like this: “Take a sip of your wine, now eat the sausage and tell me what’s going on in your mouth?” My husband, Ken, had to step off screen. Enough said.

Last Indulgence?
Glass Sculpture from Murano, Italy.

What is your favorite food?
I’m a foodie – new and interesting. We are currently expanding our vegetarian menu, but my top comfort foods will always be pork ribs and beef stew.

What was the last gift you gave someone?
Nerf guns – last family gift to open at Christmas held 4 Nerf guns and a package of extra bullets. The battle ensued. It was such a blast.

How have you changed since high school?
I’m more cautious. A wise man told me “it’s because I have more to lose now”.

Something few people know about you?
I LOVE puzzles. Especially traditional piece puzzles and number puzzles. I just love figuring out how all the pieces fit together. Just like a good financial plan, I love picking apart and looking at all the different pieces to find the best way they fit together and create the perfect picture for my clients.

If you had a time machine, what year would you travel to and why?
2000 – the year our first child was born. I love babies and would love another chance to raise her. And I wouldn’t hire a nanny this time (that didn’t happen til 2003 mind you).

Describe your perfect day.
Sightseeing on a clear sunny day in Europe with my family & our optometry travel group. Ending the day with a 10 course chef’s table tasting menu with full wine pairing.

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Aussie Chain Bailey Nelson Plans 50 Stores in Canada

NextGenOD, Practice, Products | Services | Industry News, Sponsors

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Bailey Nelson (BN), the Australia-based optical upstart (2012) has set their focus on expanding presence in the Canadian market, according to an interview with Nick Perry, co-founder and managing director of North American business.

The chain plans to grow to “50 stores over the next few years”, Perry disclosed in an interview with  Strategy C-Suite. In 2014 the company opened its first Canadian stores under a licensing agreement, but made the decision to close them three years later.

The company re-entered the market later that year (2017)  as fully corporate owned stores in 17 locations with plans for an additional 3 stores before end of June. Seven stores are in the lower mainland of BC, 5 in Alberta and 4 in Ontario.

Every Bailey Nelson store to have an OptometristThe new locations will be in Victoria, Toronto and London Ontario. The Canadian market presents some challenges compared to Bailey Nelson’s sun-blessed (or cursed) Australian home-base. The chain has strength in the sunwear market and benefits from the Australian government’ generous coverage of eye examinations, which serves to reduce the purchase cycle.

According to Perry the company will need to overcome these obstacles by working with North American eyewear designers and focus on consumer education. “One of the opportunities for us is to educate our consumers on how important regular eye health assessments are in terms of your overall well-being and that they should engage with us on a professional and more regular basis”, said Perry.

On the chain’s strategy, Perry indicated they will:

  1. Focus on Optometry – have an OD in every store
  2. Build engaged and staff that are passionate about vision
  3. Deliver quality differentiating product

Bailey Nelson is seeking Optometric leasehold partners in many cities across Canada.
Click here to find more detailed information. 

View full article on Perry’s discussion with Strategy C-Suite. 

 

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5 Key Lessons Taught By COVID

Finance|Wealth, Human Resources, Practice, Resources

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The unprecedented coronavirus pandemic has caused changes in mindset, attitude, direction, and behaviour for practice owners. It changed for employees too. One year later, we can all agree that important lessons have been learned – not always by choice but by necessity.

 

Lesson #1: Learning to be agile.
We all had to respond quickly to changing events. Sometimes with only a couple of days notice. This made us realize how
important it is to be comfortable with change and willing to shift gears when necessary. A sub lesson in learning to be agile was also recognizing the gaps in the way things were being done. Because we had to change, perhaps some of these changes had positive outcomes.

Lesson #2: Appreciating technology more.
So many of us have had to change the way we do business. The face-to-face meetings, attending events/conventions and how
patients needed to be looked after are just some of the many examples. Corona emphasized the importance of technology. Think of all the virtual learning opportunities we have had to embrace or tele-medicine that became a necessary and by default option. I for one was forced to embrace webinars and Zoom calls. Prior to the pandemic, these were never an option for me because I was not comfortable. Simple applications like LinkedIn, Facebook and Instagram have enabled me to meet new people and stay connected to those I already knew. I must admit, until the pandemic, I never appreciated the value of these tools.

Lesson #3: Being more empathetic.
In these trying times, clear communication with all stakeholders of your practice—staff, partners, advisors, and patients are
critical. There is no doubt that the stress of the pandemic on owners is massive. The key towards sustaining your business
in this situation is being transparent with your stakeholders and prioritising their needs. Apart from supporting your staff and
understanding the situation, you must support your workforce by encouraging them to learn and give them opportunities to join Zoom training and courses.

Lesson #4: The essential nature of social interaction.
While digital collaboration tools have become critical to remote work and will remain post-pandemic, the new way of work also emphasized the need for social interaction for humans. Suddenly a trip to your office during a lockdown may possibly be a real treat or outing. People miss human contact with those outside of their homes. Never underestimate the positive effect you have on the people who walk through your doors. For the staff, as stressed as people may be, the ability to laugh or participate in banter can mean so much. For example, when I was at my office a few weeks ago, four of us, while social distancing, had the most frivolous conversation that left us simply laughing. It was such a wonderful feeling, one that has been missed from our daily lives.

Lesson 5: Keeping a cash buffer.
The period from mid-March 2020 to mid-June 2020, taught all of us the importance of fiscal responsibility. Certainly, our credit cards took a beating as evidenced from the multitude of Amazon packages, however, for owners of practices as well as the associates, these were very scary times. Even with the various government programs, the major lesson learned by all was that we must have something in reserve. It is why banks are being tough on purchasers today because they must be confident that this person could withstand another lockdown if it ever happened. The good thing we have seen is that healthcare is recession resilient and now pandemic resilient. The pandemic has taught us the importance of having a cash buffer. Hopefully, it has also taught many of us to be grateful for what we have. So many have fallen on economic hardship and forced with extremely difficult decisions.

The pandemic has been an unforeseen situation for the whole world. It has brought about crisis and problems we never experienced before and has exposed us to many unknown vulnerabilities. This has been a period for all business owners to take a closer look at how their practice was run pre-pandemic versus now. However, along with the many challenges we faced due to the pandemic, it has also given us an opportunity to align, adapt and amend businesses as well as reinforce the strategies to make the most of the ongoing situation. Clearly, it has also taught all of us lessons that shall be both applicable and beneficial in the long run. A wise man told me that we do not need to embrace the reason for the change, but we must embrace change!

Jackie Joachim, COO ROI Corp

JACKIE JOACHIM

Jackie has 30 years of experience in the industry as a former banker and now the Chief Operating Officer of ROI Corporation. Please contact her at Jackie.joachim@roicorp.com or 1-844-764-2020.

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Targeting – The Key to Marketing Spend Efficiency

Advertising & Promotion, Digital Marketing, Marketing, Resources

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Research suggests that around 39 percent of adults consult an eye care professional once a year. While an eye visit is a routine consumer activity, getting your share of the right types of patients is anything but ordinary.  And, doing so on a small budget is even more challenging.

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

Benefits of Targeting the Ideal Patient
To make your optometric 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 intodemographic, psychographic, geographic and behavioural categories. Evaluate where your target market stands in order to move closer to achieving a holistic overview of your ideal patient.

2. Patient Persona

Once you have completed 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 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 optometric practice 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 and spending 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 tactics include:

1. Referral program

A patient referring your practice 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 practice.

When patients notice your efforts to give back to the community, they will hold you and your practice in higher regard.

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.

2. Website and SEO

Focus on developing a website that is designed well and provides visitors with valuable information about your products and services. When patients 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 an effective and professional 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. Consider hiring an expert.

3. 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/

MARIA SAMPALIS

is the founder of Corporate Optometry, a peer-to-peer web resource for ODs interested to learn more about opportunities in corporate optometry. Canadian ODs and optometry students can visit www.corporateoptometry.com to learn more.

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Is Big Corporate the Best Option?

Practice, Resources

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We live in a time of rapid change and dislocation that rivals any period in recent history.

Change is Everywhere and Accelerating, but…
Anarchists right and left want to dismantle something that has proven to work—flaws and all. The U.S. is in a state of flux politically with sweeping implications.

The pandemic has wreaked havoc globally. Big Tech companies provide many platforms where people can publish both their best and worst thoughts and actions—AND allows for the promotion or demotion of a current demagogue seemingly at will.

Businesses have been dismantled, diminished and destroyed by events beyond their control.

Big and corporate for some of us means better and necessary, while others lament over what happens to small, local businesses and entrepreneurs with long standing, often family-based, individualized values.

What is fair for the individual health care practitioner who wishes to continue the tradition established by sole practitioners over many years of personalized care centering on the aforementioned individualized service and care model?

Is Growth the Only Measure of Success?
Many professionals do not want to go the “corporate” route and watch their creation absorbed by a larger entity that pays no homage to tradition.

The value of passing the torch to a like-minded “pro” who may take care and service to a higher-level building on the sweat equity of the former doctor. This does and can happen.

Many economic gurus are now challenging the wisdom of never-ending growth as a measure of success. We all know that bigger is not always better—that many things get lost in this process.

Where to Draw the Line?
Practitioners accept that there is a time when “enough is enough”.

A time to “stick to your knitting” and perfect what you do best and measure success not just in the financial rewards but also in the smiles and gratitude of your clients/patients.

This means that your goals shift from money to professional competency and increased health care achievement—something you set out to achieve all those years ago in the midst and miracle of your training to do so.

There is an alternative to the corporatization of healthcare providers and suppliers.

History has proven this and will continue to do so.

Jackie Joachim, COO ROI Corp

JACKIE JOACHIM

Jackie has 30 years of experience in the industry as a former banker and now the Chief Operating Officer of ROI Corporation. Please contact her at Jackie.joachim@roicorp.com or 1-844-764-2020.

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Insight with Dr. Michael Nelson

Insights

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Dr. Michael Nelson was born and raised in Wetaskiwin, Alberta

After graduation from UW School of Optometry in 1994 he completed a residency in family practice and low vision at the University of Alabama School of Optometry.

He was past president of the Manitoba Association of Optometrists and
current president of the Canadian Association of Optometrists.

Dr. Michael Nelson

Doctorate of Optometry from the University Of Waterloo (1994)

Co-awarded the Manitoba Optometrist of the Year.  (2014)

Current President of the Canadian Association of Optometrists (2019 – 2021)

 

Why did you choose your field?
I have a couple reasons.

I grew up on a hog farm in a small town in Alberta called Wetaskiwin. While I loved growing up on a farm one thing shoveling manure and castrating piglets taught me was that I wanted to be someone who grew up on a farm, not someone who lives on a farm.  So I was highly motivated to find a professional career. My dad encouraged me and said that he didn’t care what I did but he hoped that I would one day become a doctor….be it an MD, PhD or, I guess, an OD.

If you ask most ODs why they became an OD, they often have an inspirational eye story; like I had really strong prescription and my OD helped me or something like that.  Me, not so much, and it’s a little more superficial.  In Wetaskiwin, the optometrist was a guy named Dr. Don Martin. If you ask anyone my age or older if they knew who Dr. Martin was, they would say yes because he was the most eligible bachelor in town for 2 reasons. He made a very good income and he looked exactly like Mel Gibson!  I know Mel has had some PR issues lately but he was the Ryan Reynolds of the 80’s …..So, I thought, I got to be an eye doctor. LOL!

Where do you see your practice / eye care in 10 years?
I practice with my wife, Selena Friesen.  There are lots of optometry couples but I think most of them don’t work in the same practice. We work hard at it and we have different strengths, so it has worked well. Selena is awesome at planning and this is one question she always asks me and I sometimes have trouble with it. In 10 years I know I will still be practicing and hopefully still trying to challenge myself. Our daughter is in optometry right now and I don’t know what her plans are but that would be interesting to practice with your kid.

What is currently the most exciting thing in your field to help patients?
Myopia control:  The most common thing that optometrists deal with is refractive error. Optometrists are really good at prescribing for refractive error but we haven’t really had any options to affect it. Myopia control allows us the opportunity not only to correct refractive error, but also to slow it down that is an exciting thing.

What is something you have done in your practice to set you apart.
Primary Care: We do everything.

I know there is lots of talk of specialties in optometry and I think there is a place for that. It is great to be an expert in a particular area like VT or dry eye. However, sometimes, I hear optometrists say, “Oh, I only do this and so I don’t know how to do that anymore”,  and it makes me a little sad.

I think all of us studied like crazy to learn everything there is about the eyes and visual a system, but nobody studies more about optics/vision/the visual system and eye disease than optometrists. There are some that know more about a specific topic like the glaucoma specialists that can tell you everything about glaucoma but they don’t feel comfortable talking about a retina problem.

There is something that I admire about an expert in generalities. Why can’t an OD be proficient in dry eye, vision therapy, scleral lenses, glaucoma…..you knew it all for your boards…so why can’t we keep that up?   An optometrist that is an expert in everything impresses me. That is what I aspire to be; an expert generalist.

So along these lines I have a motto:  Know the best. Recommend the Best.   We try to pass that on to our patients. We try to tell them what is new in treatments, eye wear, contacts…etc.

What is your most effective marketing tool/platform?
Word of mouth….we always tell new staff or new students that come work with us that almost every single patient has come to see us because they feel some personal connection to us… perhaps from our street, sports teams, kid’s school, church, or golf course..

What is your favorite TV show / Netflix series?
Reality TV: I love reality TV! Survivor, Big Brother, Amazing Race.
Probably Survivor is my favourite…in all the years it has been on I don’t think Selena and I have missed an episode.

Last time you laughed?
I laugh all the time. I am not the class clown or the life of the party but I absolutely do not take things too seriously. In school, I think there was more than one occasion that teachers told me to stop smiling so much. I am thinking it made them think I was up to something.

Favourite past-time/hobby?
I really enjoy golf…just wish I was better at it.

YouTube.  People sometimes talk about their COVID hobby, and since we didn’t stop working throughout the pandemic I always said I didn’t have one. One thing I did start during the pandemic was an optometry YouTube channel –  Good Optometry Morning.

Tell me something few people know about you?
I am pretty sure I am one of the luckiest guys in the world.There are a couple of things a lot of people don’t know about me.

One I’m a cancer survivor. About 10 years ago I developed testicular cancer and went through chemotherapy.  I don’t like to share a lot of personal stuff with people so some people still comment…hey remember that summer you shaved your head?  I consider myself lucky because if someone was diagnosed with this is the 1980’s the 5 year survival rate was less than 5%…but now the 5 year survival rate is over 95%.

Another thing is that I have a rare eye condition called Birdshot Retinopathy… It is pretty rare…like maybe one in 30,000 have it. Many people that have this are really scared and confused about it but I’m lucky because I have trained for all my life to learn about the eyes and so I understand it better than most that have it. And, like testicular cancer, the prognosis with Birdshot used to be pretty grim, but with current treatments they are actually pretty good.

I mentioned earlier that many eye doctors talk about having an eye condition that inspired them to become an optometrist;  I got an eye condition when was an eye doctor that inspired me to become a better optometrist.

Listen to Dr. Nelson discuss the national role that the Canadian Association of Optometry (CAO) plays in advocating for the profession on our Eyes Wide Open Podcast. 

 

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Looking Forward to 2021

Practice, Products | Services | Industry News

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”I know what I have to do now, I’ve got to keep breathing because tomorrow the sun will rise. Who knows what the tide could bring?” Chuck Noland (Tom Hank’s character in Castaway)

 

I have become very attached to the above quote. This year has certainly been different on so many levels. It was easy to become overwhelmed so often and I believe many, like myself, are happy to see 2020 come to an end.

Usually, as the year comes to a close, we look back to evaluate the year as we plan for the upcoming one. But what type of goals can we set for ourselves in 2021? Setting goals is hard enough when there is not a global pandemic going on. But despite wearing our masks and continuing to practice social distancing, we still need to be positive looking forward. We should never forget to consider the ways in which we can do more to improve ourselves or our lives. We have, despite all the challenges of 2020, been given the gift of extra time.

At the best of times, it is never wise to put too much pressure on yourself when setting goals, so why start now when we are living through an unprecedented pandemic? There is still opportunity to consider tackling one or two new goals. Another thought could also be to revisit the goals originally set for 2020. It is likely they were put aside as the world changed earlier in the year. There is nothing wrong in re-evaluating your plan and updating it to use now.

As owners of a small business, because after all a practice is one, owners are in a fortunate position that people will continue to require healthcare. The pandemic has shown that healthcare offices are recession and pandemic resilient. However, as a business owner, the stress levels of owning and operating during a pandemic could never have been imagined let alone planned for.

Perhaps the goals for 2021 need to be more along the lines of small operational ones that will not only help in the immediate period of time but serve you well in the long run. There is always a tendency to make an ambitious plan. But the bigger the plan, the bigger the demands and unfortunately, the constraints of a pandemic can make it hard to keep up. Therefore, perhaps the first goal of 2021 should be to make smaller but more meaningful goals. It is so important to remember that little successes will add up to something big.

Examples of smaller goals could be to improve communication with patients, schedule more comprehensive exams, embark on social media or improve your online presence overall. The opportunity to educate patients via Zoom calls is definitely a possibility we would not have considered pre-pandemic. There is absolutely no downside in making a greater effort to reach and engage your patients. In fact, you will be creating loyal patients and increasing the value of your goodwill.

Most people know how to set goals. There is a plethora of information available. My intention is to encourage you look forward positively. Do not set goals that are beyond reach, as this is likely to cause discouragement and demotivation. Basically, you are setting yourself up for failure from the beginning. Ideally, you want to choose goals which test you and require commitment but are reachable in practice.

It is so important to remember to be patient. Begin by determining not only what the goal is but why you want it. Challenge yourself about the emotion behind the goal. Why do you want it and what will you receive when you achieve it?

I believe what will be critical in 2021 is to think about the journey in achieving the goals you set. Remember to create achievable steppingstones so that you find happiness in the now. We must find ways to still find joy and enjoy the present. Perhaps another goal for 2021 should be to accept that we do not know what the future holds but rather be curious about what it could hold. If 2020 has taught us anything it is that we must learn to adapt as we have had to face an enormous amount of uncertainty. This will help put you in a positive mindset as you undertake goal setting.

The best any of us can do going into 2021 is to simply keep going one day at a time. Accomplishing big goals is a marathon, not a sprint. If you do not achieve some of your smaller tasks or expectations, do not be discouraged, you may occasionally get derailed from your goals. Be sure to maintain a well-rounded schedule by practicing habits that will energize and sustain you. Take time to consider and strengthen your physical and mental health and keep connected with others. Staying healthy and balanced will prove invaluable in having the stamina and drive to push to achieve your goals.

Before you know it, 2021 will be here. We must all step back a moment and be grateful for the blessings we have. 2020 certainly challenged us but it also gave us the ability to bring out the best in ourselves. For the upcoming new year, let us turn our current circumstances into a strategic opportunity to position ourselves for success. Until now, goal setting was always about the future. So instead of worrying about creating the perfect five-year plan or tackling the list of things you want to accomplish by a certain age, perhaps a good place to start is to figure out what you need to create a more comfortable and enjoyable life for yourself right now.

Jackie Joachim, COO ROI Corp

JACKIE JOACHIM

Jackie has 30 years of experience in the industry as a former banker and now the Chief Operating Officer of ROI Corporation. Please contact her at Jackie.joachim@roicorp.com or 1-844-764-2020.

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8 Tips for Doing Competitor Analysis in Optometry

Advertising & Promotion, Differentiation | Business Strategy, Marketing, Practice

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You might think that competitive snooping is uncomfortable, but it is one of the smartest and most effective ways to grow and develop your optometry practice. You need to 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 your optometry space:

  1. Go to Professional Conferences (SOON We hope we can!!)  

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. Meet your competitors socially and get to know them.

  1. 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. If the company is publicly traded on a stock exchange, a lot of information is available.

  1. 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?

  1. 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!

  1. 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.

  1. 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.

MARIA SAMPALIS

is the founder of Corporate Optometry, a peer-to-peer web resource for ODs interested to learn more about opportunities in corporate optometry. Canadian ODs and optometry students can visit www.corporateoptometry.com to learn more.

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New Virtual Try-On Solution To Accelerate Digital Transformation

Digital Marketing, Marketing, Practice, Technology, The Patient Journey

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PlanetVA (https://planetva.com), a Belgium-based provider of virtual try-on (VTO) solutions for eyewear, announced the debut of  vmLIVE, for optical retailers and eyewear companies.

vmLIVE enables shoppers to virtually try on eyewear live in 3D. The solution runs within the modern browser. Users can see precisely how the selected eyewear looks appears without going into a physical store or downloading a a specific mobile phone app.

This breakthrough web-based try-on experience ensures that PlanetVA and its clients are at the forefront of retail’s transformation during the COVID-19 pandemic and beyond.

Following the acquisition of VanKeel Solutions (https://vankeelsolutions.com) earlier this year,  PlanetVA significally improved VanKeel Solutions’ live 3D VTO eyewear web app VTOLive and have renamed vmLIVE.

“We are excited to launch the latest VTO solution, vmLIVE, that complements our current offerings,” said Ludwig Heymbeeck, founder of PlanetVA. “Unlike competing solutions vmLIVE processes all camera live streams and pictures in the browser and therefore user privacy is fully guaranteed.”

PlanetVA’s proprietary solution, vmLIVE, runs on smartphones, tablets, laptops, and desktops. The solution makes it suitable to deploy in the dispensary area of the optical retail shop as well as on the website.

“PlanetVA is always on the lookout to complement its offerings,” said Heymbeeck. “We are especially interested in partnering with independent optical labs and optical service providers.

Recently, we have set up an exclusive distribution agreement in North America with OpticalNearMe.com which provides turnkey e-commerce solutions to independent optical retailers.”

For more information:
https://planetva.com
https://vankeelsolutions.com

For a demo of vmLIVE:
https://planetva.net/demo/vmLIVE

ABOUT PLANETVA
PlanetVA is a private company registered in Australia and Europe with a 16-year footprint in the virtual eyewear try-on arena. PlanetVA provides leading-edge virtual eyewear try-on solutions based on advanced in-house developed AI and AR technologies.

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FYidoctors Announces VP of Digital and Brand

Practice, Products | Services | Industry News

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FYidoctors, announced  the appointment of Elara Verret to its leadership team in the role of Vice President, Digital and Brand responsible to lead digital strategy and online business initiatives for all of the FYydoctors’ banners.

Ms. Verret is an award-winning marketing and ecommerce leader with over 15 years of progressively responsible experience in notable Canadian and international multi-brand platforms.

“Given our Omni-Channel and Digital strategic growth opportunities, we are delighted to welcome Elara to our team,” said Dr. Al Ulsifer, CEO and Founder of FYidoctors. “Her years of experience and proven track record will be an additional asset to the highly skilled FYi team.”

Ms Verret hails from the retail fashion world, where she most recently served as Vice President, Marketing, Ecommerce & Visual Presentation for Reitmans Canada Ltee/Ltd.

Prior to that, she was Vice President, Marketing & Ecommerce for Psycho Bunny, a US menswear brand, where she was responsible for developing the marketing platform to drive growth in both sales and awareness across the US and global markets for ecommerce, wholesale and retail operations.

Her team’s accomplishments at Psycho Bunny were recognized with the Innovation Award for Visual Merchandising from the Retail Design Institute in 2019. Previous ecommerce and digital marketing leadership experience with brands such as La Senza and ALDO provide Ms. Verret with valuable depth and breadth in areas of key importance to FYi’s continued rapid growth strategy.

Ms. Verret has a Bachelor of Science (Honours) in Biochemistry from Bishop’s University and completed her MBA in marketing and strategy at the John Molson School of Business at Concordia University.

“FYidoctors is a world-class organization and I couldn’t be more excited to join a such a strong and dedicated team,” said Ms. Verret. “While health and wellbeing have been always top-of-mind, the pandemic has underscored their importance and I’m proud to support FYidoctors in fulfilling their mission to enhance lives through eye care. The work my colleagues and I have the privilege to do has an impact beyond clinic doors and I’m looking forward to supporting with my expertise.”

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