Diversity and Inclusion in Eye Care

Canada is an intricate textured tapestry of different cultures. Each patient is unique and presents with different preferences and lifestyle choices. In today’s optometry world (and all healthcare in general) it is important to make every patient feel welcome and included.

I was born in a small town in Ontario, Canada to immigrant parents (from Goa, a Portuguese colony now part of India). My hometown was predominantly of homogeneous Caucasian descent and my darker skin stood out as an obvious difference from others in the community. “Where are you from?” would be standard line from people that had just met me, implying that I was from another part of the world given the physically obvious differences. “I’m from Canada and my parents are from Goa!” I would proudly state. I was aware of my ethnic heritage that came with mainly culinary differences from my peers, but I identified as Canadian just like they did. The implication here is that you get to choose your “tribe” and group that you identify with. While it is easy to be prejudicial given the “look” of someone, they may not identify themselves as part of the stereotype.

In our Optometry offices, we are working towards understanding diversity and being as welcoming and inclusive as possible. I feel it is totally fair game to inquire about somebody’s ethnicity. It is better to ask than to presume. Questions like “What’s your family background?” “Have you lived locally very long?” are acceptable when it comes from a place of inclusiveness. It is helpful as an eye doctor to understand family heritage as some ethnicities are predisposed to certain ocular diseases. Allowing for these inquiry conversations is an important part of “case history” and allows better investigations into potential threats to the patient’s vision.

Gender Identifications

During our online “Intake” process we allow patients to select their gender. We do not presume gender. We ask every patient what their preferred name is and use that name instead of “Mr. and Mrs.” We have done away with “men’s and ladies” frame sections and have used consultative questioning to elicit the patient’s style preferences. Learning more about the patient to better assist them with their frame choices is well received. Presuming gender may lead to hurt feelings and the patient feeling our doctors and clinic are “out of touch”. Being a clinic that is friendly and welcoming to everyone will earn a reputation for kindness and professionalism and also referrals.

Frame Choices for Everyone

It is important to have an eyewear gallery that has frames that suit the patient’s style choices as well as their face shapes. Certain sized frames and nose bridges are required for a frame to adequately fit some patients, so a deep selection is important. Eco-friendly frames, Indigenous created frames and brightly coloured frames are all part of a good selection that is inclusive and relatable to all our patients.

Ageism

As I become more “experienced” as a practitioner (28 years in practice as an optometrist), I have met so many amazing senior aged patients. Every day I am impressed and in awe of my senior patients. Many display a much younger spirit and ability than younger patients. I tell patients that it is my goal to have their good vision outlive them. It is absolutely possible to have 20/20 vision or “perfect” eyes and be 100. I have learned not to prejudge a patient based on their age. I certainly don’t want to be prejudged when I am a spry senior. Be understanding and kind and allow all elderly patients the opportunity to do tests that they can manage including visual fields testing for glaucoma. New technology such as head mounted testing devices will also assist those with limited mobility and posture constraints.

Training for the Team

Our team meets every week to discuss ways we can improve and learn. We survey every patient after their full exam and relay any patient recommendations for improvement to the entire team. If there were any less-than-ideal interactions, we learn how we could handle them better next time and contemplate strategies for service recovery.

Society is changing and so must we. The golden rule used to be “treat people how you would like to be treated”. We feel that is now archaic and the new platinum rule should be “treat people how they would like to be treated!”.

DR. TREVOR MIRANDA

Dr. Miranda is a partner in a multi-doctor, five-location practice on Vancouver Island.

He is a strong advocate for true Independent Optometry.

As a serial entrepreneur, Trevor is constantly testing different patient care and business models at his various locations. Many of these have turned out to be quite successful, to the point where many of his colleagues have adopted them into their own practices. His latest project is the Optometry Unleashed podcast.

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3D Scan Technology vs. Clinic Methods: U de M Study Results Published

Differentiation | Business Strategy, Practice, Technology

Findings from a recently published empirical peer reviewed study conducted by the Université de Montréal (UdeM) unveils that the advanced technology Topology, used by New Look Vision Group, is the leading technology-supported purchasing method online.

Topology is a technology that uses the latest advances in 3D facial scanning and augmented reality to enable customers to take the necessary ultra-precise measurements needed to produce high-quality glasses.

The article, which has been published in the Journal Optometry and Vision Science, surveyed 30 people over 50 years old to test complex progressive prescriptions. It compared how three online eyewear retailers’ technology-based services (New Look powered by Topology and two major online eyewear retailers) fare against the U de M School of Optometry store. The research parameters primarily included the accuracy of the measurement, fitting and comfort upon delivery, and overall satisfaction.

The findings from the study uncover positive advancements in online prescription eyewear purchasing and identify Topology as a leading tool. Notable highlights include:

The quality of Topology’s measurements – namely pupillary half-distances and ocular height – is comparable to the measurements taken in person by UdeM eye care professionals.
Topology is the only technology that takes measurements for the production of personalized lenses (requiring a greater number of accurate measurements) when buying online.
Topology’s measurements are more accurate, allowing for clearer vision compared to two major online eyewear retailers.
Topology was ranked higher than the two other major online eyewear retailers by eye care professionals for frame adjustments to fit the wearer. In fact, with Topology, a personalized adjustment is made before shipping. New Look Vision Group is the only retailer to offer this service.
Overall, customers who use Topology technology to purchase prescription glasses online can benefit from an experience that is close to an in-person purchase in store.

The preliminary study results were released in November 2022 prior to publication.

The researchers concluded. “Basic lens centration measurements obtained with Topology compare well with those of opticians, but some aspects of the methodology for measuring personalization parameters could be improved. In comparison with two established online vendors, resulting measurements with Topology are more consistent. Initial wearer satisfaction with Topology eyeglasses was also better.”

“I am thrilled that an independent study confirms that New Look Vision Group’s app, which was conceived from a partnership with Topology, is the most accurate on the market. This represents years of extensive testing and a significant advance that will give confidence to people wishing to buy prescription glasses online, while providing an alternative solution with the same quality as in-store purchases.” says Jean-Michel Maltais, Senior Vice President Omnichannel, New Look Vision Group.

“This new technology from Topology represents a significant advance in the industry, compared to the traditional model of buying glasses online. The basic parameters allowing the production of quality progressive glasses are comparable to those obtained in-store. It is also likely that the higher visual comfort provided by Topology, compared to the other online retailers evaluated, is due to its ability to take measurements for the production of personalized lenses. This technology presents online eyewear shoppers with numerous advantages compared to what existed before and performs better on many levels.’’, mentions Nicolas Fontaine, Optometrist and University lecturer and researcher at the Optometry School of Université de Montréal.

“People are increasingly looking to online methods of shopping, and the app represents a new type of interaction with your mobile phone. It uses the latest 3D technology to scan 30,000 data points on a person’s face, taking ultra-precise measurements. This level of precision ensures a high-touch consumer experience, custom-fit frames (customer’s choice) and optimal comfort”, says Dr. Schwirtz, Optometrist and Vice President Innovation within the New Look Vision Group.

Digital health technologies are improving access to healthcare services for more people than ever before. Consumers now have more reliable options to choose from, and the comparative study by UdeM shows that New Look Vision Group’s app powered by Topology, which is available from its banners New Look, IRIS and Greiche & Scaff, is helping to transform the eye care industry by allowing customers to confidently shop for prescription eyewear from the comfort of their own home.

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A Guide to Overcoming Optometry Board Exams: The Last Hurdle

NextGenOD

Congratulations, aspiring optometrists!
As you begin the second half of optometry school, you are likely starting to feel the weight of not only making sure you make it through all your courses and clinic rotations, but also passing the board exams.

These exams are crucial milestones in your journey towards becoming licensed practitioners. To help you navigate this challenging process, we have compiled a comprehensive guide with key tips and resources to aid you in your preparation for the optometry board exams.

While optometry board exams in both Canada and the United States share the common goal of assessing your competency in the field, there are some notable differences in their structure and content.

In the US
The National Board of Examiners in Optometry (NBEO) administers board exams in the US. The exams consist of three parts: the Applied Basic Science (ABS) Exam (Part 1), the Patient Assessment and Management (PAM) Exam (Part 2), and the Clinical Skills Examination (CSE, or Part 3).

Part 1 focuses on your fundamental knowledge of ocular anatomy, disease, pharmacology, optics, and more. It ties together all the coursework you have gone through in your didactic lessons.

Part 2 evaluates clinical decision-making skills, much like seeing patients in clinic, where you are provided with a series of case presentations and questions are asked based on each case that assesses your knowledge of ocular and systemic disease, as well as patient management and care.

Finally, Part 3 assesses your practical clinical abilities in a series of four stations, each testing a different set of clinical techniques. These exams are designed to ensure that you possess the necessary knowledge and skills to practice optometry independently.

In Canada
Ten provincial optometry regulators such as the College of Optometrists of Ontario (COO) and the College of Optometrists of British Columbia (COBC) conduct the exams under the auspices of the Optometry Examining Board of Canada (OEBC).

The board examinations in Canada consist of only two components – one written, and one practical.

The written exam assesses your theoretical knowledge in areas such as ocular disease, pharmacology, and optometric procedures.

The practical component, called the Objective Structured Clinical Exam (OSCEs), evaluates your clinical skills, with a particular focus on critical thinking, communication, and patient management.

It is essential to familiarize yourself with the specific requirements and exam formats established by the regulatory bodies in the province or state where you plan to practice. Be sure to consult official resources and communicate with your faculty and mentors to obtain accurate and up-to-date information on the optometry board exams in your desired jurisdiction.

Key Tips for Board Exam Preparation:

Start Early! Begin your preparation well in advance to allow ample time for review, practice, and consolidation of concepts. For example, for the NBEO, three to six months is typically recommended prior to your examination date. For some optometry schools, you may not be able to take time off prior to your exam date, so more time should be allocated in advance to account for ongoing midterms, clinical evaluations, and other commitments.Some students may consider taking written exams at the later date that is offered to allow for more time to study; however, consider that the earlier you schedule your exam, the more time you have to account for unforeseen circumstances, such as needing to retake or reschedule an exam.

Both the NBEO and the OEBC offer multiple examination dates:

Click to view the NBEO schedule (USA)
Click here to view the OEBC schedule (Canada).
Create a Study Plan: Develop a structured study plan, allocating time for each topic based on its weightage in the exams. Break down the material into manageable sections to avoid feeling overwhelmed.Many boards preparation programs create daily schedules for you to follow, but keep in mind that you may need to adjust this based on your own schedule and to account for areas you may find more challenging.Moreover, optometry school is a busy time in your life, and it’s key to incorporate ongoing events such as midterms, conferences, or social events into your study schedule so you can recognize which weeks you should be packing in your studies and which weeks you may need to prioritize other commitments.

That being said, keep study schedules realistic – if you know you can’t review 50 pages in a day, don’t set yourself up for failure right from the start!

Don’t Study Alone: Collaborate with your peers to discuss and review topics, exchange study materials, and challenge each other with practice questions. Particularly for practical examinations such as the NBEO Part 3 and Canadian OSCEs, it is crucial to practice and engage in roleplays with your peers to identify areas of difficulty or to have others point out areas of improvement.Aim to schedule practice sessions with your peers! You may find yourself exposed to more points of view and different ways of presenting information which can be helpful not only in your practical exams but also as a future practitioner.
Make Boards Prep a Daily Habit: Consistent practice with sample questions and mock exams will help you build confidence, improve time management, and identify areas that require further attention.No one starts out completely ready to tackle board exams – rather than intelligence and talent, boards prep is ultimately a journey of preparation! Boards preparation should also be part of your daily time spent in clinic at school – remember to ask your professors and clinic supervisors whenever you are encountering a new difficulty or hurdle with a patient. Your time spent in clinic will pay off in the exam room!
Seek Mentorship: Reach out to professors, optometrists, or alumni who have successfully passed the board exams for guidance and mentorship. Their insights can be invaluable in understanding the exam format and content, particularly as the NBEO and OEBC may be vague in their rubrics or their guidelines.Students who have recently taken their board exam will have a fresh recollection of their experiences, but take others’ advice with a grain of salt as everyone’s studying process is ultimately unique and something that may work for another student may not be ideal for you!

Using Available Resources:

Textbooks and Study Guides: Many students opt for their old lecture notes, or classic textbooks such as the Will’s Eye Manual which are excellent resources to reinforce your understanding of core concepts.Moreover, podcasts can be excellent guides for students who are commuting to clinic externships – Eyes for Ears by Dr. Ben Young and Dr. Andrew Pouw provides a comprehensive review targeted for ophthalmology board exams but provides many clinical insights to optometrists!
Boards Prep Programs: Numerous online platforms offer comprehensive study materials, practice questions, and interactive learning modules. OptoPrep (optoprep.com) and KMK Optometry (www.kmkoptometry.com) are two popular platforms that provide tailored board exam preparation services. They offer subscription-based access to their resources, including study materials, practice questions, and simulated exams.
Exploring these platforms can significantly supplement your preparation.

Leveraging Published Case Studies and Topic Reviews: In addition to textbooks and online resources, incorporating published case studies and topic reviews into your board exam preparation can significantly enhance your understanding and application of optometry concepts.

Your time spent first-hand with patients in clinic is invaluable for boards preparation, but ultimately a limited exposure to all the conditions and management strategies in the field. Therefore, it is highly recommended to immerse yourself with more case studies and topic reviews to solidify your knowledge for topics you may not have had the chance to experience in clinic.

CRO offers original case reports and topic reviews.

One valuable source of such materials is the Clinical & Refractive Optometry (CRO) Journal,

This journal provides a wide range of free articles covering salient topics in optometry. The articles in the CRO Journal present real-life scenarios, clinical challenges, and topic reviews that can improve your critical thinking and problem-solving skills. By reviewing these case studies and topic reviews, you can gain insights into the practical aspects of optometry and apply theoretical knowledge to realistic patient scenarios.

The CRO Journal can serve as an excellent complement to your study materials, allowing you to broaden your understanding and stay updated with the latest advancements in the field.

Students can create a complimentary student account which also provides access to the self-testing quiz included with selected courses. (Contact support@CROJournal.com).

Preparing for optometry board exams requires a disciplined approach, a solid study plan, and access to reliable resources. By starting early, engaging in study groups, exploring online platforms like OptoPrep and KMK Optometry, enrolling in review courses, and leveraging published case studies and topic reviews, including those found in the Clinical & Refractive Optometry (CRO) Journal, you can develop a comprehensive understanding of optometry concepts and sharpen your clinical reasoning abilities.

Remember, success in board exams requires a multifaceted approach that combines diligent study, practice, and the exploration of diverse resources. With careful preparation and a proactive mindset, you are well-equipped to excel in your optometry board examinations. Best of luck on your journey to becoming licensed optometrists!

Related Read
Alex Hecht, UW Class of 2021 Shares her journey writing the NBEO exams as a Canadian OD student.

Writing NBEO Exams as a Canadian Optometry Student

JENNY LEE, OD

Vision Science Assistant Editor, CRO Journal

Jenny Lee is an onboarding resident with the University of Waterloo School of Optometry and Vision Science.

She is a recent 2023 graduate and is passionate about pediatrics and vision therapy.

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Specsavers and the Canadian Council of the Blind Announce Sponsorship to Champion Vision Health

Optometry Diversification Generates New Steady Revenue Streams

Independent SightLines, Sponsored Posts

Thriving in today’s competitive optical retail environment requires constant attention and innovation. Independent eye care practitioners are facing increased online and budget bricks-and-mortar competition. Big box and even grocers and pharmacies are competing for optical retail product revenues. How do clinics thrive in this environment? How can they grow revenues? The answer: Optometry diversification of your revenue streams.

Here are some of the evolving opportunities.

Medical Model
The scope of optometric practice continues to expand providing optometry diversification opportunities. Optometrists can prescribe a variety of topical and oral therapeutic pharmaceuticals for an ever-widening scope of pathologies. Potential future scope expansion may include the use of lasers or other nouveau procedures.

There is high prevalence of macular degeneration and glaucoma in our patient populations. Diagnosing and managing treatments of these diseases can indeed provide consistent revenue streams into the future.

Unfortunately, many optometrists, despite having the requisite scope to treat these diseases, refer the patient for treatment to their local ophthalmologist’s office. Macular wellness centres and efficient management of glaucoma can be quite professionally satisfying while fulfilling a need in the medical eye care community.

In many instances, patients appreciate the elevated level of care despite the requirement of private pay in many instances. Keeping these patients in the optometry universe allows for continued refractive and ancillary care such as dry eye services while adding to the practice’s profitability.

Diversify through Practice Niches
Vision therapy, Dry Eye centres, Myopia Management, Low Vision, AMD wellness and optometric aesthetics are examples of growing business divisions within optometric settings. When incorporated in an efficient manner through delegated effective treatments, these services can be very accretive to optometric practice profitability.

The need for skilled optometrists in these subspecialties is growing. Care for these patients is making tangible improvements in patients’ vision and their lives. It is important to treat each of these business divisions as unique with separate budgets, with training costs and bonuses attached to each.

Incentivizing a key staffer as a “Champion” of the specialty can assist in training and marketing to promote the service to the public and to referring optometrists, ophthalmologists, and other health care practitioners.

Sunglasses, nutraceuticals, and dry eye products
Retailing all the products that can help improve and preserve vision is important. These optometry diversification opportunities help raise revenue per patient while increasing the “mind space” that allows your patient to think of you and your offerings when it comes to eye care and eyewear.

Providing readily accessible high quality products through an omnichannel strategy can improve patient outcomes and bottom line profits. E-Commerce should be readily accessible through the office’s online portals to allow easy reordering.

Consider a subscription strategy to improve affordability perceptions and smooth out revenues over time. We use Avocado lenses for contact lens subscriptions. If carrying various products is too onerous as a new or smaller clinic, consider partnering with retailers to share profits such as “The Drop Shop”. This strategy eliminates stale dating of products while still being able to offer a wide product array.

Professional fees versus Commodity products
Your professional fees for services should be commensurate with your education and offerings. My standard recommendation for struggling practices is to raise your professional fees and annually increase them in order to keep pace with inflation.

The Golden Rule is to wow every patient with world class service, care and technology. When retailing products, ensure the products are lower or within 10% of exactly the same product found in other retail settings. If coming closer to your competitors’ pricing is too challenging, consider choosing products not readily available in big box and online channels.

Consider including budget options to compete with online or low-cost operators while still providing boutique and premium products as a primary offering. Gaining and retaining trust is of utmost importance for independent offices. Misrepresentation of our intent will continue and intensify by retail entities looking to crush independents.

Audiology
In three of our five clinics, we have integrated hearing services. This symbiotic relationship with the vision and hearing clinics allows for economies in practice through sharing of resources.

Hearing services can provide additional sources of revenue for optometric practices while offering patients access to this much needed service. On average, patients with hearing loss take seven years to seek help thus reducing their rehabilitative capacity and reducing their enjoyment of life.

Marketing
The battle for our patients will continue. As an independent will you tolerate direct to patient competitors that still supply high margin product to optometrists?

When will Independent practices refuse to be led down the garden path by multinational conglomerates looking to monopolize via an omnichannel strategy?

As an independent optometrist it is crucial to invest in internal and external marketing. Guerrilla marketing will allow one to compete with a nimbleness that the big companies cannot match. SEO, digital marketing, word of mouth campaigns and low cost social media outreach are pillars of the independent optometric strategy.

Pursuing these optometry diversification opportunities will benefit practice profitability.

View other articles from Dr. Miranda.

DR. TREVOR MIRANDA

Dr. Miranda is a partner in a multi-doctor, five-location practice on Vancouver Island.

He is a strong advocate for true Independent Optometry.

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Bailey Nelson Career Opportunities -Find Your Fit

Career Options, NextGenOD, Sponsors

Dr. Laurie Lesser, Eyecare Director Canada/UK, Bailey Nelson subtitled her presentation “How to have a fulfilling career as an optometrist, while having the time to enjoy your other passions” and outlined Bailey Nelson career opportunities for young NextGEN ODs.

She traces the roots of Bailey Nelson to Aussie founders, Nick and Pete who gained modest success selling beautiful eyewear at reasonable prices on chill Bondi Beach Market near Sydney.

The entrepreneurs heeded the advice of a local Optometrists suggesting coupling their eyewear in a full-service optometry setting. Success in Australia spread internationally to New Zealand, Canada (2016) and UK. Today Bailey Nelson has over 100 stores in four countries, nearly 40 of which are in Canada. And, they continue to grow.

Bailey Nelsen’s core values and tight knit down to earth culture appeals to young ODs. “It drives positive energy where you can bring your true self to work without the headaches of running a business”, says Lesser.

Bailey Nelson Career Opportunities for ODs — Watch Dr. Lesser’s Full Presentation to NextGEN ODs on YouTube

She describes a highly collaborative workplace environment where a “never ending” group chat provides almost immediate support from engaged and supportive colleagues.

Bailey Nelson Optometrist Dr. Grace Sim — “I enjoy working with Bailey Nelson because I have all the freedom and control I need to manage my practice, but still have the support and resources that comes from a tight-knit company like Bailey Nelson.” Dr. Grace Sim, Bailey Nelson, Conestoga Waterloo, UW 2022

Dr. Lesser details the Bailey Nelson subleasing model which takes care of the back-office functions including reception, phone, internet, EMR, patient recall and online booking.

Bailey Nelson brand tends to attract younger healthier patients which helps to keep Optometric care simple and provides the opportunity to fulfill patients needs in an uncomplicated setting.

Dr. Lesser also presented testimonials from recent Optometry grads who found their match with the Bailey Nelson culture.

Bailey Nelson provides career opportunities for young ODs seeking young vibrant communities compatible with their culture. She outlines specific opportunities where a retention bonuses of $100,000 are available.

Click here for more information about Bailey Nelson career opportunities for young Optometrists.

You can reach Dr. Lesser directly to discuss if Bailey Nelson career opportunities are a match for you.

Email: LaurieLesser@BaileyNelson.com
Phone: (236) 412 9911 (Canada)
Phone (954) 401-2476 (USA)

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Optometry Student Writing Contest Winners Announced

NextGenOD

The Optometry student winners of the APERTURE Writing contest have been announced by the Canadian Association of Optometry Students (CAOS). As a sponsor of the APERTURE Writing Contest, NextGenOD and Eye Care Business Canada have awarded prizes for the top 5 optometry student winners of the contest.

Aperture Optometry Student Magazine cover 2023 — Aperture Cover 2023

The top entries were selected by the CAOS communications directors by an anonymous voting system where personal identifiers were removed. Then, the entire CAOS executive team at University of Waterloo which comprises over 20 students, excluding the communications team, votes on the winners.

The first-place winning entry entitled “Lessons from a Superfield Lens” by Jenny Lee (4th year University of Waterloo) recounts a whimsical imaginary conversation with various optometric armamentarium which dispels her fears of being replaced by technology.

The second-place entry, by Shannon Huges (3rd year University of Waterloo), shares results and lesson ingrained from of her first real patient refractions in, “If It Ain’t Broke, Don’t Fix It“.

Simply entitled, “Foresight“, third-place winning entry by Judit Antonyrajan (3rd year University of Waterloo) celebrates optometry scope of practice advances that have been achieved and opines on the promising future of the profession.

Here is the full list of APERTURE contest winners and NextGEN OD cash prizes. Congratulations to all of the participants.

1st Place Jenny Lee ($150)
2^nd Place Shannon Hughes ($125)
3^rd Place Judit Antonyrajan ($100)
4^th Place Jennifer Li ($75)
5^th Place Kiratpal Hothi ($50)

In addition the cash prizes, optometry student winners will be recognized by publishing their entries in NextGEN’s parent company publications, including Optik Magazine, OptikNOW and Eye Care Business Canada, reaching over 10,000 Canadian eye care professionals. Look for the winning entries to be published later this year.

The 2023 issue is the seventh Aperture Magazine publication. The optometry student publication strives to reflect the voices of future Optometrists in the ever-changing landscape of the profession.

View the winning entries in APERTURE Magazine.
See Contest Announcement.

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The Importance of Social Media

Digital Marketing

Twenty years ago, I thought practice owners investing in a website was silly. Afterall, don’t most patients ask a friend or relative for a referral? Who would ever choose a practitioner just from a website? I could not even imagine other platforms such as LinkedIn, Instagram and Facebook could shape and influence us.

Today, if you don’t have a website, you are seen as a dinosaur. Patients are interested in knowing more about you and your office. The pandemic taught us the importance of staying together. On a side note, my 92-year-old mother, who never used a computer in her life, grabbed onto a tablet and started surfing the net. She even has an Instagram account.

Your presence on social media is important.
Google reviews are important. Social media by itself is not enough to drive growth but social platforms can help you connect with your patients, increase awareness about your brand, and boost not only new patients but keep the ones you have informed, connected and loyal.

Think of social media as another way to communicate your authority. In general, people are increasingly savvier and more discerning about which businesses they support. Before deciding, they will do a quick search to browse your website and social media. When they do, what will they find, a generic site or something that is a rich source of information? It is very important to not only set up robust profiles but to also update your site frequently with relevant content. This goes a long way to building your brand’s authority and making sure you make a positive first impression through social media, showing that your office is trustworthy, knowledgeable, and approachable.

Sometimes, a seemingly simple social media post, such as one promoting a charity initiative or team members having some fun in the office, can receive several likes, comments, and shares. Remember, with social media you get to tell your own story. Having an online presence on any of the social media forums like Facebook or Instagram is a great way to interact with your audience and to really connect with them on a personal level. Through these platforms, you are given the opportunity to inspire through your success or past failures. Social media is a place where interacting with your audience gives you more exposure and helps you better understand your audience and as a result, your patients. Stories help show people how relatable and personal you are. Consistency is also key.

Social media opens the conversation for instant interaction, relationship building, and customer loyalty. It gives you the opportunity to demonstrate your expertise as a leader in your neighbourhood or community. Sharing information on various health issues helps people see your expertise and helps with the building of confidence and trust. Social media allows you to let your personality shine through everything you share. Your authenticity has an opportunity to be seen. And to make sure that your story is heard and spreads at a faster rate, you might want to work on your content so that it is appropriate enough to impress the audience.

On a final note, it is critical that you define what you want to get out of social media and to develop a social media strategy. Do you want new patients to discover your services? Do you hope to generate referrals from existing patients? By keeping your strategy specific, you can determine which social media channels are the best fit for you and your practice.

From my experience, the number of doctors I have met via Instagram is incredible. Please follow me @jackie_joachim_. I would absolutely love to connect!

Jackie Joachim 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.

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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Student Loan Update

Building Wealth, Finance|Wealth, NextGenOD

The Adulting 101 two-part series made mention of cash flow and debt. Let’s turn our attention to what is likely the greatest debt you have coming out of school: optometry student debt.

This isn’t all glum, however; as there has been some good news in recent months.

Many Forms of Student Loans

There are three general types of student loans, four if we include family loans.

The first source of funding is often the Canada Student Loan program. This is administered nationally and falls under the National Student Loans Service Centre (NSLCSC).

The second source of student funding is often provincial. These loan programs differ from province to province.

The third is a student line of credit from your financial institution.

Organizing your Debt
Optometry student debut, like all debt is a weight on your back so getting a plan to shed that weight is key. You want to get the final values of each of your debt types, when repayment is required to begin, the interest rates that apply and the minimum monthly payment information.

Understanding the terms of each type of debt will help you prepare your plan for repayment.

Provincial Student Loans
Most provincial plans offer a six-month grace period after your study period ends. This grace period is designed to provide you time to start working and generate an income before payments need to begin. This is ideal for most optometrists because of the delay from study period end until licensing.

You will want to review the website of your provincial plan for further details and to see if such a grace period applies.

National Student Loans
Perhaps the best news to come about in the student loan system in decades is the permanent elimination of the accumulation of interest on Canada Student Loans effective April 1, 2023.

If you graduated prior to April 1, 2023, you will still be responsible for paying any interest that accrued prior to April 1, 2023.

The NSLCSC also provides a six-month grace period before repayment begins.

There are also several provinces that have integrated programing with the NSLCSC. It’s a web site chock full of information that is worth your time to review.

Student Line of Credit
Financial institutions are typically not as kind on repayment terms. Most banks love optometry students because they have a great need for additional funding and a great track record of repayment. This makes optometrists a good bet for lenders.

That doesn’t mean you should take unlimited advantage of the lending being offered to you. They still charge interest and over time that interest adds up.

Creditor Insurance
Many lenders will offer you life and disability insurance on your loan. This might seem like an easy option to have, but creditor insurance is designed to ensure that the lender gets repaid and doesn’t offer you any long-term flexibility. You can often secure individually owned insurance at similar rates with better coverage. Speaking with your financial planner will ensure you set up the right coverage for your needs today and tomorrow.

How I Eliminated My Student Debt
Personally, I hated having student debt and needed to get rid of it before I could move forward with a business purchase loan or home mortgage.

My key was to continue to live like a student until my bank, government and family student loans were paid off.

This strategy allowed me to eliminate my student debt within 18 months of graduation. Keep in mind, I didn’t purchase my first car until after I purchased my practice. I kept the focus on my career and had a disciplined repayment and savings strategy.

Best Advice
Everyone’s priorities and situation are a little different. Working with a financial planner will ensure that all aspects of your goals and current financial situation are taken into account. Your planner will be able to map out a repayment schedule that allows you to tackle your optometry student debt on your desired time horizon in a tax and interest rate efficient manner.

Read more of Dr. Arnal’s advice on building wealth and personal freedom.

Advisory
As your Chief Financial Officer, I am here to help guide you through the various adult decisions you will need to make and the next steps you will be taking. Helping you understand your money and assisting you in making smart financial decisions about your debt repayment, insurance protection, tax management and wealth creation, are just some of the ways that I work as your fiduciary.

Have more questions than answers? Educating you is just one piece of being your personal CFO that we do. Call (780-261-3098) or email (Roxanne@C3wealthadvisors.ca) today to set up your next conversation with us.

Roxanne Arnal is a former Optometrist, Professional Corporation President, and practice owner. Today she is on a mission of Empowering You & Your Wealth with Clarity, Confidence & Control.

These articles are for information purposes only and are not a replacement for personal financial planning. Everyone’s circumstances and needs are different. Errors and Omissions exempt.

ROXANNE ARNAL,

Optometrist and Certified Financial Planner

Roxanne Arnal graduated from UW School of Optometry in 1995 and is a past-president of the Alberta Association of Optometrists (AAO) and the Canadian Association of Optometry Students (CAOS). She subsequently built a thriving optometric practice in rural Alberta.

Roxanne took the decision in 2012 to leave optometry and become a financial planning professional. She now focuses on providing services to Optometrists with a plan to parlay her unique expertise to help optometric practices and their families across the country meet their goals through astute financial planning and decision making.

Roxanne splits EWO podcast hosting duties with Dr. Glen Chiasson.

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Partnering with Associates: Retaining and Engaging Associate Optometrists

Independent SightLines

Finding good people is a challenge for all businesses these days. Specifically for optometric owners, it is increasingly difficult to attract and retain associates. There are many more opportunities for new graduates and current associates that may appear more attractive than joining or continuing to work at your optometric clinic. Henry Ford once said, “coming together is a beginning, working together is a process and staying together is success.” In this article, I will look into ways to improve engagement and retention of associate optometrists. Warren Buffet said, “being committed to each other’s success is a true partnership. It’s an emotional alliance.” You may not be partners in a legal sense but embracing a partnership mentality with all members of the team is crucial to success.

Profitability

It is important to run a profitable practice. High spectacle and contact lens capture rates, sub-specialty offerings such as VT, Dry Eye, Myopia Management and Low Vision; selling sunglasses and nutraceuticals can improve profitability. In this way, you can invest in your people, processes, equipment and working environment. It is important to mind all the key performance indicators such as Cost of Goods, Revenue per Patient and Revenues per day. Without benchmark measurements of these KPIs, one cannot manage to improve. Our associates are more attractively compensated because the revenues per patient are significantly higher than the industry median. Financial compensation is not the only criterion to consider when thinking about staying but it is a very important factor. New graduates are often saddled with debt for many years and they deserve to be well compensated. Other entities are enticing your current associates with promises of lucrative financial compensation. It is also important that the shareholders get paid as well. This makes sure that the business EBITDA is healthy and associates can consider how attractive it is to become a real partner. It is also helpful to guarantee an average minimum per day wage. This gives the associate optometrist peace of mind that they can afford to stay with your clinic and puts the onus on practice owners to keep the associate “busy”.

Mentoring

Associates need mentoring and feedback. Teach them what the expected clinic sales process is. Systematize all processes to ensure expectations are clear and patient care is consistent. We recommend handoffs from the exam lane to the optician to be able to outline the recommended doctor treatment plan to the patient and the optician at the same time. Share relative practitioner KPIs and provide feedback to improve capture rates and revenues per patient metrics. In our clinics, all patients get a quote and consultation. We also have a bonus program with our associates. This is based on the net profitability of the practices. It encourages associates to habitulize sales processes and “smart” patient recommendations that benefit both the patient and the practice.

Collaboration

Everyone wants to be heard in the workplace. Associate optometrists are no different. Collaborating with your associates starts with great communication. We use Slack App to provide clinical support in real time, feedback and advice. We include all our optometrists in the weekly staff meeting and quarterly doctor meetings. We have a formal review process annually where we inquire about their short, mid and long term goals and how we can provide support to help them achieve them. Despite the associates not owning the clinic, we request feedback for all major clinic purchases and operational decisions. We ask for what the associate’s ideal schedule is and try hard to accommodate their requests. A profit sharing program incentivizes the associates to be flexible when it comes to supporting clinic production and maximizing schedules. We are transparent with the financial metrics of the practice, thereby encouraging an “owner’s mindset”. Encouraging associates to grow their skill set through mentorship is also attractive to younger practitioners and they look to expand their skill set.

Generational Gap

Quit whining about the Millenials and Gen Z! Get to know their motivations and try to accommodate them. Part time schedules, parental leave, travel opportunities, learning and having fun at work are all important components to attracting these generations of ODs. Why begrudge doctors that want to enjoy themselves along the way and not wait until retirement age to do what they want to do?!

Pathway to Ownership

It is prudent to have a pathway to ownership. Consider creating a clear and transparent pathway. Junior partnerships and opportunities for helping on the management side are also highly valued. It is crucial to target great people to join your clinic and then do everything to keep the amazing people happy and well. We hired a Director of Wellness and Experience who is tasked, amongst other roles, to help with the wellness and experience of our doctors! Get rid of associates that counter your culture of sharing and exceeding patient expectations and who don’t contribute to staff morale and workplace satisfaction. Not all great associates make great partners but all great people make great associates.

Servant Leadership

It is important to lead by example. The last shall be first is theological teaching but so true in business management. The concept of “servant leadership” is where as an owner you share in the challenges of the clinic. Working some evenings and Saturdays, valuing everyone’s contributions, and understanding family and kids come first are crucial to being a clinic that associates will find attractive. It is important that owners choose their attitude at work. Setting a positive tone, being calm and having emotional control are vital. Containing overt disappointment is always prudent. There is a time and place for honest feedback and it often isn’t when you’re upset and frustrated.

Culture is Crucial

Building and maintaining an attractive culture is imperative to optometric success. This makes work seem like it isn’t “work” and is a fun and enjoyable place to help patients see better while getting paid. Doctors will be attracted to staff and other doctors that share the concept of a great office culture. As an owner, it is your job to call out counterculture attitudes and activities and to foster an environment that provides support, care and fun for all teammates. All optometrists want to find their dream practice; why not make it your practice?!

DR. TREVOR MIRANDA

Dr. Miranda is a partner in a multi-doctor, five-location practice on Vancouver Island.

He is a strong advocate for true Independent Optometry.

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