Article Date: 1/1/2013

O.D. to O.D.
o.d. to o.d.

Have You Noticed Any Changes Recently?

Beginning with this issue of Optometric Management, we plan to become your must-read publication.


BY Scot Morris, O.D., F.A.A.O. Chief Optometric Editor

Welcome to the January issue of OM. Notice a few changes? The OM staff is on a mission to provide you with the best tools and information on how to run your practices. I hope you find this edition (and all that follow) a reference to improve your business, your staff and your life. If you don’t… tell me, and we will change it.

Every month, we will really focus on one subject (for example, contact lenses [CL] in January). Instead of covering 50 different topics, we will focus on one topic — “going deep” to break down all the details.

New features and columns

This month’s main feature articles address the three hottest areas of CLs: dailies, multi-focals and fitting fees. In addition, April Jasper, O.D., our new technology columnist, covers how to use topography to help fit CLs better. Coding columnist Doug Devries, O.D., provides an update on how to bill for therapeutic CLs.

Our new “Personnel Pointers” column offers scripts and policies to better inform and prepare your staff. This month, Rebecca Johnson, a staff coaching professional, describes how to set CL policies with your staff.

We have added a section on how to merchandise and market as well. Amir Khoshnevis, O.D., explains how to effectively market an annual CL supply, while columnists Leah Colby, O.D., and Gina Wesley, O.D., discuss where and how to market different types of CLs in your practice.

Reading from the script

One of my favorite new additions is “Scriptopedia,” a forum in which you can submit scripts that you have found successful. Here, we’ll discuss what to say and how to say it.

In addition, We look forward to Milton Hom, O.D. and Ben Gaddie, O.D. providing insight into optometry’s hot topics in our “Profession Pulse” department. We also welcome columnists Jason Miller, O.D., and Dave Ziegler, O.D., who focus on contact lens strategies and optical retail, respectively.

In addition, “Specialty Eye Care,” a new column, introduces specialty CL fitting as this month’s topic.

Finance and beyond

I am also excited about two new finance columns. David Mills, O.D., joins the team with the first in his “Financial Foundations” series, where he breaks down everything from how to read financial statements to the various benchmarks used in our industry. Our other finance column, “Personal Wealth Health,” will begin next month.

And if you haven’t already noticed, “O.D. Scene” begins on page 36. Headed by Jack Schaeffer, O.D., this section promises to be a most interesting read. You can find out what’s hot (and what’s not) and also discover interesting information about industry leaders, as well as some personal tidbits. Don’t miss these pages.

More changes are coming as well. Please stay tuned, and let me know what you would like to see. I will do my best to make sure this is the one magazine you must read. OM

Optometric Management, Volume: 48 , Issue: January 2013, page(s): 2