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Preparing for the Future

Allergan’s David LaCause discusses acquiring medical patients and why O.D.s and M.D.s must work together.

David LaCause, Allergan

The following “Industry Insights” installment is an excerpt of a conversation between Scot Morris, OM’s chief optometric editor, and David LaCause, vice president, U.S. Eye Care Sales and Marketing at Allergan.

What do you feel are the greatest threats or challenges to the eyecare industry?

We are working during a time in which there will continue to be significant change in the delivery of healthcare in the United States. I believe that now, more than ever, eyecare professionals will need to recognize and anticipate how these changes will affect their local markets, and maintain a willingness to adapt in ways that allow them to stay competitive.

For example, the advancement of accountable care organizations will be a growing challenge. As these models of patient care continue to evolve, it will be essential that practitioners are actively aware and involved with their local health organizations to ensure that they have an appropriate role in their patients’ care.

What are the greatest opportunities?

With an aging population, an increased prevalence of [eye] disease and increased patient access to in-network optometrists, there will likely be more patients seeking medical care from their O.D.s. The greatest opportunity lies with those optometrists who learn how to expand their practices by efficiently managing a larger number of patients for vision and medical care. This can be accomplished through improved insurance panel participation, patient scheduling, marketing, networking, delegation and often by adding associates.

There are many resources available to support optometrists seeking to strengthen their medical practice. For instance, Allergan has launched a series of boot camps called “Pathways in Medical Optometry.” These level 1 and level 2 courses are offered in six cities throughout 2014 to provide a practical step-by-step, 12-week implementation plan to establish or grow a medical practice.

How can the profession help itself?

With more patients seeking medical care, it will be more important than ever for optometry and ophthalmology to work together to best serve patient needs within the evolving healthcare delivery system.

In particular, optometry can help itself through improved networking within its communities to bring greater awareness to the types of vision and medical services they provide. This involves expanding referral networks, outreach to allied healthcare professionals, schools, senior centers, employers, news organizations, community service and religious organizations.

What does the profession need to do for industry to ensure our mutual survival?

Industry has a responsibility to seek to understand patient and provider needs and to strive to deliver new and valuable technology and programs through time. In turn, support from eyecare professionals today helps fuel the advances of tomorrow.

Industry should also be viewed as a partner in patient and practice care. Allergan’s “Tech Alliance” is a good example of a program designed to assist office technicians in patient counseling and handling pharmacy call-backs. While there may be a growing influence at the pharmacy and payer level to switch patients to different branded or generic drugs, it is important doctors ensure their patients receive the doctor-prescribed drug.

What is the most important thing that the profession needs to know about what Allergan is focusing on through the next 12 months?

Through the next 12 months, we will continue to build and strengthen the variety of exciting programs we’ve established to support eyecare professionals throughout their careers. From an optometry student to a practicing optometrist in a multi-office specialty clinic, we are providing support for O.D.s in every phase of their careers. In addition to the “Pathways in Medical Optometry” boot camp, here are examples of the other support programs we offer:

▸ Optometry Jumpstart. This program provides recent optometry school graduates with tools and resources to help them make a strong start in their profession.

▸ Resident/Practitioner career networking program. This program, which takes place at the annual American Academy of Optometry meeting, helps match optometry residents with eyecare practitioners.

▸ AllerganOptometry.com. This website offers all optometrists a one-stop hub for Allergan product information, samples, coupons, the patient assistance program, patient counseling tools, co-pay information by zip code, screening forms and many more tools.

These initiatives demonstrate how the people of Allergan are working to help optometrists advance their practices and best address their patients’ needs.

Can you share one personal item that industry should know about you?

I am married with three daughters and currently reside in San Clemente, Calif.

Like my father, I am very nearsighted, and I became familiar with my optometrist at a very young age. I was fitted for my first pair of glasses at age 3 and began wearing contact lenses at age 7.

As a result of these experiences, having an opportunity to work with Allergan seemed like a natural fit. I started carrying the bag as an eyecare sales representative more than two decades ago and still feel a real sense of pride when I talk to doctors about our products.

Who is your optometrist?

Our family optometrist is Dr. Patrick Griffin, of Griffin Optometric Group, in San Clemente, Calif.

What was your first job, and what did you learn from it that you apply to your current position?

My first “real” job was assistant manager at a local branch of a national consumer finance company.

Part of my responsibility was to identify and cold call local businesses that could benefit from offering financing options for their customers seeking to make various purchases. These businesses were primarily local or regional, and they sold furniture, spas, automobiles and various service products.

The job taught me to ask good questions and listen carefully to my customers. The best way to build a lasting relationship and bring real value was to understand their business, challenges and goals. Not only did I gain an appreciation for the challenges and rewards of running a successful business, I also learned the importance of seeing all sides of a situation before formulating a plan and taking action.

Even today, I still rely on many of these same underlying beliefs that I developed at that early stage of my career. OM