VIEWPOINT

HERE’S TO LOOKING AT YOU

EVERYONE AT EVERY AGE DESERVES THE OPPORTUNITY TO LOOK THEIR BEST

JIM THOMAS
Editorial Director

ARE YOU READY TO HELP PATIENTS LOOK THEIR BEST? With hundreds of frames on display and an array of contact lens options, including those that enhance or change eye color, it’s an opportunity perfectly suited for optometry. But, as Melanie Burley illustrates in the opening of “The Five Rules of Frame Styling,” (p.24) it’s an opportunity that can go overlooked. For example, if patients wander the displays aimlessly with no understanding of how prescription, lifestyle, face balance and color analysis affect their choice, then their odds of selecting the right eyewear are slim. As Ms. Burley notes “Guiding the consumer in selecting eyewear that perfectly fits him or her” is key to the selection process.

Why did Optometric Management choose to devote the October issue to aesthetics? In “O.D. to O.D.” (p.2), Dr. Scot Morris provides the most direct answer: “Whose job is it to make consumers look good? Yours.”

IT’S FASHION. . . AND MORE

Gina Wesley, O.D., notes that the optometrist’s guidance on aesthetics includes health-, as well as cosmetic-related services. Patients “see us as the source to provide solutions for red eyes and to offer general ocular cosmetic-type advice,” she writes in her Merchandising column (p.66).

A complete summary of the areas that fall under aesthetics can be found in our cover feature, “Help Patients Look Their Best” (p.20) by Mark E. Schaeffer. Dr. Schaeffer also provides advice on how to educate consumers and market this range of opportunities. Drs. Jeffry Gerson and Steve Vargo also share tips on how to market aesthetics (pps. 44 and 68, respectively), from the basics (keep a clean office) to the more advanced (leverage social media). Once you do, don’t be surprised if you become a member of your patient’s “glam squad,” as Dr. Schaeffer concludes.

One of the keys to promoting aesthetics in the practice is effective communications, a theme echoed throughout this issue of OM. A big part of the communication effort is reaching patients on an emotional level, the level at which most purchasing decisions are made.

A SERVICE FOR EVERY PATIENT

The best part of aesthetics might just be that it is a service that can benefit each patient, not just those who seek the latest in fashion. Consider the quote, “The initial impression you make on others is, if not indelible, certainly a huge determinant in how people will feel about you for quite some time.” Although this is the type of advice you might expect to find in the fashion media, it comes from the employment website, Monster.com.

Optometry plays a role in making that first appearance memorable. Consider the benefits: When patients achieve a look that they perceive is the best version of themselves, they will likely feel more attractive, happy and self-confident. What could be more beautiful? OM