LENS TIPS
Building Business Through CVS
By Erinn Morgan

The treatment of computer-related vision problems is an area ready to explode. Are you ready? According to the Ernst & Young "Global Online Retailing Report, "53 percent of U.S. households have a computer. This growing population of computer users is spending a large amount of time on the computer at home. Add the vast amount of time which people in the workplace spend on their computers, and you have a major trend in the American lifestyle.

All of this translates, from the optical perspective, to increased visual problems from spending so much time sitting in one position and staring at a lit screen�otherwise known as computer vision syndrome (CVS).

"About 80 percent of our patients spend five-plus hours a day on the computer," says Irwin Azman, O.D., who runs two practices in the Baltimore area with his brother, Thomas Azman, O.D. "And out of these, at least 60 percent have some symptoms of computer vision syndrome."

About 16 or 17 percent of those patients scheduling an exam do so because of problems they are having at a computer, says James E. Sheedy, O.D., Ph.D, a clinical professor at the University of California at Berkeley School of Optometry, where he is chief of the Computer Eye Clinic. "The actual cost of providing eye exams and special glasses because of computer problems is about $2 billion in this country," he notes.

What is CVS?

According to Sheedy, who also has created a Web site (drergo.com) covering this topic, Computer Vision Syndrome is "the complex of eye and vision-related problems associated with computer use. The primary symptoms are eyestrain, blurred vision, dry and irritated eyes, tired eyes, and headaches.

Neck and backaches can also be related."

Changes in style of working over the past decade toward more computer use has cemented this problem. "I think it�s more apparent nowadays because everybody�s on the computer instead of doing paperwork," says Neil Sika, an O.D. in Strongville, Ohio. "In previous times everything was typed or handwritten. When you are writing, you get bored, look up, and move around.

"Unfortunately with the computer you get so mesmerized and you are constantly looking at it. People don�t change their focusing mechanism and they get fatigued. Taking a break every five to 10 minutes or at least looking away intermittently would really help."

Additionally, conflict between the eyes and body posture can easily cause strain. "Really what it�s caused by is the conflict between what we want the eye to do and what we tell it to do," says Shamir�s van der Veen. "For example, if the computer user is wearing a half-eye, they will often move them to end of nose and look over the top. They are looking down at the screen and moving their eye up to look over the top of the frame. The natural thing that happens is the neck moves up to follow the eye. So they are straining the neck to move the eye and straining the eye to move the neck."

Helping Patients and Increasing Business

Once you understand the ins and outs of CVS, you can in turn begin educating your patients about it. The best way to begin the discussion about CVS is by asking questions.

Many agree that patients often come in thinking their problems are related to other issues. "It is in talking to them and asking questions that you draw it out," says Michael Greenberg, an O.D in Chagrin Falls, Ohio. "One of the first things I ask all my patients is if they work with computers. I then ask how much time they spend there and what type of tasks they perform�is it sporadic or full-time usage?"

Targeting CVS symptoms in your patients can help you understand their needs and assist you in making recommendations for solutions�such as computer glasses or changing their working position while at the computer. Most begin with discussing a second pair of eyewear designated specifically for computer use.

In addition to assisting your patients, second pair sales will decidedly increase your bottom line. According to the folks at Prio, a company dedicated to providing information, testing systems, and lenses for CVS, one additional CVS-related Rx per week could increase your profitability by $5,900 a year. And one extra Rx a day could add as much as $30,000 to your practice�s yearly bottom line.

"It is definitely a growing part of our practice," says Greenberg. "To date, we treat about 10 to 15 percent of our patients for CVS."

Additionally, many savvy businesses are making computer eyeglasses a part of their health insurance programs, supplying them free to their employees who spend the lion�s share of their working time on the computer. Some say this is to avoid future workman�s compensation claims due to CVS problems.

"I believe employers should provide those glasses," says Sheedy. "Nobody wants a bunch of worker�s comp claims, so now many of them are paying for glasses."

Linking in with local businesses who may supply this benefit, marketing your CVS specialty to the community, and educating your existing patient base can all be factors leading to increased business in this rapidly growing area. It is certainly an area that will only see tremendous growth in the future as computers and the Internet become even more ingrained in the culture of our society.