Focus on Low Vision
It's in the cards
By Stephanie K. De Long

More and more optometrists say they're shuffling the deck and coming up with new services like low vision to add to their hand.

In this, our third low vision survey, we interviewed a total of 50 optometrists both by phone this spring and in-person at last December's Academy of Optometry. Everyone we interviewed met three important criteria: They had been involved in low vision for no more than two years; they added it as an adjunct to an already existing general practice; and they currently dispense devices.

Following is a peek at those results, the majority of which will be presented in the annual low vision supplement in the September issue of EB.

This past year, especially, the survey shows there has been a real rise in interest toward the category. There were, in fact, several changes in attitude since our previous survey, which was conducted in April 2001.

The biggest change seems to be the result of growing optimism about the likelihood of Medicare increasing coverage. In years past, the lack of coverage had been the major reason given by ODs for not entering low vision.

Last year, for example, when we asked doctors what the biggest negative was to investing in serving the low vision population, lack of reimbursement was at the top of nearly everyone's list. On the other end of the spectrum, nearly half--48 percent--said the best part of being in low vision was that it's a feel-good specialty.

This year, however, the reasons doctors gave us for getting involved in low vision varied according to the age of the respondent. Young doctors who have been in practice for less than 10 years said they added low vision because it's an important part of a general practice. Though many are much less interested in dispensing per se than their predecessors, they say having the right support staff is imperative in low vision.

For a lot of the older ODs it was also the likelihood that Medicare will soon be covering more services that moved them to add low vision. Many said they didn't add it before because they felt there was no profit in it. Now, however, they say they can see low vision turning into more of a viable category.

COMPETITIVE EDGE

The doctors we spoke with also cited several other reasons for moving into low vision.

Patient-base needs. One is the increasing percentage of their existing patients who suffer from low vision. That's certainly true for a doctor from Oklahoma who recently merged his practice with another one that had been in business for 50 years. Within months, he realized that they would have to expand their low vision services or risk losing patients they had to refer out. He told EB: "I soon realized that he had been losing many of these patients to an ophthalmology group. Often, their family members were following, so the loss was even greater."

Practice differentiation. Last year, 62 percent of the doctors surveyed said practice differentiation was the Number One reason they decided to add low vision. This year, it was still important--and just under 50 percent said it was the major reason. Interestingly, five of the people interviewed said they arrived at the decision to add low vision after analyzing their practices and looking at the growth potential in a number of different niches. Two of them said practice consultants recommended they get into low vision, and several others said they were partly motivated by their staff's enthusiasm.

STAFF SUPPORT

That represents yet another trend that appeared to be more pronounced this year--the growing role staff members such as ophthalmic techs and licensed opticians are playing in encouraging their employers to take on low vision. In fact, 54 percent of those surveyed--up from 27 percent last year--said hiring the right staff is what will make or break their low vision business.

Increased commitment--and that of the staff--is, indeed, an issue with some of the doctors we interviewed. Several report that they are currently working to increase allocation of both staff time and square footage devoted to testing, dispensing, and device training. That is especially true with younger ODs, who view low vision as a trump card for tomorrow.

For more results of this exclusive survey on low vision, be sure to read next month's low vision supplement to Eyecare Business. It will include a guide to getting started as well as the latest in low vision devices.