focus on low vision

Spreading the word

by Erinn Morgan

Though low vision is one of the most-needed optical services today, eyecare professionals who practice this specialty agree that it is also one of the hardest to market.

Since the problems and solutions associated with low vision are not well publicized, there is limited public knowledge of these vision impairment issues. As such, many low vision practitioners specifically rely on referrals from ophthalmologists and optometrists in their area.

Some ECPs, however, have implemented particularly creative strategies to build relationships with local referring doctors. Others have even stepped out of the box to test different ways to reach new patients who need their services. Here, we catch up with a few innovative low vision practitioners who share their successful strategies for marketing the specialty.

RADIO SEGMENT

THE PRACTICE: Eye Associates of Tallahassee in Tallahassee, Fla.

THE ECP: Micah Brienen, OD

THE FOCUS: "As part of our marketing plan, I started doing a segment called ‘A Medical Minute’ on Mondays on our local NPR station. Patients can call in and ask me questions about anything related to vision and the eyes. I've been taking advantage of this time and including questions about low vision so I can help make the community aware that we offer low vision services."

THE RESULTS: Brienen says that his practice has already, after just a few weeks, had a few new patients as a result of this segment. "We've gotten some positive feedback, and a number of people have called for regular eye exams; but these people may also know someone who is a low vision candidate."

IN ADDITION: When patients call in to the practice and are placed on hold, they hear a message that plays a clip of Brienen talking about low vision. He also recently spent some time speaking to a group of optometrists at their local society meeting.

"Currently, we get virtually no referrals from optometrists," he says. "We want them to know that we are not here to keep their patients. My lecture focused on modern low vision, not the low vision we learned in school. Clinically it is different today and we want to get them interested in it."

MOBILE MARKETING

THE PRACTICE: Astorino Vision Rehab, Media, Pa.

THE ECP: Jean Astorino, OD

THE FOCUS: Astorino has set up her low vision practice as a mobile visual rehab model. "I take my team of six occupational therapists and we travel to one of five different private practice offices each day of the week. We currently work in five counties." One of the offices utilized is Astorino Vision Rehab's own office in Media, Pa.

THE PROCESS: Astorino's low vision practice only had one solid referring doctor in 2005, so she "started to pound the pavement." She says, "I explained our program and how it's a team approach to a number of ophthalmologists in the area and they all started jumping on. They are happy to have someone come and provide this service to their patients once a week."

IN ADDITION: Taking advantage of a special rate at a local radio station, (with over two million listeners), Astorino created a promotional announcement about low vision in the format of a public service announcement.

"The announcement said, ‘Do diseases like macular degeneration affect your life?’ and it gave our web address and phone number," she says. "We want the public to know what low vision is, so we decided to start putting a bug in people's ears."

SEMINARS AND EVENTS

THE OPTICAL: Treiser Optical in Naples, Fla.

THE ECP: Curtis Treiser, optician

THE FOCUS: "I conduct some low vision seminars locally and at senior living centers, plus go to some of the consumer low vision shows and expos in the area."

THE RESULTS: "My new patients are split between doctor referrals and my going out and marketing this specialty," he says.

IN ADDITION: The "good old Yellow Pages" also work quite well for Treiser, who is listed under the "Opticians" section, but also mentions his low vision services.

BROCHURES AND PRESENTATIONS

THE PRACTICE AND ECP: Joseph L. Fontenot, MD, heart surgeon turned low vision specialist

THE FOCUS: "I turned my low vision practice into a non-profit in 2006 because I thought it would be easier to get community support. This has enabled me to obtain some grants as well as local volunteers."

THE RESULTS: Marketing is still a necessity, even with his non-profit status. "We try to contact local optometrists and ophthalmologists personally by going to their offices and giving talks," he says. "We also give them brochures and business cards, and we tell them we have a website that outlines our low vision services. We have probably passed out 10,000 brochures over the last couple years." Fontenot also gives an average of three talks a month, and his practice has also conducted wine tasting fundraisers. EB