Computer Vision Care Is Easier Than You Think
Help your patients and strengthen your practice with this new subspecialty.
By Rene Luthe

When it comes to a good reason to make a foray into the "science" of computer vision care, some O.D.s claim that you need look no further than your own waiting room. Dr. Philip Smith, of San Diego, says that many of his patients work on computers as part of their job for at least a few hours each day. As a result, they may experience symptoms of eyestrain, headaches and blurred vision. Dr. Larry Wan, of Campbell, Calif., says that his figure is even higher. "My practice is located in the middle of Silicon Valley and everyday we see patients who work 40 to 60 hours a week in front of a computer," he said. "Sometimes as doctors, we get so concerned about correcting distance vision problems and eye health issues that we overlook how much the average office worker uses a computer."

Unlike some subspecialties, achieving success in computer vision care doesn't require a major investment in new equipment or an expensive marketing campaign. When it came to how to get started, both Doctors Smith and Wan report that the answer was right in their own backyards.

Targeting your market

Both doctors cite talking to each patient about their computer vision needs as the Number One tool for successfully marketing computer vision care. "Education is a must," says Dr. Smith. Dr. Wan agrees: "If you don't initiate the conversation, you cannot market computer vision care." From there, both O.D.s inform the patient about the computer's effects on the vision system. Dr. Wan performs specific computer testing to validate for the patient how a proper computer correction will decrease the symptoms of CVS and improve comfort as well as productivity. "A prescription that's optimized for 16 inches (reading distance) will not work as well as for an employee using a computer at 22 to 24 inches. Using this straightforward explanation gives a wonderful visual" that the patient can easily grasp, he says.

Take the next step

Because CVS affects productivity in the workplace, employers are usually receptive to your marketing efforts, Smith and Wan say. Both use patients who are employees of a particular company as their initial contact, asking him to take their CVS educational materials to the appropriate person, usually the Human Resources manager or "the person in charge of computers," says Dr. Smith. He's found that companies with computer programmers, graphic designers, architects and insurance companies have been the most receptive to his overtures. Additionally, "Smaller companies seem to respond to my message the best," Dr. Smith says. "With the larger companies, it's more difficult to get through the bureaucracy."

For marketing materials, both doctors say that they rely mostly on Prio Corp. for brochures on what CVS is, how to prevent it and how to practice proper visual hygiene. "Some of their background study reprint information is especially useful as you approach companies about the benefit of computer vision care," Dr. Wan reports. He also recommends the printed material from the American Optometric Association and Primary Care Network.

The proof is in the pudding

Can computer vision care really help your practice? Dr. Smith tracks the number of multiple pairs of spectacles that are prescribed in his office on a monthly basis, as well as the number that are computer-related. He reports that in 2003, 22% of his prescriptions were for computer lenses � in addition to the patient's regular Rx. "This translated into revenues of more than $47,000, with an average cost of $190 per Rx. This is only one extra prescription a day," he says. He also estimates that he gets one new patient a week from referrals for the "special" testing he does.

Dr. Wan reports that he recently introduced a colleague to the concept of computer vision care and in six months, his practice's computer prescriptions accounted for approximately 40% of second-pair sales. "I can't imagine my practice without a computer vision care program," he says. "It has added so much over the years and helped so many patients."

What will it cost you?

Specializing in computer vision care doesn't require as big an investment as one might suppose. Dr. Smith says that mostly it required educating oneself and one's staff about CVS and then communicating to patients that computer vision care was what was best for them. The only equipment needed, both doctors agreed, is the PRIO tester.

"The tester duplicates the pixilated image of the computer screen so that the doctors can objectively and accurately measure the position of the focus that the patient takes when looking at his computer screen at his appropriate distance," Dr. Smith explains. "The patient is then able to see and feel the difference between this accurate computer Rx and the more traditional 'reading Rx' that eyecare practitioners have used in the past."

Additionally, both O.D.s recommended that the doctor and staff obtain an understanding of the benefits and designs of the various Near Variable Focus (NVF) lenses. These allow the doctor to prescribe the lens with the widest intermediate area for computer use and still have enough area for reading and distance viewing, Dr. Smith says. Dr. Wan uses his local lab to help train his practice's opticians about the use and recommendations of NVF lenses. "We try to do this twice a year," he says.

For further information about computer vision care, go to www.prio.com or www.allaboutvision.com.