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NEWTON K. WESLEY, O.D. OF WESLEY-JESSEN

Contact Lens Pioneer Leaves Legacy

■ When eye doctors informed Newton K. Wesley that his keratoconus would render him blind, he became determined to find a cure. Through this quest, the Westport, Ore. native — born to immigrant Japanese parents — became one of the leading creators and manufacturers of contact lenses, say those who knew and worked with him. Dr. Wesley, age 93, died July 21, 2011 of congestive heart failure in Freeport, Ill.

“Dr. Newton Wesley was a pioneer in the field of contact lenses — particularly in orthokeratology — and much of the industry as we know it today was built on what he achieved, and the vision he had for the contact lens field,” says Neil Hodur, O.D., a colleague and friend of Dr. Wesley and current professor of optometry at the Illinois College of Optometry in Chicago.

Born Newton Uyesugi (he changed his name for business reasons, according to the Chicago Tribune), Dr. Wesley enrolled at what is known today as the College of Optometry at Pacific University, in Forest Grove, Oregon. Upon graduating in 1939, he opened a private practice in Portland and then returned to his alma mater to operate the school with fellow optometrist Roy Clunes.

In 1942 — at the height of World War II and one year after he married his late wife, Cecilia — Dr. Wesley, his wife and two sons were sent to the Minidoka War Relocation Center — an American internment camp for the Japanese — in Jerome County, Idaho, according to the Chicago Tribune.

Dr. Wesley received permission to leave the camp to study chemistry at Earlham College in Richmond, Ind. When World War II ended, he was able to reunite with his family, and he relocated them to Chicago, where he took a teaching job at the Monroe College of Optometry — now, the Illinois College of Optometry. During this time, he also began working in a Chicago apartment basement with fellow optometrist, George Jessen, on the creation of a small, plastic contact lens that would enable longer and more comfortable wear times than the then currently available glass contact lenses. Dr. Wesley had tried these glass lenses himself and found that while they restored normal vision, they were far too uncomfortable to wear for more than a short period of time. The optometrists' work led to the development of rigid contact lenses. These lenses enabled Dr. Wesley to preserve his vision, his son, Roy, told the Chicago Tribune.

Shortly thereafter, Drs. Wesley and Jessen formed the Plastic Lens Company, which later morphed into Wesley-Jessen, VisionCare Inc. The company manufactured and sold the rigid contact lenses, though it took an aggressive marketing campaign to get the 1950s public to buy that the lens was safe, according to the Chicago Tribune. In fact, Dr. Wesley traveled the country touting the lens and even used a rabbit named Leo to demonstrate fitting. CIBA Vision purchased Wesley-Jessen, VisionCare Inc. in 2000.

“ … With Dr. Wesley's leadership, contact lenses became a widely accepted vision correction option to millions of people around the world,” says Dwight Akerman, O.D., F.A.A.O., CIBA Vision's director of Professional Programs & Advocate Development, who also worked at Wesley Jessen for more than 10 years.

Dr. Wesley is also credited with training doctors in Europe and Asia, getting “contact lenses” into the dictionary and founding the National Eye Research Foundation (NERF) in Northbrook, Ill., where he trained doctors in contact lens fitting through regional and national meetings. This is where he met and worked with Dr. Hodur. In addition, he oversaw NERF's journal Contacto.

“Dr. Wesley always used to tell this great story about Dick Butkus [former Chicago Bear middle linebackers] wearing the RGP lens he invented,” says Michael Huang, a former editorial director for Contacto and current sports writer. “During a game at which Dr. Wesley was on the sidelines, Butkus shouts from the field, ‘Dr. Wesley, my contact lens fell on the ground. What do I do?’ Dr. Wesley replies, ‘you'll have to stick it in your mouth because I don't have anything to wash it with right now.’ So, Butkus sticks it in his mouth, shouts an expletive and says, ‘I swallowed it!’ Needless to say, he ended up playing the rest of the game without it.”

Newton K. Wesley O.D., M.D., Sc.D, Ph.D, is survived by his wife, Sandra; three daughters, four sons, five grandchildren and three great grand-children, according to the Chicago Tribune.

MANY DO NOT VISIT ECP FOR TREATMENT

Survey Finds Many Dry Eye Sufferers Are Challenged to Find Relief

■ A total of 69% of U.S. adults who regularly experience one or more dry eye symptoms have not visited an eyecare professional (ECP) for relief, says a new survey conducted by Harris Interactive on behalf of Allergan. In addition, the survey of 2,411 adults (aged 18 or older) found that of those who did visit an ECP, 19% said they had to go more than once for relief, and 22% say they're still suffering.

Specifically, nearly one in five surveyed (19%) reported using over-the-counter drops at least five times a week to treat symptoms. Yet 63% said the drops were only somewhat or not at all successful. And 48% of OTC-drop users said their ECP or pharmacist influenced their selection.

Other findings: A total of 43% experienced difficulty reading due to their dry eye symptoms; 48% of adults (52% female) said they experienced regular dry eye symptoms; 42% of women aged 45 to 54 who suffer from dry eye symptoms said they experienced blurred vision; and women were more likely than men (62% vs. 44%) to report difficulty using the computer due to their dry eye symptoms.

TOOL PROVIDES INSIGHTS ON YOUR LOCAL PATIENT DEMOGRAPHICS

Transitions Offers Free Online Marketing Tool

■ Ever wonder whether your practice marketing is as focused as it could and should be to yield you the highest possible return on your marketing dollars? If you answered “yes,” then Transitions Optical, Inc.'s free-of-charge online program, the Market Area Profile (MAP) may benefit your practice.

The MAP program assists eyecare practitioners (ECPs) in identifying the key consumer segments in their geographic areas, these consumers' vision needs and purchasing behaviors, so ECPs can streamline their marketing efforts. In addition, the program provides insight into the competitive landscape of the trade area, so ECPs can create marketing tactics to stand out from the competition, the company says.

“ … Demographics, like ethnicity, age and lifestyle, all influence the amount and type of vision products and services consumed,” says Transitions Optical, Inc.'s senior marketing specialist for ECP communications, Dana Reid. “Understanding which target audiences are prominent in the area where they practice, and the opportunities associated, can help eyecare professionals customize their outreach to these groups, which is a more effective way to reach them than a one-size-fits all approach.”

If you're interested in accessing the MAP program, from Transitions Optical, Inc., visit www.Transitions.com/Pro.

ANNUAL MEETING FOCUSES ON SOLUTIONS

PECAA Emphasizes Leadership and Social Media

■ “You are the CEO of your practice. Ultimately, you have the vision and set the direction for the future success of your business.” That was the theme of the fourth annual meeting of the Professional Eye Care Associates of America (PECAA), held recently in Sunriver, Ore. The alliance group, comprised of independent optometrists and ophthalmologists, offered a variety of presentations around the leadership theme.

Eric George, president of Stockman Asset Management, an advisory firm specializing in equity and fixed income investment management, recommended that PECAA members take advantage of web marketing and social media tools, among other business management resources.

At the meeting, members agreed that corporate optometry and online competition are carving away at the independent optometrist's market share. PECAA members agreed that to compete, independent doctors must establish e-commerce solutions that meet the needs of their practices. (PECAA has, in fact, created a network of custom websites for their members with e-commerce and social media portals.)

Members also acknowledged that managed care continues to dictate the compensation structure of practices. PECAA leaders urged members to find ways to become a part of an equitable solution rather than being swept under by low reimbursements.

PECAA allows its members to access all its services for a flat fee, rather than a percentage of practice revenue. This provides benefits for all eyecare professionals, including those who manage smaller practices, which “would not have the resources that PECAA provides,” says Michael Chow, O.D., M.B.A., Northwest Eye Care Network, Bellevue, Wash.

For more information, visit the PECAA website at www.pecaa.com.

EYE SITE

Essilor Launches No-glare.com The website www.no-glare.com, from Essilor of America, Inc. is a resource for eyecare practitioners (ECPs) and their patients regarding the benefits and importance of no-glare lenses, the company says. The site offers eight training videos for ECPs that feature real-life situations to illustrate the benefits of no-glare lenses to both children and adults. ECPs who correctly answer multiple choice questions at the end of each video will receive a certificate from Essilor stating that they have completed the No-Glare training program. The registration is free. To learn more about No-Glare lenses or access the training videos, visit www.no-glare.com/training.