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Finding a Calling in Health Care

To Laura Angelini, there is nothing more satisfying than “playing a part in improving someone’s quality of life.”

The following “Industry Insights” installment is an excerpt of a conversation between Scot Morris, OM’s chief optometric editor, and Laura Angelini, president, Johnson & Johnson Vision Care, North America & Global Strategic Marketing.

What do you feel are the greatest threats or challenges to the eyecare profession?

Americans are not making eye health a medical priority. Research tells us that 96% of Americans agree that maintaining proper vision is a priority, yet one in five mistakenly agree that they do not need an eye exam unless they are having trouble seeing. About 30% do not believe that taking care of their eyes is as important as other health issues, even though sight ranks as the most important of the five senses.

Eyecare professionals (ECPs), with industry support, must elevate the importance of eye exams. Together, we must do a better job of educating patients that seeing their eye doctor regularly for a comprehensive eye exam will not only assess vision and the potential need for updated prescriptions, but may also help identify other health concerns, such as hypertension and diabetes.

What are the greatest opportunities?

Understanding the value of a contact lens patient and the factors that prompt them to choose one location vs. another for their eye exam and contact lens purchases are critical to practice success. Contact lens wearers make purchases five times more frequently than spectacle-only wearers do. Contact lens patients return every 12 to 18 months, while the average for those who only wear glasses is 26 to 28 months. In addition, contact lens patients pay higher professional service fees and are more likely to make dual purchases by adding on backup glasses or non-prescription sunglasses.

When it comes to deciding what type of contact lens to wear, 91% of contact lens wearers report that they rely on their ECP to recommend a brand. And, while on average, contact lens wearers purchase an eight-month supply of lenses, in a survey of 7,685 vision-corrected adults ages 21 to 60, 43% said they are open to buying a larger supply.

Educating patients about sun protection is another great opportunity. Lack of awareness of the risks posed by UV exposure to the eye and the options available to help, such as UV-blocking contact lenses, indicates a need for greater dialogue between practitioners and patients about how to help protect eyes.

It is important to note that for more complete protection, UV-blocking contact lenses should always be worn in conjunction with high-quality UV-blocking sunglasses and a wide-brimmed hat.

How can the profession help itself?

To increase contact lens penetration levels, ECPs should emphasize how easy modern contact lenses are to handle, how comfortable they are to wear, and proactively mention them during every eye examination.

Interestingly, some patients report that their ECPs don’t often discuss upgrading their contact lenses with them or, in some cases, suggest that they are not candidates for contact lens wear.

For example, research confirms that nearly half of all patients requiring vision correction have clinically significant levels of astigmatism. Yet, about one in 10 astigmatic patients said that they have been told by their ECP that they can’t wear contact lenses because of astigmatism, and 71% mistakenly believe they aren’t candidates for contact lens wear. By educating these patients about new toric lens options, such as Acuvue Oasys for Astigmatism or 1-Day Acuvue Moist for Astigmatism, doctors have an opportunity to exceed patient expectations and grow their practice.

Another opportunity for practice growth is to begin prescribing contact lenses at an earlier age. Studies confirm that contact lenses provide collateral benefits to children beyond simply correcting their vision, including improving how they feel about their physical appearance, acceptance among friends and the ability to play sports.

What does the profession need to do for industry to ensure our mutual survival?

ECPs and industry must work together to attract new wearers and keep current wearers in contact lenses.

Improving patient compliance is a critical factor in avoiding dropouts, as the majority of lens wearers are non-compliant with at least some aspects of contact lens wear and instructions.

At Johnson & Johnson Vision Care, we have developed tools and resources to help practitioners in this area (www.acuvueprofessional.com). These include the Acuminder Tool (www.acuminder.com), a free service, which reminds patients when to change contact lenses, when to buy new contact lenses and when to schedule an eye exam.

We developed Healthy Vision & Contact Lenses, an educational resource that offers “Dos and Don’ts” for handling and wearing contact lenses and reducing the risk of contact lens-related infection. Printed tear pads are available free of charge from healthyvision@its.jnj.com.

What is the most important thing that the profession needs to know about what Johnson & Johnson Vision Care is focusing on through the next 12 months?

We are dedicated to “Bringing healthy vision to everyone, everywhere, every day.” We are working diligently to strengthen our commitment to prescribers across their career lifecycle to support their clinical, patient and business needs. And, we are addressing these needs by delivering clinically differentiated products to help prescribers provide the best health and experience for their patients.

Laura Angelini: We are dedicated to “Bringing healthy vision to everyone, everywhere every day.”

Manufacturers must help stimulate consumer interest and growth in the contact lens category by continuing to provide innovative, high-quality products. We are actively working on next generation contact lens materials that will bring forward new standards of vision, comfort, health and user experience.

We are also focused on leading as a preferred solutions partner. No “one size fits all” approach meets the needs of practitioners in independent and retail settings as well as the Internet. Our channel strategy will prioritize prescribers, and we are working hand-in-hand with our customers to develop a customized suite of solutions that offers opportunities for business growth and practice success.

Can you share one personal item that industry should know about you?

As a child, I wanted to grow up and be an actress. But, once I entered the world of health care, I felt as if I found my calling. Throughout my Johnson & Johnson career, I’ve had the privilege of working with doctors and patients around the world. There is nothing more satisfying than knowing you are playing a part in improving someone’s quality of life.

What was your first job, and what did you learn that you apply to your current position?

My first job was in customer service at a rental car company. I was tasked with answering customer complaints. It gave me an uncompromised, laser-focused respect for the customer. I have never lost sight of the lessons I learned there and have made it a point to reach out to customers. I welcome readers to reach me and my leadership team at customerexperience@its.jnj.com. OM