SOCIAL

  O.D. SCENE

THE ENTERTAINING SIDE OF OPTOMETRY

Q&A

Jack Schaeffer, O.D., F.A.A.O.,
Editor-in-Chief
O.D. Scene

Last month, I spoke with Matt Geller and Alan Glazier, two optometric trailblazers in social media. This month, I speak with three more: Justin Bazan, Jason Compton and Paul Farkas.

Justin writes OM’s “Social Media” column, which provides a slew of tips on how to use Facebook to make one’s practice successful. Jason has translated his personal use of social media into business platforms to stay relevant and attract new patients — he opened cold in New York City almost a year ago. Finally, Paul is the father of ODwire, a private social forum for optometrists.

To think that optometrists can now instantly share business and clinical experiences with one another and almost instantly receive input to better their patient care and practice management still amazes me. Something else that amazes me: Cuba’s recent about-face with the U.S. Optometrist Kirk Smick, O.D. Scene’s “Travel, Food & Wine” columnist, discusses a recent trip to the once forbidden Caribbean island. Enjoy!

KEY OPTOMETRIC LEADER WEIGHS IN...

Q: CAN YOU DESCRIBE YOUR PRACTICE?

JB: I opened cold in Brooklyn, N.Y., in 2008. The practice’s foundation has three pillars: friendly, helpful and fun. We amplified traditional word-of-mouth referrals by providing social media platforms for patients to broadcast their practice experiences. We are now incorporating vision therapy, pediatrics and specialty contact lenses. My other practice, still in its infancy, was started cold in the Bronx as a commercial sublease. It will provide routine care that feeds an ocular disease-based satellite practice.

JC: I opened Compton Eye Associates in New York City cold almost a year ago. Our office is deeply rooted in our community and offers products and services unlike anyone else in our area (In New York City, that’s about two blocks).

PF: I am a founding partner of Drs. Farkas, Kassalow, Resnick and Associates, based in New York City. From our beginnings in the 1960s, our practice has focused on hard-to-fit contact lens patients. I retired from clinical practice in the mid-1990s.

1: “The name’s Bazan. Justin Bazan.” 2: Dr. Compton with Mr. Met. 3: Dr. Farkas taking a break from “ODwire.”

Q: HOW DID YOU BECOME INTERESTED IN SOCIAL MEDIA?

JB: After blowing my loan money on a fancy build out, expensive products and shiny equipment, I was left with lint in my pockets. That meant my expenditure on marketing was limited. On a personal level, I knew that social media allowed me to build and strengthen relationships, so I figured I could apply it on a professional level.

JC: For me, using social media seemed like a natural progression. I use it personally, so using it for my business made perfect sense. I am always amazed to see how those outside of optometry use these platforms to propel their businesses.

PF: After retiring from clinical practice and academia, I wanted a way to keep in contact with my O.D. friends and remain current on the latest trends in the industry. Outside of a few email lists, there was no centralized place for O.D.s to congregate on the Web. And there was certainly no totally “private” space – for many of my peers, it was hard to feel comfortable writing online knowing that outsiders might be looking in, or that someone might censor their writing. So, I started ODwire.org in 2000, with the help of my son, Adam, as a private place where members can talk about practice management, clinical cases and products in a safe and censorship-free environment. Today, ODwire has more than 20,000 members.

Q: HOW MUCH TIME DO YOU SPEND ON SOCIAL MEDIA?

JB: A post on Facebook, which a member of our office staff does daily, takes no more than five minutes. If I’m experimenting or involved in the creative process, social media may take a nice chunk of my weekly business administration hours. Sometimes, I may be riding such a creative wave, I’m up all night.

JC: More than I would like to admit. To stay relevant, I find that I have to be there quite often. Developing plans to organize this has been key. There are several free social media management systems that can help you keep track without going overboard. Also, eliciting help from employees can assist in this regard. Social media can easily take over your entire day, so having a game plan in place is vital.

PF: At this point, too much! ODwire.org was popular almost from its inception, so running it went from a part-time gig to a full-time post-retirement career. The upside of being so engaged online is that it has allowed me to keep current on the latest trends in optometry, keep in contact with my doctor friends, make new ones and work with Adam, who keeps the servers running and the software updated.

Q: WHAT IS YOUR FAVORITE SOCIAL MEDIA SITE AND WHY?

JB: Facebook. It allows us to have the most engagement with our fans, patients and potential patients. Also, it offers an ever-improving advertising platform that is becoming increasingly effective for us. I, personally, enjoy creating clever and creative ad campaigns.

JC: I love Instagram. I am always amazed about how clever people are on this platform. If anything happens in the news, the memes are always on point. It always has me cracking up.

PF: I tend to read the online editions of larger print publications like “The New York Times.” I get my fill of user-generated content on ODwire!

Q: HOW DO YOU COMMUNICATE WITH YOUR PATIENTS AND FRIENDS?

JB: Primarily email, text and social media.

JC: Our office staff use various tools to keep the communication flowing after patients leave the practice. Thank you/birthday letters and holiday cards are a constant reminder that we are interested in them. These subtle tools are not only effective in maintaining good relationships, but they also drive patients back to the office frequently.

PF: ODwire.org’s private messaging system is how I communicate with most friends who are O.D.s. Otherwise email — I’m amazed by how little I use my smart phone as an actual phone these days!

1: Dr. Bazan in the country. 2: The Compton family. 3: Dr. Farkas at a recent trade show.

Q: WHAT ARE THE BEST SOCIAL MEDIA SITES TO MAKE YOUR PRACTICE SUCCESSFUL?

JB: I think Facebook is the best place to start. That said, if you have a particular interest or working knowledge of a different social media site and can find a business application for it, go for it. What works for me is to repeat the same stuff in a fresh and engaging manner. Once you are comfortable as a user, throw some money at the ad platform.

JC: Instagram hands down. This photo/video-sharing service allows us to highlight different things in the office, but at the same time have fun with it. Using the right hashtags connects me to so many new patients on a weekly basis. I’ve found you don’t need hundreds of “likes” to be effective. Quite the contrary. I have been most effective with a few likes. Conversations that happen through Instagram almost always turn into a patient visiting the office.

PF: Of course I’m biased, but for professional-to-professional advice, ODwire.org remains one of the best places to visit, especially when you need to talk out thorny clinical or practice management issues in an in-depth way. For patient-facing sites, you can’t ignore Facebook. It is a great (and relatively inexpensive way) to market to patients. I would also say paradoxically that despite the negative press Yelp and Google have received for showcasing bad reviews, if you manage these sites deftly and respond to complaints thoughtfully, they can become great assets to patient recruitment. Dismissing their power is one of the biggest mistakes a clinician can make. They are incredibly popular sites for a reason.

Q: WHO ARE THE MEMBERS OF YOUR FAMILY, AND WHAT DO YOU LIKE TO DO FOR FUN?

JB: My brother and dad are in Virginia, and my mom is in central New York. For fun, I like to go to concerts.

JC: My wife, Pam, and our twin daughters Kayla and Keira, who turned 3 last month. I am always outnumbered and out voted. For fun, I like watching the New York Mets, Jets and Knicks.

PF: My wife Carol, my adult children Adam and Erika and my three grandkids, Reed, Madison and Max. My wife has the patience of a saint, having to deal with my somewhat OCD personality for half a century. (I’ve been compared unfavorably to the actor Larry David – and I offer no defense!) And I’m always amazed that Adam doesn’t tell me to take a hike when I come up with a new idea or feature for the website — it’s so easy for me to talk, since I’m not the one who has to program any of it! For fun, I like to play golf, go to a ball game, engage in wine tasting and, of course, spend time with the grandkids! Being around young people is the key to staying engaged and keeping your mind sharp.

Q: IF YOU COULD HAVE DINNER WITH ANYONE LIVING OR DECEASED, WHO WOULD IT BE AND WHY?

JB: Anthony Bourdain. He always finds the cool and interesting spots. His witty banter and alcohol-infused dialogues would prove a solid accompaniment to the meal.

JC: Anyone who’s paying the bill.

PF: My wife, Carol, at a tasting meal and wine pairing prepared by the late renowned chef Charlie Trotter. The amazing combination of flavors would be a memorable experience.

Q: WHAT IS YOUR FAVORITE MOVIE, BOOK, BAND AND ADULT BEVERAGE?

JB: Movie: “True Romance;” Book: “Little Gold Book of Yes! Attitude;” Band: Wu-Tang Clan; Adult beverage: I love sampling local craft beers.

JC: Movie: “Braveheart;” Book: anything that comes in an audio file; Band: Drake; Adult beverage: Scotch-Balvenie

PF: Movie: “Amadeus;” Book: “Ragtime: A Novel;” Band: the New York Philharmonic Orchestra ideally conducted by the late Leonard Bernstein; Adult beverage: pre-dinner Black Russian, followed by an Oregon Pinot Noir with dinner, ideally grown with the grapes from my backyard. OM

TRAVEL, FOOD & WINE

Cuba: Bienvenida

Kirk L. Smick, O.D., F.A.A.O. Travel, Food & Wine editor

After 56 years, President Obama reestablished diplomatic ties with Cuba. (See photo of John Kerry above speaking in Cuba.) This has resulted in American tourists hoping to visit the once forbidden Caribbean Island. And now you can — if, that is, you are part of a scheduled tour group. This is what my wife and I did. Specifically, we visited Cuba under an “art” license, which took us to several Cuban artist studios, among other sites. (Obtaining the paperwork for legal travel took several weeks.) Here, I discuss the people, food and sites.

PEOPLE

Most of the Cubans we met during our one-week visit were very pro American, as they said they were looking forward to the increase in relations between the United States and the island. Of course, our U.S. dollars are more than welcome, as they are discounted 13%. (Money exchanges are under government control, and Americans receive 87 CUCs — tourist currency — for one dollar). Cubans use the peso.

FOOD

Until recently, all restaurants were government owned and controlled. Now, individuals have been granted permission to open their own private restaurants, known as paladares. My wife and I discovered several very good ones, where we ate splendid meals of fresh fish and lobster, accompanied by rice and beans. (Expect rice and beans with every meal.) La Guarida restaurant is the most elegant in Havana and the food is imaginative and delicious. We met the chef, and he gave us a tour of the kitchen.

SITES

Cuba is full of miles of white sand beaches, stunning architecture and amazing artists, whose studios double as their homes. The art scene is booming, so, of course, we didn’t come back empty handed. We purchased three pieces by artist Roberto Diago to hang by our swimming pool, and we also purchased a lovely painting by Rigoberto Mena from his website. OM