CLINICAL

  SPORTS VISION

PREPARE FOR SPORTS VISION

ASK YOURSELF SEVERAL KEY QUESTIONS TO GUIDE IMPLEMENTATION

FRASER C. HORN, O.D., F.A.A.O.

BILL BOWERMAN, co-founder of Nike, said, “If you have a body, you’re an athlete.” Each patient has an activity, be it football or chess, he or she enjoys, and it is our duty to maximize his or her visual skills. With this in mind, sports vision can be a lucrative addition to your practice.

In the initial Sports Vision column, I focus on the strategic planning required to add this specialty.

SETTING

Is your practice setting right for sports vision? I believe you can provide some level of sports vision in any setting. Success can be found in both an area rich in golfing retirees and an athlete-rich college town by taking advantage of the market that’s available to you.

SERVICES

Will you focus on a specific sport or several? Consider what sports you are passionate about and which activities are popular in the area. For example, an O.D. in Hawaii can specialize in visual training of surfers.

What level of sports vision would you offer? Choices include foundational support, by maximizing visual acuity and contrast sensitivity, and sports vision training/rehab, in which you could collaborate with other professionals as part of a training team.

INVESTMENT

Initial investment lies in equipment, which is dependent on the practice you wish to build. For example, you could launch a sports vision segment based on enhancing visual acuity of all athletes, by using tools found in a standard practice. You could also invest in assessment and training equipment for soccer players and outfit a specialized practice.

Education is also needed. Many regional and national conferences and sports vision groups, such as the AOA Sports Vision Section, offer sports vision CE and individual consultation. Related books also provide a foundation.

PATIENTS

Does your practice area have enough athletes? If you have a public high school in your town, then you may have enough potential patients to build a practice. Other sources are nearby health clubs, club teams, law enforcement, colleges — careful with stringent NCAA regulations — and professional athletes. A minimum of about 1,000 patients to draw on would be beneficial.

Growth comes in two different ways. (1) O.D.s will see patients returning to the practice more frequently, for example training appointments are more frequent than annual eye exams. (2) O.D.s will see patient growth as word spreads to competitors and teammates.

GET STARTED

Use this information in a strategic business plan. Your plan should include the portion of the market you hope to serve, a marketing plan for targeting it, deadlines and an estimate of the potential ROI. Then, decide whether it is right for you and your practice.

Getting into sports vision takes preparation and financial investment, but it is well worth it. This motivated group will inspire you and may help your bottom line. I wish you luck. OM

DR. HORN is associate dean of academic programs at Pacific University College of Optometry. He is immediate past-chairman of the AOA Sports Vision Section. He consults with professional teams and works with amateur athletes. Questions can go to hornfc@pacificu.edu.