SOCIAL

  O.D. SCENE

THE ENTERTAINING SIDE OF OPTOMETRY

Q&A

Once upon a time, optometrists arrived at their practices, greeted a receptionist (the only staff member), saw patients, charged patients their fees for services and needed products, went home, had dinner, went to bed and did it all over again. As we know all too well, those Rockwellian days are long gone.

Growing competition, managed care and the never-ending development of helpful diagnostic technology now requires us to spend not only time on clinical studies, but a great deal more time on both the business and staffing sides of practice. Thankfully, several knowledgeable and skillful consultants are available to help us prosper today (focus on medical eye care, for example) and prepare us for the future of the profession.

For the next few months, you’ll be meeting these consultants in “O.D. Scene.” This month, I introduce you to Jay Binkowitz, Alan Cleinman and Mark Hinton.

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

OPTOMETRY CONSULTANTS WEIGH IN . . .

JAY BINKOWITZ, ALAN H. CLEINMAN & MARK HINTON

Q: WHAT IS YOUR MOST MEMORABLE CONSULTING CASE AND WHY?

JB: I received a call from a practice that was nearing bankruptcy, and within six months was stabilized. A year later, it was flush with cash. I must add that results like this can only happen when the practice owner is 100% committed and supportive.

AC: A client was going through a divorce and the lack of settlement was preventing certain other developments from implementation. The attorneys were racking up significant fees and not accomplishing much. I reached out to my client’s soon-to-be-ex and asked her for a meeting. From there, I played shuttle diplomacy and had a settlement inked within 24 hours. Needless to say, the attorneys weren’t happy with me.

MH: A very skeptical client shut down communication with me following a retreat and coaching. A little more than five months later, this client sent me an email praising me for a 54% growth in his optical revenue each of the previous three months over the previous year! That was exhilarating! We remain close, today!

1: Mark Hinton scuba diving 2: Alan Cleinman feeding a giraffe.
3: Jay Binkowitz and wife, Bettina, on holiday.

Q: WHAT DO YOU THINK IS THE MOST IMPORTANT MESSAGE YOU CAN GIVE TO A PRACTICING OPTOMETRIST TODAY?

JB: You have a choice to make. Being an O.D. is a great career, but unless you are happy being employed or owning a business that you struggle with, you must take business courses and dedicate as much time and attention to your opticals as you do to your clinics.

AC: Learn how to be strategic and creative because adapting to hyper-change will be the norm. Hire outstanding people, and learn to get out of their way. Understand who you are as an individual and what comprises your value system, and never compromise your ideals. Remember that you are the brand, but you don’t (and shouldn’t) have to go it alone. Surround yourself with resources, and use them.

MH: Meet — without interruptions — weekly, with your team, and discuss and practice scripts and all patient communication. You must practice between seeing patients or you won’t be as successful as you can be!

Q: WHAT IS YOUR ADVICE FOR OPTOMETRISTS ON HOW TO GROW THE MEDICAL SEGMENT OF THEIR PRACTICES?

JB: Those who are not providing the best-in-class care are shooting themselves in the foot. Those who are not properly making sure their patients understand the depths of their skills and experience are shooting themselves in the head. We must provide the right environment, the right technology and the right care. It is imperative that O.D.s get serious about branding themselves and their services in an up-to-date, socialized environment. Let’s face facts, it may feel warm and fuzzy and “familiar” to you, but our patients want, need and demand more of the overall experience we provide. From new digital refracting lanes to state-of-the-art testing by certified para-optometrics to offices that do not look and smell like the 1980s to ABO certified teams: we have a lot to think about. If you believe you can just get by with being nice in an old office and selling a few frames that look like they come from a flea market, you’re in for a wake up call.

AC: You have to go “all in” to build your medical brand. That means investing in the education, staff, instrumentation and facilities that support your desired brand. Putting a “stake in the ground” and claiming your brand position in your market will go a long way to establishing you as the medical optometrist . . . But, you and your team must live and breathe your desired position.

MH: Communicate “Why” you are testing and/or prescribing with frankness, and stop recommending and start prescribing with “Why!” People buy what’s in it for them, personally; people buy with their emotions and they justify with a certain logic; make it emotional and logical, and then ask whether it makes sense.

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

JB: My grandfather who passed away when I was 4. I was taught many of his values and philosophies by my parents and have been compared to him in many ways. He was truly an amazing person.

AC: My great-great grandchild. I want to be around to see the results of all the change.

MH: My grandfather! He was an American Institute of Architects architect, innovator, humorist and unafraid. His glass was half-full every day! He was also kind and well respected.

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

JB: My wife, Bettina, my parents Gloria and Jerry, my two older sisters, Sharon and Robin, and four nephews and nieces. For fun, I enjoy spending time with my wife along life’s journey, scuba diving, traveling all over the world (with my wife of course), red wine, great food, Broadway shows, great movies and sharing new experiences.

AC: I have three children: Gabe (36), Ashley (33) and Joseph (31) and an almost 3-year-old granddaughter. For fun, I enjoy hiking, biking, cooking, reading and writing.

MH: My wife, Arlene, my children Brannen, Ambra, Susanne and Samantha, my mom, who is 95 years old and a former aero-space engineer, model and performance-level pianist, my sister, Paige, an icon in the world of business communication and my brother, Larry, an optometrist, in Asheville, N.C. We always plan calendar events to meet and goof off for a few days together.

1: Jay Binkowitz and Bettina exploring a winter wonderland.
2: Alan Cleinman dining with friends.
3: Mark Hinton rocking out on the ukulele. (Nice frames!)

Q: WHAT IS SOMETHING FEW PEOPLE KNOW ABOUT YOU?

JB: I’ve been up in an old bi-wing Red Baron airplane doing flips and loops over the Delaware River.

AC: I’ve been known to cry at movies.

MH: When I was a child, I was so painfully shy, I did not speak until I was 4 years old! Many would probably appreciate if I could dial it back to when I was 3. Also, I am a professional flutist, and musical performance and live theatrical performance gave me immense courage and confidence.

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

JB: Movie: “The Notebook,” “Star Trek” and “Star Wars” Band: Simon & Garfunkel, Glenn Miller, Michael Bublé and all of Motown; Book: “Getting Things Done” and the Clive Cussler series; Adult beverage: red wine.

AC: Movie: “Rudy;” Band: “The Moody Blues;” Book: “A Painted House;” Adult beverage: Irish whiskey.

MH: Movie: “The Princess Bride;” Book: “The Four Agreements;” Band: Earth Wind & Fire; Adult beverage: Hornsby’s Dark Draft Cider. OM.