“Adaptability and constant innovation is key to the survival of any company operating in a competitive market.” Few would argue with this quote, attributed to Indian billionaire industrialist Shiva Nadar, especially in light of the events of the past 18 months. With this in mind, we asked Optometric Management contributors to weigh in on how they innovated in 2021. Their answers, which follow, demonstrate a wealth of opportunities, from expanding care and access to care, to shifts in testing and interpreting test results, to advancements in staffing, to more efficient communications, and more. Enjoy.

HANGING UP THE PHONE

“Although, it’s been over a decade since we cut the cord, it’s still up there as the most innovative thing I have done at the office. It gave us a chance to improve upon communication and enhance the in-person experience. The reason people prefer to autonomously book appointments online and correspond with the office through email is simple: It is more effective, more convenient and more accurate. It also helps save on staff salary, as it eliminates the need for a person to constantly man the phones.” – Justin Bazan, O.D.

EMBRACING TECHNOLOGY

“All I can say is ‘embrace technology, learn to love connectivity.’ All diagnostic equipment should connect to your EHR; this includes your imaging systems (photos and OCT), autorefractor/keratometer, VFs and even the non-contact tonometer. This saves time and prevents transcription errors. Your EHR should become your best friend.” – Frank Giardina, MS, O.D., F.A.A.O.

INNOVATING DEPENDABILITY

“To innovate means to invent, construct something new… When others zig, I zag. I think the strength of our office is consistency and routine. While others attempt new operations and procedures, we think we understand the wants of our market and our loyal patron/patients, making predictability without surprise our main goal. Of course, we practice using all evidence-based guidelines and instruments, but rather than try things ‘on the edge,’ we opt for a more conservative approach. We innovated ‘dependability.’” – Andrew Gurwood, O.D., F.A.A.O.

ADMINISTRATING OFF SITE

“We learned out of necessity (thanks to the pandemic) that it was much more efficient to have phones answered and insurance verified from out of the office. There are no distractions for that employee, and they can get through much more work in the same amount of time. If you are interested in this, start with your IT company and enlist their help in getting HIPAA-compliant remote computer access for that employee, as well as adding a VOIP phone they can use from their home. Buy a few pens and Post-it Notes and you will find yourself ready to go!”– April Jasper, O.D.

REPURPOSING THE SMARTPHONE

“Over the last year, I have begun utilizing my cell phone as a slit lamp camera with an attachment, or even by holding it up to the ocular. The acquired image can then be dropped directly into the patient’s electronic record, allowing for better documentation and tracking of ocular problems.

Additionally, I have started having my patients look down to aid me in identifying debris and collarettes. There are so many more patients I have identified as having Demodex folliculorum and blepharitis with this small change!” – Cecelia Koetting, O.D., F.A.A.O.

PUTTING IOP INTO CONTEXT

“In the spirit of innovation, and as a result of the many IOP limitations (see this month’s “Glaucoma” column, p.45), I have found it helpful to look at the IOP measurements after I have examined the optic nerve. Such a simple sequence shift helps me look at the nerve more objectively and helps ensure that I place the IOP measurements in the context of the optic nerve — rather than the optic nerve examination in the context of the IOP measurements.” – Austin Lifferth, O.D., F.A.A.O.

OPENING THE PRACTICE LAYOUT

“The most innovative thing we have done in the last year is an open-office concept, with all our technology in the open and consultative ‘cubes’ instead of traditional lanes (which are really nothing more than expensive secondary waiting rooms). We use multimedia education that we often text to the patient to watch later, instead of just paper handouts. We also ditched traditional optical displays and got a much more open and inviting optical with upbeat music and a fun vibe.” – Scot Morris, O.D.

TEXTING JOB APPLICANTS

“I made text messaging our main form of communication for people applying for a job. I find that sending this text message to applicants garners me a response within minutes. I text, ‘This is Dr. O’Brien from Denver Eye Care. Thank you for applying to our optician position. I’d like to invite you to have a 15-minute phone interview. If you’re still interested, please send me two dates/times that would work well for you. Thanks in advance!’ I don’t know about everyone else, but I screen my calls and find listening to voicemails cumbersome. Texting is the new way to initiate potential employees.” – Kristin S. O’Brien, O.D.

CHANGING WITH THE TIMES

“The biggest lesson I’ve learned is that you must always be open to change. Change means you are growing and evolving. The most recent innovation my practice has added is Intense Pulsed Light (IPL), which has allowed our doctors to treat multiple ocular conditions (ocular surface inflammation, ocular rosacea, blepharitis, hordeolums and dry eye disease) and has opened up additional revenue streams in aesthetic categories outside of eye care.” – Jessilin Quint, O.D., F.A.A.O.

FOLLOWING THE ENTERPRISE

“In line with our philosophy of following the enterprise where it naturally wants to go rather than forcing it, our practice, has robustly built up our ocular surface wellness care surrounding the issue of dry eye disease and contact lens dropout. Using evidence-based diagnostic methodology and management protocols, innovation in DED care has proven to be a profitable, yet ‘natural’ fit for our patients’ vision and ocular health needs.” – Susan Resnick, O.D., F.A.A.O. OM