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Low Vision Low Down - December 2009

LVD New Business

LVD PR Activities

LVD Training and Education Update

Low Vision Hall of Fame Nominations

Member Spotlight - Enhanced Vision

LVD New Business
During the LVD meeting, members were asked their opinion on what can the division can do to help their organization more. Items discussed included more specific and measurable public relations initiatives as well as strategic partnerships.

Ken Bradley of Eschenbach Optik of America and David Down of ABISee both expressed interest in serving as the LVD vice chairman for the next term. In the coming weeks, a ballot will be sent to all LVD members asking for them to vote for a vice chairman. Anyone else interested in serving as the vice chairman should contact Greg Chavez, The Vision Council vice president of member services, at 703 740-1399 or via email at gchavez@thevisioncouncil.org.

It was also suggested to have future LVD meetings via teleconference and online. While live meetings would still occur at International Vision Expo East and at the American Academy of Optometry meeting, the teleconference calls would help enable members who do not attend these meetings to participate and share their thoughts and ideas about the initiatives and progress of the LVD.

LVD Public Relations Activities
Susan Martonik, The Vision Council senior manager of public relations, presented the public relations initiatives of the LVD during our meeting. The two key topics of the presentation were the low vision press kit and the USA Today low vision feature.

The low vision press kit was released the first week of October and sent to approximately 150 editorial outlets. With the design of a photo album, the press kit focuses on personal stories. Relevant statistics are included along with disease information, product information and potential story ideas.

To date, an article has run in the San Mateo County Times, with a follow-up story also expected. Parents Giving magazine has also expressed interest in the kit. To continue pitching the press kit, personal profile press releases, a matte release and an email pitch based on an Archives of Ophthalmology study have been drafted and distributed.

The October 2 "Weekender" edition of USA Today contained a special vision report featuring The Vision Council. In addition to a front page advertisement, Dr. Michael Politzer, educator for the Low Vision Division's continuing education courses, was interviewed for an article that discusses the topic of low vision. In the report, he describes the various diseases that can lead to low vision, as well as available devices and technologies.

Nearly one million copies of the report hit newsstands on October 2 in the Baltimore, Chicago, Dallas, Los Angeles, New York, North Carolina, South Carolina and Washington DC markets. All Low Vision Division members received a copy of this report.

Finally, plans for 2010 were discussed in the meeting. The division expressed an interest in focusing on goal-oriented outreach (i.e. answering the question "what do you want to do?"). This angle would be incorporated into marketing materials and PR outreach and could include a functional screening questionnaire.

Please contact Susan at smartonik@thevisioncouncil.org with any questions or comments.

LVD Training and Education Update
The LVD sponsored five courses at International Vision Expo East (IVEE) 2009 and International Vision Expo West (IVEW) 2009. There was an increase in attendance for most of these programs at IVEW. The two speakers who presented the courses at both shows felt the change they made in the content since the IVEE courses was positively received. Course evaluations will be received in the next 3-4 weeks. See below for the participation numbers:

Course                                            Speaker                        VEE Attendance           VEW Attendance

Low Vision: High Potential          Politzer                               36                                 41

The Turn-Key Low Vision            Politzer                               54                                 48
Exam: Exam Protocol

Reimbursement: Third Party      Kammer                            35                                 50
Players in Low Vision               

Let's Get Practical! From             Kammer                            26                                 40
Theory to Practice with
Interactive Case Management    

During the division meeting, Rene Soltis, The Vision Council director of training and education, discussed the possibility of expanding the reach of a few continuing education (CE) courses by having them accessible online. This will make the programs available to a wider audience and reach people that may not be able to attend International Vision Expo. We are also are considering offering some content for opticians that would introduce them to the field of low vision and the devices that are available.

Since the numbers for the LVD CE programs are low, Rene also discussed future ideas for increasing attendance. Setting aside six hours on a program, rotating the speakers and getting a new face/image for low vision are ideas that will be explored. We will have two speakers that will present the courses. The descriptions of the courses for IVEE 2010 are below along with profiles of the two speakers. If you have any questions about these programs or training and education, contact Rene Soltis at (703) 740-1096 or at rsoltis@thevisioncouncil.org.

Low Vision Education Course Descriptions for International Vision Expo East 2010
The Economics of Primary Low Vision Care
Friday, March 19
9:00 AM - 10:00 AM
This lecture presents the financial aspects of incorporating low vision into the primary care practice including benefits, return on investments and straightforward coding and billing. Particular attention will be devoted to ideas of economic management including device pricing structure, incorporation of nutriceuticals and other elements to consider.

Demystifying Low Vision: A Guide for Examination and Prescribing
Friday, March 19
10:15 AM - 12:15 PM
Low vision: it's not hard, expensive or time consuming. This lecture is a guide to the basics of the low vision exam, optical devices and prescribing strategies. A simple approach to treatment and management will be explored through sample video cases. This two-hour lecture will foster confidence and excitement for making the choice to initiate primary low vision care.

           
10 Tools and Tips to Growing Your Low Vision Practice
Friday, March 19
2:00 PM - 3:00 PM
Strategies for low vision practice growth are covered in a creative and exciting presentation. Tips include personnel and personal development, marketing, networking with patients and professionals and many other critical practice management pieces. Common mistakes and successful strategies will also be reviewed.

Low Vision Case Management: Overcoming Patient Objections
Friday, March 19
3:15 PM - 5:15 PM
This lecture presents an exciting case management process for primary low vision care in the full spectrum optometric office. Prescribing options for optical, video and non-optical devices will be considered for specific patient goals. Overcoming patient objections when presenting the treatment options will be emphasized for both the doctor and the staff. There is both a lecture and workshop style to the presentation through the inclusion of video cases and hands on application which make this an invaluable starting point to successful practice implementation.

Speakers:

Dr. Rebecca Kammer received her undergraduate degree in optical engineering from the University of La Verne. She received her doctor of optometry degree in 1999 from the Southern California College of Optometry. Kammer is the chief of the Mary Ann Keverline Walls Low Vision Rehabilitation Center and an instructor of both the geometric optics and low vision rehabilitation courses at the College of Optometry. Kammer is also the diplomate of the Low Vision Section of the American Academy of Optometry and has received the COA's Excellence in Optometric Education Award in 2008 and the Walt Chase Faculty Teaching Award in 2004-05.

Dr. Lou Lipschultz graduated from the Illinois College of Optometry, in 1986. He also practiced chemical engineering from 1979-1982 at Eastern Illinois University. With over 20 years of clinical private practice, Lipschultz is a specialist in visual rehabilitation/low vision. He has acquired and sold multiple eye care practices and is the CEO of a hardware and software manufacturing company. Along with this company, Lipschultz is the founder of multiple start-ups.

Low Vision Hall of Fame Nominations
The Hall of Fame for Leaders and Legends of the Blindness Field is accepting nominations. Established in 2001, the Hall of Fame honors anyone in the field of low vision who has used their professional organizations, professional practices, research or leadership to help improve the lives of those living with low vision. To qualify for a nomination, you must have at least five years of retirement and live in North America.

If you or anyone you know would like to be nominated into the Hall of Fame for Leaders and Legends of the Blindness Field, visit www.aph.org/hall_fame/nominate.html to submit your nominations and learn more on the requirements. Nominations will close on Friday, March 26, 2010.

For more information on the Hall of Fame or to view past honorees, please visit http://www.aph.org/hall_fame/index.html

Member Spotlight - Enhanced Vision
Low vision received nationwide exposure through Enhanced Vision placing an advertisement in an issue of Grand magazine. The article explained how new technology can help those with low vision. To view the advertisement, click here.

What is your company doing to promote low vision? To be featured in the Member Spotlight in the next newsletter, contact Amber Robinson at arobinson@thevisioncouncil.org.