EDUCATION
Bringing Low Vision Out of the Shadows
By Stephanie K. De Long
Photography by Peter Baker

At the ECP level, there is a broad range of resources—from consultants and suppliers to universities and not-for-profits as well as trade associations and clinics—that help train doctors and staff to provide low vision services.

The focus of such "training" is rapidly changing, however. More and more experts are looking less at merely diagnosing and prescribing and more at offering a continuum of care with an emphasis on rehabilitation services. That, say many, is the key to tomorrow.

EXPANDING OPPORTUNITIES

If you turn to page 12 of "Focus On Low Vision," you'll see just a few of today's expanding low vision educational opportunities. This list includes a mix of association-sponsored, vendor-backed, and trade events, all of which are adding more and more hours of low vision education.

Vision Council of America's International Vision Expo shows are just one example of that. Once considered more retail-oriented than events sponsored by professional associations, and, therefore, not known for low vision education, that has changed since what was formerly known as the Low Vision Council joined VCA and is now known as its Low Vision Division.

The two Vision Expo shows have added one-day low vision programs, called Magnify Your Future, to their list of educational options for attendees. And at some of this June's American Optometric Association Low Vision Section events, it was standing room only. At both the AOA and AAO (American Academy of Optometry) there is increased attention in the category.

How do most optometrists get educated about low vision? To find out the answer to that and several other questions, Eyecare Business conducted a phone survey of 50 optometrists who have been involved in low vision for five years or less.

Though some reported they received at least some exposure to low vision services in optometry school, all but 16 percent said they sought some form of training just prior to entering the category.

• 40 percent attended vendor and trade show seminars
• 36 percent participated in special courses at universities or not-for-profit institutions
• 8 percent sought the services of a consultant

CONSUMER COMMUNICATIONS

That's only part of the puzzle, however. Perhaps even more challenging is communicating to consumers about the availability and importance of low vision services. While word-of-mouth and peer referrals can be major resources, ECPs say it's also important to go into the community.

In the phone survey conducted by Eyecare Business, we asked doctors where they find new patients. All reported a combination of factors.

• 26 percent said word-of-mouth was the main source of their new low vision patients
• 18 percent cited community outreach as the key to growth
• Another 18 percent pointed to advertising and newsletters as the best avenues to expansion
• And, 14 percent said the key was combining a variety of patient-drawing efforts

COMMUNITY OUTREACH

Here's a look at what several eyecare professionals have told Eyecare Business are the best ways to promote their services in the community.

SCHOOLS: Reach out to the school districts in your area. Some students with visual impairments may be traveling far outside the area for treatment. One doctor told EB she was able to get an annual contract with her school district for the treatment and consultation of visually impaired students.

MEETINGS: Go to the meetings of your state commissions on blindness, primary doctors' associations, and educational
districts. Speak to them about what you do.

ADVERTISING: Run an ad in the local paper, or better yet, offer to write a column on vision care in general and low vision in particular for free. This may not bring in quite as many patients as referrals, but it's great for raising awareness of your services. Remember, nearly everyone knows someone with low vision problems.

REFERRALS: In addition to other doctors (not just eyecare professionals, but internists and general practitioners as well), and local societies (including your state optometric group), agencies for rehabilitation of the blind and special schools for the visually impaired are excellent sources. And don't forget about tapping into low vision support groups.

In medical practices, don't just court the local retinal specialist, for example, but also the staff. One optometrist says, "Once you have the doctor's interest, bring in lunch for the staff and spend 30 minutes with them describing the type of patient who will most benefit from low vision services."

LECTURES: Give free lectures at geriatric clubs and rehabilitation centers, as well as to groups of retinal specialists and neurologists.

NEWS: Contact the local news station and offer to do a segment on low vision. This may help establish you as the station's "vision expert."

EVENTS: Hold a Low Vision Day event and invite everyone in your area who's 65 and older (it's easy enough to get a demographic mailing list). Invite them to hear about low vision, how to deal with it, and the devices that can help.

Whatever avenue you take, continuing your education and the education of potential and current patients is the best way to grow your low vision practice.