Alternative Thinking

How some ECPs are taking a more holistic approach to their business

By Erinn Morgan

Today, an increasing number of medical practitioners are teaming up with alternative medicine practitioners to help build their businesses—and offer patients a more holistic approach to their healthcare.

In eyecare, some ECPs are partnering with acupuncturists, chiropractors, nutritionists, and naturopathic physicians to meet today's increasing demand for natural healthcare alternatives.

In New Paltz, N.Y., Marc Grossman, OD, is also a licensed acupuncturist who takes a holistic approach to vision care. “Our healthy vision depends on the health of the entire body. Therefore, when determining the best treatment for gaining eye health, we must look at all aspects of our life…natural eyecare incorporates the evaluation of one's lifestyle, diet, supplementation, and internal balance,” says Grossman, who is also the author of “Natural Eye Care: Your Guide to Healthy Vision.”

FOCUS ON NUTRITION

Studies like the National Eye Institute's Age-Related Eye Disease Study have paved the way for open-mindedness in the eyecare industry toward the optical benefits of proper nutrition. As a result, some ECPs are taking a more holistic approach themselves by doing things like making nutrition counseling a part of their services.

“Being holistic, we can't separate the eyes from the rest of the body,” says Jeffrey R. Anshel, OD, FAAO, and president and founding director of the Ocular Nutrition Society (ONS; ocularnutritionsociety.org), an organization that promotes nutritional support for eye diseases and disorders through professional education and scientific investigation.

Anshel counsels patients on the benefits of proper nutrition and works with a local nutritionist to offer extended counseling. “We work together with the patients and it's a great team. I also have her brochures here in the office,” he says.

Anshel also offers supplement evaluations for patients. “I have them bring in the pills they are taking,” he says. “We dump them on the counter and go through everything to decide if what they are taking is working for them.” Going one step further, Anshel also sends some patients out for blood testing to look at their nutrient levels.

In addition, his practice offers patients eye health supplements. “I try to have more oversight in what they are taking,” he says. “It just takes some education.”

EXTERNAL PARTNERSHIPS

How can ECPs partner up with local providers of alternative health services, such as nutritionists and acupuncturists? “I've found people mainly through word of mouth,” says Anshel. “There are a lot of naturopaths in my area, so I ask them to keep an eye out in the community for good providers of alternative health care.”

When he gets a referral, he takes the referring professional to lunch. “That's what I did with the nutritionist I now partner with,” he says. “Have a short meeting to get to know who they are and what they do.”

He also recommends that ECPs who are new to alternative health care dabble a little bit and try working with a nutritionist first. If this works out, eyecare professionals can step up to coordinating with other providers. EB

Internal Partnerships

With a passion for offering alternative health care options to enhance vision health, some eyecare professionals have gone so far as to bring the alternative care providers in under their own roof.

At Hollywood Vision in Los Angeles, Elise Brisco, OD, has created a multi-disciplinary practice that offers acupuncture and chiropractic services. Her focus came from a background of growing up in a family of cardiologists and doctors, coupled with an Asian culture that honed in on holistic healing.

In addition, today Brisco is on a team of practitioners at Cedars-Sinai Hospital that looks at the whole health of patients in need—the team includes an optometrist, occupational therapist, podiatrist, psychiatrist, nutritionist, and a social worker. Here, we catch up with this busy OD on why a holistic approach works for her practice.

EB How has your practice with holistic practitioners helped your business?

ELISE BRISCO, OD: A network of multidisciplinary practitioners benefits the patient by approaching their vision care from a holistic standpoint and addressing how vision interacts with the whole person. When your patient does well, so does the doctor.

EB What made you decide to focus in this direction?

BRISCO: There are many vision and health issues that cannot be answered just within the visual system. I was seeing vision affecting academic and athletic performance, health, attention, and even mood. I also saw recurrent vision problems that had systemic and psychological roots that needed the expertise of other fields.

EB How does the structure of your business work?

BRISCO: The other practitioners sublease their space from us.

We consult with each other to join our knowledge and find the best recommendations for our patients.

EB What percentage of your patients also visit your holistic practitioners?

BRISCO: Probably 25 percent or more are referred to our other health care practitioners or are given “homework” to take care of themselves.

The reason I practice like this is because I believe so strongly in wellness care instead of reactive care. I give patients sheets and tell them, “This is your homework and these are the things you can do over the next year to help slow this down.”

EB Which types of holistic practitioners make the most sense to partner with?

BRISCO: Acupuncture and Chinese medicine are valuable in an optometric practice for stress management, allergies, glaucoma, hormone imbalances, and for patients with hypertension.

Chiropractic is valuable in a behavioral practice for patients with binocular muscle imbalances, as well as stress management.

We also have an internist and a functional medicine doctor here. Quite a few patients are resistant to seeking medical attention unless they have a problem. I encourage wellness care instead of only reactive care.

As optometrists, we are primary care practitioners and often the gateway to the health care system.

Many patients see us for annual eye exams because they have a refractive problem, so this is our opportunity to help them globally by examining for other health problems to improve their quality of life.