SUPPLEMENT TO

Dr. Laura Armstrong

Women In OptometryWomen In Optometry

Dedicated to the interests of women ODs

JUNE 2013

Focused on Her Future

Business plan helps OD create a practicethat meshes with the community ethic

WO2Q13NEW:WO 2Q08-SK 5/23/13 1:50 PM Page 1

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As I come to the close of mytime on the American Opto-metric Association (AOA) Board

of Trustees, I cannot help but lookback and ask, “Did I make a differ-ence?” Being the first woman toserve as president of the associa-tion is a legacy attained purely bygender. However, I wasn’t contentfor that to be my only legacy.

In 2005, I was in New York Citywhen we launched InfantSEE® onthe Today Show with PresidentJimmy Carter. It was a very proudday to be an optometrist and dreamof the difference we were going tomake for children’s vision initiatives.In those days, health care reformwasn’t even on the radar. A fewyears later, I was instrumental inhosting a Children’s Vision Summitthat brought together 32 nationalchildren’s health and educationorganizations and large employers tosign a statement supporting a com-prehensive eye exam as a founda-tion for children’s eye care. Fast for-ward to my year as president andthe many times I was in Washington,D.C., educating policy makers aboutthe difference between an eye examand a screening. In the end, AOAwas successful in securing an eyeexam for kids as a covered essentialhealth benefit in all health plans inand out of the exchanges. Because

of thoseefforts, mil-lions of chil-dren willhave accessto care whenthey didn’thave accessbefore.

And thenthere was theDori 20/20School Tour. Ivisited all 20 optometry schools in 20months to motivate students to beactive in our profession. I encour-aged them to transition from a stu-dent member of AOA to an activemember upon graduation. I met somany incredible students—futurecolleagues—on my travels that I amquite confident that the future of ourprofession is in good hands.

So to those who elected me tothe AOA Board, I thank you. Thankyou for putting your trust in meover the past decade. I like to thinkI lived up to the challenge I’veissued to students over the pasttwo years: leave optometry a littlebetter than how you find it. WO

*Dr. Carlson became the firstwoman president in the 113-yearhistory of the American OptometricAssociation in June 2011.

p 3

Women In Optometry June 2013

Leaving a Legacy Beyond an AsteriskShout Out

For every ending, there’s a newbeginning. That seems like anappropriate thought as you turn

the pages of this issue of Women InOptometry (WO) magazine, particu-larly when you see the smilingfaces of the top graduates. Most of these members of theclass of 2013 are putting away their books and tackling thelessons that come with being a professional optometrist—inwhatever setting they’ve chosen.

The column next to this shows another new beginning,too. Since Dr. Dori Carlson was elected to the AmericanOptometric Association Board of Trustees in 2004, thefuture of the profession has been a major focus for her. Herterm expires this month, and WO would like to thank herfor her dedication and wish her luck in filling up all thatfound time.

The new beginnings represented in this issue are excit-ing. The cover story with Dr. Laura Armstrong shows whatenthusiasm, research and energy can do to help a practicestart strong. Others have shared their stories with us,whether they are starting up, starting over or simply findingnew ways to thrive in today’s environment.

WO is unveiling its own cyclical change with our reviseddesign. Let us know what you think.

The Cycle of New Beginnings

Advisory Panel

Comments on Women In Optometry can be sent to mbijlefeld@jobson.com540-899-1761 or fax 540-242-3438

JUNE 2013Women In Optometry is published quarterly by the

Professional Publications Group of Jobson Medical Information,publisher of Review of Optometry, Review of Cornea &

Contact Lenses and Review of Ophthalmology.

Sponsors:Alcon • Allergan • Marchon • Review of OptometryAddress advertising inquiries to Scott Tobin, advertising production

manager, Jobson Professional Publications Group,11 Campus Blvd., Suite 100, Newtown Square, PA 19073, at

stobin@jobson.com or call 610-492-1011.

Naheed Ahmad, ODRoswell, Ga.

Louise Sclafani, OD,FAAOChicago, Ill.

Charlotte Tlachac,OD, FAAOAlameda, Calif.

Ann M. Hoscheit, ODGastonia, N.C.

Elise Brisco, OD,FAAOLos Angeles, Calif.

Kimberly K. Friedman,ODMoorestown, N.J.

Publisher:Executive Editor:

Director of Custom Publications, Practice Advancement Associates:Associate Editor:

Creative Director: Graphic Designer:

Al GrecoRoger Mummert Marjolijn Bijlefeld Maggie Biunno Stephanie Kloos DonoghueBarbara W. Gallois

Marjolijn Bijlefeld, Director of Custom PublicationsPractice Advancement Associates

mbijlefeld@jobson.com

By Dori M. Carlson, OD*

Women In OptometryWomen In Optometry

Dedicated to the interests of women ODs

June 2011

SUPPLEMENT TO

Dr. Dori Carlson

MadamPresidentDr. Dori Carlson is set to become the firstwoman president in the 113-year historyof the American Optometric Association

Dr. Carlson appeared onthe June 2011 WO cover.

Marjolijn Bijlefeld

WO2Q13NEW:WO 2Q08-SK 5/23/13 1:50 PM Page 3

Each year, WO acknowledges those ODswho graduate with the highest academicranking. This year, 16 women earned tophonors from North America’s 22 optome-

try schools and colleges.

✰ Chelsea Richards, OD, was honoredas valedictorian at Ferris State UniversityMichigan College ofOptometry with a 4.0GPA. From Lake Orion,Mich., Dr. Richards willbecome an associateoptometrist at the EyeCenter of Lenawee inAdrian, Mich.

✰ Illinois Collegeof Optometry’s topgraduate in the classof 2013 was AshleyRoehl, OD, of Algonquin,Ill. Dr. Roehl plans topractice primary careoptometry in theChicagoland areaafter graduation.

✰ StephanieRamdass, OD, ofToronto, Ontario, gradu-ated at the top of theclass at Inter AmericanUniversity of PuertoRico School of Optom-etry. Dr. Ramdass willspend the next year ina cornea and contactlens residency.

✰ ErikaAnderson, OD, ofWyndmere, N.D., wasnamed the top graduateof Midwestern Univer-sity Arizona College ofOptometry’s first gradu-ating class. Dr. Ander-son will work in Chinle,Ariz., providing eye carewith Indian Health Services.

✰ The New England College ofOptometry Class of 2013 valedictorian was

Sharlette Liezl So Saldana, OD. Dr. Saldana,of Los Angeles, will complete a residency atthe San Francisco VAMedical Center follow-ing graduation.

✰ NortheasternState University Okla-homa College of Optom-etry’s top graduate,Megan N. Kirkpatrick,OD, of Tulsa, Okla., willfulfill her residencytraining at Child andFamily Eye Care Clinicin Wichita, Kan.

✰ At SouthernCalifornia College ofOptometry, MalloriAschenbrenner, OD,of Minot, N.D., gradu-ated at the top of herclass. She is joiningher sister in her Denverpractice, where Dr.Aschenbrenner eventu-ally plans to become apartner. She’ll also workelsewhere.

✰ SouthernCollege of Optometryrecognized Ashley Lynn Helton, OD, of Iuka,

Miss., as its 2013 vale-dictorian. Dr. Heltonlooks forward to acareer in pediatricoptometry.

✰ Irene Tran,OD, was the top gradu-ate at State Universityof New York StateCollege of Optometry.Dr. Tran, of Parsippany,N.J., will complete aresidency in ocular dis-ease at the school.

✰ At Universityof California, Berkeley,School of Optometry,Desiree Cadiz, OD,was named the Classof 2013 Beta SigmaKappa (BSK) SilverMedalist, an honorwhich recognizes agraduate who demon-strates outstandingacademic achievement,excellence in andenthusiasm for clinicalcare and dedication toBSK, the school and the profession of optome-try. Dr. Cadiz, of Ventura, Calif., will focus onprimary care and low vision during a residency

Women In Optometry June 2013

Dr. Richards

Dr. Saldana

Dr. Roehl

Dr. Kirkpatrick

Dr. Aschenbrenner

Dr. Anderson

Dr. Ramdass

Dr. Tran

p 4

Dr. Helton

Dr. Cadiz

Women In Optometry would also like to recognize the men who graduated at the top of their optometry school’s class of 2013.Indiana University School of Optometry—Michael Klein, OD

Nova Southeastern University College of Optometry—Andrew Valenti, OD

The Ohio State University College of Optometry—Matthew Cody Kidd, OD

Pacific University College of Optometry—Christopher Lowe, OD

Pennsylvania College of Optometry at Salus University—Joseph Edward Ellwood, OD

University of Alabama at Birmingham School of Optometry—Matthew James Davis, OD

CongratulationsClass of 2013✰ ✰

WO2Q13NEW:WO 2Q08-SK 5/23/13 1:50 PM Page 4

at the VA Palo AltoHealth Care System.

✰ Samantha S.Rieger, OD, of BaskingRidge, N.J., was namedvaledictorian of herclass at the RosenbergSchool of Optometry,University of theIncarnate Word. Dr.Rieger has recommis-sioned as a captain inthe U.S. Army and islooking forward to pro-viding eye care forservice members andtheir families whileproudly serving hercountry.

✰ Courtney Danae Perry, OD, ofBallinger, Texas, was head of the class of 2013at the University of Houston College of Optometry.Dr. Perry will join a Plano, Texas, practice asan associate, specializing in pediatrics.

✰ University of Missouri, St. Louis,College of Optometry’s top graduate, Caryn LaBuda, OD, of Joliet, Ill., will take a residencyposition at the Marion VA.

✰ At theUniversity of MontrealSchool of Optometry,Noémie Jean-Louis,OD, of Montreal,Québec, graduated atthe top of her classand held the role ofclass president. Sheplans to complete aresidency in rehabilita-tion of the visuallyimpaired.

✰ JessicaMarie Witzel, OD, ofSaskatoon, Saskatche-wan, received thehonor of being thevaledictorian atUniversity of WaterlooSchool of Optometry.Dr. Witzel plans towork in a full-scopeprivate practice in theprairie provinces,focusing on her inter-ests in interprofessionalcommunication andocular disease withsystemic association.

✰ Western University of HealthSciences’ College of Optometry’s topgraduate MoniqueNadine Kenien, OD,plans to return to herhometown of LosAngeles to practice inthe area. In a fewyears, she plans to joinforces with her father, adental surgeon, to cre-ate a one-stop eye anddental practice. WO

p 5

Dr. La Buda

Dr. Jean-Louis

Dr. Rieger

Dr. Witzel

Dr. Kenien

The three newest optometry schoolscelebrated their inaugural graduating

classes this year. Midwestern UniversityArizona College of Optometry; RosenbergSchool of Optometry, University of theIncarnate Word; and Western Universityof Health Sciences’ College of Optometryeach had a female OD as their top grad-uate of 2013. WO

Newest Groups of Graduates

Dr. Perry

WO2Q13NEW:WO 2Q08-SK 5/28/13 11:33 AM Page 5

on Outcomes

So how do we communicate this development? Theanswer depends on the audience. When speaking to otherpractitioners, it’s important to point out that the water-gradient technology is not a surface treatment. This is anentirely new material and technology.

With patients, putting these lenses on their eyesbecomes the defining moment. Time and again, peoplewho try this lens say they cannot feel it—not upon inser-tion and not hours later. Telling patients that there’s a revo-lutionary new water-gradient lens available may not meanthat much to them. But once a DAILIES TOTAL1® contactlens is on the eye, patients will begin to grasp what thislens can do for them: provide excellent vision and excep-tional comfort all day.

Based on the experience with this lens in Europe andearly reaction here in the U.S., it’s reasonable to think this lenscould have an even greater impact on the market than siliconehydrogel lenses did. The demand for this lens in Europe istremendous, and the defining moment that patients say they

want the lens, is when they’ve tried it. To help practitioners navigate the

initial launch of DAILIES TOTAL1® con-tact lenses in their practices, here aresome strategies.

First, try the lens yourself andwith your key contact lens technicians. It’s important for youto experience it so you can share that.

Identify patients whose spherical refractive errormatches the launch parameters.

Identify those patients in that group who have had anychallenges with discomfort. This group can be highly moti-vated to find a contact lens that resolves these issues.Expect a considerable portion of these patients to migrate tothis water-gradient lens—and be thrilled with it.

But don’t relegate the lens to a problem-solving niche. Consider it, too, for your first-time contact lens

patients. Your patients really will thank you for it.1 Pruitt J, Qiu Y, Thekveli S, Hart R. Surface Characterization

of a Water Gradient Silicone Hydrogel Contact Lens. Poster pres-entation May 10, 2012.

2 Angelini TE, Nixon RM, Dunn AC, Unuena JM, Pruitt J,Sawyer WG, Viscoelasticity and mesh-size at the surface of hydro-gels characterized with microrheology. MAE, University of Florida,Gainesville Fl.

3 Rumpakis JR. New data on contact lens dropouts: Aninternational perspective. Rev. Optom. 2010 Jan;147(1):1-4

See product information for complete wear, care and safetyinstructions.

By JeanMarie Davis, OD, FAAO

Tip

Remind patients thatthey have to makesure their fingers are

dry when removingDAILIES TOTAL1® contactlenses. A wet finger willslide right off a lubriciouscontact lens.

Sometimes New Means Really, Truly NewWater-gradient lens material combines the benefits of oxygen transmissibility and comfort

Henry Ford is quoted as having said, “If I asked my cus-tomers what they wanted, they would have asked fora faster horse.” That’s because they couldn’t imagine

an automobile. “A faster horse” has come to represent therather unimaginative improvements in a manufacturingprocess or products. But faster-horse thinking doesn’t leadto technological breakthroughs, such as space shuttles andtablet computers. It takes out-of-the-box engineering andresearch to achieve these kinds of developments.

So it’s no surprise that if most contact lens customerswere asked what they want, they’d respond similarly. Theywouldn’t dream up what Alcon is about to offer them—DAILIES TOTAL1® contact lens, an entirely new water-gradientcontact lens that features a silicone hydrogel core and a gradi-ent area where the water content of the lens increases thecloser it comes to the surface of the contact lens. The siliconehydrogel center is 33 percent water. It provides a 156 Dk/t, thehighest oxygen transmissibility of any daily disposable contactlens. But this is much more than a daily disposable siliconehydrogel contact lens. And it’s noteven a silicone hydrogel materialwith a more comfortable coating.

The water-gradient materialallows the water content toincrease in gradient fashion, movingtoward 80 percent at the surface1 andeven approaching 100 percent at the very outer surface2. Ineffect, this lens provides the pros—and avoids the cons—ofboth silicone hydrogel and hydrogel contact lenses.

For contact lens manufacturers, comfort has been theholy grail. That’s no small wonder. (Nearly one-in-six con-tact lens wearers drop out of contact lenses each year.3)Overall, the contact lens-wearing population has not dimin-ished because a large number of new contact lens wearerscome into the marketplace each year. Imagine the shiftthat could occur if the new wearers kept coming—and thecurrent wearers didn’t drop out.

Silicone hydrogel has certainly had an impact on thecontact lens market, bringing a range of spherical, toric andmultifocal contact lenses that provide greater oxygen trans-missibility. That breathability represents a major step for-ward for ocular health. To make the naturally hydrophobic sil-icone hydrogel material more comfortable, manufacturershave worked with a variety of surface treatments.

But DAILIES TOTAL1® contact lens is not another sili-cone hydrogel lens. It has attributes, such as the extremelyhigh water content at the surface, unlike those of any previ-ous contact lens.

Sponsored by Alcon DAL13206AD

JeanMarie Davis, OD, FAAO, is Global PerformanceDevelopment, Vision CareTechnical Head at Alcon.

WO2Q13NEW:WO 2Q08-SK 5/23/13 1:50 PM Page 6

Women In Optometry June 2013

When Angie Olson, OD, decided to opena practice with her father Rick Olson,OD, in 2008, she was excited but a bitapprehensive. They would be starting

cold in a part of Madison, Wis., that was satu-rated with optometrists who had been there foryears. And simultaneously, she planned to takeover the Waupun office of a retiring doctor,nearly 70 miles away. Concerns about changesin managed care, competition from otherproviders and the economy permeated herthoughts. Dr. Angie Olson knew that many ofher father’s patients from his long-time Shopko-affiliated practice would follow him to the newMadison office, and the other office had a smallestablished patient base already. But she wantedto make sure she truly understood the twounique communities so she could continue toserve the patients for years to come.

Olson Eye Care’s Madison location is in a col-lege town where professors, young professionals

from local software companies andfamilies are frequent patients.Originally, the Waupan office hadmore of an aging population formedical eye care, yet Dr. Olsonchanged that demographic a bit byintroducing a younger crowd to thepractice. “It’s balancing out,” Dr.Olson says. “Bringing in familiesand children is important becausethat’s the future of your practice.”Out a bit further into the country, patients atthe Waupan location appreciate that they don’thave to travel far for high-quality care. “Theycan get everything done here at a price theycan afford, so they feel they can come to theindependent practice and support our smallbusiness.”

That’s important to Dr. Olson, who tries towork with small businesses in the communitywhenever she can. She networks with other

organizations in the area, uses a localaccountant and makes connections every-where she goes. She describes the opportunityto have success in both locations as a bless-ing, one that has been able to support herfamily and her father.

The dedication to the communities wherethey practice creates a familial atmosphere.“Patients feel cozy here, and they love cominghere to spend time with us,” Dr. Olson says.It’s important that patients never feel rushedthrough their exam or browsing in the dispen-sary, one of Dr. Olson’s favorite parts of thebusiness. She loves trying new frame lines, asshe forms partnerships with her frame vendorrepresentatives. She appreciates the adviceand recommendations these experts bring tothe practice. While providing a wide selectionof frames can be costly, the process getseasier each time, and Dr. Olson says she isalways learning something new about how toimprove. “Frame inventory is a challenge thatno one trains you for in school. But if you findreally good reps, they will help you.”

For additional suggestions, Dr. Olson turnsto her staff, which has grown from just oneindividual to eight employees in the past fiveyears. The team members discuss popularstyles and brands for eyeglasses and sun-glasses during weekly staff meetings. “Theyare keeping up with trends constantly, andthey let me know where we are short and whatwe need to have,” she says. “They are involvedwith patient care every day, so they know whatour patients want.” WO

Know Your Patients

Study your demographics to understand whatservices and products to offer

Father-Daughter Family Business

Though Dr. Angie Olson didn’t immediately join her father, Dr. Rick Olson, in prac-tice following optometry school, it was always a part of her plan. “He is the rea-

son I wanted a career in health care,” she says. “He always came home with posi-tive things to say about his work.” Yet, she wanted to spend a few years on herown learning about other opportunities in optometry, since her father had alwayspracticed in a corporate-affiliated setting. She spent time at an ophthalmologistgroup and a TLC Laser Eye Center, two wonderful networking opportunities.

When father and daughter came together in 2008, Dr. Angie Olson knew it wouldwork. “I’ve learned a lot from his demeanor with patients and how he handles situa-tions,” she says, adding that it’s something she’s admired since she was young. “Weshare the philosophy to treat every patient like family.” She expects that her fatherwill be cutting down his hours in the coming years, so she allows him to focus onpatient care while she works with her husband on the business and financial side ofthe practice. Dr. Olson plans to continue growing both offices after her father’sretirement, which will mean bringing on an associate doctor in her future. And Dr.Olson hopes that at least one of her two young children may be interested in anoptometry career. She would welcome any or all of them to the family business. WO

Father and daughter, Dr. Rick Olson and Dr. Angie Olson, started a practice together five years ago.

p 7

WO2Q13NEW:WO 2Q08-SK 5/23/13 1:50 PM Page 7

The Colloquium for Women in Optometryat Indiana University School of Optometrywas founded in 2008 by graduates andclinical faculty members Polly Hendricks,

OD, and Lilien Vogl, OD, FAAO, with the assis-tance of professor Jane Ann Grogg, OD, tomentor second- and third-year students.During its meetings and retreats, members ofthe group have learned more about practicemanagement, business dinner etiquette, mar-keting, customer service and even how theirpersonality can help them succeed in theirspecific role in a practice. Four foundingmembers say the program made them morebusiness-savvy.

Joined Practice with More to OfferElizabeth Roush, OD, recalls jumping at

the chance to join the mentoring program.“I wanted a betterunderstanding of whatit’s like to practiceoptometry,” says Dr.Roush, now a third-generation OD. “Iwanted to have peersand veterans to net-work with while inschool and now inpractice,” becauseshe knew that shewould need more than her foundation of clinicalknowledge to be fully prepared and successful.Dr. Roush became president of the Colloquiumfor Women in Optometry in its second year, andafter graduation, joined the practice started byher grandfather in 1945, Drs. Roush and Will

Optometrists, Inc. She practices in its three clin-ic locations with her father, her husband andanother practice partner. Dr. Roush also spendstwo days a week as a medical optometrist in asurgical center and is very involved with manycommunity organizations and optometric soci-eties. For her, the group empowered her tobelieve in all that she could accomplish as awoman OD. “With time management andfocus, a female can have it all—a successfulpractice and a family by balancing her needsand wants.”

Learned Essential Business SkillsHeather Russ, OD, agrees, “There isn’t

much on the business side taught in school,and that is when a group like the Colloquiumfor Women in Optom-etry is essential.”After graduation, Dr.Russ became anassociate doctor atNorthside Eyecare’stwo office locationsin Evansville andOakland City, Ind.In January 2012,when a third locationopened in Haubstadtcalled South Gibson Eyecare, Dr. Russ becamean equal partner in the new office.

Developed Understanding of BusinessTransactions

Jericho Quick, OD, joined a doctor in hersmall-town practice as an associate, and shehopes to become a partner in the Vincennes,

Ind., practice oneday. She frequentlyrefers to thenotes she tookduring meetingsof the Colloquiumfor Women inOptometry. “It wasnice to have thoseconversations earlyso you know whereto start with con-tracts, negotiations, insurance plans andadvertising,” Dr. Quick says. She is regularlyin contact with her former classmates to dis-cuss these types of business transitions.

Crafted Long-term GoalsFor Tanya Jones-Greenwood, OD, partici-

pating in the program showed her the light atthe end of the tunnel past all of the studying,classwork and exams. “I was ready to startthinking about the bigger picture,” she says. Atone point, programparticipants conductedpersonality trait test-ing—and Dr. Jones-Greenwood found thather strength was inleadership. Aftergraduation, shebecame an associateat Prairie VisionCentre, her hometownoptometrist’s office inWainwright, Alberta. Since then, she has pur-chased ownership shares in the practice. “Thegroup helped me realize some of the differentstruggles you can encounter when running abusiness, so it wasn’t a surprise when I took onthis business venture,” Dr. Jones-Greenwoodexplains. For example, staff management was afrequently discussed topic and something Dr.

Jones-Greenwood encountered first-hand inpractice ownership. She and her practice partnershare those responsibilities, while Dr. Jones-Greenwood is also in charge of the financialaccounting and budgeting for the practice. “Thenotes from school are very applicable to my lifenow, and I can fall back on those resources ormy classmates if I have any questions.”

These ODs all say that they consider theprogram participants and mentors as friends andadvisers. In fact, two of them—Dr. Roush and Dr.Russ—have become mentors themselves. WO

p 8

Women In Optometry June 2013

Dr. Roush

Plunge in and Learn

Dr. Elizabeth Roush shares an importantlesson she learned from her days with

the Colloquium for Women In Optometry:where you begin may not be where you endup. Even if the first job, or even the first few,are not ideal, “every experience is what youmake of it and you should always walk awaybetter. You can always learn from eachopportunity, even if it’s what not to do!” WO

Mentoring ProgramPrepares Young ODs for Business

Dr. Russ

Four participants say the program provided business confidence not learned in classrooms

Dr. Quick

Dr. Jones-Greenwood

“It was nice to havethose conversationsearly so you know whereto start with contracts,negotiations, insuranceplans and advertising.”

—Dr. Jericho Quick

WO2Q13NEW:WO 2Q08-SK 5/23/13 1:50 PM Page 8

When Laura Armstrong, OD,was in her second year atPacific University College ofOptometry, a trip to the

American Academy of Optometry inSan Francisco redirected her focus. “Ihad big plans for being a specialist,”she says. “I was going to focus onresearch, do a residency in retinalocular diseases and then work at aLASIK or cataract surgery center ofsome renown.”

Prior to optometry school, shehad worked in several optometricpractices as an optician, technicianand doing some medical billing. “I knew whatthe independent practice side was like, so Ireally wanted to find out what the medical sidewas about.” It intrigued her, but as she took inthe CE and classes at that Academy meeting,

Dr. Armstrong suddenly realized that shewanted a work with patients on a more per-sonal level. “What I really wanted to do washelp people stay healthy, rather than work withthem after damage occurred.”

She phoned her husband, James, whoholds an MBA, and told him, “I want to openmy own practice. I want to do it in Portland,and I want to do it differently.” His response:“I’ll start writing the business plan.” In fact, hedid more than that. He joined the Alberta MainStreet organization as a board member, help-ing him understand the demographics and thecommunity needs even better.

On January 14, Alberta Eye Care openedits doors. The path was relatively easy, she

says, looking back on the process. The couplefound a location on Portland’s Alberta Street, apedestrian-friendly hub of an ecology-mindedcommunity. The city of Portland is comprisedof many tight-knit neighborhoods, creating a

Women In Optometry June 2013

Changing Direction

When Dr. Laura Armstrong decided to pursue primary care instead of specialtycare, it didn’t really change her course of classes too much. “I tried to do my

rotations in more medical settings. I completed an internship at a VA clinic where Isaw a lot of disease, and I worked with cataract and LASIK providers. I wanted tomake sure I was fully prepared to provide the best primary care. It made meembrace every minute of learning,” she says.

Even though she no longer planned to be involved in specialty care directly, shewanted to know that she was equipped, capable and ready to help patients makethe next decision. “It actually made me focus harder.” WO

Takes ShapeAn Idea

LED lighting and reclaimed wood are part of the small environmental footprint in Dr. Armstrong’s new practice.Continued on page 10

small-town feel within the city. “Most peo-ple around here walk or ride their bikes towork. They don’t want to use their carsafter work, either,” she says. While therewas one optometric practice just two milesaway, neighborhood residents often tellher how happy they are that there’s anoption for them in the area.

The practice fits right in with its smallcarbon footprint. Even before the practiceopened, it had a booth at local street fairevents, handing out infused water andchildren’s sunglasses. She and her hus-band have participated in Earth Day clean-up events in the community. And in this

area, it was easy to find contractors whounderstand green building principles, such asincorporating energy efficient lighting andreclaimed wood in the display cabinetry in theoptical. Not surprisingly, it opened as an all-paperless practice.

Dr. Armstrong, from her experience as anoptician, understands the importance of mer-chandising and customer service in the opti-cal. In nice weather, as customers line thestreet for a neighboring ice cream shop, thesunwear and eyeglasses displays draw theminto Alberta Eye Care. “My opticians are won-derful about informing customers that it’simportant to have an updated prescription.”Adult patients are offered a glass of wine or abeer after they’ve had their eyes examined andare looking for eyewear. They’re encouragedto bring a spouse or a friend to make the

Dr. Armstrong’s playful personality shines through along with herbusiness acumen.

COVER STORY zp 9

WO2Q13NEW:WO 2Q08-SK 5/23/13 1:51 PM Page 9

shopping experience more fun. The practice showcases artworkfrom local artists and stays open late on Thursday evenings for artexhibits.

While the optical needs to be retail-oriented and fun—a placepeople want to be—the exam area needs to be very professional.That’s one reason Dr. Armstrong makes patient education a priority. “Iwant to help patients take better care of their own health so that whenwe see them every year for their annual eye exam, we can confirmthat they’re compliant with the things they need to do to keep theireyes healthy.” Dr. Armstrong also holds a Master’s in Education withan emphasis in vision and functional learning.

The strategy is paying off. “We’re way above target,” she saysafter her first few months in practice. “We seem to be on track to be ahalf-million-dollar practice in one year,” even with construction andother delays that postponed the opening. Dr. Armstrong believes thatthe couple’s presence in community events created interest. “A lot ofpeople waited for us to open.” Laying the groundwork and being visi-ble and accessible helped the practice hit the ground running. WO

An Idea Takes Shape

Women In Optometry June 2013

Continued from page 9

Dr. Armstrong and herhusband, James, anMBA, researched thecommunity in plan-ning an office thatwould reflect thepedestrian-friendly,ecology-mindedneighborhood.

COVER STORY

p 10

Nine days after her graduation fromPennsylvania College of Optometryat Salus University in 2007,Syreeta Lawrence, OD, FAAO,

became a commissioned officer with theU.S. Air Force. Now she’s a major in herthird year of serving as the sole eye careprovider at Joint Base Charleston, aSouth Carolina base comprised of amerged Air Force base and U.S. Navysupport center with about 20,000 peopleconnected to the base.

As the only optometrist on the base,she sees active duty and retired airmenand their dependents. In a way, it’s muchlike any community-based primary carepractice—except that her community is thebase. She provides refractive eye care, dia-betes monitoring and urgent care, typicallyseeing about 14 patients a day.

The optometry clinic is part of a largerclinic, with primary care medicine, an immu-nization clinic and a pharmacy. Dr. Lawrencesays that Air Force ODs are a close group. “It’seasy to start working with someone else. Ihave a network,” she says, noting that if shehas questions, she can turn to either otherAir Force ODs she has met or to the Navy

ophthalmologist orNavy OD at theJoint Base.

It’s exciting,too, that each baseoffers a different experience. At Langley AirForce Base in Hampton, Va., where she wentimmediately after graduation, she worked inmore of a hospital setting. “Military optometryis all I know. My father was in the military, so Igrew up as part of the military health care sys-tem,” she says. “You can’t miss what you don’t

Three-year CommitmentTurns into

know,” she says. And right now, she feels nolonging to explore the civilian world of optome-try. “I’m driven to help the people who are inthe military who make so many sacrifices. Thisis a way to give back.”

Air Force orders typically last about threeor four years, so she expects that she’ll begiven new orders fairly soon. “I wish I knewwhere I was going,” she says, laughing. She’d

like to do an overseas assignmentor a residency through the VA. Butshe also must consider the needsher husband, Shawn Lawrence,OD, a civilian OD working forNational Vision, Inc., and their4-year-old son. “I can’t just chooseanywhere in the world, so it’s agive-and-take.”

Dr. Lawrence’s original commit-ment to the Air Force, as the recipi-ent of a health professionals schol-

arship, was for three years of active duty serv-ice. That was six years ago. With her recentpromotion in rank and the opportunities to par-ticipate in humanitarian missions—somethingthat’s difficult to do when she’s the only AirForce OD on base—she’s fairly certain she’llcommit to a career in the military. WO

Dr. Lawrence juggles duties asan Air Force major, military eyecare provider and wife andmother.

Career Choice

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Twenty-seven years ago, DebbyFeinberg, OD, was on a double datewith her husband, her otolaryngologistbrother-in-law and his date. The brother-

in-law picked up aloose prism he car-ried to help him see.Dr. Feinberg thoughtit was unusual, andasked him to comein for an exam. “Ithought I could incor-porate the prism intohis eyeglasses,” shesays, and she did. Dr.

Feinberg was then in practice with her father,Paul Feinberg, OD.

Later, her brother-in-law started referringpatients with dizziness to her. “I think youcan help them the way you helped me,” hetold her. He had often felt off balance, unco-ordinated and struggled with reading. Dr.Feinberg’s prescription relieved all of that.

This was the start of her work in neuro-visual optometry, specifically vertical het-erophoria (VH), a vertical misalignment of theeyes that can contribute to fatigue, dizzinessand more. Patients can have VH congenitally ordevelop it after a fall or traumatic brain injury(TBI). This new path in her career took offquickly as word spread. Her brother-in-lawalone has referred about 1,000 patients to herover the past 18 years, and she now has anetwork of about 100 referring practitioners.Her husband, Mark Rosner, MD, an emer-gency physician, started sending migrainepatients who frequently visited the ER.

In 2004, she opened a specialty prac-tice, Vision Specialists ofBirmingham, which becameVision Specialists of Michiganwhen she moved it to Bloom-field Hills in 2011. She sched-ules about eight patients a day,with a typical exam lasting atleast an hour or two. Herfather, now 87, has joined heras one of her three associates.

In 2005, after the DetroitFree Press ran a story on herwork, the floodgates opened.Patients would call, asking“How did you know my secret?I’ve been suffering from this for

10 years.” TBI patients began arriving at herpractice after Dr. Feinberg diagnosed a TBIspecialist with VH. “They responded beautifullyto the prisms; some were able to start walkingagain without using their cane or walker,” shesays, and their anxieties of falling disappearedwhen the dizziness did. Dr. Feinberg now alsostudies the link between VH and anxiety. Herhusband presented a case series of 18 patientsat the Anxiety Disorders Association of AmericaAnnual Meeting in 2012, noting that the patientsin the study experienced an 80 percent

Dinner Conversation Launches

reduction of symptoms. Some of thesepatients were even able to be weaned off anxi-ety drugs as a result of vision correction.

Dr. Feinberg wanted to reach patientsdirectly by writing a book about VH. She gother wish when by chance her husband satnext to an author, Sherry Brantley, on aflight home from the American OptometricAssociation’s 2011 Optometry’s Meeting. Thethree collaborated on If the Walls of My ExamRoom Could Talk: Stories of Triumph OverVertical Heterophoria, a collection of personal

stories from Dr. Feinberg’spatients published in February.Dr. Feinberg hopes the bookwill create greater awarenessthat this unusual combinationof symptoms is often misdiag-nosed, but easily treated.

Dr. Feinberg held a book-signing event in May, invitingpatients, the community andthose who shared their stories.She wants to release an audioversion of the book, as well asan e-reader friendly version.For more information, visitvsofm.com/book. WO

Women In Optometry June 2013

p 11

Dr. Feinberg

A Specialty CareerSpreading Knowledge

Colored pins on a giant map on the wallat Vision Specialists of Michigan identify

patients to the practice from 47 states,Canada, England and France. Dr. DebbyFeinberg wishes they didn’t have to travel so far. “They should have someone intheir hometown to help them.” So she is creating an educational institute where shecan teach others what she has learned about neurovisual optometry in a four-daycourse that includes a step-by-step instruction manual. Her student-colleagues willalso receive a toolbox of specialized equipment that she and her father developed.

Dr. Feinberg, her husband, her brother-in-law and a traumatic brain injury (TBI)specialist, who once suffered from vertical heterophoria, formed a research teamthat presented internationally and published its findings. One of their reports, ARetrospective Analysis of Vertical Heterophoria Treatment and Amelioration of Post-Concussive Disorder Symptoms Utilizing a Multifaceted Assessment Battery, foundthat the TBI patients in this study experienced a 72 percent reduction of their per-sistent post-concussive symptoms (particularly dizziness, headache and anxiety) inthe three months following the addition of prisms in their eyeglasses, which ulti-mately helped them progress faster through occupational and physical therapy. WO

Dr. Feinberg’s specialty practice drawspatients from far away, as pinpointed onthis map on her wall.

Searching for a Patient

Usually, patients seek out their doctors. Yet a few years ago, whenDr. Debby Feinberg read a story about a soldier who was hurt in

a blast injury and was still suffering with headaches and othersymptoms, she went looking for her. She found the soldier’s father ina White Pages search and asked him to forward the vertical het-erophoria symptom questionnaire (VHSQ) on Dr. Feinberg’s practicewebsite. After reviewing the results, Dr. Feinberg encouraged thesoldier to make the trip from Hershey, Pa., and the persistence paidoff. The soldier’s new eyeglasses made her headaches go away. WO

WO2Q13NEW:WO 2Q08-SK 5/23/13 1:51 PM Page 11

✦ Annette Williamson,OD, became the firstfemale optometrist tohold the rank of colonelin the U.S. Air Force. Dr.Williams is the Air ForceSurgeon General consult-ant for optometry, and she serves as optome-try flight commander for the 559th MedicalOperations Squadron in Texas.

✦ Walmart namedPaula Hoover, OD, ofFrankfort, Ky., as itsIndependent Doctor ofthe Year.

✦ Karen Rosen, OD, ofSt. Louis, was featured inthe

Spring 2013 issue ofUMSL Magazine.

✦ Sandra Bury, OD,won the race for Mayorof Oak Lawn, Ill., becom-ing the first womanelected to lead the vil-lage while unseating a

two-term incumbent.

✦ Western University ofHealth Sciences’ Collegeof Optometry FoundingDean Elizabeth Hoppe,OD, DrPH, will be one ofnine women to be hon-ored by the YWCA SanGabriel Valley during

its 29th annual Women of AchievementAwards. This year, theaward ceremony recog-nizes Women of Achieve-ment in the Field ofEducation: HonoringPassion, Dedicationand Achievement.

✦ Jamie King, OD, ofRockford, Ill., was recog-nized for being the Vision Source practice with thelargest volume and dollar percentage growth in

2012. The practice ofBranning Hollis, OD, andMona Kardani, OD, inValrico, Fla., was recognizedfor having the largest vol-ume growth. The awardswere presented at TheExchange, the Vision Sourceannual meeting in April.

✦ In the January issueof Optometry Times, JaneManly, OD, was recog-nized for her work as anoptometrist, as well asher passion for the SteelCity Roller Derby.

✦ Victoria Weiss, OD, ofLake Monticello, Va., wasfeatured in a story in TheRural Virginian on hercareer and her work as vicepresident of VolunteerOptometric Services toHumanity’s Virginia chapter.

✦ Maj. Tara Jayne,OD, 65th Medical Oper-

ations Squadron, wasrecently awarded the2012 Armed ForcesOptometric SocietyJunior Officer of the Year.

✦ The BellinghamBusiness Journal ran astory on Mira Swiecicki,OD, and the expansion ofher Lynden Vision Clinicwith the acquisition ofanother practice. Dr.Swiecicki, who recentlywas named the 2012Optometric Physicianof the Year by theOptometric Physiciansof Washington, was

p 12

Women In Optometry June 2013

Womenin theNEWSThese ODs have

recently been awarded,acknowledged or recognized in their communities or by

organizations.

also included in theBellingham Herald’s2012 Ten Who Caredfeature, which recog-nized her dedication tocaring for her patients’overall health and notjust their eyes.

✦ Two women on thefaculty for the Universityof Houston College ofOptometry recently werehonored by the TexasOptometric Association(TOA). At the TOA’s 113thannual convention, Nancy George, OD,received the William D. Pittman LeadershipAward and Pat Segu, OD, was awarded 2013Educator of the Year.

✦ Lynn Hammonds,OD, of Birmingham, Ala.,became secretary ofSECO’s Council ofOfficers.

✦ In the Know YourHealth Pro section ofFlorida Today, AnneGregas, OD, of Viera,

Fla., discussed earlyonset of macular degen-eration in children andmore in her Q&A.

✦ Jennifer SmithZolman, OD, FCOVD, ofCharleston, S.C., wasnamed the recipient ofthe 2013 South EasternCongress of OptometryYoung Optometrist of theSouth.

✦ Shalu Pal, OD, ofToronto, Ontario, recentlyspoke with students atPennsylvania College ofOptometry about soft toriccontact lenses. The web-site optometrystudents.com caught up with Dr.

Pal after the presentationto share her best contactlens tips with this groupof future optometrists. WO

Have an accomplish-ment you’d like to share?Send announcements tombijlefeld@jobson.com.

Dr. Williamson

Dr. Hoover

Dr. Rosen

Dr. Bury

Dr. Hoppe

Dr. Manly

Dr. Weiss

Dr. Jayne

Dr. Swiecicki

Dr. Segu

Dr. George

Dr. Hammonds

Dr. Gregas

Dr. Smith Zolman

Dr. King Dr. Pal

Photo Courtesy of University of Houston

Phot

o by

Gui

do M

elo

WO2Q13NEW:WO 2Q08-SK 5/23/13 1:51 PM Page 12

p 13

At least once a day, ShaniElwood, OD, hears a patienttell her that he or she heardabout the Renton, Wash.,

practice where she works, lookedit up on Yelp! or ZocDoc and madean appointment, either online or bymaking a phone call. She esti-mates there are five or six newpatients coming to Eyes on theLanding every day as a result ofthe practice’s presence on social media.

For her, that’s a huge impact because shejoined the practice as a part-time associate justnine months ago, shortly after her 2012 gradua-tion from Pacific University College of Optometry.The practice is growing quickly, and she attrib-utes much of that growth to the practice’s socialmedia presence. “We have the ideal demo-graphic,” she says, noting that the Seattle areais home to Amazon, Microsoft, Expedia and othertech companies. “People look online for informa-tion. And that’s the direction where everyone’s

going. It’s not just in Seattle.”The nice thing about the social

media efforts is that they produceresults without too much attention. Theoffice manager reviews postings onYelp! just in case a reviewer writesabout a negative experience. In thatcase, the reviewer can be con-tacted and the situation resolved.

The practice also main-tains an active Facebook

page, and another primary outreach isthrough ZocDoc. Setting up the accountwas easy; a photographer shot photos ofthe doctors and office, and each doctoridentifies a few blocks of time each day orweek when she is available for appoint-ments made through ZocDoc. When apatient requests an appointment time, awindow pops up on the receptionist’s com-puter screen so that it can be confirmed.Even existing patients use the systemsometimes because it’s so convenient. If a

At least one new patienta day comes in as a result

of an online searchpatient calls in and asks for that particular slot, itcan be removed from the list of available times.

“We know that it works,” says Dr. Elwood.“I’m amazed by how many people say they’veeither found us through Yelp! or ZocDoc orused that to learned more about us. It’s impor-tant that we’re out there and easy to find.” WO

Dr. Elwood

Dr. Elwood says social media outreach, such as her ZocDocpage, help her build the practice.

Social Media Efforts Pack a Punch

WO2Q13NEW:WO 2Q08-SK 5/28/13 11:33 AM Page 13

p 14

Women In Optometry June 2013

In 2011, Rhiannon Maggiore, OD, foundherself at a crossroads. She’d spent thefirst three years after her 2006 graduationfrom Nova Southeastern University College

of Optometry practicing 45 minutes away fromhome. But the com-mute became morechallenging afterthe birth of Dr.Maggiore’s firstdaughter. “Duringmy maternityleave, my goalwas to find a jobcloser to home,”she says.

And she did.In fact, she found three openings right inPort Charlotte, Fla., and she worked atthese offices simultaneously, hoping onewould blossom into a full-time position. Astime ticked on, and no offer for full-time

work arose, Dr. Maggiore realized shewould have to take the situation intoher own hands by opening her ownpractice.

The concept for Maggiore FamilyEye Care was born, and a year later, Dr.Maggiore opened her doors in October2012. After pursuing four different loca-tions, she finally found what she was lookingfor right in her hometown. “We wanted to find

a location that wasn’t saturated ortucked behind something else,” shesays. “When you are new, you need tobe visible.”

The office had once been an optom-etry office, so Dr. Maggiore didn’t havemuch to do to fix the space for her prac-tice. Her husband, a contractor, and herfather, an electrician, were able to domuch of the work themselves, as they

painted and installed new instrumentationfor the office. She only needed to hire some-one to complete the carpeting. The renovationstook just two weeks.

Yet Dr. Maggiore is thankful she allocateda year for planning and preparation. Therewere staff members to hire—one she knewfrom a previous employer, the other shetrained—and she needed to learn the ins andouts of being a business owner instead of anindependent contractor. Another doctor inFlorida suggested that Dr. Maggiore join theVision Source network. She says it was asmart choice to make shortly after she signedher lease, as she asked other doctors in thenetwork for their recommendations for prod-ucts and companies. She secured purchasesat great deals, and Dr. Maggiore looks forwardto that benefit and connecting with other localdoctors as her membership continues.

Dr. Maggiore is now focused on buildingup the business in the practice so that she canwork in the office full-time and drop her part-time position by expanding her hours fromthree days a week. She has connected withthe community by posting ads in the localnewspaper’s health section, frequently attend-ing business card exchanges and by invitingthe local Chamber of Commerce to attend hergrand opening ribbon cutting. She’s targetingsurround ZIP codes with postcards, and byjoining the panels of a large variety of visionplans, she’s generating a patient base. “We’vejoined everything to get people in the door,because you can always go back and makecuts later,” she says. WO

Baby on Board

Just two months after opening the doors on to herpractice, Dr. Rhiannon Maggiore’s second daugh-

ter was born. She turned one of her open examrooms into a space for her babysitter to use duringthe three days Dr. Maggiore is in the office. WO

Take Control of

Dr. Maggiore

Your Future

Danielle Simpson, OD, may be a new OD,but she’s already leaving a mark on hercommunity. After graduating from PacificUniversity College of Optometry, she set-

tled back near her hometown of Olympia, Wash.,and became an associate doctor at TumwaterEye Center in Tumwater. And at least once amonth outside of her normal business day, Dr.Simpson can be found at the Vision Clinic atOlympia Union Gospel Mission.

The Olympia Union Gospel Mission strivesto help those who are homeless get back ontheir feet by providing daily meals and hotshowers, as well as health care and monthlyhaircut services. Dr. Simpson knows howimportant vision care can be to people’s careersuccess. “It can be a barrier to do their job ifthey can’t afford vision care,” she says. TheVision Clinic there is open Monday andTuesday evenings, and Dr. Simpson rotateswith more than 20 other health care profes-sionals including other optometrists, dentistsand primary care physicians to provide carefor the homeless community. The OlympiaUnion Gospel Mission seeks health care pro-fessionals to volunteer their services, and Dr.Simpson learned about the opportunity duringher interview at Tumwater Eye Center.

Most of thosewho receive servicesthrough OlympiaUnion Gospel Missionare homeless andprovide proof ofunemployment toreceive care. Eye exams and eyeglasses aregiven for no cost to those who qualify, and themission receives donations of ophthalmiclenses from the local Lions Club and framesdirectly from manufacturers.

Each time Dr. Simpson volunteers at theclinic, she is reminded of why the work is sorewarding. With a high no-show rate at theclinic, the schedule is frequently double-booked, but sometimes all of the patients doshow up. She remembers one patient whohad to wait for quite a while one evening. “Ikept apologizing, but he said, ‘No, thank youso much,’” Dr. Simpson recalls. “Everyone isso grateful and goes out of his or her way tosay thank you.” The mission encouragespatients to write a personal thank you card forthe doctor. “It might be a long message or itmight be a short one, but either way it’s reallynice,” she says. “I grew up in this community,so it feels great to be able to give back.” WO

Dr. Simpson

Serve Your Community

WO2Q13NEW:WO 2Q08-SK 5/23/13 1:51 PM Page 14

Pink

InkPink

InkThere’s a role for optometrists in this

approach. For example, in dry eye treatments,the traditional Western approach has beenreplacement tears, antibiotics and punctalplugs. But none of those approaches helps

patients stimulate their owntears—a liquid that no man-madeproduct can reproduce. But homeo-pathic tear-stimulation drops trig-ger the tearing response. I recom-mend these drops regularly, andwith women whose dry eye symp-toms are exacerbated by hormonalchanges, I use them in conjunctionwith Omega-3 fatty acids.

The approach to treating aller-gies can benefit from a more integrative ap-proach. Most allergy treatments are aimed atimmunosuppression, working to suppress therelease of histamines. An integrative approach

Women In Optometry June 2013

By Elise Brisco, OD, FAAO, FCOVD

Traditional medicine is wonderful when apatient is sick or has a condition thatneeds care. But there isn’t enough focuson keeping a patient well

between visits. To work toward thatgoal, the patient’s doctors have to lis-ten to the patient and consider thepatient as a whole—not just the partof the body that is being treated.

My interest in integrativehealth care started with my work onstaff at the Cedars Sinai MedicalCenter, where I co-founded theRehabilitative Vision Clinic. We visu-ally rehabilitate brain injured patients whohave suffered from acquired and traumaticbrain injuries such as strokes, motor vehicleaccidents and brain tumors. I am part of ateam of occupational therapists, physiatrists(rehabilitation physicians), neurologists andmore. When we manage patients together, welearn from each other—and it is very exciting.I had some background on alternative medi-cine from personal experience, so I began tolearn with my mentors, and read and studyeverything I could about integrative care anda multidisciplinary approach that includedEastern medicine such as acupuncture andhomeopathy. I then founded an integrative,multidisciplinary wellness clinic, of which mypractice is a part. Our center currently includesacupuncture, naturopathic medicine, Chinesemedicine and ophthalmology.

It’s important to remember that integrativemedicine is not exclusionary. It doesn’t need tobe traditional Western medicine or ancientChinese arts. It can be both. The best integrativeapproach combines options, finding the courseof therapy that works best for each patient.

Sponsors of Women In Optometry

Incorporate Integrative Health Care

into Optometric Care

Dr. Brisco

would be to desensitize the body to allergensthrough allergy shots and homeopathic allergydrops to train one’s body not to overreact tothe allergens. It’s an immunosupportive—rather than immunosuppressive—approach.As optometrists, we can determine a lot abouta patient’s health through his or her eyes. Asprimary health care providers, optometrists arepoised to discuss eye and systemic healthissues with our patients.

It’s OK to dip your toes in the water. I’mstudying to become a clinical homeopath, aprocess that will result in certification. I co-manage a variety of conditions, and I cancharge accordingly for my services. But youdon’t have to go that far to see the impact anintegrative solution can have for your patients.

Make sure you’re talking about eye healthand nutrition. Discuss preventive strategieswith your patients. Talk about stress manage-ment and whether recurring conditions, suchas recurrent blepharitis, might be an indicationof a weakness in the immune system. Beproactive about wellness care between annualexams.

Chances are high that your patients arealready using some kind of integrativeapproach in their own health care. Maybethey’re gargling with salt water when theyhave a sore throat. Maybe they drinkchamomile tea or take nutritional supplements.Extending this approach to their eye care willnot seem unusual to them. Patients want topartner with us to stay healthy. Integrative andcomplementary care is the fastest growingsegment in health care. Incorporating holisticprinciples into your practice gives you moretools to treat more conditions. WO

Dr. Elise Brisco’s practice, HollywoodVision Center, is in Los Angeles.

p 15

Learn More

Dr. Elise Brisco will be present-ing a lecture, Integrating

Holistic Care and Homeopathy intothe Optometric Practice, at theAmerican Academy of Optometry inSeattle. She has also been askedto produce a training video aboutusing homeopathy in vision carefor other professionals.

The Ocular Nutrition Society(ocularnutritionsociety.org) alsofocuses on the role of nutrition andeye health. WO

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