Optometric Management

FEB 2017

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8 F E B R U A R Y 2 0 1 7 • O P T O M E T R I C M A N A G E M E N T . C O M BUSINESS SOCIAL 43 The Way I See It: Read the Signals Marc Bloomenstein, O.D., F.A.A.O. 47 CEO Checklist : Transition to CEO Steve Vargo, O.D., M.B.A. 48 Business Strategies: That's Your Concern Gary Gerber, O.D. 49 Coding Strategy: Optometry's Heartbeat John Rumpakis, O.D., M.B.A. 50 Personnel Pointers: Engage Employees Trudi Charest, R.O. 52 Merchandising: Yes, We Take Care of the Red Gina M. Wesley, O.D., M.S., F.A.A.O. 53 Corporate O.D.: Go Medical Maria Sampalis, O.D. 54 What's New 55 Therapeutic Focus: Xiidra Gina M. Wesley, O.D., M.S., F.A.A.O. 56 Nutrition Focus: PreserVision AREDS 2 + MultiVitamin Jeffry Gerson, O.D., F.A.A.O. 57 Classifieds 59 Ad Index 60 Practice Tips: Medical Services OPTOME TRIC MANAGEMENT B U S I N E S S S T A F F EXECUTIVE VICE PRESIDENT AND PUBLISHER Roger Zimmer roger.zimmer@pentavisionmedia.com PROMOTIONAL EVENTS MANAGER Michelle Kieffer CIRCULATION MANAGER Carrie Eisenhandler WESTERN REGION SENIOR ACCOUNT MANAGER Jacqui DiBianca jacqui.dibianca@pentavisionmedia.com | (610) 662-9735 SOUTHEAST REGION ACCOUNT MANAGER Scott Schmidt scott.schmidt@pentavisionmedia.com | (215) 628-7714 NORTHEAST REGION ACCOUNT REPRESENTATIVE Kerry Hanahoe kerry.hanahoe@pentavisionmedia.com | (267) 492-5205 ADVERTISING SALES REPRESENTATIVE Skyler Goldstein skyler.goldstein@pentavisionmedia.com | (267) 492-5203 SALES ASSOCIATE, CLASSIFIED, LIST RENTALS AND REPRINTS Ryan Langton ryan.langton@pentavisionmedia.com | (267) 628-7744 E D I T O R I A L EDITORIAL DIRECTOR Jim Thomas SENIOR EDITOR/SOCIAL MEDIA EDITOR Jennifer Kirby ASSOCIATE EDITOR Shannon Simcox D E S I G N A N D P R O D U C T I O N ART DIRECTOR Evan Schmidt PRODUCTION DIRECTOR Sandra Kaden PRODUCTION MANAGER Bill Hallman S P E C I A L P R O J E C T S DIRECTOR Angela Jackson MANAGER Alicia Hoglund EDITORIAL ASSISTANT Angela Bickel O P T O M E T R Y CHIEF OPTOMETRIC EDITOR Scot Morris, O.D., F.A.A.O. M A R K E T I N G S E R V I C E S G R O U P EXECUTIVE VICE PRESIDENT Rob Verna CONTENT MANAGER Kathleen Shafer CREATIVE DIRECTOR Mike Cousart WEB SERVICES MANAGER Amanda Higgins CREATIVE SERVICES MANAGER Mindy Karper DIGITAL MARKETING COORDINATOR Charlotte Higgins E D I T O R I A L A N D P R O D U C T I O N O F F I C E S 321 NORRISTOWN ROAD, SUITE 150, AMBLER, PA 19002 P E N T A V I S I O N C O N F E R E N C E G R O U P CONFERENCE MANAGER Maureen Trusky, CMP maureen.trusky@pentavisionmedia.com | (215) 628-7754 CUSTOMER SERVICE & EVENTS ASSOCIATE Julia McNamee julia.mcnamee@pentavisionmedia.com | (215) 628-5211 I N D U S T R Y A D V I S O R Y C O U N C I L RICK WEISBARTH, O.D. VICE PRESIDENT, PROFESSIONAL SERVICES, ALCON HOWARD PURCELL, O.D. VICE PRESIDENT, CUSTOMER DEVELOPMENT, ESSILOR GORDON SITEMAN VICE PRESIDENT, SALES AND MARKETING, LOMBART INSTRUMENTS ROBERT KALAPP DIRECTOR, PROFESSIONAL RELATIONS, MARCO T H I S M O N T H ' S C O N T R I B U T O R S Marc R. Bloomenstein, O.D., F.A.A.O. , Laurie Capogna, O.D. , Trudi Charest, R.O. , Jeffry D. Gerson, O.D., F.A.A.O. , Whitney Hauser, O.D. , Josh Johnston, O.D., F.A.A.O. Ann Rea Miller, O.D., Jason R. Miller, O.D., M.B.A., F.A.A.O. , Brittany Mitchell, O.D. , Sherrol A. Reynolds, O.D. , F.A.A.O. , John Rumpakis, O.D., M.B.A. , Maria Sampalis, O.D. , Jason Schmit, O.D. , Justin Schweitzer, O.D., F.A.A.O. , Diana Shechtman, O.D., F.A.A.O. , Steve Vargo, O.D., M.B.A. E D I T O R I A L B O A R D Justin Bazan, O.D. , Irving Bennett, O.D., F.A.A.O. , Mile Brujic, O.D. , Ian Ben Gaddie, O.D., F.A.A.O. , Neil B. Gailmard, O.D., M.B.A., F.A.A.O. , Gary Gerber, O.D. , Frank Giardina, O.D., F.A.A.O. , Alan Glazier, O.D., F.A.A.O. , Andrew Gurwood, O.D., F.A.A.O. , Jerry Hayes, O.D., F.A.A.O. , April Jasper, O.D. , Sheldon Kreda, O.D., F.A.A.O. , Susan Kovacich, O.D., F.A.A.O. , Ted A. McElroy, O.D. , Pamela Miller, O.D., J.D., F.A.A.O. , Kelly Nichols, O.D., M.P.H., Ph.D. , Jay D. Petersma, O.D. , Jack Runninger, O.D., F.A.A.O. , Jack Schaeffer, O.D., F.A.A.O. , Leo Semes, O.D. , Gina M. Wesley, O.D., M.S., F.A.A.O. P E N T A V I S I O N , L L C PRESIDENT & MANAGER Thomas J. Wilson EXECUTIVE VICE PRESIDENT AND PUBLISHER, OPHTHALMOLOGY Douglas Parry EXECUTIVE VICE PRESIDENT AND PUBLISHER, EYECARE BUSINESS Mark Durrick EXECUTIVE VICE PRESIDENT AND DIRECTOR OF E-MEDIA Rob Verna The opinions expressed in Optometric Management are those of its contributors and do not necessarily reflect the opinions of Optometric Management staff or its publisher, PentaVision LLC. OPTOMETRIC Management A PROUD SUPPORTER OF

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