Optometric Management

FEB 2017

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14 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 CLINICAL POSTERIOR OPTOME TRIC MANAGEMENT LEADING OFF ASSOCIATIONS The Association for Re- search in Vision and Ophthal- mology (ARVO), in partnership with the University of Southern California Roski Eye Institute, has created an OCT educa- tion and advocacy campaign. Public-friendly videos and an advocacy toolkit can be found on the ARVO website, arvo.org. COMPANY NEWS Aerie Pharmaceuticals has named Judith J. Robertson chief commercial officer. CareCredit's Caring Com- munities Program has given a grant of $25,000 to the AOA Foundation's InfantSEE pro- gram. Visit InfantSEE.org. Essilor of America an- nounced the following leader- ship changes: Mike Atkinson is senior vice president, industrial operations; Rick Gadd is presi- dent, Essilor Lab Group; and Steve Nussbaumer is senior vice president and general man- ager, key accounts. . Haag-Streit USA and Reliance Medical products have partnered with Walman Instruments, now a national authorized distributor of their products. Heidelberg Engineering GmbH named Arianna Schoess managing director and member of the board of directors. LensFerry S, a subscription- based ordering service from EyeCare Prime, has expanded its product offerings to include all contact lens modalities. Visit LensFerry.com. . MacuLogix Inc. has named Wil- liam McPhee CEO of MacuLogix Inc., succeeding John Edwards, who is stepping down as CEO and board director. Marcolin Eyewear has appoint- ed Massimo Renon worldwide commercial general manager. Paragon Vision Sciences has received approval from the China Food and Drug Administration for the Paragon CRT Contact Lenses. PARx Solutions has released "What to Know: Guide to a Suc- cessful PA Process," an e- booklet to help physicians anticipate prior authorization challenges. Visit tinyurl.com/ PARxDownload. Transitions Optical has named Darragh O'Connor vice president, global marketing. Professional Eyecare Re- source Co-operative (PERC) is partnering with Vision As- sociates to provide its mem- bers with dispensary services. Visit Visionassociates.com or percalliances.com. FDA NEWS Profunda Inc. received the FDA's orphan drug designa- tion for its drug miltefosine (Impavido) in the treatment of acanthamoeba keratitis. Visit profunda.com. PROFESSION NEWS U.S. News & World Report. named optometry the ninth "Best Health Care Job," for 2017, stating it offers 11,000 jobs, a median salary of $103,900 and an unemployment rate of 0.6%. OM O.D. Notebook I n an effort to help eye care professionals develop a digi- tal marketing strategy that encourages appointments and facilitates contact lens and eye health education, Johnson & John- son Vision Care Inc. launched the "Digital Guide by ACUVUE Brand Contact Lenses," which is available for free download at AcuvueProfessional.com. Some tips from the guide: • Provide services and infor- mation that mimic the "in-person" experience. is way, you'll be viewed as a trusted source for eye care. An example: an online FAQs/Q&A. • Profile your target audience to create digital strategies and con- tent that engages. An example: When dealing with millennial patients, send alerts and remind- ers, as 29% of millennials who currently use prescription drugs say they use technologies to re- ceive reminders and alerts. • Remember the 15-second rule. Visitors want to find in- formation quickly, so break information out into eas- ily accessible linked pages, such as "Services." • Use free search registrations, and consider supplementing with a paid search program. • Include photos and links on social media. ey increase the likelihood of engagement. NEW DOWNLOAD OFFERS TIPS FOR DIGITAL MARKETING STRATEGY

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