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Bitcoin, Blockchain and Medchain, What Does it Mean for Eyecare Businesses?

The war over the PD could be at an end.

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AT THIS POINT, everyone and their mother has heard of Bitcoin, even though no one seems to be able to really explain it. It all seems to come back to a vague notion of this thing called blockchain, which sounds cool … but what is it? And why should we in the medical world care?

Without embarking on a two-hour presentation on the history of blockchain or writing in techno-jargon that makes me seem smarter than I am, it’s about data security and encryption. While there are horror stories about scammers and hackers in the Bitcoin world, these attacks have never succeeded in breaking into blockchain, but into the accounts of individual users. Blockchain is a public record of encrypted and unalterable data transactions that allows them to be transferred securely while maintaining public verifiability.

As a Bitcoin enthusiast, I see a lot of ads for blockchain-related content and new cryptocurrencies daily. I usually ignore them, but one caught my attention. It’s called Medchain and it’s promising the data security of blockchain to the EHR world. That’s right, boys and girls. Your PHI data can be transmitted with the same encryption direct to you for personal viewing, and for carrying from practice to practice via an app. I was intrigued and thought, “How will this impact my branch of the medical community?” So, I decided to pick up a shovel and start digging.

I contacted Medchain asking for an explanation of what their tech would do. “The initial software roll-out will function as an intermediary platform between providers,” which sounds intriguing, but what does it mean?

It means that your PHI can be requested by your optometrist via blockchain securely and that you, the patient, can instantly approve or deny the request via a free app. The company itself does not store data and can’t view the PHI. The information is sent in fragments through the blockchain network and requires an identifier to assemble and view. Meaning, eventually software developers will feel pressure to implement compatibility between their products. Oh, and it’s airtight HIPAA compliant.

What’s that mean for opticians?

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Well, potentially it means the war over the PD will be at an end. It means that a patient will be able to access their previous orders and see just what they had, from lens designs to frame measurements once the software is integrated. The upside is that it will allow us to see what they had as well. It means that Steve Rogers won’t be calling you anymore. He’ll just use Blockchain to verify Rx’s. It will increase patient portability and force us to face a very serious question: Do our patients come to us because they have to, or because they want to? (It’s rhetorical guys, and if the answer isn’t want then you should seriously rethink your strategies.)

As it stands, Medchain will not be a platform for EHR itself, nor will they be doing billing through the platform. It is specifically data transfer from doctor to patient to doctor. It would just be a matter of time before software companies began to make their software programs compatibly usable.

For those of us who are old enough, imagine a trip back to 1990. The Internet has begun and everyone is confused as to what the hell it is. Teenagers are trying to explain to our parents that we can talk to our friends and share pictures. They are unimpressed, sticking with their landlines and Polaroids; but we pressed on and look at us now. With the click of a button, you too can see what I am having for dinner tonight.

This technology promises to be the same kind of game changer and it will continue to develop in ways we cannot foresee. Notables like IBM, Microsoft and Amazon are buying in, lending legitimacy to the technology’s future potential. Then again, it could be relegated to the dustbin of technological history like the pager… only time will tell.

Will Burdeaux, ABOC, NCLEC, has been an optician since 1998. Currently, he works at Tallman Eye Associates in Salem, NH.

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Robert Bell

In Sales There Are Not Two Sides to Every Story.
 There Is Only One — the Customer’s Side

You’re about to get much better at selling.

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YOU MAY NOT REALIZE THIS, but you’re a salesperson. Yes, I know, you don’t see yourself as such … you see yourself as an eye doctor or optician or ophthalmic tech or office manager in an optometric practice, etc. Yet, you are a salesperson as well. Why? Because whether you know it or not, if you’re not selling your eyecare services and products, you’re out of business.

I’m sorry I’m the one who had to break this news to you but, then again, who better than a professional salesperson and sales trainer?

Podcast: Why Optical (and Especially Optical Retail) Is Lagging Behind Other Industries
INVISION Podcast

Podcast: Why Optical (and Especially Optical Retail) Is Lagging Behind Other Industries

Podcast: What the Heck is Marketing? And What Should ECPs Focus on to Attract New Clients?
INVISION Podcast

Podcast: What the Heck is Marketing? And What Should ECPs Focus on to Attract New Clients?

Podcast: More Ways to Motivate Your Own Eyecare Business Team
INVISION Podcast

Podcast: More Ways to Motivate Your Own Eyecare Business Team

But, there’s a difference between you and me. I’m pretty good at selling and, you? Well … you’re about to get much better at it.

Do Your Homework

Know what you’re selling. Everyone who works in the business should be familiar with all the services and products offered. Know them inside and out, up and down, and know it better than anyone else … especially the customer.

Know Your Customer

Understand as much as you can about them and how what you’re about to sell them will precisely be of benefit to them.

Know Your Competition!

I don’t mean, “know of them.” I mean, know them!! Know what they’re good at and what they suck at. Know what they offer. When you know this, you’ll understand a lot better how to excel at what you do. You’ll understand what differentiates you from them. How can you expect your customers or patients to understand this if you don’t?

Ask, and Ye Shall Receive

Now that you’ve done your homework, and you’re so incredibly prepared, you’re probably bursting at the seams with all this knowledge and passion for what you do. You can’t wait to tell your customers about everything you know. Yeah, don’t! Why? Because you’ll come off as pushy. You’ll come off as a know-it-all. You’ll come across as it being all about you when it should be all about them!

So, ask them questions. Ask them if they have any concerns. Ask them about what they’re hoping you can do for them. Ask them what their visual and/or style goals are. Ask. Keep on asking questions. Oh, and listen! Listen very carefully.

You’ll gather all the information you’ll need to help them with their specific challenges. You’ll hear about what really matters to them… and this is where “doing your homework” comes into play.

Make a Connection and Establish Trust

Without a doubt, salespeople cannot sell if there is no connection or trust. But, here’s the good news: by asking genuine questions about what’s important to the customer/patient, you’ve already begun making that connection. You’ve showed them you’re concerned about them and not about yourself or “making the sale.”
When you begin to share with them (“share” being the key word) the solutions to their needs, they’ll need to understand how this benefits them. Share with them a story of how this solution was able to help another customer/patient (without violating HIPAA laws, please) in a similar situation. Share with them the success of the product(s) you’re helping them acquire. This is when trust begins to become established.

Are There Two Sides to Every Story?

Not in sales, there aren’t. There is only one side. The customer’s side.

Even though you may, physically, be sitting on the other side of the dispensing table from them, truthfully, you’re really on the same side.

How important do you think it is for your customer/patient to know this? Critically important! Your customers/patients need to know you’re on their side, that you’re partners, together, in helping them achieve their goals and acquire those items to get them there.

When your customers/patients realize your genuine desire to help make them successful, make their lives more dynamic with the right vision solutions, your sales will dramatically increase and it will make you feel incredibly good.

You’re a salesperson? Yes.

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Danielle Richardson

How to Be Healthier Now

4 easy tips you can implement today to start living a healthier lifestyle.

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BEING HEALTHY” IS ONE of those oversized goals we often leave to next week, next month, or next year. In celebration of this issue’s “How To” theme, I want to share easy swaps you can make to center your health now.

Most Americans live a sedentary lifestyle, with six in 10 adults suffering from a chronic disease like heart disease or diabetes. Beyond the physical, we know healthcare workers experience above-average rates of anxiety, depression and burnout. As busy clinicians and optical professionals, it can be challenging to find the time to think about our health and wellbeing in practical terms because we don’t always make the best patients.

We’re largely marketed an image of health that is a two-hour morning routine complete with a workout, meditation and balanced breakfast. But real health is not about how complicated you can make your mornings, it’s about creating habits and behaviors that help you feel well.

Below are some easy tips you can implement to start living a healthier lifestyle now.

Clearly Define Health Goals

Health, when left as an abstract concept, can be difficult to define. Instead, focus on your health goals and the intention behind them. Stress reduction? Lose weight? Gain muscle? Lower blood pressure? Spending some time clearly defining your health goals allows you to better focus your limited energy on the activities that will help you achieve them.

Track Key Metrics

Taking the stairs is the oldest health advice in the book, but have you thought about tracking the steps using your smartphone? Using technology as a tool to track your health metrics can help keep you on track. Goal setting is key, but tracking your progress is equally important and provides a positive psychological impact to keep you motivated. You can use pre-installed health applications on your smartphone or download apps specific to tracking your movement. No matter what metric you use, monitoring progress through a health app can encourage you to make better choices throughout the day.

Choose the Healthier Side Item

When eating out, aim to order the healthier side 80 percent of the time. Think sautéed vegetables instead of fries, salad instead of garlic bread, grilled shrimp instead of fried. These small changes accumulate over time to create a new habit. Choosing a healthier option isn’t about deprivation, it’s about creating a strong foundation that allows you to indulge occasionally without hindering progress towards your goals.

Focus on Nutrition

While there are agreed upon vitamins and minerals that every person needs, the amount and types vary based on the individual. Consult with your primary care doctor or nutritionist to explore the resources available to help you learn about optimal nutritional requirements based on your specific health goals. Nutritional testing can provide insight and information about deficiencies you may have and what supplementation is most effective. In addition to personal consultations, many new health tech companies offer in-home nutritional testing and coaching. Individualized nutrition is the future of health and wellness because nutrition is the missing component for many in their journey to creating a healthier life.

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3 Hiring Strategies for Optometry Practices

With the war for talent showing no signs of letting up, it’s a great time to revisit your recruiting efforts.

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WHEN IT COMES TO hiring, optometry practices have their work cut out for them. As if the current job market wasn’t competitive enough, the Bureau of Labor Statistics predicts optometrist and optician jobs will grow at 18 and 15 percent, respectively, through 2026 — faster than other industries. Couple this with a widening skills gap and it is easy to see that optometry practices must turn a closer eye to hiring strategies. As you grow your practice, set your sights on these three strategies for winning the war for talent.

Focus on Your Job Ad

Your job ad is exactly that­—an ad. It must be easy to read and compelling enough to capture the attention of candidates scrolling through pages and pages of openings.
Here are a few tips for creating an effective ad:

Hook your reader. Make your ad stand out with an enticing lead-in and include something unique about the position or practice in the headline (e.g., “Optometrist — Growing Practice, Sign-On Bonus”).

Embrace SEO. Ensure your ad is found by the right candidates by following search engine optimization (SEO) best practices and incorporating keywords in the job description. Keywords comprise industry terms, desired skills, location information, and other elements that applicants may include in their queries.

Be specific. Describe what the open position entails, emphasize growth opportunities, and provide a glimpse of what it’s like to work at your practice.

Close with clarity. Without a clear call to action and instructions for applying, you may lose out on a great hire; note when interviews will be scheduled or when the applicant can expect to hear from you.

A Marketer’s Lens

Take a cue from marketing and treat your candidates as if they were a sales lead by keeping them engaged throughout the hiring process. Share information about your practice and emphasize your unique company culture. Are hours flexible? Do you provide paid time off (PTO)? Do you offer a wellness program?

A recent survey of optometry professionals revealed health/medical insurance, compensation/bonuses, and flexible scheduling as the top three most desired workplace benefits. If you offer these, incorporate them into your ad.

Build Your Talent Pipeline

How many times have you had a “silver medalist” candidate — that one who was not quite the right fit? Or, maybe the silver medalist narrowly missed out to someone just slightly more qualified. Odds are you politely turned them down and they moved on.

Keep a short list of silver medalists and other potential hires on the backburner. By building this talent pipeline, you can quickly fill future positions without having to start from scratch. As you build your pipeline, maintain communication with your runners-up. For example, include these applications in your email marketing database so they receive occasional updates from your practice, or simply add them as a connection on LinkedIn.

With the war for talent showing no signs of letting up, it’s a great time to revisit your recruiting efforts — even if you aren’t actively hiring. These strategies will equip your practice with qualified personnel who will help keep your patients happy and healthy.

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