Prescribing for the WOW!

 

“When you really help them, you’ll know,” my professor once told me. And those of us doing low vision certainly know that to be the truth!

We live in fear of hearing “I don’t want to hold it so close,” “it’s not as clear as it was before,” “the field of view is so narrow,” or “I still can’t see well at night!,” and always “Why can’t you just make me some new glasses I can see well with?”

But, the delight that we can evoke when our patient can read, watch TV, and see the faces and smiles of their loved ones from across the room, makes all the frustrations we as practitioners experience fade away. 

The challenge of course is that we can’t help everyone. Not everyone responds to low vision aids, either due to their vision, dexterity, temperament or motivation. These are variables we can’t often control. And we need to develop a method to manage such realities. 

We have to learn to not take it personally when things don’t go as smoothly as we might want. And this, I feel, is what discourages some of our colleagues from pursuing or continuing to provide low vision care. 

I have learned to promise less than I expect to achieve, to not over-prescribe, and to reiterate (over and over) that it’s a process, just like learning to ride a bike, play and instrument, or drive. We have to not just be prescribers, but we have to be cheerleaders as well.

What I’ve learned from 40 years of refracting low vision patients- or, how to not embarrass yourself.

Henry Greene, OD, FAAO

Three things I always try to remind myself:

  1.  You can’t get big improvements in acuity from small changes in refraction
  2. Make certain the patient passes the “O” test
  3. If they can almost see something, they still can’t see it. 

What I use–

  • The retinoscope- my trusty friend 
  • Lens flipper (+/- 0.50; +/-1.00) 
  • Trial frame 
  • Jackson crossed cylinder (0.50D is all I’ve ever needed) 
  • Digital chart 
  • Faces across the room 
  • Getting out of trouble- what to check when they come back complaining 

The Grim reality-

All of our patients are hoping that we’ll give them a new eyeglass prescription that will give them back their vision. They’ve likely tried countless times before they’ve come to us in low vision– each Rx a quarter diopter or 5-degree axis change different, only to be disappointed again that their vision hasn’t returned. And now, it’s our turn. And we have to be the ‘font of wisdom,’ or more likely the ‘bearer of bad news.’ No change in their eyeglasses is going to help.

Refraction–our first option to improve distance vision.

Of course, refraction is our mainstay. If we can make a sufficient improvement in acuity by refraction, (usually a two-line improvement is required for the patient to experience a functional gain), than obviously that would be our first and most convenient option. A brief retinoscopy through the current eyeglasses (if any) can be valuable to see how close to neutral the reflex is as well as its quality. (Only perform retinoscopy briefly. If you spend too much time you’ll bleach the retina which will often delay and undermine your exam.) If the reflex is dull due to media issues, there might be a surgical option. No amount of lens power will impact acuity if there are significant media opacities. If the patient is post cataract surgery with IOLs (with a clear or open posterior capsule), it is unlikely that they will have a significant refractive error. If they do, there is often an astigmatic component.

Generally, by the time a patient gets to a low vision practitioner, if a new refraction would have been of value, it would have already been prescribed. Remember, small changes don’t make big differences! If a patient sees 20/400 a half diopter or 10 degree axis change will be of little value. Changes in refraction will have more potential impact when acuity is 20/70 or better as a modest change might yield 20/50 and that can be helpful. Improving acuity from 20/400 to 20/300 is unlikely to impact the patient’s functional life. So, as a result I will spend more time refining a refraction when acuity is 20/70 or better. I find keratometry can be a very valuable tool. The character of the mires as well as cylinder can often be missed and this data can sometimes make a difference in better-seeing individuals.

I always use a trial frame; I find it more reliable and it allows for a better rapport with the patient. Trial frames are especially important with high cylinders, because it lets the patient maintain their normal posture rather than an unnatural one induced by the phoropter. This can avoid a host of refraction hassles and follow-up issues.

Remember to make a sufficient enough power change for the patient to notice. If they can’t notice a half-diopter change, then try one or even two-diopter changes. There’s no use in making changes smaller than what the patient can reliably respond to- you’ll waste time, everyone will get frustrated and you’ll not make any progress.

Remember also that the high-contrast acuity chart is not the ‘real’ world—and it can be a poor determiner of an Rx change’s functional value. I find it much more helpful for the patient to look at a low contrast target such someone’s face at the furthest distance that they can normally see it. If the patient can notice a difference, then it’s likely to be of functional value. I want them to pass the “O” test—when the patient says “Oh!” I can see them better. That’s a confidence builder. If they don’t notice a difference, even if there is a refraction change, I usually don’t pursue it further. Keep in mind also that acuity will fluctuate as fixation varies. Don’t let a fleeting acuity improvement fool you into thinking it’s the refraction change that’s helping. The prescription change has to be enough to make a “real” difference! Remember that if the patient can “almost see something” they still can’t see it!

When refraction is the best you can achieve and acuity remains inadequate for the patient’s goals, then there’s only one option left to further enhance distance vision- make it bigger! And, of course, we have only two ways to do that—walk up close enough to see it, or, make it closer optically, and someday we’ll have compelling digital options as well.

How I do it

  1. The first thing I do is put +1.00 over the eye. If they say it makes it blurry, I’ve learned two things—they don’t take plus power, and they’re sensitive to 1D changes
  2. Then I’ll put -0.50 over the eye. If it’s going to help they’ll say its better without much thinking. If they hem and haw, they don’t take the minus. If they take the -0.50, I’ll go to -1.00, if they hem and haw then, I’m done.
  3. Then I’ll take a -0.75cyl and hold it at 180, 90, 45 and 135. If they don’t like anyone of them, I’m done. If they do like one, I’ll put it in a trial frame and fine-tune it.
  4. Lastly, once I think I’m done, I’ll put +0.50 over the eye and want to hear them say that it’s worse. This confirms that I haven’t over minused them.

This takes longer to explain than it does to do it!

What I look for when they come back complaining?

The first thing I do is see if I can add plus power over either eye. Some folks are what I call minus ‘gobblers.’ Adding minus power can make the contrast appear greater and that can be interpreted as better. If there’s a big cylinder change I’ll rarely prescribe the full Rx, and I’ll keep it toward axis 180 or 90 if I can. If they’re more comfortable with their previous Rx, I’ll swallow my pride and go back to that one.

Having fun yet?

Promoting Your Low Vision Practice Marketing 101

Getting them into your chair- marketing your low vision practice

Despite all the awareness surrounding macular degeneration, stem cell transplants, intra-ocular telescopes and bionic eyes, low vision care is still a third cousin. For those who are lucky enough to find their way to a low vision practice, the still common refrain is, “How come no one has told me about this before?”

Where are low vision patients likely to be found? For adults and seniors, they’ll be in ophthalmology practices and especially those specializing in retina and genetic diseases. For children, you’ll find them in pediatric ophthalmology practices.

Where else will they be found? In senior and retirement centers, social service agencies, in special-education programs in the school districts and in the practices of geriatricians, and occupational and physical therapists.

You’ll find them subscribing to large print publications, in the large print section of your library, and in chat-rooms on line.

There’s no point advertising far and wide in a shotgun approach to reach a very selected market where a properly focused approach can be more effective. How often do you respond to ads for health care providers, plumbers, and lawyers or for anything else that really matters? Not likely very often. We depend upon referrals, reviews and especially word of mouth. So, if that’s what drives patients (us included) to our doors, there’s no point running ads–it’s not likely to make anything happen.

So what does work?

Establishing relationships with the ophthalmologists and especially their staffs. Reach out to the practices that you refer to and ask for their low vision referrals. Offer to make a presentation to their staff, who often spend more time with the patient than the MDs do, and when you visit bring chocolate! Talk about what to expect from a low vision referral, how to promote it to the patient, and bring along one or two cool products to demonstrate. Leave business cards and a referral fax form, and check back routinely. Contact Ocutech to request sample forms that you can personalize with your practice information.

After you’ve seen the patient write a one page exam summary letter. Include what their diagnosis is, what their goals are, what their vision is, what they responded to, and what your treatment plan is. Four short paragraphs is all you need. Address it to the doctor; copy it to the patient, the patient’s internist and any other health care providers the patient sees. Don’t flood them with information—they won’t read it! (TL-DR: Too long, didn’t read!)

Find two or three successful cases, especially if you use some new technology, and send out a press release (or get a PR firm to write it, it’ll still be cheaper than running advertisements) to publications and news outlets in your community. Talk about how this wonderful technology has changed the lives of these visually impaired patients individuals. If you can get a feature article or TV spot written based upon your press release, your phone will ring. You had better train your staff in how to respond. However, you have to be the first in your community to do this. The papers won’t run a story about the second doctor who did it!

Develop a 30 minute lay-person talk about the impact of vision loss on quality of life and how modern low vision technology can improve people’s lives. Take it to the Lions, senior centers, church groups. Develop relationships with your audience members. Also develop a Low Vision practice brochure that describes your services, how their vision can be enhanced and that also promotes your expertise.

Marketing is a process and it never stops. Have you ever heard of coke? They still advertise don’t they? But it has to be smart marketing, and you have to be a leader to get noticed. You have to be seen at the cutting edge of technology and expertise—that’s what gets noticed. If you’re just like everyone else, what makes you special?

Pearls I wish I knew earlier in my career.

1. Promise less than you expect to deliver.

2. Be politely, brutally honest. If you can’t get them to see as well as they need to, say so, and look for other options—if they don’t do well, it’s not your fault, it’s just the way it is.

3. Don’t prescribe to get half-way there, it won’t work.

4. Don’t waste time trying things with a low likelihood of success.

5. Charge enough for your professional services—the less you charge the less they’ll listen

6. Don’t push anything; it will undermine the patient’s confidence in you.

7. Remember that you’re looking for a long-term relationship, so if you have to take something back, do it.

8. The trick of course, is to not need to take anything back.