Continuing our series of interviews with leaders in the field of optometry here is Interview Number 3 with Eric M. White, O.D. This follows Doctors Vision Center Interview with Sherrie Rogerson – VP of Strategic Marketing and our second with Joseph C. Mallinger, OD, MBA, FAAO – President/CEO of Vision West, Inc.
I have known Eric since 1996 when I had the pleasure of serving with him on the Board of Prevent Blindness America, Southern California. Eric is a true leader, not just in optometry but in the community, volunteering his time and leadership for the Boy Scouts of America where is is an Adult Leader as well as an Eagle Scout Board of Review Member. He is an active volunteer with his church and many other organizations too many to mention. (In our interview I omitted the question about other organizations as Eric belongs to so many the list would fill two pages.)
Eric has the longest CV I have ever seen and it keeps on growing as he is involved in so many activities and projects in the optical industry. Even though Eric is busy with activities inside and outside his practice he still managed to win Essilor’s AR competition, 78% of lens sales were AR coated. This is impressive and I think he is providing great service to his patients – no one should be wearing eye glasses without AR coating which is why several of the major optical chains are now including it automatically.
Eric was voted the AOA‘s Young OD of the Year in 1995 and has a wall covered in awards, so many I can’t begin to mention them. He is the solo OD in his $1.3 million a year practice.
Eric White, OD
Here is the interview: Interview with Leading Optometrist Eric M. White
1. How long have you had your optometry practice and what made you decide to become an OD?
I have been in private practice since 1985 but it all began in 3rd grade when my dad said you have to decide what you want to be in life, either a doctor or a lawyer. My bad hand writing made the decision easy, I had to be a doctor! In 7th grade dissecting a cow’s eye narrowed my decision to optical, and I decided I wanted to be an eye doctor but would it be ophthalmology or optometry? The fact that optometry is primary care and 99% of time I can help people see better led me to the final decision and optometry was the winner. I love that so much of my job involves a positive experience for the patient.
2. What differentiates you from other practices or optical chains?
We spend a lot of time with the patient and utilize the latest technology, the exam lasts at least 30 minutes and then there is another 30 minutes or more of of consultation. Although we see 30-40 patients a day, and I see 10 exams a day, every one gets personal care. We make sure that we maximize insurance benefits and for that reason I do not participate in lesser quality insurance plans. I do not recommend anything I don’t believe in and 80% of our patients come back which must mean they feel good about their experience here. We are involved in several clinical studies and the diversity of the work here keeps everyone stimulated and interested in what they are doing.
3. What do you think are the major obstacles facing optical practices right now?
The economy has to be the biggest issue right now but this industry is more recession proof than most as people have to take care of their vision needs. I see Insurance as an obstacle, the bigger companies only want you to promote their product and can make it difficult for optical practitioners to provide a wide selection of products. I think that the urge to discount more and more does not serve the patient well. The private practice provider should be offering additional services and care to compete in this market rather than discounting. For example I offer my patients the Optos Retinal Scan for a nominal fee and I also email the result to them. I trust my office staff to work with patients and they have the freedom to discount and help patients without insurance. We have a tiered bonus program for the whole office which helps them operate together as a team.
I belong to group of about 20 OD’s and we meet quarterly to share information and exchange ideas. This helps me to keep me fresh and do a better job with my staff and patients.
4. What changes do you foresee about the retail optical market in the next 5 years?
I see changes coming from demographic trends happening with the newer optometry school graduates. Many of these graduates want to work part time rather than in full time in private practice. This may mean there will be less independent optical offices in the future.
The new computerized technology, free form and digital lenses make for improved quality, and better optics. Then there is Computer Vision Syndrome which is becoming more prevalent. I am very interested in the subject of Computer Vision Syndrome and I am working closely with Gunnar Optiks, a company that specializes in providing eyewear for computer users. I believe that there is a big growth potential in this category and we should be making sure our patients are informed about it before it becomes a problem for them. Consumers will want to go to private practice for all these reasons to make sure they are receiving optimum eye care.
5. What do you think about the Optical Vision Site and what could we do better as far as being an optical retail resource?
I love the blog as it is easy to read and navigate. I like that as a subscriber I receive a daily email and I can click on and open an article if it interests me. I never delete the emails until I have checked to see what the daily subjects are, some of them are really informative.
6. Anything else you would like to add?
“THE POWER OF THE PEN’ OD’s need to prescribe the products that benefit the patient. For example, computer lenses, AR coatings, high-index lenses, photochromic lenses, multi-focal contacts, etc. improve the patients vision, appearance and comfort. Therefore, the consumer should be educated so that they can make an informed decision about their choices. The eye doctor has to be part of this education process.
Similar Posts:
- Eric White OD – Gunnar Optiks Experience
- Interview with Anh Nguyen, O.D. – FirstSight Vision Services, Inc.
- Doctors Vision Center Interview
- Moody Eyes Musings – Independent Optometrist
- See Inside the Box! The OD Next to Walmart Talks to OVS
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