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Optometrical Practice Management Newsletter - Tips & Reviews. Volume 3. March 2007

Business Tip: Excellence in Optometrical Practice

As discussed last month to succeed in any profession today we need to excel in three areas:

1. Clinical Expertise

2. Business Acumen

3. Implementation of Technology

Over the course of the next few months I will summarise a talk I was invited to give for the NSW optometrical association on business basics in late February.

Well done to Andrew McKinnon, who works tirelessly as executive director for the NSW branch of the OAA, for having the insight to take on such a huge project. Most of us are good clinicians but our profession is unique and also requires retail and solid business skills. Over the years many piece meal talks have been conducted but this is the first attempt to bring things all together. This first course is spread over three consecutive Sundays with only a small group of thirty.

Starting the day off I was given the topic of "Excel & Win" so I thought I would share a few of the main points.

Before we look at the three keys areas in detail we need to understand we firstly as business people and human beings need a "Purpose" that is not purely for profit. To make this "purpose" successful it needs to align both our business life and our personal life. As airy-fairy as this might sound it is imperative to choose a purpose that strikes a strong emotional chord and something that you honestly believe in.

Once we have our purpose nailed we can then choose our "Position".  This is important as it presents our business to the outside world. It must be a consistent message to our customers and also our staff. If we do not "practice what we preach" our staff will lose direction and respect. Over the last few years I have coached a number of practitioners and nearly always the first thing I hear is that:

"If only I could find good staff, I would be able to really grow the practice."

This problem invariably comes from not having a consistent position and also from not giving the staff the responsibility for certain procedures in the business.

Next month we will get into what is "Purpose", what is mine and how to create yours. The following month we expand on "Position", what is mine and how to create yours, which will finally set the platform for "Excellence in optometrical practice".


Therapeutic Tip: Introducing Dr Gerard Sutton.

He talks about his study on Intacs/Riboflavin for Keratoconus

I am delighted to introduce to you Dr Gerard Sutton (corneal specialist) from The Eye Institute in Chatswood Sydney. The topic he will concentrate on over the next two months is:


The role of Intacs and Riboflavin in the treatment of Keratoconus

The traditional surgical paradigm for keratoconus is being challenged by new technologies that potentially can defer or avoid the need for corneal transplantation. This article will examine the possible role for Intacs intrastromal rings and Riboflavin/UV treatment in the management of Keratoconus.

The primary focus will be on the early results of a prospective nonrandomized study utilizing Intacs for the treatment of moderate keratoconus. In the study 50 eyes were treated with Intacs intrastromal rings utilizing the femtosecond laser for insertion. Intensive monitoring including UCVA, BSCVA, Orbscan topography, wavefront abberrometry, contrast sensitivity and QOV questionnaires were completed

Results at 3 months are available. An emerging picture of the specific indication for this technology, nomogram as well as the predictability, safety and efficacy will be presented.

As part of the trial all patients will receive a secondary staged treatment with Riboflavin/ UV. The rationale will be briefly covered.

Finally a new paradigm for the surgical management of keratoconus will be discussed.




Read this for Dr Gerard Sutton's Biography




Dr Sutton would welcome your enquiries at:


Phone: 02 9424 9999

Address: 3rd Floor, 270 Victoria Avenue

              Chatswood NSW 2067















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To date hundreds of copies of my e-book have been downloaded. I assume many of the downloads have been read. If you haven't read it yet here it is again:

The 7 Critical Mistakes that Most Optometrists Make in Their Practices

And how to avoid them By Jim Kokkinakis



Information Technology & Optometry

If you want to invest in new technology you must have a solid computer system to make sure that the use of the technology is efficient. Having a solid computer network for an optometry practice is way beyond the average optometrist's skill set. That's where Richard Rees comes in.


Richard Rees works for They are specialists in Information Technology solutions. Phone Richard on

1 300 553 559

Visit Lookup for all your IT needs



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