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Optometrical Practice Management Newsletter - Tips & Reviews. Volume 4. April 2007

Business Tip: Excellence in Optometrical Practice

This month we will talk about "Purpose".

Over the last few years I have read a number of self improvement texts. One of the common recurring themes is the concept of "Purpose". Basically it is a "not for profit" pursuit that inspires you or "presses your buttons".

Finding your "Purpose" is not a simple exercise but it is necessary to identify. Once you have found your "Purpose", things become fairly simple; keep following it. This will not only apply to your business but also your personal life. When a hard decision needs to be made, look at your options. If the option aligns with your "Purpose", then it is likely to be the correct or a suitable option to take. Following your purpose also makes you a better leader. This is because the direction you set for your business is something you believe in; it gives you integrity to your patients and most importantly your staff.

If you have not come across this concept before, my previous description is likely to sound non-tangible. The best way to add some substance is by going through how I worked out my "Purpose" and how it applies every day in my business and personal life.

The way to your "Purpose" is to list the things in your life and business that you are most passionate about. Listing what frustrates you is also important, as your "Purpose" is likely to be the exact opposite. From my perspective relieving my patients of their vision worries was the most satisfying activity of my day. This is what ultimately led me to my special interest of Keratoconus. This group of people probably are the most stressed of all the patients I see. They feel trapped!

My "Purpose" is therefore to "Liberate". When I liberate the patient sitting in my consultation room of their vision worries, I have succeeded.

What is your "Purpose"?

Next month I will introduce the concept of "Position". This is important, as it sets the expectations of your customer. Once we have "Positioned" the business, in later months we will talk about Clinical expertise, Business acumen and Technological implementation. All these concepts create "Excellence in Optometrical Practice".

Kokkinakis Consultants has a cost effective program of hurdling the challenges of optometrical practice and rekindling your passion for your profession and your business. It doesn't matter where in the country you are. Guidance to a better practice and lifestyle is only an email away.

You can email me at:


Therapeutic Tip: Intacs/Riboflavin for Keratoconus (Part 2)

Last month Dr Gerard Sutton (corneal specialist) from The Eye Institute in Chatswood Sydney discussed Intacs and Riboflavin for Keratoconus. Part 1 was an explanation of what Intacs is all about.

This month Part Two will present the results of a prospective Intacs study that Dr Sutton is conducting and a case report that shows the impressive topographic changes that occur. In a future newsletter he will describe to us Riboflavin treatment and its role in the management of keratoconus.


If you did not manage to read part 1 last month



For this months part 2:





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




DR ANDREW CHANG (Medical and Surgical Retina).

He will talk about the role of Lucentis and Avastin for Age-Related Macula Degeneration. These two drugs are the most exciting advances in ARMD we have ever had. As we all know, ARMD is the most common cause of blindness for the age group over 50 yrs old.

This article is a must read, it will help us understand when these drugs are appropriate to use. This in turn will contribute to saving many of our patient's eyesight in the future.















Rodenstock has just launched its new ColorMatic 1.6.

The outstanding performance in all relevant areas positions the ColorMatic range as a top photochromatic product.

For further information please contact:

Anne Guethoff, Marketing Manager

Phone: 02 9748 0988




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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