I recently attended the Opticians Association of America (OAA) meeting, where I found many of the presentations given by the sponsoring vendors inspiring. It is exciting to learn about new products and technologies in the market, products that can change lives for the better and help us grow our businesses. I am dedicating this column to one presentation that made me excited about a relevant new product while reminding me of the effectiveness of humanizing products through storytelling, something we can all do when presenting product benefits to patients. Share your own story or put the patient in the picture by explaining how a product will make their life better or in this case, their child’s life better. I am speaking of the presentation given on CooperVision MiSight 1 day that is clinically proven to slow the progression of myopia when prescribed by age 8 to 12 years of age. It is FDA approved and will launch in the spring of 2020.
The storyteller is Steven F. Rosinski, OD, who shared his personal story of myopia progression while bringing to life the impact that contact lenses can have on a young child’s self-esteem and social development. He describes his struggle during his young impressionable childhood where, despite his unremitting pleas, his doctor would not prescribe contact lenses because he was told, “You’re not responsible enough yet.” He goes on to describe the life-changing day that he first wore contacts instead of eyeglasses. His experience and struggle inspired him to become an optometrist because he wanted to help people, especially children. Woven into the story was supportive data for the fact that compliance among children has proven high. We should all be aware of the myopia epidemic and the vital role of early intervention in slowing this progressive disorder. Many of us always thought of myopia as a simple, correctable ametropia, but we now know that this is a progressive disease. He informed us that retinal detachment, glaucoma and AMD risk multiply as myopia becomes stronger. My nephew experienced retinal detachment in his mid 20s. He was a high myope over -6.00, but even mild myopes are at increased risk for these complications.
Storytelling is a powerful tool to help patients imagine how their sight and lives or that of their children will be made better by a product such as MiSight 1 day contact lenses that go beyond just correcting the blur of myopia to slowing myopia progression and lowering the risk of complications.
• Deborah Kotob
Pro to Pro Director