GORAN NIKOLIC goran.macht@gmail.com 0423676939
Optometrists Association Australia ABN 17 004 622 431 204 Drummond Street Carlton VIC 3053 03 9668 8500 oaanat@optometrists.asn.au www.optometrists.asn.au
ANNUAL REPORT 2012 - 2013
President’s Report 2012-2013
THE 12 MONTHS TO 30 JUNE 2013 HAVE BEEN A PRODUCTIVE AND REWARDING PERIOD FOR AUSTRALIAN OPTOMETRY.
The regulatory environment is maturing after three full years with national registration. The year saw the review of several significant registration standards including continuing professional development, and the finalisation of the new general registration standard for initial applicants which, when operational from 1 December 2014, will mean that the entry-level standard for optometrists will be to have therapeutics training. Already, 33 per cent of the profession has acquired this qualification and every student graduating will be trained to prescribe ophthalmic medicines.
Most significantly for patients, the Optometry Board of Australia released in March 2013 revised guidelines for the use of scheduled medicines permitting qualified optometrists with the relevant equipment and scope of practice to initiate glaucoma treatment without first having a formal comanagement plan in place with an ophthalmologist. Regrettably, this has led to litigation by RANZCO and the ASO against the Optometry Board of Australia, which is still continuing but the reform remains operational unless modified by the courts.
Third, despite now not requiring a formal comanagement agreement between optometrists and ophthalmologists, the Association does not envisage that the professions will suddenly stop talking. On the contrary, it is likely the reform will strengthen communication between the professions without the formal structures imposed previously. Excellence in patient care requires a strong relationship between treating practitioners and these changes are unlikely to damage that interaction that occurs every day between optometrists and ophthalmologists.
The reforms to prescribing continue the very important evolution to our scope of practice for the benefit of patients. The reforms are a clear demonstration of the intent of national registration adopted by all jurisdictions in both the Intergovernmental Agreement for National Registration and in the founding legislation for national registration adopted in every state and territory in Australia.
The political environment for optometry remains positive. The Association continues to have a productive working relationship with the Australian Government, meeting regularly with the department and ministers. Our major advocacy push—to ensure optometrists are sustainably and appropriately paid through the removal of the Medicare cap—sought to recognise the tight fiscal circumstances of the Australian budget.
The Association supported this reform for a number of reasons, most importantly because it will benefit patients and the community. First, we note that the changes do not suddenly mean every optometrist must now undertake this work. Second, the reforms are appropriately targeted to eligible optometrists—the 33 per cent who are legally able to prescribe after undertaking therapeutic training; those who have the equipment and those with the scope of practice.
As at 30 June 2013, members were meeting with local Members of Parliament to increase the understanding of parliamentarians of the unique role of optometry and the equally unique limit on our fees. An evidence-based submission was made in early 2013 and at the time of writing, we await a decision by the Labor Government to the request. Organisationally, National Office adopted a new strategic plan with a central mission to advance,
promote and support the profession of optometry. The National Board championed the strategic objective of National Office to provide services, programs and assistance to members to empower the profession to be the first point of contact for all primary eye care issues in Australia, working in consultation with other eye health professionals to provide optimal eye and vision care to all Australians.
Andrew Harris CHAIRMAN
Australia is in a fortunate position to have a very well educated and motivated optometry profession. The strategic plan supports the Association to continue to push for safe, sensible and effective regulatory and policy settings to position the sector to meet the growing primary eye health and vision care needs of Australian patients. On behalf of the National Directors, I thank Genevieve Quilty and the National Office staff for their work on behalf of the profession during 2012-2013. As well as delivering services, programs and advice to members, the team is in the process of replacing the member database, financial systems and websites. When completed late in the 2013 calendar year, these new tools will firmly place the Association in a very strong position to continue to serve the diverse needs of member optometrists. I also thank the State Division Boards, Councils and their staff for collaborating with National Office and the National Board on significant projects and programs during 2012-2013. OAA | Annual Report 2012-2013 | 3 |
Treasurer’s Report 2012-2013
SUMMARY THE ASSOCIATION HAD A POSITIVE FINANCIAL YEAR, WITH A SURPLUS REPORTED IN THE PROFIT AND LOSS. THE PORTFOLIO RETURNED 18.3 PER CENT NET OF FEES, A SIGNIFICANT INCREASE ON LAST YEAR’S RETURN REFLECTING THE STRENGTHENING OF THE AUSTRALIAN AND INTERNATIONAL EQUITY MARKETS. Operating results were positive and exceeded budgeted expectations. The association’s positive budget position for 20122013 was achieved by a combination of tight budget constraints; sensible financial management monitored through monthly reporting to the association’s finance committee, audit and risk committee and the national board and the turning of the equities market boosting the value of the association’s investment portfolio.
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Gavin O’Callaghan DIRECTOR & TREASURER
OPERATING RESULTS With membership fees from State Divisions accounting for 77 per cent of the Association’s income, efforts continued to increase revenue from other sources, including financial sponsorship of our programs and activities, and commissions from groups such as American Express and Guild Insurance. The active pursuit of advertisers this year resulted in a higher than expected advertising income across the year. The Association continues to pursue external income with the aim of maintaining and improving the services members enjoy, while minimising the fees State Divisions pay National Office. Overall expenses for the year were contained at 7.5 per cent below budget. Examples of cost containment include the Association’s meeting and travel expenses. This has been achieved by implementing tight controls over the amount of travel and also ensuring that the most economical fare and accommodation option is chosen, along with an increase in the use of Skype and telephone conferencing. The IT database and website projects are nearing completion resulting in increases in intangible assets to reflect the costs incurred this year, removing $137,000 from operating expenses. Total expenditure on salaries was 4.9 per cent lower than target due to the longer than expected timeframes for recruitment processes, yielding more experienced staff for key positions. The Association’s budget also contributed $227,000 to assisting our smaller state divisions deliver services to members in line with the Association’s State Funding policy. Both the purchase of professional indemnity insurance and financial support of our smaller state divisions represent significant outlays, but the National Board considers them to be important and necessary to meet the aims and goals of the profession.
STATEMENT OF FINANCIAL POSITION This statement further reflects the financial position of the Association. It reveals a 21 per cent increase in total equity for the year. This figure is reflective of the increase in the Association’s investment portfolio value as well as operating profit generated. The asset allocation policy, modified by the National Board in May 2012, establishes the investment parameters for the Association’s investment portfolio as managed by Crowe Horwath. The Association maintains a balanced portfolio, allocating 27 per cent to defensive assets and the remainder in shares and managed funds. This diversification provides a measured approach to the portfolio, while still allowing opportunity for the realisation of increased investment returns— over the investment cycle these returns have historically been higher than investing these funds in standard bank accounts. The Association’s cash holdings are up 195 per cent from last year. The increase in the Association’s cash position is a result of savings throughout the year and higher than forecast interest payments on cash holdings, carefully managed to maximise term deposit returns. These savings are budgeted to be invested in additional member services during 2013-2014 and will lead to a deficit budget in 20132014 accordingly.
FINANCIAL MANAGEMENT AND THE FUTURE As noted above, the Association has a significant portion of its assets in shares and managed funds. This position is monitored closely at each National Board meeting and by the board’s Finance Committee. The Association supplements this advice with regular reports from an independent business adviser who supports the Association management’s assessment of the investment portfolio’s performance. The Finance Committee comprises the Treasurer, Chairman of the Board, the CEO and COO, and the external independent business adviser, Terry Wakefield. As we are a member organisation, the National Board is acutely aware of the need to support the State Divisions so they can provide the services our members require to meet the growing primary eye health and vision care needs of patients while remaining within our financial means. We continue to manage our finances conservatively and although the new financial year will see further investment in member services, and the Board has forecast a deficit budget for the 2013-2014 financial year, our overall financial position is forecast to remain positive. During 2013-2014, the Association will be: • providing professional branding and member engagement services • continuing to look for additional external revenue sources. At the same time, we will be continuing to enhance our backroom operations with finance and member database systems, as well as enhancing member services with more dynamic CPD monitoring and a new website presence.
OPTOMETRISTS ASSOCIATION AUSTRALIA THE PROFESSIONAL ASSOCIATION ADVANCING, PROMOTING AND SUPPORTING THE PROFESSION OF OPTOMETRY Optometrists Association Australia is the peak body representing the optometry profession. The OAA assists the profession through our members—the six State Divisions—to provide accessible, quality eye health and vision care for all Australians. With over 4,600 optometrists registered in Australia, the profession is the largest eye health workforce in Australia, delivering advanced primary eye health and vision care.
OUR VISION
through to 2015 is to support members’ excellence in eye health and vision care
OUR MISSION
To advance, promote and support the profession of optometry. Ultimately, the goal of the Association is for optometrists to be the first point of contact for all eye care issues in Australia, working in consultation with other eye health professionals to provide optimal eye and vision care to all Australians.
Chief Executive Officer’s Report 2012-2013 2012-2013 has been the 96th year the Association has worked alongside State Divisions on behalf of members, providing services, programs and advocacy. During this period, practising optometrists have provided over 7.5 million eye care services through Medicare. On behalf of the National Office, we are proud to be able to support in many different and dynamic ways the provision of excellent primary eye health and vision care during this period.
The Association thanks the many hundreds of members who participated in meetings with local Australian Government Members and Senators to start a conversation about the need for sustainable fees for primary eye health and vision care.
Collectively with the State Divisions, the Association represents over 90 per cent of registered optometrists in Australia. We are privileged to continue to represent a very high number of practising optometrists in Australia. The Association works continuously to represent practising optometrists in Australia across the broad spectrum of employment and modes of practice, to key decisionmakers and stakeholders in the eye health and health sectors. With continual reform and reassessment of government outlays, it is significant that the Association continues to have very high levels of membership and signifies to government that our profession is united, working collaboratively to provide world-class optometric services.
In March 2013, the regulatory board, the Optometry Board of Australia, released new Scheduled Medicine Guidelines enabling eligible optometrists to commence glaucoma prescribing without the requirement of a compulsory comanagement plan with ophthalmologists. The Royal Australian and New Zealand College of Ophthalmologists and the Australian Society of Ophthalmologists have challenged this decision in the Supreme Court of Queensland and at the end of June 2013, this court case was continuing despite the continued excellent collaboration between the two professions. The Association supported this regulatory change as it is good for patients. Eligible optometrists are well-trained, extremely wellequipped and well-connected within the primary and specialist health professions to provide this care to patients diagnosed with glaucoma.
The profession has met many challenges during 2012-2013. One of the largest challenges continues: remuneration for the provision of primary eye health and vision care. The year marked the start of a campaign to raise attention to the less than adequate remuneration for optometric services.
In May 2013, the Association faced a challenge through the introduction by Specsavers of its own professional indemnity insurance product as well as another indemnity product just before the membership renewal period. This has meant the communication of the value of the Association’s OBA-
compliant PII product has had to be more effective. We encourage all practising optometrists to take up membership of the Association State Divisions, not only because of our tried and tested PII product but also to benefit from access to memberonly resources to support excellence in optometric care. Membership also provides the opportunity to engage with optometrists all over the country in leadership positions on State Division councils and working groups, to contribute to policy development, and to engage actively with each other on the Association’s new online communication platforms.
Genevieve Quilty CHIEF EXECUTIVE OFFICER
Significant re-engineering of the Association’s ‘back of house’ operations occurred in 2012-2013, lead by a newly-established position, the Chief Operations Officer, filled by Kirsten McMahon-Cook. This role led the modernisation and re-organisation of the Association’s operations including the replacement of all IT systems in national and State Divisions—financial, member database and websites. When completed in late 2013 calendar year, these systems will put the Association in a very strong position to keep delivering excellent member services and communicating in a dynamic and effective manner. I personally thank the National Board for its guidance and direction of the Association activities during 2012-2013; my management team comprising Kirsten McMahon-Cook, Sandra Shaw, Skye Cappuccio and Jared Slater, and all the National Office staff members for their strength and commitment to serving the profession of optometry. OAA | Annual Report 2012-2013 | 7 |
OAA STRATEGIC PLAN 2012- 2015
Table 1
VISION
Member: EXCELLENCE IN EYE CARE AND VISION CARE Public: SEE LIFE. SEE YOUR OPTOMETRIST
MISSION
To advance, promote and support the profession of optometry.
The Association’s mission is to advance the practice of optometry and to provide relevant services to empower optometrists to deliver excellent primary eye health eye and vision care. Ultimately the goal of the Association is for optometrists to be the first point of contact for all primary eye care issues in Australia, working in consultation with other eye health professionals to provide optimal eye and vision care to all Australians.
THEMES
Advancing the practice of optometry and its standing
Remuneration: sustainable flexible remuneration rewarding advanced primary eye health and vision care. Workforce: a workforce well balanced, well educated and well distributed. Therapeutics: increasing the number of optometrists with therapeutic endorsement, using them for increasing primary eye health needs. Communication: communicate to the community and other health professionals why Australians should see optometrists FIRST. Encourage referrals from GPs and pharmacists to optometrists.
Providing optometrists with professional support and services
Internal communication: provide members with information to enhance their clinical practice, such as clinical policies and practice standards. Member services: provide members with important member services to support their practice. Key progress against the Goals is listed in Appendix 1, Table 9, with further detail in the body of the Annual Report.
SNAPSHOT OF THE PROFESSION Optometrists are a nationally registered profession with direct Medicare and Pharmaceutical Benefits Scheme (PBS) rights. The optometry sector is the largest eye health and vision care profession in Australia, providing 75 per cent of all primary eye health and vision care in Australia. Optometrists work closely with all health care practitioners but most significantly with General Practitioners, Pharmacists and Ophthalmologists. Number of registered optometrists rose 1.5 per cent (4,568 in June 2012 to 4,635 in June 2013).
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Table 2
The Optometry Profession as at 30 June 2013 (Registrations) State ACT NSW NT QLD SA TAS VIC WA Not stated Total
General 74 1,547 27 904 239 81 1,158 367 116 4,513
Source: AHPRA, August 2013
Non-practising 42 12 1 41 8 18 122
Total 74 1,589 27 916 240 81 1,199 375 134 4,635
% by State 1.60 34.28 0.58 19.76 5.18 1.75 25.87 8.09 2.89 100
SNAPSHOT OF THE PROFESSION Optometrists continued to elect to increase their skills with an additional 221 optometrists successfully completing the graduate certificate in ocular therapeutics, providing them with discrete prescribing rights. This brings to almost 1,500 the number of optometrists with this additional skill, which provides an enormous benefit to patients. By December 2014, every newlygraduating optometrist will have therapeutics.
Table 3
Optometrists able to prescribe therapeutic medicines as at 30 June 2012 State ACT NSW NT QLD SA TAS VIC WA Not stated Total % of Total general registration
Total 22 312 9 256 95 54 636 98 17 1,499 32.3
Source: AHPRA, August 2013
The optometry sector continues to provide increasing numbers of optometric services in almost every community in Australia. The sector is competitive and dynamic, providing diverse busy careers for practising optometrists in Australia. Optometric services provided under Medicare are at an all-time high with over 7.5 million consultations. Remuneration under Medicare continues to lag because of inadequate indexation, impacted all the more by the decision of the former federal government to delay indexation from November to the following July. Table 4 outlines this impact. Competition is at an all-time high, influencing optometrists to continue to bulk-bill the majority of patients. Bulk-billing as reported through the Medicare statistics as at 30 June 2012 was 97 per cent.
Table 4
Medicare Indexation compared with CPI 1998–2012 Change from December quarter to December quarter Year
1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
10900 85% Medicare CPI all Schedule (bulk-bill increase groups fee amount) for 10900 53.40 54.20 54.85 56.15 57.55 59.00 60.25 61.45 62.75 64.15 65.65 67.15 68.35 69.70 71.00
45.40 46.10 46.65 47.75 48.95 50.15 51.25 52.25 53.35 54.55 55.85 57.10 58.10 59.25 60.35
1.50% 1.20% 2.40% 2.50% 2.50% 2.10% 2.00% 2.10% 2.20% 2.30% 2.30% 1.80% 2.00% 1.90%
1.60% 1.80% 5.80% 3.10% 3.00% 2.40% 2.60% 2.80% 3.30% 3.00% 3.70% 2.10% 2.70% 3.10% 2.20%
CPI Health 3.50% -5.20% 3.50% 2.60% 6.60% 6.90% 5.00% 4.20% 5.30% 4.10% 4.90% 4.70% 5.00% 3.60% 7.70%
Fee with different CPI adjustment If CPI all groups applied
If CPI Health applied
53.40 54.40 57.50 59.30 61.10 62.50 64.20 66.00 68.10 70.20 72.80 74.30 76.30 78.70 80.43
53.40 50.62 52.40 53.76 57.31 61.26 64.32 67.02 70.58 73.47 77.07 80.69 84.73 87.78 94.50
Source: Medicare and CPI figures
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OPTOMETRISTS ASSOCIATION AUSTRALIA SUMMARY OF NATIONAL OFFICE PROGRAMS AND SERVICES The National Office of the Association provides an array of member programs and services to support State Divisions and their members’ practice of optometry, as outlined in Table 5. Our ultimate aim is for members of the Association to be able
to more easily practise optometry—accessing key member services every day of their career. These services include Professional Indemnity Insurance coverage; access to evidencebased information to support cutting-edge
Professional Indemnity Insurance
Real time professional services advice – clinical and practice related Advocacy
Through a Master policy with AVANT, the Association continued to provide a valuable Professional Indemnity Insurance product. It continued a series of CPD events aimed at raising awareness of the profession’s key risks to the PII policy, including record-keeping and delay or failure to diagnose, or misdiagnosis of eye conditions such as glaucoma, retinal tumours and retinal detachment.
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Led by the National Professional Services Manager and our National Office Policy and Communications teams, every member can access confidential and relevant clinical and practice advice through either our new website or an easy call to our offices.
optometric practice through our publications including Pharma and Clinical and Experimental Optometry; catching up with news through Australian Optometry and e-Newsletters; seeking confidential memberspecific advice in areas
The National Policy team prepares and co-ordinates every OAA submission to government decisionmakers such as the OBA, Department of Health, and Health Workforce Australia, and prepares key National Office staff and directors to contribute to meetings and committees to promote and educate decision-makers about the role of optometry in Australia.
such as Medicare and employment information; and contributing to the leadership of the profession as a director of the Association.
Communications National Office provides a suite of print and online resources to help keep members up to date in their clinical practice through: Clinical and Experimental Optometry (6 issues) and Pharma (4 issues), and an annual issue of Equipment. In early 2013-2014 we will move to online-only resources to encompass Practice, Contact Lenses, Lenses and Guide4Grads. Our profession, industry and sector news is provided through 11 issues of Australian Optometry; 25 issues of eNews; our website and social media.
Accreditation of non-OAA CPD More than 525 non-OAA courses were accredited by the Association against the standards set by the OBA, as a service to members.
Monitoring of member CPD points
Front of House communications with members
Every OAA member has an up to date CPD record of achievement easily accessible at national registration time. During the first audit period, over 90 per cent of members audited accessed OAA advice to support them during the audit process.
National Office fielded more than 6,500 calls from members during 2012-2013, in relation to diverse areas such as CPD information, PII, Medicare, member classified advertising, member contact detail changes, general membership queries, optometrist searches, new membership cards and packs, member website logins and subscription queries.
Marketing
OAA Bookshop
Our marketing team prepared and helped deliver a Contact Lens Webinar series; launched a major UV campaign; led the way on our traditional Back to School campaign, as well as supporting our important member-based ‘Remove the Fee Cap’ campaign.
The OAA Bookshop toured every major Association conference during 20122013 and was available to members online as well as through phone or in person for bookings and enquiries.
Member Advantage Program The Association has enhanced the Member Advantage Program which in 2012-2013 included services such as business insurance, banking, financial services, industrial relations and human relations advice, and Qantas Club membership. During the period several lifestyle products were added, following member requests.
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ACHIEVEMENTS IN 2012-2013
Activity during 2012-2013 was based on the new Strategic Plan 2012-2015 as set out in Table 1. Two strategic priorities, based on advancing, promoting and supporting the profession of optometry, were developed in early 2012 by National Office in close collaboration with State Division CEOs, the National Board and State Division Presidents.
Positioning the Association as a leader in primary eye health and vision care advocacy One of the most important roles of the Association on behalf of its members is as the chief advocate of the profession, through meetings and submissions, and representations within the sector. During 2012-2013, the Association met regularly with key politicians and senior government advisers to promote a greater understanding of the skills and capability of optometrists. The policy team, comprising Skye Cappuccio, Dr Patricia Kiely and Giuliana Baggoley and supplemented by Genevieve Quilty and Jared Slater, undertakes a busy annual program of policy development. It responds to submissions and drives optometric advocacy and relationship building with decision-makers and members of the health-care sector.
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KEY MEETINGS FOR 2012-2013 INCLUDED: • Meetings with Minister Tanya Plibersek, Shadow Health Minister Peter Dutton and Greens Spokesperson for Health Richard Di Natale, in relation to the Medicare fee cap and key regulatory changes to optometry’s scope of practice • Regular meetings with the Health department about the Medicare Schedule and Visiting Optometrists Scheme program • Regular meetings with the Department of Veterans’ Affairs as part of the Optical Advisory Committee • Key meetings with the Pharmaceutical Benefits Advisory Committee secretariat and Chief Medical Officer about optometry prescribing • Meetings with Medicare Australia • Key discussions with the Optometry Board of Australia, separately as well as through the Professions Reference Group convened by AHPRA • Meetings with the ancillary benefit managers of Private Health Australia • Quarterly meetings with the ACCC as part of the Small Business Consultative Committee as well as with staff about warranties and guarantees • Meetings and discussions with Consumer Health Forum on matters of mutual interest • Meeting with Skills Australia on the optometric workforce • Collaboration with the sector through Vision 2020 convened committees and meetings • Meetings with key optometry sector participants including ProVision, Eyecare Plus, Luxottica, Specsavers, Australian College of Optometry, Centre for Eye Health, VSP, Optometry Council of Australia and New Zealand, and Heads of the Optometry Schools WE MADE NUMEROUS SUBMISSIONS TO INQUIRIES SUCH AS: • the review of the Visiting Optometrists Scheme • Senate inquiring into rural health workforce matters • NPS prescriber competencies project • Skilled Occupation List • Pre-Budget submission • Numerous OBA regulatory consultation processes • Health Workforce Health Professionals Prescribing Pathway Project and the review of the optometry workforce
ENGAGEMENT WITH THE HEALTH SECTOR: OUR REPRESENTATIVE ROLE
Association staff members and members of the profession are active on committees seeking to influence other professions’ understanding of optometry as outlined in Table 5.
Table 5
COMMITTEE
PURPOSE
STAFF MEMBER
Optometry Board of Australia’s Regulatory Reference Committee
Peak group of the sector providing views to OBA
Genevieve Quilty
OBA’s CPD and Accreditation Committee
http://www.optometryboard.gov. au/Registration-Standards/CPD/ CPD-Accreditation-Committee.aspx
Jared Slater
OCANZ member
To appoint the OCANZ Board
Genevieve Quilty
National Primary Health Care Partnership
Promote collaboration across the primary health care sector, including between professional associations in pursuit of shared advocacy objectives
Skye Cappuccio
Peak advisory and advocacy body for rural health matters
Dr Philip Anderton on behalf of Rural Optometry Group
Vision 2020 Australia engages with members to exchange views, share information, collaborate and develop policies, strategies and submissions to improve eye health and vision care for all Australians.
Genevieve Quilty, Chair of Prevention and Early Intervention committee. Optometrist Dr Sharon Bentley, member of Low Vision and Rehabilitation committee. Optometrist Micheal Knipe on the Global committee.Genevieve Quilty followed by Skye Cappuccio, member of Aboriginal and Torres Strait Islander Committee.
Australian Blindness Forum
Peak body representing people who are blind or vision impaired in Australia; working on influencing the National Disability Insurance Scheme (NDIS)
Giuliana Baggoley
IRIS
Convened by the Australian Society of Ophthalmologists (ASO) to further collaboration with eye care sector for the benefit of ATSI and rural health
Genevieve Quilty, Optometrists Rowan Churchill and Margie O’Neil
National Rural Health Alliance Vision 2020 Australia
VISION CRC Models of Vision Care Delivery for Aboriginal and Torres Strait Islander Communities Project Steering Committee
Skye Cappuccio; Optometrist Dr Genevieve Napper represents the Association on the associated Continuous Quality Improvement project working group and the Eye Care in Primary Health Care working group OAA | Annual Report 2012-2013 | 13 |
ENGAGEMENT WITH THE HEALTH SECTOR: OUR REPRESENTATIVE ROLE GOVERNMENT CONVENED Table 5
CONTINUED
COMMITTEE
PURPOSE
STAFF MEMBER
Optometry Benefits Consultative Committee (OBCC)
Advisory committee which assesses the Optometric MBS
Andrew Harris, Genevieve Quilty and Giuliana Baggoley
Optical Advisory Committee of the Department of Veterans’ Affairs
Advisory committee which assesses the provision of optometric service and appliances to DVA patients
Genevieve Quilty and Giuliana Baggoley; Optometrist Tony Lord
ACCC’s Small Business Consultative Committee
An ACCC convened forum through which competition and consumer law concerns related to the small business sector could be considered and addressed collaboratively
Genevieve Quilty
Health Workforce Australia’s Standing Advisory Committee for health professions
To provide high level advice and inputs on a national level to HWA’s work program and act as a cohesive sounding board for testing and responding to HWA programs and initiatives
Genevieve Quilty
Health Workforce Australia’s Health Professionals Prescribing Pathway Project advisory group
To advise Health Workforce Australia on the implementation of the Health Professionals Prescribing Pathway Project which aims to develop a nationally consistent approach to prescribing
Optometrist Jane Duffy
Visiting Optometrists Scheme National Advisory Committee
To approve VOS applications and provide advice to government about visiting optometrists services
Genevieve Quilty and Skye Cappuccio
Eye Health Teams for Rural Australia Expansion of MSOAP
To assess applications for funding to expand eye health team services in rural and regional Australia including ATSI communities
Genevieve Quilty Optometrist Dr Philip Anderton as NRHA representative
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MEMBER ENGAGEMENT During 2012-2013 the Association’s work was further strengthened by drawing on a wide range of individual optometrists in our policy, advocacy and clinical functions. This participation is extremely valuable to the Association. Combining with expert policy advisers and staff with optometric qualifications, we call on a large and diverse group of optometrists to provide expert advice to the National Board in areas such as rural and remote optometry, Aboriginal and Torres Strait Islander optometry, Low Vision and
rehabilitation, pharmaceuticals and regulation. I thank the convenors of each of the standing working groups for their dedication to these important areas of optometric practice. The convenors are Dr Philip Anderton (Rural Optometry Group), Gary Crerie (Aboriginal and Torres Strait Islander Eye Health Working Group) and Dr Sharon Bentley (Low Vision Working Group). My thanks, too, to Professor Stephen Dain and Annette Hoskin for representing the Association on
the various Australian Standards Committees, and to Jane Duffy who represented the Association on the HWA HPPP project. The Association also attends every major OAA conference and hosts a booth for members to be able to connect directly with key Association staff. Association staff also attended other CPD conferences such as those run by ProVision and Eyecare Plus, and other industry events enabling us to directly connect with members.
OPTOMETRIC EDITORS OF CLINICAL AND EXPERIMENTAL OPTOMETRY AND PHARMA The editor of our journal Clinical and Experimental Optometry, Professor Barry Collin, and chairman of the journal editorial board, Professor Barry Cole; and the editor of Pharma, Associate
Professor Mark Roth, provide a great deal of expertise in these roles, far above the remuneration from the Association. We thank them sincerely for this work and their interaction with
our National Office staff in the development of these key evidence-based information resources for members of the Association.
The major highlights of our policy and advocacy platform for 2012-2013, led by Skye Cappuccio, include the following:
REMUNERATION To support fair remuneration for clinical services, the Association campaigned strongly throughout the period for removal of the cap on fees that optometrists can charge for services they provide under Medicare. We held discussions with the Minister for Health and Ageing, the Shadow Minister for Health and Ageing, and the Department of Health and Ageing, and sent a formal request to the Australian Government for the removal of the fee cap. The Association supported
members from across the country to meet with their local Federal representative and explain why removing the MBS fee cap was important for the long-term health of their communities and their practice, and to write to the Minister and Shadow Minister for Health and Ageing overviewing the need to remove the fee cap. The arguments of the Association and their members were heard and the Minister notified the Association in June that
the department would be commissioning an analysis of the optometry market to inform a review of the current arrangements. Other achievements related to remuneration include ongoing engagement through the Optometric Benefits Consultative Committee and with DVA, and continued participation in the process seeking MBS items for Corneal Foreign Body removal by an optometrist.
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WORKFORCE A key focus of the Policy team’s efforts was directed at securing an optometric workforce well matched to service demand. Activities included support and advice to Health Workforce Australia regarding its analysis of
the optometric workforce—due for publication in 2013-2014; and the initiation of detailed projections of optometry service demand and supply being undertaken by Monash University and due to be finalised in 2013-2014. We also
undertook research to develop a national picture of the clinical supervision demands on private practitioners now and in the future, and which inform collaboration with the schools of optometry in the coming period.
operational planning at national and jurisdictional levels. This is intended to be the first of biennial member surveys, enabling on-going monitoring of members’ priorities, policy issues and perception of
the association. Survey results have informed strategic decisionmaking, advocacy prioritisation and policy development.
RESEARCH A comprehensive national survey of members, the first of its kind for the Association, was undertaken in August 2012, providing a substantial body of information to inform strategic and
POLICIES, GUIDELINES AND PRACTICE NOTES This has been a busy period for the development and review of policy documents detailing the Association’s position and for guidelines and standards supporting members’ practice and the development of the profession. During this period, a new process for the development and review of clinical guidelines was introduced, ensuring rigour of process.
This was applied to review the Association’s Referral Guidelines and Pupil Dilation Guidelines, and to the review of the Diabetes Guidelines due for completion in 2013-2014. Work was initiated to review the Association’s Competency Standards for entrylevel to the profession and practice standards, both substantive pieces of work due for completion in 2013-
2014. A new style of providing guidance and practical advice on key issues to members was introduced in Practice Notes, and five of these were developed and promoted to members during this period, including those with advice on changing billing practices and referring to colleagues.
ADVICE AND ADVOCACY The Association provided comprehensive advice regarding the practice of optometry, the primary eye-care system and patient access, through numerous submissions to government and non-government agencies throughout the period. These included submissions to the OBA’s review of a number of policies, standards and guidelines and | 16 | Annual Report 2012-2013 | OAA
participation in the Australian Government’s review of workplace programs co-ordinated by the Department of Health and Ageing. We were proactive on an advocacy front, including in supporting members to campaign against proposed reforms to the tax deductibility of self-education expenses, and participating in
the following period as part of a coalition of agencies, the efforts of which saw the decision delayed. We also encouraged the government to seriously consider particular recommendations to enhance the Visiting Optometrists Scheme, made through the review of this scheme.
COMMUNICATIONS: A STRATEGIC PRIORITY FOR THE ASSOCIATION During 2012-2013, National Office supplemented our major IT project with the goal of transforming the way we communicate with members through changes to our print and online communications, led by Sandra Shaw. As our IT platform is strengthened, we
move towards a suite of flexible and real-time communications with members, to be launched in October 2013. They include Australian Optometry Online, which has blogging capacity for each magazine, and social media. Table 6 summarises our suite of communications with members.
The start of this transformation would have not been possible without strong commitment from the Communication team to this change while delivering the traditional suite of communication activities by National Office.
TRANSITION TO ONLINE In the transition period leading up to the scheduled launch of our publications online in late 2013, Lenses was printed jointly with Practice in August 2012, and Contact Lenses was printed jointly with Practice in November 2012. This change reduced printing, handling and postage costs. Practice ceased print publication in February 2013. These three titles, together with Guide4Grads, are to be launched as online resources for members, including the valued Product Buyers Guides.
COMMUNICATIONS: A STRATEGIC PRIORITY FOR THE ASSOCIATION
Australian Optometry The special annual feature on Contact Lenses was published in May 2013. It included an article on lid pressure causing corneal change, and a report of a focus group of optometrists who discuss their business models and fitting experience.
| 18 | Annual Report 2012-2013 | OAA
Pharma
Equipment
Metabolic eye disease was covered in a special issue of Pharma in December 2012. There was information on Fabry Disease and on Mucopolysaccharidosis Type 1, and how a simple slitlamp examination can help save lives. Glaucoma featured in a special issue of Pharma in March 2013. High-quality articles covered topics including digital imaging for screening, genetics, oneeyed trials in therapy, and steroid-induced glaucoma.
The annual Equipment magazine is the benchmark buyers’ guide to state of the art ophthalmic instruments. The April 2013 issue was packed with popular ‘road tests’ and specialist articles written by some of Australia’s leading optometrists and ophthalmologists, and included the 16-page Equipment Buyers Guide.
Clinical and Experimental Optometry In November 2012, the journal focused on Public Health, with an editorial and six research papers on the topic. Keratoconus was the theme of the special dedicated issue published in March 2013. We developed the Hot Topics in Optometry website, showcasing the best open access papers from Clinical and Experimental Optometry, Optometry and Vision Science, and Ophthalmic and Physiological Optics, and we continued to work with our publishers, Wiley to develop an app for Clinical and Experimental Optometry, which is expected to be launched in early 2014.
New patient brochures The popular Optometrists Association patient brochures were completely rewritten and given a fresh new look. In some cases, several brochures on a related topic were condensed into one brochure. Several old titles were discontinued.
COMMUNICATIONS WITH MEMBERS Major transformation highlights Table 6
COMMUNICATION PLATFORM
FEATURE
CHANGES FOR 2012-2013
Australian Optometry
Monthly newspaper
Pharma
Special issues on Glaucoma, Metabolic Eye Disease
Clinical and Experimental Optometry
Special issues on Public Health, Keratoconus
Collaboration with Wiley to launch an app, and commencement of Hot Topics in Optometry website
Practice
Showcasing business and marketing issues for optometrists such as lease negotiation, fit-outs, use of IT and social media, human relations and industrial relations, taxation
Published final print issue February 2013. To be published in future as online magazine, easily accessible to members seeking career and practice advice
Equipment
Showcasing the latest instruments for optometric practice and clinical case studies
Contact Lenses
Showcasing the latest contact lens technologies and clinical information
Published in print jointly with Practice in November 2012. To be published in future as online magazine.
Lenses
Showcasing the latest lens technologies with clinical case studies
Published in print jointly with Practice in August 2012. To be published in future as online magazine.
Guide4Grads
Showcasing the profession to optometry students
e-News
Fortnightly topical news for members
OAA National Office Website
Topical information for members and the public
Social media: Facebook, Twitter
Regular news posts and interesting links
No January issue – planning for Australian Optometry Online
Preparation of new OAA websites to be launched late 2013 year
OAA | Annual Report 2012-2013 | 19 |
COMMUNICATING WITH AND ASSISTING MEMBERS THROUGH INDIVIDUAL CONFIDENTIAL ADVICE AND TARGETED CPD SERVICES Jared Slater during 20122013 led a capable team of National Office staff, providing personalised confidential advice and support as necessary. Professional Services continued to be on hand and contactable for members of the Association seeking answers to myriad
clinical and non-clinical questions. Many of these are urgent and can include discussion to aid members navigate clinical areas such as Medicare, DVA, health fund, TAC and WorkCover patients, so they can get on with providing high quality eye care. Non-clinical
support has been provided to members on industrial relations, human resources, OH&S and insurance arrangements, as well as on starting a practice, locuming, and outreach and overseas aid optometry.
concerning recency of practice, criminal history, professional indemnity and continuing professional development.
person—and advising on suitable documentation and evidence to satisfy the AHPRA audit. Following the audit, National Office facilitated comment to AHPRA from members and State Divisions, to help improve and streamline the AHPRA audit process for future compliance audits.
AUDIT The initial compliance audit in the optometry profession was conducted by AHPRA following the 2012 registration renewal in December. Professional Services assisted all members of the Association in the lead up to the registration renewal and legal declarations, to increase understanding of their mandatory registration requirements
| 20 | Annual Report 2012-2013 | OAA
National Office personally assisted more than 450 members who had been selected by AHPRA for audit following the renewal, walking them through the process—occasionally in
CPD ACCREDITATION Professional Services continued to manage the CPD accreditation program on behalf of the Optometry Board of Australia. In addition to managing the
accreditation of CPD and supporting training providers in the development and delivery of over 650 CPD courses across 20122013, the Professional Services
area provided on-going member assistance on CPD. This ensured members continued to be provided with accurate and timely recorded evidence of attending CPD.
PROFESSIONAL DEVELOPMENT AND ENGAGEMENT One of the main roles of the Professional Services area is to deliver CPD to optometrists, and to engage and promote the role of optometrists to the wider health sector and the public. CPD was delivered face-to-face to optometrists across the country
on a wide range of topics including medico legal advice as part of the Avant risk management program, building contact lens practice efficiency via the Contact Lens Webinar series, occupational optometry talks, and ultraviolet and eye safety
presentations. Professional Services spoke on behalf of the Association to undergraduate optometry students and other undergraduate biomedical health students, and had regular communication with members of the community who contact the Association seeking eye-care advice.
AVIATION CREDENTIALED OPTOMETRISTS GROW Professional Services developed and managed the initial aviation credentialed optometrist annual renewal and audit under the partnership with the Civil Aviation
Safety Authority to provide aviation personnel with eye examinations. All credentialed optometrists renewed, the numbers continued to grow with another course
developed for South Australia in 2013 and optometrists enjoying the benefits of being able to add to their practice variety and experiences with aviation medicine knowledge.
OAA | Annual Report 2012-2013 | 21 |
SUPPORTING MEMBERS THROUGH STRATEGIC MARKETING ACTIVITIES MARKETING SUITE
During 2012-2013, National Office provided a limited suite of targeted marketing activities to members as well as supporting in-house activities to enhance member engagement. This important function was led by Sandra Shaw as the Publications and Marketing Manager until June 2013.
Highlights during 2012-2013 included
Maximise Your Contact Lens Sales Potential Webinar Series
U are Vulnerable: UV Eye Protection Campaign
In 2012-2013, the Association partnered with a range of industry experts to deliver for the first time an online education series directed to members, sponsored by Johnson & Johnson Vision Care.
More than 1,000 optometric practices, pharmacies, and sports and lifestyle clubs supported the Association’s annual UV Eye Protection Campaign, helping promote the strong ‘U are Vulnerable’ campaign message to millions of Australians over the summer 2012-2013. The campaign was publicly launched in the first week of November 2012. New research and local consumer data were used to generate an impactful media release as part of the public launch, which generated a record number of media hits across multimedia channels.
The ‘Maximise Your Contact Lens Sales Potential’ four-part webinar series educated, guided and motivated both practitioners and practice owners towards taking greater advantage of the untapped contact lens market by offering practical strategies, advice and mentoring to help them maximise their contact lens sales potential. These four 90-minute webinars brought together leaders in the fields of optometry, sales and marketing excellence and business retail management. A total of 513 members were actively involved in the series throughout 2012-2013 and 313 members attended more than one webinar during the series. The e-newsletter resource attracted 1,507 members as at December 2012. This number has been steadily growing as we continue to promote this resource in 2013 and beyond. Access to the recordings have also been offered to the New Zealand Association of Optometrists. Following the success of this resource, Johnson & Johnson agreed to continue its partnership with the Association in 2013-2014 to deliver the Contact Lens Hub online resources to members.
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The campaign was initially launched to Association members at the beginning of October in 2012, giving them time to find out about the campaign, order materials and access the wide range of digital resources to ensure they could capitalise on the publicity that was to be generated by the campaign. Campaign materials were made available free of charge to the extensive network of members. The materials were used as inpractice promotions and proved to be an effective means of expanding the reach of campaign messages. For the first time, the campaign embraced social media, digital marketing and on the ground public activities to
TOOLS TO ENHANCE MEMBER ENGAGEMENT
broaden the reach of the ‘U are Vulnerable’ message. As a result, the campaign, now in its 10th year, has enjoyed a significant increase in direct public engagement, which has undoubtedly encouraged people to make better choices about their eye health and visit their local optometrist for regular eye examinations. As the statistics suggest, the campaign Facebook page and public competition helped promote important health and vision related information to Australians online and has rewarded us with a dedicated online audience which we can now continue to communicate with throughout the year. In addition, the 650 in-store media screens and national scooter advertising across all capital cities offered highimpact campaign advertising that helped to reinforce the campaign message and engaged the broader public directly. We thank sponsors Transitions and Essilor as well as all participating members, sporting groups and councils for supporting this campaign. We will continue to encourage members to leverage the campaign to convey the importance of protecting eyes from harmful UV rays and regular eye examinations in 2013-2014.
Back to School Campaign
Social Media Facebook Page campaign
Fee Cap Campaign
A new practice marketing campaign was launched to members in late November 2012, to encourage members to capitalise on the Back to School period early in the new year. This addition to the menu of marketing campaigns for members was developed as a result of member research that revealed a need for these resources, separate from the Children’s Vision campaign. A comprehensive digital resources library was developed for members to access online, as well as a practice poster that was distributed as an insertion in the December issue of Australian Optometry.
With the intention to boost member engagement and lead the way in demonstrating the power of social media for business growth, the Association developed its own member-only Facebook page in July 2012, which has since attracted more than 1,200 followers.
A comprehensive campaign and extensive suite of marketing resources with the tagline ‘Secure eye care into the future’ was developed to ask the Australian Government to remove the Medicare fee cap for optometry.
The launch of the page was supported by a long-term marketing campaign directed at capturing the attention of members themed ‘Give us the thumbs up’, which aimed to offer a fun and new message different from the ‘Like us’ approach commonly used for Facebook promotions. State Divisions actively participated in the development of the campaign by taking photos with staff and personalising their local campaign promotions to better engage their members.
The campaign was launched to members in February 2013 with extended promotions throughout 2013. Removing the cap that prevents optometrists from charging more than the MBS fee was one of the Association’s major strategic priorities.
This complemented National Office marketing efforts that also strongly communicated to members that the social media presence on Facebook provides an opportunity to Share, Connect and Engage as part of this online member community. Since the launch, the Association has enjoyed extensive engagement and activity with likes, shares and comments from a wide range of members.
A wide range of marketing material and resources was developed to encourage members to support the campaign. State Divisions are still actively engaged in encouraging members to meet with their Federal member of parliament or write to their MP about the fee cap issue.
The Association continues to enhance the use of this new communication to better engage and communicate with members, and is exploring innovative ways to connect its digital publications and communications to the social media space.
OAA | Annual Report 2012-2013 | 23 |
HOW IT ALL HAPPENS OPTOMETRY’S ORGANISATIONAL LEADERSHIP AND RESO The Association’s organisational capabilities entered a period of consolidation during 2012-2013. The National Board, consisting of seven optometrists, all of whom are directly appointed by State Divisions, met six times during 2012-2013. All meetings were held at the National Office in Melbourne. The National Board as at 30 June 2013 comprises: • Andrew Harris, National President and Chairman of the Board • Tim Powell, Deputy Chair, TAS • Gavin O’Callaghan, Treasurer, SA • Dr Philip Anderton PhD, NSW • Kate Johnson, QLD • Associate Professor Allison McKendrick PhD, VIC • Darrell Baker, WA
PEOPLE LEADERSHIP AND STAFFING
NATIONAL OFFICE OPERATIONS The National Office of the Association comprises 22 committed staff members serving the interests of practising optometrists in Australia, as set out in the Table opposite.
We have an excellent and valuable mix of long-term staff members—notably Natalina Bortone (28 years), Sandra Shaw (26 years), Patricia Kiely (22 years) and Maria Wallis (17 years)—combined with staff with diverse specialist backgrounds, working together in a close collaborative structure in the Drummond Street, Carlton, and very small Canberra offices. I thank all staff members for their wisdom, advice and energy during this period of significant but exciting change. We farewelled our long-term bookkeeper Christine Hayward during the year, as well as journalist Andrei Buters and graphic designer Rowena Carlin. And as reflected above Sandra Shaw led the then publications division as well as the marketing division until the end of May when the role was transformed to the new Communications Division with Sandra as National Communications Manager, reflecting our significant change of emphasis and adoption of additional technologies to
| 24 | Annual Report 2012-2013 | OAA
enhance communication to members. During 2012-2013, we convened a monthly Management Committee consisting of our senior managers—Genevieve, Kirsten, Sandra, Skye and Jared—to discuss and assess progress by staff of strategic priorities and significant matters affecting the profession. The Association locked in bimonthly staff meetings to ensure all staff members were informed of significant decisions and afforded formal opportunity to provide welcome comments on work across National Office. We continue to enhance our annual performance assessments. We commenced a staff-led social committee to encourage further collaboration and a bit of fun across our offices. This is especially important because our office is not set out according to contemporary practice as we are mainly located in historic terrace houses in Carlton with a lot of doors and small rooms, and few open plan spaces.
OURCES
STAFF AS AT 30 JUNE 2013 DIVISION CEO Office Operations
Policy
Communications
NAME
FULL TIME EQUIVALENT
Genevieve Quilty
Chief Executive Officer
1.00
Maria Wallis
Executive Assistant
0.40
Kirsten McMahon-Cook
Chief Operations Officer
1.00
Catherine Roubos
Financial Accountant
0.60
John Karis
Membership Benefits & Website Co-ordinator
1.00
Natalina Bortone
Bookshop & Brochures Manager
0.80
Rosy Dolan
Receptionist and Administrative Officer
1.00
Clare Murayama
Librarian
5 hours per month
Skye Cappuccio
National Policy Manager
0.69
Dr Patricia Kiely
Standards and Research Adviser
0.60
Giuliana Baggoley
Clinical Policy Adviser
0.38
Sandra Shaw
National Communications Manager
1.00
Rhiannon Riches
Assistant Editor
1.00
Jeff Megahan
Features Editor
1.00
Jenny Kellett
Online Communications Co-ordinator
1.00
Helen Carter
Journalist
0.60
Goran Nikolic
Graphic Designer
1.00
Nicholas Walker
Journal Administrator
1.00
National Professional Services Manager
1.00
Andrew Kotsos
Professional Development Officer
0.20
Vacant
National Brand and Corporate Relations Manager 0.60
Eryka Sklivas
Marketing Campaigns Manager
Professional Services Jared Slater Marketing
ROLE
0.80
OAA | Annual Report 2012-2013 | 25 |
WORKING WITH STATE DIVISIONS The year consolidated a deeper collaboration with State Divisions following the assessment of our legal structure. CEOs met formally in September, December and March. We collectively moved to a thrice yearly engagement structure (1.5 days, three times per year) and continue with active engagement between meetings to ensure our collective structures work efficiently and effectively on behalf of members. National Office hosted our annual Presidents’ forum with CEOs present at the November 2012 meeting, to actively review the strategic priorities of National Office. Key areas of discussion in 20122013 with CEOs included: • Presentations and discussions with Optometry Giving Sight, the CEO of Vision 2020, ProVision, and the OBA chairman and executive officer. • Strategic sector discussions in the areas of optometric scope of practice, workforce matters, clinical education, vision screening, ACCC and optical warranties and guarantees • Internally focused discussions including member communications, engagement strategies, provision of employment advice, PII policies, and reviewing National Office’s Business Plan and work priorities.
| 26 | Annual Report 2012-2013 | OAA
OPERATIONAL BOOKSHOP AND MATTERS: THE ACCESSORY ENGINE ROOM OF SERVICES THE ASSOCIATION All the work of the Association would potentially not be possible but for a dedicated team of staff making up the Operations team. During a period of significant change, the Operations team has ensured business processes, including human resources, information technology, finances and facilities were maintained and transitioned relatively seamlessly, as well as providing key support to the areas of National Office Policy, Communications, Professional Services and Marketing teams to deliver the agreed activities within the strategic plan while proactively embracing the dynamic movements within the sector.
ACCOUNTING MATTERS The Operations team also underwent considerable change with the departure of the long-term Bookkeeper Christine Hayward, and the scoping of a new role and the subsequent recruitment of the Financial Accountant Catherine Roubos. This new role was pivotal in driving the implementation of the new finance system, SAPB1, into National Office along with the championing and upskilling of staff in the State Divisions as this new finance platform was transitioned into the six divisions’ offices.
As well as touring the bookshop at all major OAA conferences during 2012-2013, Bookshop manager Natalina Bortone worked closely with Catherine Roubos to embrace the new finance system and in late 20122013, SAPB1 was introduced to manage the stock flow. Along with the upskilling required to work within the new platform, during this year 16 Association patient brochures were relaunched in the new look and format while proactively running out the stock of legacy patient brochures.
MEMBER BENEFITS PROGRAM The member focused services within the Operations team expanded with the Member Benefits and Website Coordinator joining the team. One of the key activities for this role was to assess the then current Advantage Program offerings against key member comment, and John Karis proactively negotiated with new member benefits partners to provide a broader range of tailored, market competitive products and services to our members. John was led by Sandra Shaw in this role until March 2013 when responsibility transferred to Kirsten McMahonCook. The participants of the major Optometrists Association conferences also had the opportunity to learn more about the member focused Advantage Program, along with viewing the broad display of optometric books by visiting the OAA manned booths in the trade exhibition areas.
RECEPTION SERVICES The key front-line staff continued to take an increasing number of member calls, especially over the OBA audit period, along with general daily assistance to members on CPD points, access to the member-only online portal and updating of member details. Administrative Assistant Rosy Dolan provided ongoing support to National Office team members with day to day office queries and IT troubleshooting. Rosy also continued the momentum of the internal communications through a shared communications portal with encouragement for all to use this centralised platform for sharing of both work and social activities across our two National Office locations and our State Divisions. Along with the focus on the changes within the Operations team and the delivery of the IT Project, the further implementation of the HR strategy was a cornerstone to activities during this year. The Association’s commitment to provide on-going member services by skilled and professional staff
requires concentrated attention on the activities that support the attraction, retention and development of National Office staff members while minimising attrition. Training and development throughout the year has centred on both technical and supervisorymanagement skills. The structure of the National Office team has been reviewed and realigned to deliver the strategic goals. Staff members’ position descriptions have been updated to provide staff with clarity on roles and alignment of their contributions to the strategic plan and also alignment with the CEO’s key performance indicators. Introduction to the Association for new staff has been reviewed and updated with the implementation of a robust and thorough induction process including the introduction of a Buddy program. Staff members have been provided with further clarity on the internal workings of National Office, with many of the internal HR and office policies being updated in line with current legislation and office protocols.
OAA | Annual Report 2012-2013 | 27 |
IT CAPABILITIES TO JUNE 2013 Through the back end of 2012 and into 2013, the National Office cross functional IT Project team further scoped the new finance and member database platform along with focusing on the design of the front-end member and public facing website. The globally recognised integrated finance and database platform, SAPB1, was tailored for management of member information across National Office and the six State Divisions. SAPB1 is a business management solution designed specifically to meet the needs of dynamically growing small organisations. SAPB1 gives Optometrists Association access to real-time information through one single system containing financial, member management, stock, and member events and renewal capabilities. This solution will enable the Association to make better business decisions, and have access to more consistent and reliable member data for advocacy and policy requirements, with an integrated foundation that sits across all State Divisions and National Office. Commencing in April 2013, the SAPB1 finance module was implemented in National Office and then subsequently transitioned into the State Divisions. Each division housed different legacy systems that needed individual attention to map business processes
| 28 | Annual Report 2012-2013 | OAA
across to SAPB1, along with upskilling of State Division staff and in some cases external bookkeepers. With National Office implementing SAPB1 finance module first, support was given to the states to ensure their business processes could effectively be moved across to the new platform. While this phase posed considerable change for all end users, SAPB1 skill level continues to increase with more proficiency being gained in these early stages. With financials moving across to SAPB1, this provides the required foundation for the tailored member module and the new website with member integration to be released in the forthcoming financial year. The objectives of the new website include the streamlining of the look and feel of Optometrists Association across the State Divisions and National Office, reduced duplication between State Divisions and National Office, and most importantly, access to member services and information via intuitive and easy to use website navigation. The new website is designed to improve members’ online experience anytime, anywhere. The integration of data from SAPB1 to the new website will provide for an online member experience to perform the following activities: • View and update all their membership details
• Pay for their membership renewals • View, plan and book conferences and events from the National Office calendar • Track their CPD and therapeutic CPD points in line with the OBA requirements for audit and registration • View classified advertisements • Purchase from the new OAA Online Store and Bookshop Other member-facing experiences provided through the new website include sharing of ideas and information on social media, access to a wide range of career resources and marketing tools, along with enhanced search functionality. During this time, the Association embraced the opportunity to merge key objectives of our Publications team with the current IT Project. After 33 years in print, Australian Optometry newspaper will be expanding into a digital format with Australian Optometry Online, offering members the latest news, updates and features in real-time.
MONEY MATTERS: FINANCIAL MANAGEMENT The Association’s finances are well-managed and received an unqualified audit report for 20122013 from auditors MSI Ragg Weir. The National Board has two subcommittees that provide support to key Association staff (CEO, COO and Financial Accountant) in strengthening the Association’s finances. The Finance Committee met six times, in July, September and November 2012 and in February, March and May 2013, with the prime objective of assessing the performance of the Association’s finances including our share portfolio and internal budgeting system and accounts.
The Audit and Risk Committee met six times, in July, September and November 2012, and February, March and May 2013. This committee assesses and endorses management’s approach to the risks related to managing the Association and oversees the Association’s budget and accounts. Both committees include the National President and Treasurer, CEO and COO. The National Board received regular reports from these committees. The Association thanks Gavin O’Callaghan for his leadership as Chairman of both subcommittees. The audited financial statements set out the return on investment activity in 2012-2013. The
THE FUTURE OF THE ASSOCIATION 2013-2014
association has continued to invest in a portfolio with Crowe Horwath as guided by an investment and reserve policy reviewed at least annually. As instructed by the National Board, the portfolio is invested 25-30 per cent defensive and 70-75 per cent growth. The Financial committee is also guided by an independent business adviser who provided a third set of eyes on the portfolio. In a low interest environment, National Office worked with the investment advisers to maximise the return on the defensive portion of portfolio the during 2012-2013 and in August 2013 we removed $723,000 from the portfolio to be invested in key term deposits and continue to scan the investment sector tax effective defensive investments.
2013-2014 promises to be another dynamic and productive year for the Association’s National Office. We go into year two of the strategic plan. This work will be strongly backed and supported by our new IT platform, which will provide a vital new way of communicating to busy practising optometrists. With a strong team of committed staff members collaborating with the State Division CEOs and staff, the National Office is in a strong position to deliver the key strategic goals of the Association in 2013-2014.
OAA | Annual Report 2012-2013 | 29 |
KEY ACTIVITY AGAINST THE 2012-2015 STRATEGIC PLAN, YEAR ONE THEME
1
ADVANCING THE PRACTICE OF OPTOMETRY AND ITS STANDING
STRATEGIES
Remuneration Develop a remuneration system which provided fair and sustainable fees for optometry services, reducing the reliance on cross subsidisation from optical product sales Workforce Ensure well educated, well distributed workforce undertaking advanced primary eye and vision care to meet the needs of the Australian community
GOALS Empower optometrists to consider billing options related to the costs of delivering services. Seek additional remuneration drivers for optometrists Seek alternative means of practice for optometrists to increase remuneration Seek to remove Medicare fee cap Improve Medicare settings
Understand future workforce patterns to ensure a balanced optometry workforce Provide support to create the best environment for the training of future optometrists Develop relevant clinical and practice policies and standards to ensure a high level of clinical practice by optometrists Influence the distribution of optometrists in Australia
Meet increasing demand for eye care services to match supply of optometrists
Assisting State Divisions deliver interesting, relevant CPD Encourage early adoption on new technology on optometric practice
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PROGRESS YEAR ONE Practice Notes issued on bulk-billing; online purchasing; Contact Lens Webinar series on fee structuring; articles on strategies adopted by Optometrists not bulk-billing; Practice Note on payment methods to reduce out of pocket expenses
Contact Lens Webinar series; Working Groups in areas of optometry practice require additional services – Rural, Indigenous eye care and Low vision
Evidence based submission seeking removal of fee cap; Member based campaign with over 100 meetings with Federal members and senators as well as high level meetings with Health minister; shadow health minister and Greens Health spokesperson Half-yearly meetings with Department of Health and Medicare to enhance the Schedule; MSAC submission on removal of ocular foreign bodies; discussion with decision makers about market review of optometry fees (finally agreed October 2013); development of DVA schedule submission to seek review of indexation and policy settings May 2013 Complete member survey to better understand workforce matters—to be supplemented with new member database in 2013-2014; Australian Optometry opinion pieces on workforce matters September 2012; Partnering with Health Workforce Australia to assess optometry workforce (to be published late 2013) Project on assessing level of clinical placements completed by late June 2013; commenced discussion with Optometry Schools about better organising and facilitation of clinical placements in private practice. Engaged with OBA to progress external examination proposal through Regulatory reference group and Heads of School volunteered to survey to students and employees to establish an evidence base. Development of new and refreshed clinical standards in a number of areas including Aboriginal eye care; referrals
Discussions with Heads of School about selection of students with rural background; involvement in advocacy with National Rural Health Alliance with respect to additional support to encourage rural students undertake studies and return home. Establishment of parameters of rural mentoring scheme (implemented in 2013-2014); Participated in a review of workforce programs being undertaken by DoHA. Federal budget submission 2013-2014 called for schemes to incentivise rural practice. Some indications that increasing graduate numbers are linked with more rural practitioners currently being explored. Guide4Grads articles published. Supported two State Divisions which held rural networking dinners at conferences (SA and VIC). Convened ROG, ATSI and Low Vision working groups; supported and funded booth at NRHA conference; facilitate optometry involvement in ATSI RANZCO symposium; commenced developing relationship with low vision groups. Showcased optometry involvement in key areas of need—articles in Guide4Grads, Australian Optometry and Practice. National members survey (completed) directs some questions to identifying barriers to service provision in under-serviced areas. Planning underway for focus groups to identify barriers to be undertaken in early Y2. Advocating to the Department to support more optometrists to participate in VOS, supported by mentoring and clinical placement opportunities. Marketing and Professional Services co-ordinated four webinars on growing contact lens practice. Survey of participants underway; findings to determine next phase of Contact Lens campaign. PUBS: Australian Optometry published articles on Public Health and Rural eye care. Pharma Low Vision Primer special issue is in development. Clinical and Experimental Optometry: Public Health special issue November 2012; Keratoconus special issue March 2013. CPD delivered in the following areas: Delivered workshop to all delegates of WAVE in 2012, NSW COE series in 2012, AVC in 2013 and booked for 2013 SRC&TLC/ speaking with entry-level students at UNSW/DOVS/Flinders on relevant regulatory/privacy/practice issues/ CL Webinar Series in implementation and will continue throughout 2012 / CASA Aviation course confirmed for July 2013 in SA Key articles on the importance of therapeutics to grow business, published in Pharma December 2012, March 2013.
OAA | Annual Report 2012-2013 | 31 |
KEY ACTIVITY AGAINST THE 2012-2015 STRATEGIC PLAN, YEAR ONE THEME
1
ADVANCING THE PRACTICE OF OPTOMETRY AND ITS STANDING
STRATEGIES
Therapeutics Provide incentives and drivers to optometrists to train and use therapeutics for the benefit of patients and advancement of the profession
GOALS Increase number of practising optometrists with therapeutic endorsement of their registration Improve referral pathways including from GPs, pharmacists and from optometrists to optometrists for the management of patients with eye and vision care issues
Promote increased patient understanding so they see their optometrist first for all eye care issues. Create supportive environment for all optometrists to practise therapeutics with confidence Ensure relevant list of ocular medicines for use by optometrists as independent prescribers
Communication / Marketing (external) Inform the community about eye health and vision care needs and the role of optometrists in meeting these needs. Shape public opinion so that people will chose to see an optometrist for their eye health and vision care needs
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Develop national communications policy and utilise State Division support to assist in enhancing national communication through state communication channels Market the role of optometrists to other professions to increase referrals to optometrists. Increase the public understanding of the role of optometrists so the optometrist is the first person they contact for eye care needs Ensure key decision-makers understand role of optometrist to preserve and improve regulatory arrangements for optometrists.
PROGRESS YEAR ONE Key articles on importance of therapeutics to grow business, Pharma December 2012, March 2013.
Surveyed members about interaction with GPs and pharmacists and effectiveness to form basis of discussions with RACGP and PSA in 20132014 onwards. PBAC submission on fluoroquinolone was unsuccessful, primarily due to concerns about resistance. Supported independent glaucoma prescribing in OBA consultation, which has since seen amendment to enable such practice. Submission seeking PBS coverage of independent optometrist-prescribed glaucoma medicines developed but not yet submitted pending court action outcome. Worked with RACGP on ATSI eye health checks, May 2013. Joint grant submission for inter-professional CPD in rural areas made with PSA. This was unsuccessful. OAA currently supporting PSA CPD development, with option to further collaborate on joint CPD. Will also form part of Professional networks campaign currently in development. Practice Note to encourage intra-referral by optometry profession Year 2-3 activities planned
Year 2-3 activities planned
On-going with State Divisions to ensure uniformity
Establish social media. Facebook now with over 1,000 likes and 1,200 members following, more staff time to be dedicated to Facebook in 20132014. Planning phase of new member website completed end June 2013; awaiting site development for launch October 2013. Plan to employ new staff member who has responsibility to integrate communications with State Divisions.
Survey of members to assess current communication with GPs and Pharmacists. Encouraged members through Australian Optometry to integrate with Medicare Locals. Participated in PWC allied health handbook development to describe what optometrists do. Working with V2020 to market eye care sector to Medicare Locals. Engaging the AMLA to describe what optometrists do. Year 2-3 activities; opportunistic media interviews during the year
On-going advocacy program with meetings and discussions throughout the year. Held extensive meetings with key politicians in Canberra (Labor, Liberal, Greens) and encouraged members through Fee Cap campaign. Active participation in a number of sector forums (V2020, NRHA, NPHCP, NPS).
OAA | Annual Report 2012-2013 | 33 |
KEY ACTIVITY AGAINST THE 2012-2015 STRATEGIC PLAN, YEAR ONE THEME
2
PROVIDING OPTOMETRISTS WITH PROFESSIONAL SUPPORT AND SERVICES TO SUPPORT THE PROVISION OF WORLD CLASS EYE AND VISION CARE
STRATEGIES
Communications to the profession Ensure well-informed profession through targeted member communications, services and products.
GOALS Reposition Association as major source of contemporary and relevant advice to members Ensure communication with members meets member needs. Provide members with publications to showcase and advance clinical optometry practice Provide optometrists and State Divisions with access to real time clinical and professional advice as required
Member Services Provide relevant member services that are better conducted on a national basis, to support optometrists to provide excellent primary eye health care.
Provide cost effective and valuable professional indemnity insurance Provide useful Member Advantage products to support members in their day to day practice
Develop and promote high Practice Standards to support optometrists running their business. Provide access to specialist IR support for employers and employees Provide business improvement related advice to members Provide useful CPD monitoring and reporting services Nurture and encourage new leaders for the profession Connect members of the profession with one another to enhance knowledge sharing
| 34 | Annual Report 2012-2013 | OAA
PROGRESS YEAR ONE Advanced preparation for new member-oriented website. Repositioning Practice to be innovative online solution to member queries.
Survey of members conducted September 2012—results taken into consideration in assessing current services and developing new services. Clinical and Experimental Optometry and Pharma published; collaboration with other high-profile optometric journals to produce Hot Topics in Optometry.com. Employed new staff member to work with Jared Slater in Professional Services to scan the environment to make optometry related clinical developments more accessible to optometric practice. Continued interaction of National Professional Services Manager
PII policy promoted at major OAA conferences. Convening of PII advisory body to work more closely with AVANT to manage PII policy risks.
Advantage Program revamped with six new partners added and more coming online in response to members seeking more lifestyle type products. Bookshop ongoing promotion of bookshop to members through Australian Optometry, eNews, conference attendance: regular contributions to Facebook, Australian Optometry and journal book reviews, Pharma, eNews, and website. Conferences: AVC, SRC, WAVE, TLC, SA Blue Sky, Super Sunday. Double page promotion of Bookshop and brochures in the April 2013 Australian Optometry providing positive results in terms of sales and comment from members. Year 2 activity
On-going
Practice transformed to online resource from June 2013 onwards Substantial time dedicated to scoping new CPD member experience on the website; to be implemented early 2014 Support for State Divisions as well as through National Office Working Groups Facebook revamp and preparation of new member-facing website to be launched October 2013
OAA | Annual Report 2012-2013 | 35 |
Your
Your
Online Store and Bookshop
Membership
KEEPING YOU INFORMED PROMOTING OUR PROFESSION
STAY ON TOP OF YOUR FIELD - BUILD YOUR PERSONAL LIBRARY
800+ 90 book titles and over
patient resources and marketing tools
MAKING YOUR PROFESSIONAL LIFE EASIER A POWERFUL VOICE AT THE DECISION MAKING TABLE
Your
Your
Advantage
Publications
YOUR PARTNERS FOR BUSINESS AND LIFESTYLE BENEFITS
Business, Home & Contents, Vehicle insurance
Private health insurance
Vol. 97 No. 1 JANUARY 2014
C L I N I C A L A N D E X P E R I M E N T A L
NEWSPAPER OF
March March2014 2014
· F E B RUA RY 2 0 14 ·
IN THIS ISSUE
Dr Ruth Kipen and Helen Venturato say good vision is especially important for patients with dementia.
Ergonomics The earliest test
PAGE 11 by Helen Carter
GCC is the new diagnostic indicator in glaucoma detection Page 8
Pigment dispersion syndrome Prominent characteristics and glaucoma risks Page 15
Prevent injury and reduce work-related discomfort Page 12
SD-OCT How technology has redefined comprehensive assessment Page 19
New imaging technology Phase-variance OCT – a new tool for blood-vessel imaging Page 16
Paediatric eye care Assessing ocular health with the least invasive diagnostic tools Page 20
A member of Partners Wealth Group
The pitfalls and risks of unregistered ophthalmic equipment Page 40
• Visual acuity in children
• Minus lens technique
• Excimer laser ablation
• Protein in tears
Diabetic eye exam
• Work-related discomfort
Overseas imports
Visual fields Severe defects complicate detection Page 24
The front line in detection and management Page 3
to remove the fee cap to be a low risk, low cost strategy to support optometrists to continue to provide evidence-based care.
• Vitreoretinopathy
• LASIK
• Anaemic retinopathy • Leber’s hereditary optic neuropathy
• Accommodative response
Home loans
Financial planning
Foreign exchange
Lifestyle benefits
• Cogan’s syndrome
• Contact lens compliance
Credit card benefits
• Optic disc neovascularisation
• Contact lens wear in Australia
Timeline
FEBRUARY 2013: Optometrists Association with member support launches a campaign, lobbying the Labor government to remove the cap on Medicare fees that optometrists can charge. JUNE 2013: The Labor government announces it will undertake a market analysis of optometric services in Australia, to evaluate the efficacy of removing the fee cap. SEPTEMBER 2013: The market analysis is delayed when Labor loses the federal election. The newly-elected Coalition government is undecided on whether it will proceed or scrap it. OCTOBER 2013: Optometrists Association waits for the newlyappointed Health Minister, Peter Dutton, to announce whether the Department of Health will continue with the analysis. NOVEMBER 2013: The Coalition government confirms that it will proceed with market analysis of optometric services in Australia. A date for the project to commence has not been set. JANUARY 2014: The association meets with Health Minister Dutton’s policy advisers to stress the need for the review of the fee cap and for the market analysis to be undertaken in the immediate future.
OPTOMETR Y
DEMENTIA
Stephen Chapman, skipper of Venture 2, and Albert Lee on Faceboat compete in the Sydney Hobart Yacht Race PAGE 7
Fee cap removal Above and beyond tops submission the call of duty to Govt Budget GIVEN THE TIGHT economic circumstances framing the government’s budget, Optometrists Association decided to focus on one priority issue in its submission to the 2014-2015 Federal Budget but it was an important one: removing the Medicare fee cap. Out-dated and inefficient ‘red tape’ is threatening the sustainability of primary eye care in Australia, the association said in its submission and called on the Australian Government to act. Titled ‘A clearer vision for the future: Cut “red tape” to ensure the sustainability of optometric eye care for all Australians’, the submission went to the heart of the concerns the association has previously discussed with the current and former federal governments. The association continues to push its recommendation to remove the MBS fee cap, pointing out that it makes it increasingly challenging for optometrists to provide full scope eye-care services while maintaining a financially viable clinical practice. National CEO Genevieve Quilty said that in the current environment, it was extremely unlikely that indexation of MBS fees would improve to reflect the real increases in optometric costs. Given this, removing the cap was the key way optometrists could charge fees that reflected the true costs of providing care, she said. The association considers the call to action for the government
April 2014 NON PROGREDI EST REGREDI
OPTOMETRY A DVA NCING T HE R AADVANCING P E U T IC A L LY-E ND ORSE D OP T OME T RIS T S
HIGH SEAS
• Stroboscopic illumination
wileyonlinelibrary.com/journal/cxo Stephanie Looi is winched into a helicopter for Remote Area Firefighting training
STEPHANIE LOOI has had a busy time. She has fought bushfires and travelled to Norway to develop a new optometry course. Ms Looi is the global service development manager for Brien Holden Vision Institute. Searching for a way to get acquainted with her bush home town, she joined the Hornsby local Rural Fire Service four years ago. As bushfires broke out in the Blue Mountains in October, she was involved in five days of activities including ‘mopping up’ fires, preparing local residents and constructing fire breaks.
HELPING YOU FOCUS ON SUCCESS ! The Contact Lens Hub is your FREE online contact lens community and inspirational hub designed to help your career and business GROW.
She says the conditions in October were tough. ‘It was hot, with low humidity and at times it was very windy. This made the fire difficult, intense and unpredictable,’ she said. ‘Most of us know that a high 30s day is hot. Add a fire, protective clothing, physical labour and long days and nights to this, and it can be tough going.’ This year, Ms Looi joined a Remote Area Firefighting Team, or RAFT. Team members are expected to be highly fit as they are called in to fight fires that can be reached only after a long hike, or insertion by boat or helicopter.
Photo: Nick Coney
RAFTs are often used to halt bushfires caused by lightning strike. A small team is dispatched to remote bushland to quell fires, often using dry fire-fighting techniques. Usually, there are no roads, trails or water sources to provide the team with means of escape. ‘One of the best things I think about the Rural Fire Service is that it has a role for anyone who wishes to contribute. All training and equipment is provided for you and training is ongoing,’ she said. CONTINUED PAGE 8
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Hong Kong Society of Professional Optometrists
SPECIAL ISSUE Optometric diagnosis and management PHARMA 2014 - COVER.indd 1
14/02/2014 1:31:57 PM
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Information Technology
Meet the Team at OAA National Office Over the years, OAA National Office has evolved into an enthusiastic team of dedicated people with a shared passion for the profession. Everything we do is guided by wanting to help our members thrive and we are hard at work to provide you with the support, guidance and resources that matter. Put a face to the name and find out about the people behind the scenes who power OAA National Office! Genevieve Quilty
EXECUTIVE
CHIEF EXECUTIVE OFFICER
OPERATIONS
I work with the National Office and State Division Offices to ensure that optometry regulations and laws support our profession to be the major primary health-care profession meeting the eye health and vision care needs of all Australians.
MARKETING COMMUNICATIONS POLICY PROFESSIONAL SERVICES
Kirsten McMahon-Cook
Sandra Shaw
Skye Cappuccio
My role is to ensure the operations of OAA National Office run smoothly, including managing people, IT, finance and facilities in Carlton and Canberra.
My wonderful job is to deliver to our members the very best in online and print communications.
Working with the Association’s policy team and interest groups, I develop and advocate for policies to support optometrists to provide ready access to quality eye care.
Catherine Roubos
Rhiannon Riches
Dr Patricia Kiely
I take care of the Association’s accounting obligations and ensure that we comply with all relevant legislation and accounting standards.
Behind the scenes of Australian Optometry, I co-ordinate, write and edit the news and current affairs that affect you, keeping you informed about your profession.
A registered optometrist, I analyse the optometric workforce and Medicare statistics and assist in developing standards, practice notes, position statements and submissions.
Natalina Bortone
Jeff Megahan
Christopher Poulter
By co-ordinating orders of optometry books, brochures and accessories in our Bookshop, I keep you and your patients informed about eye conditions.
I manage the print and online magazines for the OAA—Pharma, Equipment, Practice, Lenses, Contact Lenses and Guide4Grads.
With a passion for quality healthcare, I help develop and implement various policy and advocacy strategies, to support the needs of the optometric sector.
Rosy Dolan
Jenny Kellett
Jared Slater
I am the first point of contact for CPD for members and handle internal admin from HR to IT.
My job is to keep you informed about news and happenings in the optometry world. Technology and marketing are my areas of special interest.
I make sure you’re looked after when you need timely clinical support and assistance of any kind that only an optometrist can provide.
John Karis
Nicholas Walker
Andrew Kotsos
Managing your member benefits program Advantage, controlling digital communications and co-ordinating content on the OAA website keep me busy.
I handle the administration and proof reading of all the papers submitted to our journal, Clinical and Experimental Optometry.
A practising optometrist, I work part-time at the Association, overseeing the CPD program and assisting Jared in providing professional services and member support.
Helen Podbury
CHIEF OPERATIONS OFFICER
FINANCIAL ACCOUNTANT
BOOKSHOP AND BROCHURES MANAGER
ADMINISTRATION OFFICER
MEMBERSHIP BENEFITS AND WEB CO-ORDINATOR
NATIONAL COMMUNICATIONS MANAGER
ASSISTANT EDITOR
FEATURES EDITOR
ONLINE COMMUNICATIONS CO-ORDINATOR
JOURNAL ADMINISTRATOR
NATIONAL POLICY MANAGER
STANDARDS AND RESEARCH ADVISER
POLICY ADVISER
NATIONAL PROFESSIONAL SERVICES MANAGER
PROFESSIONAL DEVELOPMENT OFFICER
Goran Nikolic
Kerry Ianson
I’m here as your first point of contact handling general enquiries and directing calls, answering emails, and keeping your information up to date.
I flex my creative muscle by styling our marketing campaigns and publications with innovative design, graphics and images.
I create OAA’s brand and marketing frameworks and review corporate partnerships with the goal of integrating and aligning our marketing activities.
Maria Wallis
Helen Carter
Eryka Sklivas
My role includes supporting Genevieve in her busy role, as well as providing administrative support to the OAA National Board.
I keep you up to date with optometry news by writing stories and features for Australian Optometry and our magazines.
My mission is to co-ordinate innovative marketing campaigns for you to create eye health awareness in your community and reach out to your patients.
RECEPTIONIST
EXECUTIVE ASSISTANT
GRAPHIC DESIGNER
JOURNALIST
NATIONAL BRAND & CORPORATE RELATIONS MANAGER
MARKETING CAMPAIGNS MANAGER
Login to explore
the wide range of new features that will make your life easier BOOK online
MANAGE online
Plan, customise and book your CPD events online through our National Office calendar from the convenience of your home or office, 24 hours a day, seven days a week.
Update your member contact details online as they change. Use your new member number to log in to renew and manage your membership anytime, anywhere.
TRACK online Keep track of your professional development with online CDP tracking. Now you can track CPD and therapeutic CPD points online as well as maintain a record of all your non-accredited CPD online.
LEARN online Access a wide range of online career resources and marketing tools and assistance from our Professional Services.
SEARCH online
SHARE online
Enhanced search functionality allows you to access a wider range of resources online in one click. Type a word or phrase into the box and when you press your Enter/Return key, a list of results will be displayed for you.
Share ideas and information on social media including Facebook and Twitter and see what your friends have liked, commented on or shared on sites across the web.
READ online
SHOP online
Read Australian Optometry news updates online and access publications on the go anytime, anywhere. Search online to access hundreds of top-quality articles from our evolving collection of new items, features and research papers covering new and emerging topics.
Log in to access Australia’s largest Optometry Online Store & Bookshop offering 100s of book titles, brochures and retail accessories 24/7!
SHOP ONLINE 24/7 WE’VE GONE DIGITAL! Australian Optometry newspaper and magazines have gone digital. No matter where you are or what you are doing, you now have access to the latest news, features and events in just one click so you can keep informed between print publications 24/7. To get your news fix anytime, anywhere visit www.optometrists.asn.au/publications See page ??
Australia’s Largest Optometry Online Store & Bookshop offers you access to hundreds of titles, brochures and retail accessories 24/7! The OAA Online Store and Bookshop provides access to an extensive range of patient brochures, retail products and accessories with special discounts offered regularly. The Bookshop provides optometric professionals and those with an interest in best practice vision care management, research and development access to the latest technical publications. Visit www.optometrists.asn.au/onlinestore to log in and start shopping.
March 2014 EQUIP ME N T A ND T ECHNOL OG Y INF ORM AT ION F OR OP T OME T RIS T S
Essential Guide
Essential Guide
Eye for Eye
The little blurb that goes here will highlight the most important part of the article Page 12
The little blurb that goes here will highlight the most important part of the article Page 12
The little blurb that goes here will highlight the most important part of the article Page 8
Reviews The little blurb that goes here will highlight the most important part of the article Page 7
Bionic Eye The little blurb that goes here will highlight the most important part of the article Page 21
February 2014 E QUIP ME N T A ND T E C HNOL O G Y INF ORM AT ION F OR OP T OME T RIS T S
Essential Guide The little blurb that goes here will highlight the most important part of the article Page 8
Devices and Aids The little blurb that goes here will highlight the most important part of the article Page 12
Technology The little blurb that goes here will highlight the most important part of the article Page 23
Bionic Eye The little blurb that goes here will highlight the most important part of the article Page 28
April 2014 E QUIP ME N T A ND T E C HNOL O G Y INF ORM AT ION F OR OP T OME T RIS T S
Essential Guide
Eye for Eye
The little blurb that goes here will highlight the most important part of the article Page 12
The little blurb that goes here will highlight the most important part of the article Page 8
Technology
Reviews
The little blurb that goes here will highlight the most important part of the article Page 18
The little blurb that goes here will highlight the most important part of the article Page 7
Bionic Eye The little blurb that goes here will highlight the most important part of the article Page 21
Devices and Aids The little blurb that goes here will highlight the most important part of the article Page 5
February 2014 EQUIP ME N T A ND T ECHNOL OG Y INF ORM AT ION F OR OP T OME T RIS T S
Eye for Eye The little blurb that goes here will highlight the most important part of the article Page 8
Essential Guide
Reviews
The little blurb that goes here will highlight the most important part of the article
The little blurb that goes here will highlight the most important part of the article
Page 12
Page 7
Devices and Aids
Technology
Bionic Eye
The little blurb that goes here will highlight the most important part of the article
The little blurb that goes here will highlight the most important part of the article
The little blurb that goes here will highlight the most important part of the article
Page 5
Page 18
Page 21
04
RESEARCH
Optical coherence tomography and the contact lens practice As OCT equipment becomes more common in optometric practices, more suppliers are bringing new models to Australia. Although primarily designed for producing cross-sectional images of the posterior segment of the eye, many of the latest OCTs are capable of both anterior and posterior eye segment imaging.
Lachlan Scott-Hoy BAppSc(Optom)Hons PGCert (OcularTherapeutics) Innovative Eye Care
With the ability to image the cornea, limbus, sclera, anterior chamber and contact lenses on the eye, an OCT is invaluable in contact lens practice. Scan width, depth, resolution and mapping options for the anterior segment vary between commerciallyavailable OCTs. Some use scanning laser ophthalmoscopes (SLO) rather than infrared to view directly the fundus and anterior chamber. In a contact lens practice, SLO is a bonus addition to OCT as it offers amazing views of tear film and the contact lens surface. OCT can be used for the examination and imaging of the thickness and fitting characteristics of soft contact lenses, in particular, high plus, high minus and toric lenses. In speciality contact lens modalities such as RGP fitting, ortho-K, miniscleral, scleral and hybrid contact lens fitting, OCT imaging adds
another dimension to the examination: specification and management. In recent years, the fitting of miniscleral, and scleral RGP contact lenses has become more popular in contact lens practice. Rather than solely using keratometry data, many miniscleral and scleral lens designs use sagittal height to calculate lenses. Biomicroscope techniques and corneal topography can calculate corneal sagittal height and anterior chamber depths with reasonable accuracy, but OCT can do much more with higher resolution examination and measurement accuracy. Even epithelial thickness can be monitored as it is moulded in ortho-K. In a medical contact lens practice where contact lenses may be used in the management of corneal disease or trauma, OCT allows viewing of the contact lens, post lens tear thickness, corneal epithelium, basement membrane, stroma, endothelium and associated pathology. Conditions where OCT is useful in medical contact lens practice include keratoconus, corneal graft, PMCD, RCE, epithelial basement membrane dystophy, Salzmann’s nodular Figure 1
Post-corneal graft scleral lens fitting JC, a 60-year-old pensioner, had bilateral corneal grafts for management of her keratoconus. Both grafts are more than 10 years old and her BCVA in spectacles is R 6/48 and L 6/60, due to greater than 10 D of corneal astigmatism in both eyes. Both grafts, although relatively healthy, were typically flat and proud, making the fitting of a small RGP near impossible (see OCT in Figure 1). Scleral contact lenses were fitted with the aid of corneal topography and OCT. The
Image taken with Nidek RS5000OCT (8 mm line scan).
Figure 2 Image taken with Nidek RS5000OCT (8 mm line scan).
REVIEW
05
My OCT experience and how I bill Investment in optical coherence tomography reinforces a practice’s commitment to its patients
Lachlan Scott-Hoy BAppSc(Optom)Hons PGCert (OcularTherapeutics) Innovative Eye Care
I own an independent, full-scope practice in Wodonga, Victoria. We pride ourselves on investing in the latest technology for both optometry and optical dispensing. Our aim is to use this technology to differentiate ourselves from our local competitors. This has the happy benefit of making our clinical lives more enjoyable and gives us a heightened sense of professionalism. Our practice has established a reputation for thorough examination of the health of our patients’ eyes. Gradually, this has shifted the focus of our practice to eye health, rather than retail sales. It’s no longer about ‘get this for this’, it’s about doing what is best for the eyes of our patients and helping them maintain good vision for life. In my mind, the Cirrus HD-OCT has always been the pinnacle of technology for optometrists—outstanding and versatile. It has lived up to my expectations and I now feel that I am doing everything I can to give my patients the best and to achieve the differentiation that is so important in the current retail environment. It is not always easy to quantify the financial benefits of investing in a Cirrus HD-
OCT 4000. I can’t say precisely how many patients come to us solely because they hear about our OCT. What I can say is that although a significant portion of my revenue is goes to paying off leases, I am still making a profit. I maintain a full appointment book while employing two other optometrists. In an area that is serviced by 10 other optometric practices, our practice is growing despite it all. I chose the Cirrus HD-OCT 4000 for several reasons. First, it looks nice. This may seem trivial but I wanted an instrument that sat there quietly and looked sleek and modern. I had trialled another OCT and found it to be large, clunky-looking and noisy. Second, the 4000 is easy for me and my staff to use. Third, Matt Wensor from Carl Zeiss patiently explained and demonstrated the use of the OCT to me many times for many years during my annual visits to SRC. He never allowed my barrage of questions to deter him. Since the purchase, we have received two lessons, the machine has received two preventative maintenance services and the marketing team has been very supportive. Zeiss also held an information and education night, Since the purchase, we have received two lessons, the machine has received two preventative maintenance services and the marketing team has been very supportive. Zeiss also held an
OAA’s National Mentoring Program
Could your wisdom and experience support other optometrists develop their career or practice? Could you benefit from professional development support from someone who has walked the path before?
Could your wisdom and experience support other optometrists to develop their career or practice?
Mentoring, anyone?
Mentoring, anyone?
Could you benefit from professional development support from someone who has walked the path before?
Find out more about
OAA’s National Mentoring Program
www.optometrists.asn.au
Details on page 3
Could your wisdom and experience support other optometrists develop Could you benefit their career or from professional practice? development support from someone who has walked the path before?
Find out more about
OAA’s National Mentoring Program
www.optometrists.asn.au
OAA’s National Mentoring Program www.optometrists.asn.au
Mentoring, anyone? The Association’s National Mentoring Program has been established to provide an opportunity for members to support other members to develop professionally. It aims to draw together pairs of optometrists with similar practice interests but differing experience in a relationship in which one will be the mentor and the other the mentee. It is expected that the more extensive experience and wisdom of the mentor optometrist will allow them to help guide the development of the other. To sign up to the program, please complete this form in full and return it to the National Mentoring Program, Optometrists Association Australia by email policy@optometrists.asn.au or fax 03 9663 7478, or post it to PO Box 185, Carlton South VIC 3053. To participate in the first round of the program, completed forms should be received by 22 November 2013. Applications are welcome after this date, as a second round is expected to be initiated in 2014. Next steps Once your submitted form has been received, you will be emailed a link to a package of resources to support and guide your participation in a mentoring partnership. You will be matched with a suitable mentoring partner and introduced to one another via email. Matching and linking for the first phase of the program is expected to occur in late November or early December 2013, so partners can begin their work together early in 2014.
NSW . ACT
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OPTOMETRY AUSTRALIA
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OPTOMETRY QLD . NT
OPTOMETRY VIC
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OPTOMETRY SA
OPTOMETRY TAS
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COLOUR RubyRed is fresh colour that speaks of new energy, commitment and aspiration. It reflects power, passion, life and dedication. Contrasting black is chosen for clarity of application and implies responsibility and precision.
TYPOGRAPHY
AUSTRALIA
Solid and robust for ‘Optometry’, gentle with curved edges and balanced to depict sensitivity. Logotype is custom modified so it is not ‘off the shelf’ typography.
STYLE Fresh, vibrant and ultramodern
Contrasting type for ‘Australia’. The synergy allows both typefaces to function without competing with each other.
RELATIONSHIP Dominant ‘O’ is the initial of the Organisation’s name and also a symbol of the eye. Displayed prominently above ‘Optometry’, it is strong and bold, and it means ‘O’ for ‘Optometry’. ‘Australia’ is nestled in the descenders of ‘Optometry’, making one element an integral part of the other. Together, they create a striking visual identity that members can recognise immediately and the Organisation can ‘Own’
SYMBOLISM Circle/Oval is timeless and simple. It symbolises power, integrity, protection, community, perfection and completeness. There are no sides or corners to diminish its harmony. Prism/Triangles are representing members but also power in numbers. They are all different, individual, lively, suggesting action and energy but also representing uniqueness.
is for Optometry Optometry Australia the most authoritative and trusted organisation in Optometry. No other publications and resources enjoy as trusted a relationship with their readers as those provided by Optometrists Association Australia. Positioned at the hub of this vibrant profession, the Association’s range of online and print publications addresses all aspects of modern optometry, serving
as a touchstone for all the news, issues and innovations of the day. Our multi-channel advertising packages encompass all facets of modern media, from traditional print publications to online, mobile and email. Together, they provide unbeatable exposure to a highly targeted, highly receptive audience.
AUSTRALIA
OAA
ONLINE STORE AND BOOKSHOP
oaa ONLINE STORE AND
BOOKSHOP
OAA
ONLINE STORE & BOOKSHOP
OAA
ONLINE STORE & BOOKSHOP
OAA
ONLINE STORE & BOOKSHOP
PRINT and DIGITAL
2014 Media Kit Give your marketing strategy the edge with Australia’s premier optometry print and digital resources.
CONTENT 02 PRINT and DIGITAL
2014 Media Kit
Table of Contents 1 2
3
At a Glance Multi-Level Exposure Online - On the Web Optometrists Association Australia Website Australian Optometry Online eNews Email Alerts Social Media Rates - Online Print - Circulation and Readership / Member profile and Readership profile Australian Optometry / Readership profile Features / Creative Marketing Options Rates - Australian Optometry / Colour Rates - Australian Optometry / B&W Creative Marketing Options Rates - Australian Optometry / Loose Insertions & Mailing Cover Sheet Magazines and Journal Pharma Rates - Pharma Equipment Rates - Equipment Clinical and Experimental Optometry Rates - Clinical and Experimental Optometry General Information
3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26
INTRO 03 PRINT and DIGITAL
2014 Media Kit
At a Glance The most authoritative and trusted publications in Optometry.
No other publications and resources enjoy as trusted a relationship with their readers as those provided by Optometrists Association Australia. Positioned at the hub of this vibrant profession, the Association’s range of online and print publications addresses all aspects of modern optometry, serving as a touchstone for all the news, issues and innovations of the day.
Our multi-channel advertising packages encompass all facets of modern media, from traditional print publications to online, mobile and email. Together, they provide unbeatable exposure to a highly targeted, highly receptive audience. As a non-profit organisation, Optometrists Association Australia offers highly competitive advertising rates. Choose from one of our great
value packages or talk to us about tailoring a solution specific to your marketing needs.
INTRO 04 PRINT and DIGITAL
2014 Media Kit
Multi-level Exposure Optometrists Association offers advertisers multi-level exposure
Print advertising in four different titles Digital advertising via our online NEWS website www.optometrists.asn.au Digital advertising and support on the Association website www.optometrists.asn.au Email newsletter support
ONLINE
Australian Optometry
Australian Optometry Online incorporating News, Pharma, Equipment, Practice, Lenses, Contact Lenses and Guide4Grads
Equipment
Australian Optometry Online
Pharma
Australian Optometry Online
Clinical and Experimental Optometry
Optometrists Association Australia website
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2014 Media Kit
On the web Even between issues, our readers can’t get enough of us
We’re more than just an Association to them—we’re a community, a touchstone and a source of daily news. It’s no surprise then that our tech-loving audience has come online with us: to our website, e-newsletters and social media sites. The newly launched news website, www.optometrists. asn.au, is our interactive media centrepiece, with
Why digital works
More Optometrists than ever rely on OAA for resources they need to succeed and australianoptometry.com. au offers exceptional ways to connect with the Optometric community. We offer you a direct link to this exclusive audience.
an easy to use blog layout; regular updates; news on optometry, health, business and equipment; interviews; features; and hot links to other news sites. Our social media site is also updated daily, linking members to the website and more importantly, to each other. Reader response is growing every day and our competitive print + online packages offer
advertisers a slice of our online pie, guaranteeing repeat impressions. Our audience loves to interact with every part of Optometrists Association’s online world— and we’d love to help you be a part of it.
Location, Location, Location
Extend your reach
To increase sales, you need to know how to contact your prospects. When Optometrists visit our websites or access electronic resources they’re looking for products, services, resources and news for their practice and they’re looking for you!
We can give Optometrists direct and immediate access to your products and services. It’s like reaching out and bringing them right to your door.
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Optometrists Association Australia Website optometrists.asn.au Online, on demand and up-to-the-minute
Colour format: RGB Maximum file size 150 kb All creative must be supplied with a click-through URL Files may be supplied as GIF, JPG, JPEG or PNG
Showcasing optometry and Optometrists Association is our website, www.optometrists.asn.au. The website was the first to serve the Australian profession and is today highly regarded as a primary resource and communication tool for optometrists, the ophthalmic industry and Optometrists Association state Divisions, which have their own homepages within the National site.
Updated and relaunched in 2014, the website is packed with news, current issues and information, relevant legislation, guidelines, industry standards and continuing professional development. The site is also a valuable source of practice marketing tools and patient information kits. The Association website is an important source of information for optometrists, related stakeholders and prospective students of
optometry. The new-look website enhances audience engagement even further, offering unprecedented functionality and ease of navigation.
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Australian Optometry Online The Decision-makers’ resource
Specialist categories Colour format: RGB Maximum file size 150 kb All creative must be supplied with a click-through URL Files may be supplied as GIF, JPG, JPEG or PNG
The Optometrists Association’s all-new publications website, www.australianoptometry. com.au, gives advertisers an unprecedented opportunity to engage with our members, related stakeholders and the public in a highly credible and interactive format. Packed with the latest news, updates and features, and accessible from any platform, Australian Optometry Online is
the top source of authoritative content on the issues affecting Australian primary eye care. Interactive and continually updated with content written specifically for this format, Australian Optometry Online serves as a virtual community hub for our members and wider eye-care interests. Advertising is available on all pages, from the News on the homepage and throughout a
range of specialist segments, including the full suite of Optometrist Association online magazines.
Four popular Association magazines are now offered exclusively as online resources from our dedicated publications website, Australian Optometry Online, with more features and benefits than ever. Association members indicate the online guides are a key resource for practice decision-makers, making Australian Optometry Online a vital component of your advertising package.
Practice Optometry’s leading career and practice resource.
this unique reference tool includes detailed illustrations of individual lens design markings, making it essential for every optometric practice.
Contact Lenses Valuable reference tables for soft and RGP contact lenses and contact lens solutions. Lenses With a comprehensive listing of progressive lenses currently available in Australia,
Advertising on www.australianoptometry. com.au does more than generate leads—it puts your product or service directly in front of over 4,200 optometrists, and related industry stakeholders.
Guide4Grads A comprehensive resource to help students make a smooth transition from university to the workplace.
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eNews Powerful results from email communication
eNews is the Association’s fortnightly alert to the latest news and information, emailed exclusively to members of Optometrists Association Australia. Known for its relevant and succinct content, eNews has an outstanding average open rate of 45 per cent.
Publication deadline: two weeks prior Colour format: RGB Maximum file size 150 kb All creative must be supplied with a click-through URL Files may be supplied as GIF, JPG, JPEG or PNG
This reputable e-newsletter delivers advertisers’ messages with highly-targeted certainty, offering an exceptional way to reach your audience.
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Email Alerts Australian Optometry and Clinical and Experimental Optometry
Colour format: RGB Maximum file size 150 kb
The Association publishes regular email alerts directing our readers to the latest news from Australian Optometry and papers from our scientific journal, Clinical and Experimental Optometry. High average open rates indicate the esteem in which these member-only communications are held. All Association email alerts are delivered via our highly accurate database of members and subscribers, ensuring our advertisers reach an audience that is optimally targeted and extremely receptive.
Australian Optometry Email Alert
Clinical and Experimental Optometry Email Alert
Enjoys an average open rate of over 48 per cent (Optometrists Association Australia, MailChimp data)
Averages an open rate of 40 per cent (Optometrists Association Australia, MailChimp data) Only one prime advertising opportunity is available for CXO alerts each issue and is sold on an issue by issue basis.
Database includes 4,200 members Frequency: Monthly Publication deadline: two weeks prior
Database includes 4,200 members, and 1,150 academics and researchers worldwide. Frequency: two-monthly Publication deadline: two weeks prior
All creative must be supplied with a click-through URL Files may be supplied as GIF, JPG, JPEG or PNG Microsoft Office 2007 users will see only Frame One of animated GIF files. To ensure you gain maximum exposure from your advertisement, we recommend that Frame One of your artwork includes all contact details.
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Social Media Our Facebook page (facebook.com.au/optometrists associationaustralia) is an active members online community.
To ensure maximum return, we are able to offer a social media postings plan to complement your campaign.
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Online Rates All rates INCLUSIVE of 10 per cent GST Formats
Dimensions
Exposure
Rates
134 x 90 pixels
2 weeks
$795
Optometrists Association Australia website www.optometrists.asn.au OAA Homepage, premium position
Standard Tile
(1 advertiser only, rolling advertisement) Australian Optometry Online
www.australianoptometry.com.au
AO Homepage, premium position
Top Banner
400 x 100 pixels
2 weeks
$500
Right-hand Tile
267 x 200 pixels
2 weeks
$250
Mid Banner
624 x 90 pixels
2 weeks
$200
Banner
397 x 90 pixels
once off
$500
Right-hand Tile
267 x 233 pixels
once off
$295
Banner
397 x 90 pixels
once off
$495
397 x 90 pixels
once off
$500
e-News Email alert, premium position Australian Optometry Email Alert Email alert, premium position
Advertising enquiries and material: National Communications Manager Sandra Shaw s.shaw@optometrists.asn.au Telephone 03 9668 8507 International 61 3 9668 8507
Clinical and Experimental Optometry email alert Email alert, premium position
Banner
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Print Circulation and Readership Optometrists Association print publications are designed to suit the needs and interest of the Association’s 4,200 members, representing more than 90 per cent of the Australian profession. The publications are delivered directly to our members via our highly accurate membership database and by subscription to related professions and interested stakeholders.
Australian Optometry
4,450
Pharma including 560 optometrists in New Zealand
5,000
Equipment
4,450
Clinical and Experimental Optometry worldwide, including Australia, New Zealand, Hong Kong and Singapore
8,900
Our online offering boosts your message reach and frequency. The Association’s new publications website, Australian Optometry Online, is generating higher levels of traffic, boosted by the high open rates enjoyed by Australian Optometry email alerts. MailChimp data puts the average open rate for the Australian Optometry email alert at over 50 per cent—a huge 35 per cent above MailChimp’s open rates.
Member profile and Readership profile Optometrists Association members include more than 90 per cent of practising optometrists across the nation, in private and corporate clinical practice. Our readers include optometrists and their support staff in private and corporate clinical practice, optometry students, the ophthalmic optics industry; and academics and researchers worldwide.
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NE WSPA P E R OF
· A P R I L 2 0 14 · April 2014
IN THIS ISSUE
New technologies and treatments in eye care
Ergonomics
NEW issue of
Annual round-up of new technologies and treatments
• INDUSTRY NEWS • REVIEWS ONLINE • FEATURES Buyers
+
Prevent injury and reduce work-related discomfort Page 2
Fundus autofluorescence In situ RPE visualisation Page 19
OCT angiography A new tool for bloodvessel imaging Page 37
Diabetic eye exam The front line in detection and management Page 4
+ONLINE Buyers Product Guide
Product Guide
Practitioners who provide domiciliary care warrant better remuneration. Page 3
Optometrist Susan Kalff with domiciliary care patient Nina
Photo: Helen Carter
The publication people turn to in Optometry
Since its inception in 1980, Australian Optometry has been the leading voice on the issues and events shaping this dynamic profession. As the profession’s most authoritative news publication, Australian Optometry is essential reading for the practising Optometrist, researcher or educator. It is a highly valued and trusted source of optometric news and current affairs.
The newspaper is published monthly, February to December, in print and online, so our advertisers and contributors can count on their message reaching their target audience on time, every time. Covering all the news and issues of the day, our team of talented journalists operates with a high degree of editorial integrity to deliver topical, authoritative reporting that reflects the diverse interests of
our many members. This commitment to professional reporting underpins the unique relationship and high standing we enjoy with our readers.
87% of our readers describe Australian Optometry as relevant and useful Roy Morgan Survey, Aug 2012
Workforce faces ‘perceived’ maldistribution HEALTHWORKFORCE Australia has found a ‘perceived’ maldistribution in the existing workforce position of optometrists. HWA’s independent review of the optometric workforce is shared in its report Optometrists in Focus, released in March as part of its ‘Australia’s Health Workforce Series’. HWA’s assessment of a maldistributed optometric workforce sits midway on its sliding scale of perceived excess supply and shortage. ‘The reasons behind this rating reflect difficulties in recruiting to rural and regional areas, and to special interest areas,’ the report states. HealthWorkforce Australia noted a lack of quantitative evidence to determine whether
the optometric workforce is balanced with supply matching demand, and instead used alternative ‘partial measures’. These measures included assessment by key stakeholders, including optometry’s peak association and employers; patient waiting times, as a measure of access to a health professional; and vacancy rates. HWA also used data accrued from the Australian Health Practitioner Regulation Agency, the Australian Bureau of Statistics, and the Department of Education. The Optometrists in Focus report found that the optometric workforce has experienced substantial growth over the past 15 years, and is predominantly located in major cities and
eastern states. It reported geographic distribution is consistent with most of the selected workforces in the series, including dentistry, nursing and midwifery. Age and working hours differed noticeably for male and female optometrists; with women having a younger age profile and working fewer hours. According to the report: ‘Greater numbers of females now entering the workforce and working fewer hours may result in … a need to focus on flexible work practices.’ The report stated that the existing workforce position information obtained by HWA is consistent with the Department of Employment research. Optometrists Association national policy manager
Skye Cappuccio said that the HWA report was a valuable consideration of available data on the current workforce. ‘It provides a snapshot of the current situation but doesn’t consider the likely future workforce supply and service demand balance. With ongoing increases in the number entering the profession and a relatively young average age of the profession, this is something we need to consider,’ she said. The report acknowledged that the association has highlighted ‘the ability to offer optometry services to regional communities as a concern, along with the lack of a national program specifically addressing workforce distribution.’ Ms Cappuccio said the
optometry supply and demand projections being undertaken by Monash University for the association would be important to better understand likely future scenarios. This work is in its final stages. The report noted that the labour market rating for optometry at April 2013 was ‘shortage’ and optometrists are currently included on the skilled occupation list and the consolidated sponsored occupation list. HWA’s ‘Australia’s Health Workforce Series’ is its first step in workforce planning to achieve its goal of building a sustainable health workforce, and confront the challenges of an ageing population and an ageing health workforce.
Readership profile Australian Optometry delivers information that Optometrists cannot get anywhere else! Every issue of Australian Optometry reaches all members of Optometrists Association, covering more than 90 per cent of practising optometrists across the nation in private and corporate clinical practice, and optometry students in our universities.
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March March2014 2014 OPTOMETRY A DVA NCING T HE R AADVANCING P E U T IC A L LY-E ND ORSE D OP T OME T RIS T S
The earliest test GCC is the new diagnostic indicator in glaucoma detection Page 8
Pigment dispersion syndrome Prominent characteristics and glaucoma risks Page 15
SD-OCT How technology has redefined comprehensive assessment Page 19
· m a r c h 2 0 14 ·
Visual fields
Severe defects complicate detection Page 24
IN THIS ISSUE
PHARMA
MICRO STENT
Gcc is the new diagnostic indicator in glaucoma detection, and sD-Oct has redefined comprehensive assessment.
a new alternative to glaucoma eye-drops is available for cataract surgery patients with glaucoma. PAGE 6 by Helen Carter
SPECIAL ISSUE Optometric diagnosis and management
Members in major review OptOmetrists association is involving members in a major review of its services and products. the continuing review is being conducted by National Office and the state Divisions in a joint key leadership role, with the aim of identifying and addressing major social, economic and demographic challenges faced by the profession in the future. National ceO Genevieve Quilty says the association is committed to ensuring that it continues to advance the interests of members, the profession and the optometry sector during a time of increasing change, challenge and opportunity. ‘the association is responding by reviewing products and services with the purpose of achieving four primary goals,’ she said. ‘We want to understand how we can enhance member benefits by ensuring that members have the support and knowledge mechanisms in place to meet their professional goals. ‘We want to maintain, enhance and protect the interests of the australian optometry profession so that association members benefit and the community can continue to access some of the best eye health services in the world. ‘We want to uplift the standing of the profession in the eyes of the community so that a patient’s first point of contact for their eye health is their local optometrist. ‘We also want to position the optometry profession strongly in the eyes of key decision-
makers in the sector.’ ms Quilty says the association has evolved greatly throughout its rich history and this current business appraisal is seen as another important step in ensuring the association’s continued relevance as the peak body for the optometry profession. ‘the optometry profession is changing rapidly, as are the needs and desires of the next generation of optometrists. We recognise this and are taking positive steps to ensure that our services and products keep pace with and possibly influence these changes,’ she said. ‘We are already well advanced in this program. the first phase saw the launch of a consolidated member database and a new website which went live in late 2013. this new digital platform is focused on providing easy to access and relevant member resources while supporting critical eye health information targeted at consumers. ‘this next phase will include an audit of current services and products while also implementing a range of qualitative and quantitative research. the research is additional to the usual member survey that the association conducts annually in august, so we can garner knowledge from our members and key stakeholders on how best we can help them meet the challenges of the future. ‘the National Office and state Divisions are excited to see where this review may take us,’ ms Quilty said.
Unnecessary red tape getting in the way of clinical care?
Joseph Chakman AM
Court date set a heariNG is due to commence on 4 august 2014 for the raNZcO and asO action to challenge the validity of the OBa guidelines that allow independent glaucoma management by endorsed optometrists. the hearing is scheduled for four days as a civil trial in the Queensland supreme court. the royal australian and New Zealand college of Ophthalmologists and the australian society of Ophthalmologists are challenging the Optometry Board of australia scheduled medicines guidelines that came into effect from march 2013.
CUT THE RED TAPE
Optometrists association national professional services manager Jared slater says the association will continue to support the OBa and appropriately trained optometrists managing glaucoma autonomously. ‘this is a positive step for patients and improves access to the eye care they need, particularly in locations where specialists’ services are unavailable or difficult to access in a timely fashion,’ he said. Optometrists should continue to follow the OBa guidelines for use of scheduled medicines unless notified otherwise.
JOe chakmaN (above), Optometrists association’s former ceO of 30 years, was made a member of the Order of australia in the australia Day honours announced in January he has been recognised for his significant service to optometry and public health, particularly through policy reform. ‘it has made me think back and reflect on my good fortune to have good people around me,’ he said. ‘a primary objective during my time as ceO was to raise the profile of optometry to be a highly-respected profession.’ Being made a member of the Order of australia is a measure of this success. mr chakman will receive his award at a ceremony at Government house in melbourne in april.
Share your red tape woes with OAA The Association is mounting a campaign against red tape in optometry. We’ll be taking member frustrations about unnecessary paper work and bureaucratic barriers to relevant Government departments seeking simplification. We can’t promise success on all fronts, but with a Government committed to cutting red tape and over-regulation, the time is right.
Simply email your red tape frustrations to policy@optometrists.asn.au
FORMAT
Tabloid, printed four-colour offset
Features Australian Optometry is published by Optometrists Association Australia, the nation’s peak optometric body, which places it at the source of the events that shape the profession. It has a reputation for being accurate and objective, delivering
to optometrists important information that is beyond the reach of its competitors. How did Australian Optometry achieve its front-runner status?
Readers find in each issue: No. 1 source of news and information on the many benefits and services that the Association delivers to its members every day The latest analysis of developments affecting the profession and wider industry Regular updates on government decisions and activity in health care Updates on advocacy and policy, feature stories, current research, behind-the-scenes interviews and more.
Creative Marketing Options
PUBLICATION SCHEDULE
Monthly BOOKINGS AND CANCELLATION DEADLINES
Confirmed bookings or cancellations are required eight (8) weeks before publication MATERIAL DEADLINE
1st of month preceding publication
Optometrists Association’s creative options provide high visibility and immediate impact like no other advertising vehicle. People react intuitively to our creative options which compel the audience to read the advertisement.
We offer the following exciting marketing options: Loose or Stitched insertions Mailing cover sheet advertisements Adhesive notes or objects Gatefolds Swing tags
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Rates (full colour) Casual
2x contract
4x contract
6x contract
11x contract
Full page (290 x 420 mm)
$5200
$5000
$4800
$4600
$4400
Three-quarter page (210 x 297 mm A4)
$4400
$4200
$4000
$3900
$3700
Half page horizontal (260 x 160 mm)
$3650
$3500
$3400
$3200
$3150
Third page vertical (116 x 420 mm)
$3100
$3050
$3000
$2850
$2750
Quarter page (154 x 160 mm)
$2850
$2700
$2600
$2500
$2400
Strip (260 x 70 mm)
$2600
$2450
$2350
$2250
$2150
Cost per insertion ($)
Full page 290 x 420 mm
Third page vertical 116 x 420 mm
Three-quarter page 210 x 297 mm
Quarter page 154 x 160 mm
Half page horizontal 260 x 160 mm
All rates INCLUSIVE of 10 per cent GST
Strip 260 x 70 mm
Australian Optometry Tabloid, printed four-colour offset
Material deadline one (1) month prior to publication
Advertising enquiries and material:
• Advertising material will be accepted as a PDF created in Adobe Acrobat 5 or later versions, distilled using the ‘press optimised’ setting. • All fonts and graphics must be embedded. • All graphics should be supplied in high-resolution format, 300 dpi or greater. • Allow 5 mm for bleed.
Note Creative design work supplied by Australian Optometry on behalf of an advertiser will be charged to the advertiser’s account.
Assistant Editor Rhiannon Riches r.riches@optometrists.asn.au Telephone 03 9668 8504 International 61 3 9668 8504
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Rates (black and white) Casual
2x contract
4x contract
6x contract
11x contract
$1050
$1000
$980
$930
$900
Cost saver (101 x 70 mm)
$220
$220
$200
$200
$200
Strip (260 x 70 mm)
$950
$920
$880
$830
$820
Cost per insertion ($) Quarter page (154 x 160 mm)
Quarter page 154 x 160 mm
Cost saver 101 x 70 mm
Strip 260 x 70 mm
All rates INCLUSIVE of 10 per cent GST
Australian Optometry Tabloid, printed four-colour offset
Material deadline one (1) month prior to publication
Advertising enquiries and material:
• Advertising material will be accepted as a PDF created in Adobe Acrobat 5 or later versions, distilled using the ‘press optimised’ setting. • All fonts and graphics must be embedded. • All graphics should be supplied in high-resolution format, 300 dpi or greater. • Allow 5 mm for bleed.
Note Creative design work supplied by Australian Optometry on behalf of an advertiser will be charged to the advertiser’s account.
Assistant Editor Rhiannon Riches r.riches@optometrists.asn.au Telephone 03 9668 8504 International 61 3 9668 8504
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Creative Marketing Options LOOSE INSERTIONS Loose Insertions’ prominent placement ensures your marketing message engages our readers. They appear in the mailing pack with Australian Optometry. DEADLINES - Booking & Cancellation: Minimum of four (4) weeks prior to publication date. STITCHED INSERTIONS Stitched Insertions’ prominent placement ensures your marketing message engages our readers. Stitched insertions can be perforated to suit your requirements. DEADLINES - Booking & Cancellation: Minimum of eight (8) weeks prior to publication date.
MAILING COVER SHEET ADVERTISEMENTS Your message is the first thing our readers see! Enjoy a marketing advantage that’s on target.
GATEFOLDS Gatefolds are the ideal way to showcase your message, delivering a high profile option. Gatefolds can be placed on the inside covers or centrefold.
DEADLINES - Booking & Cancellation: Minimum of six (6) weeks prior to publication date.
DEADLINES - Booking & Cancellation: Minimum of eight (8) weeks prior to publication date.
MISCELLANEOUS INSERTIONS Insertions including nonstandard cards, envelopes, perforations, die cuts, irregular shapes, 3-D, popups, swing tags and adhesives will require testing prior to inserting. A minimum of 20 sample insertions are required for testing purposes.
SWING TAGS Swing tags offer premium impact that is sure to catch every reader’s attention. Swing tags can be fixed on the inside covers or centrefold. DEADLINES - Booking & Cancellation: Minimum of eight (8) weeks prior to publication date.
ADHESIVE NOTES Adhesive Advertising Notes appear on the front page of Australian Optometry. They provide high visibility and immediate impact. People instinctively react to AdNotes. Readers can remember your message, pull your AdNote off the page and stick it to their computer, diary, telephone, notice board or even their wallet. DEADLINES - Booking & Cancellation: Minimum of six (6) weeks prior to publication date.
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Loose Insertions and Mailing Cover Sheet Rates Loose Insertion
Distribution
All rates INCLUSIVE of 10 per cent GST
Weight
Quantity
Cost
National
single A4 sheet
4500
$2200
National
brochure up to 20 grams
4500
$3300
National
brochure 20-40 grams
4500
$4400
Individual state Mailing Cover Sheet
cost on application
distribution National
4500
$4400
Advertising enquiries and material: Assistant Editor Rhiannon Riches r.riches@optometrists.asn.au Telephone 03 9668 8504 International 61 3 9668 8504
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Magazines and Journal Trusted guides to all facets of modern optometry
March March2014 2014 OPTOMETRY A DVA NCING T HE R AADVANCING P E U T IC A L LY-E ND ORSE D OP T OME T RIS T S
April 2014 New technologies and treatments in eye care
Ergonomics
Optometrists Association print magazines focus on topics of specific interest to the profession, reflecting all facets of modern optometric practice. They report new developments and share vital peer-to-peer experience and case reports. Association members say the magazines play a valued role in their practice and purchasing decisions.
The earliest test GCC is the new diagnostic indicator in glaucoma detection Page 8
Pigment dispersion syndrome Prominent characteristics and glaucoma risks Page 15
SD-OCT How technology has redefined comprehensive assessment Page 19
Visual fields Severe defects complicate detection Page 24
Prevent injury and reduce work-related discomfort Page 2
Diabetic eye exam The front line in detection and management Page 4
+ONLINE Buyers Product Guide
SPECIAL ISSUE Optometric diagnosis and management
Fundus autofluorescence In situ RPE visualisation Page 19
OCT angiography A new tool for bloodvessel imaging Page 37
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2014 Media Kit March March2014 2014 OPTOMETRY A DVA NCING T HE R AADVANCING P E U T IC A L LY-E ND ORSE D OP T OME T RIS T S
The earliest test GCC is the new diagnostic indicator in glaucoma detection Page 8
Pigment dispersion syndrome Prominent characteristics and glaucoma risks Page 15
SD-OCT How technology has redefined comprehensive assessment Page 19
Visual fields Severe defects complicate detection Page 24
SPECIAL ISSUE Optometric diagnosis and management
FORMAT
A4 magazine, printed four-colour offset PUBLICATION SCHEDULE
Published quarterly in March, June, September and December as a supplement to Australian Optometry newspaper BOOKINGS AND CANCELLATION DEADLINES
Confirmed bookings or cancellations are required eight (8) weeks before publication MATERIAL DEADLINE
Eight (8) weeks before publication
A unique magazine valued by a highly-receptive audience
Pharma explores the clinical aspects of modern optometric practice, with case reports and topical contributions from a range of highly regarded practitioners and researchers. Pharma is distributed to 5,000 practising optometrists across Australia and New Zealand.
More than 75 per cent of Association members describe Pharma as relevant and useful OAA Member Survey, Aug 2012
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Rates
All rates INCLUSIVE of 10 per cent GST
Cost per insertion ($) Full page (210 x 297 mm)
$4200
Half page horizontal (210 x 147 mm)
$2750
Half page vertical (102 x 297 mm)
$2750
Horizontal strip (210 x 70 mm)
$1200
Contract rates available on application.
Full page 210 x 297 mm
Half page horizontal 210 x 147 mm
Half page vertical 102 x 297mm
Horizontal strip 210 x 70 mm
Pharma A4, printed four-colour offset
Material deadline two (2) months prior to publication
Advertising enquiries and material:
• Advertising material will be accepted as a PDF created in Adobe Acrobat 5 or later versions, distilled using the ‘press optimised’ setting. • All fonts and graphics must be embedded. • All graphics should be supplied in high-resolution format, 300 dpi or greater. • Allow 5 mm for bleed.
Note Creative design work supplied by Pharma on behalf of an advertiser will be charged to the advertiser’s account.
Features Editor Jeff Megahan j.megahan@optometrists.asn.au Telephone 03 9668 8508 International 61 3 9668 8508
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2014 Media Kit April 2014 New technologies and treatments in eye care
Ergonomics Prevent injury and reduce work-related discomfort Page 2
Fundus autofluorescence In situ RPE visualisation Page 19
OCT angiography A new tool for bloodvessel imaging Page 37
Diabetic eye exam The front line in detection and management Page 4
+ONLINE Buyers Product Guide
One of a kind guide, with product reviews to interest every optometrist
FORMAT
A4 magazine, printed four-colour offset. PUBLICATION SCHEDULE
Published annually in April as a supplement to Australian Optometry newspaper BOOKINGS AND CANCELLATION DEADLINES
Confirmed bookings or cancellations are required eight (8) weeks before publication. MATERIAL DEADLINE
Eight (8) weeks before publication.
Published annually in highquality, hard copy and online, Equipment magazine is the benchmark buyers’ guide to state of the art ophthalmic equipment.
Equipment is an essential promotional vehicle for every manufacturer and distributor of ophthalmic instruments. It is packed with popular product reviews and specialist articles written by some of Australia’s leading optometrists and ophthalmologists.
More than 63 per cent of Association members describe Equipment as relevant and useful (OAA Member Survey, Aug 2012)
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Rates
All rates INCLUSIVE of 10 per cent GST
Cost per insertion ($) Full page (210 x 297 mm)
$4200
Half page horizontal (210 x 147 mm)
$2750
Half page vertical (102 x 297 mm)
$2750
Horizontal strip (210 x 70 mm)
$1200
Contract rates available on application.
Full page 210 x 297 mm
Half page horizontal 210 x 147 mm
Half page vertical 102 x 297mm
Horizontal strip 210 x 70 mm
Equipment A4, printed four-colour offset
Material deadline two (2) months prior to publication
Advertising enquiries and material:
• Advertising material will be accepted as a PDF created in Adobe Acrobat 5 or later versions, distilled using the ‘press optimised’ setting. • All fonts and graphics must be embedded. • All graphics should be supplied in high-resolution format, 300 dpi or greater. • Allow 5 mm for bleed.
Note Creative design work supplied by Equipment on behalf of an advertiser will be charged to the advertiser’s account.
Features Editor Jeff Megahan j.megahan@optometrists.asn.au Telephone 03 9668 8508 International 61 3 9668 8508
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Clinical and Experimental Optometry is the leading peerreviewed optometry journal in the AsiaPacific region FORMAT
210mm x 280mm magazine, printed four-colour offset. PUBLICATION SCHEDULE
Published six times a year BOOKINGS AND CANCELLATION DEADLINES
Confirmed bookings or cancellations are required eight (8) weeks before publication. MATERIAL DEADLINE
Eight (8) weeks before publication date.
Clinical and Experimental Optometry publishes original research papers and reviews in vision science, optics and clinical optometry. The journal is published six times a year and includes clinical reports, editorials and news. Clinical and Experimental Optometry is listed by ISI and abstracted by PubMed, Science and Citation Index and Current Contents.
Published in Australia since 1919, Clinical and Experimental Optometry is now the official journal of Optometrists Association Australia, New Zealand Association of Optometrists, Hong Kong Society of Professional Optometrists and Singapore Optometric Association, and is circulated to 8,900 readers, including all members of its affiliated Associations and further afield to consortia.
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Rates
All rates INCLUSIVE of 10 per cent GST Colour
Black and White
Full page (210 x 280 mm)
$4200
$2000
Half page horizontal (185 x 100 mm)
$2750
$1200
Cost per insertion ($)
$700
Quarter page (80 x 100 mm) Contract rates available on application. GST is not payable by advertisers based outside Australia
Full page 210 x 280 mm
Half page horizontal 185 x 100 mm
Quarter page 80 x 100 mm
Clinical and Experimental Optometry 210 mm x 280 mm, printed four-colour offset
Material deadline two (2) months prior to publication
Advertising enquiries and material:
• Advertising material will be accepted as a PDF created in Adobe Acrobat 5 or later versions, distilled using the ‘press optimised’ setting. • All fonts and graphics must be embedded. • All graphics should be supplied in high-resolution format, 300 dpi or greater. • Allow 5 mm for bleed.
Note Creative design work supplied by Clinical and Experimental Optometry on behalf of an advertiser will be charged to the advertiser’s account.
Production Editor Sandra Shaw s.shaw@optometrists.asn.au Telephone 03 9668 8507 International 61 3 9668 8507
PRINT 26 PRINT and DIGITAL
2014 Media Kit
General Information
ABN 17 004 622 431 204 Drummond Street Carlton, Victoria 3053 03 9668 8500 editor@optometrists.asn.au www.optometrists.asn.au Contact Sandra Shaw National Communications Manager 03 9668 8507 s.shaw@optometrists.asn.au
Terms The placing of advertising implies acceptance of the conditions laid down in this Media Kit. Booking requirements must be submitted on an Optometrists Association, advertiser’s or advertising agency’s official order form. Commission of 10 per cent is paid to agencies on payment made within 45 days of invoicing, otherwise strictly net. Advertisers undertake to pay the account in full on or before the due date. In default of such payment, advertisers undertake to pay late payment fees of 2.5 per cent per month on any amount outstanding and to indemnify us and pay all costs and expenses on a solicitor and own client basis if legal action is necessary, and/or collection agency fees that we may incur in recovering from you any overdue amount. Australian Optometry reserves the right to reject advertising at any time.
Advertiser’s responsibility All advertisements are accepted on the understanding that the advertising agency and/or advertiser is authorised to publish the entire contents and subject matter of the advertisement. Cancellation by an advertiser or agency of any portion of a contract nullifies all rates and/or position protection for the balance of the contract. Advertising is subject to two months notice of cancellation. Pharmaceutical product information and click-throughs All online pharmaceutical advertising must include a click-through to Patient Information, which may be supplied as a website address, OR a PDF of the Patient Information hosted on our servers.There can be only one click-through per advertisement on HTML and website advertising. Patient
Information must be in PDF format or a format that is able to be viewed on any platform. Digital material Advertising material may be emailed to editor@ optometrists.asn.au. • Material should be supplied as a PDF created in Adobe Acrobat 5 or more recent version, distilled using the ‘press optimised’ setting. • All fonts and graphics must be included or embedded. • All graphics for print should be supplied in high resolution format (300 dpi or greater).
Advertisers will be charged for all production expenses to bring material to these standards. Payment Invoices are rendered immediately following publication. Accounts are payable to Optometrists Association Australia within 25 days from the date of invoice. Agency commission Commission of 10 per cent is paid to agencies on payment made within 45 days of invoicing, otherwise strictly nett.
• Allow 5 mm for bleed. • Creative design or art work supplied by the publisher on behalf of an advertiser will be charged to the advertiser’s account. Revised 10.04.2014