The Newsletter of Primary Eyecare Network focal point November / December 2009 PEN Celebrates 25 Years! was, is and a lways will be the foundation of PEN’s goals and aspirations. ndent Optometry Indepe rving Prese What’s Inside - Advisory Board Provides O.D. perspective - FREE offer from Paragon - Education that benefits your entire practice - PEN serves the community www.PrimaryEye.net 800-444-9230 Primary Eyecare Network Advisory Board Provides the O.D. Perspective Since its beginning 25 years ago, PEN has relied on an PEN Advisory Board Meeting - August 21-22, 2009, Newport, CA Advisory Board of O.D.s to provide guidance, recommenda- Dr. Steve Faith (Livermore, CA) was named new tions and direction for prioritizing our efforts. Chairperson of the PEN Advisory Board. The PEN Advisory Board consists of some of the most promi- Some of key issues discussed: web-based technology nent and influential doctors in our membership. They are in- including an online ordering platform, medical model, credibly enthusiastic and willing to invest time and effort in and managed care. researching new programs, keeping PEN abreast of current industry issues, and helping implement innovative products All of us at PEN would like to thank Dr. Ed Liu (Pleasanton, CA) for and services in order to help PEN Members succeed. his six years of service as Advisory Board Chair. Luckily for all of us he will continue to serve as a Board member. In Dr. Liu’s words, “There is something to be said for the jolt of energy you get from a productive meeting, one where fresh ideas are presented and issues are resolved; an opportunity to think out of the box and maybe venture out of your comfort zone. That is the feeling I get each time I attend one of our PEN Advisory Board meetings. The PEN Advisory Board includes: Steve Faith, O.D., F.A.A.O. (Liver- more, CA), Troy Humphreys, O.D. (Sparks, NV), Steve Langsford, O.D. (Oxnard, CA), Aaron Lech, O.D., F.A.A.O. (Roseville, CA), Edwin Liu, O.D. (Pleasanton, CA), Lori Nishida, O.D. (Burbank, CA), Daniel Quon, Debbie Oseguera, PEN Director of Operations (l.) O.D. (Costa Mesa, CA), Kenneth Sakazaki, O.D. (Sacramento, CA), is pictured with Steve Faith, O.D., F.A.A.O. (r.), newly Larry Wan, O.D. (Campbell, CA), Eric White, O.D. (San Diego, CA). named Chairperson of the PEN Advisory Board. Optometric Billing Tips PEN’s Optometric Billing & Consulting Services PEN’s Billing Service Representatives have received many Review your claims prior to submission for the inquiries about the following important topics: following errors: ICD 10: ICD codes are diagnosis codes that describe a par- • Missing or invalid subscriber ID • Missing or invalid diagnosis codes ticular disease or condition and are used on claims that • Missing date of birth • Missing date of service are submitted to insurances for payment. Because the cur- rent ICD-9 diagnosis codes are running out of room, the Eligible service dates when re-enrolling/re-activating entire US will be moving to the ICD-10 diagnosis codes on PTANs: Many practices have experienced claim deni- 10/01/2013 and not in 2010 as originally scheduled. als when resubmitting claims after their PTANs (provider For more information on ICD 10 deadlines visit the Health transaction numbers) have been re-activated. The reason & Human Services website at http://www.hhs.gov/news/ is that as of April 1, 2009 providers receive an effective date press/2009pres/01/20090115f.html only 30 days prior to the date Medicare receives a valid, signed application requesting reactivation, as opposed to Claim Errors: PEN’s Optometric the previously allowed 12 months. Billing & Consulting Services pro- Medicare does not send notification of deactivated PTANs. cess over 3,000 claims per month. To avoid any disruption in claim submission and payment, We consistently see the same er- it is important to investigate any unusual delay in pay- rors that cause claims to be re- ments by contacting your Medicare carrier. If your PTAN turned to practices for correction. has been deactivated, it is important to submit your ap- These errors are simple oversights plications as soon as possible to ensure that you are able that can be easily fixed. Correct- to receive payment for all services you render. ing these issues prior to submis- sion will save your practice time PENs Optometric Billing & Consulting Services and money regardless of the sub- Now offering Medicare Eligibility Inquiry! mission method you choose. Contact 800.444.9230, option 4, for details. Primary Eyecare Network www.PrimaryEye.net 800-444-9230 Primary Eyecare Network Vendor Highlights November / December 2009 Exclusive Offer for PEN Members Expand your treatment options...Expand your practice! Introducing Paragon CRT® SureFit® A Breakthrough Delivery System Requiring No Lens Inventory Investment CRT SureFit provides certified practitioners a single-use, 3-lens per eye fitting and dispensing system that will ensure a high probability of day-1, first fit success with Paragon CRT. FREE first fit to the initial 50 PEN Members... ...who order Paragon CRT SureFit, compliments of ABB CONCISE! Offer good through November 30th. Contact Paragon customer service at 800-528-8279, ext.1 to order. In order to be eligible for this exclusive offer, you must have an ABB CONCISE account set up through PEN. Call the PEN office at 800-444-9230, ext. 701 to transfer your account. Please Note: Offer NOT valid to PEN members who already have a CRT DDS set. One free fit per practitioner…no exceptions. Unused lenses (4) must be returned to Paragon. If you are not yet certified to fit CRT, you may take the certification exam online; please visit www.paragoncrt.com/seminar. 800-444-9230 • www.PrimaryEye.net WEB1109 Introducing… PEN Members receive discounts on a sliding scale: Carl Zeiss Vision as the newest ad- $0-500............................................10% dition to PEN’s preferred vendor list! $501-2500 ....................................20% $2501-7500 ..................................24% A worldwide leader in developing eye- glass lens designs, coatings and mate- $7501+ ..........................................28% rials, Carl Zeiss Vision continually creates innovative new In addition, all PEN Doctors are eligible for the Carl Zeiss products that bring better vision to people in all aspects Rewards Program. For more information, call 800-358-8258 of their lives. They offer a complete range of ophthalmic or visit http://www.vision.zeiss.com/us. lenses and coatings that meet the highest vision standards of patient care and their laboratories include complete ser- To transfer your Carl Zeiss Vision account to vice nationwide. PEN, call 800-444-9230, ext. 701. EyePromise® Restore is a dietary supple- ment which contains Zeaxanthin and Lutein in the same 2:1 ratio as found in the center of a healthy macula. Several years of dedicated AMD Risk Management research has shown EyePromise Restore to have positive impact on the eyes. Many companies sell supplements, however ZeaVision, a PEN approved vendor, provides a comprehensive The following is a conservative revenue approximation Age-related Macular Degeneration (AMD) risk and does not include 6 month re-measurement fees: management program. QuantifEYE® is the first program $30,000 – First year vitamin (EyePromise Restore) profits, starting only 2 patients per day of its kind for assessing risk of developing AMD. ZeaVision has $15,000 – Testing (QuantifEYE) revenue, testing only developed a 3-part AMD Risk 4 patients per day Management program consist- $45,000 – Approximate year one total ing of an assessment of risk fac- tors, a measurement of Macu- lar Pigment Optical Density To learn more about ZeaVision and their products visit (MPOD), and a retinal examina- www.zeavision.com. You may also contact Rachel Voss, Region- tion — all conducted by an eye al Account Manager at 314-398-9514 or email@example.com. care professional. The Key to Practice Growth & Sustainability PEN recognizes the importance of “As a telephone technique education tool, nothing in our Aiding your quest for success patient referral and retention. There- years of experience has come close to Performance Edge. fore, we encourage you to use the services of The Performance Edge We have used Performance Edge on an ongoing basis with to help you increase productivity and profitablitiy while enhancing their recorded shopper calls for all areas of our office - from quality assurance and customer satisfaction. the reception staff, to the optical and contact lens staff. We have found it indispensable in understanding how our staff The Performance Edge enables PEN Members to invite patient feed- represents us on the phone. It is also impressive in its edu- back, referrals and follow-up services through cost-effective and inte- cation abilities on training our staff with their own phone grated programs for as little as $50/month. They also offer customized conversation styles. Their education modules and simple Mystery Shopping services allowing you to ensure your standards of phone technique training audios that come with each re- customer service are consistently being met. view are amazing in their simplicity and usefulness.” - Steve Faith, O.D. Watch a 3-minute video online at www.pedge.com/health.htm Livermore Optometry then contact The Performance Edge today for a free 2-week trial… PEN Advisory Board call 800-365-9145 or email firstname.lastname@example.org. PEN Education Dedicated to Professional Optometry November / December 2009 Going Paperless with EMR Staff What a Difference a Meeting Makes! After months and possibly years of One participant commented, “Having the products demonstrated first gave us Education confusion and feeling overwhelmed, time to form good questions.” Another burdens were lifted from shoulders mentioned, “This clarified my fearful Upcoming Classes and indecision vanished. At the recent thoughts about change; I have a feeling Register for am, pm or both. PEN seminar, Going Paperless with it’s a lot easier than it sounds.” For their EMR, industry experts from OfficeMate part, the vendor’s were thrilled with the NOVEMBER and MaximEyes by First Insight helped opportunity to reach out and assist PEN members with this critical decision. Frame Adjusting (am class) attendees move forward with a very Maximize Optical Sales (pm class) important decision… which software Summing up the event, Mary E. Fremont - Thursday - November 5th to choose for conversion to Electronic Schmidt, PEN Consulting Trainer, added, Medical Records (EMR). Frame Styling (am class) “The attendees were excited to have All About Lenses - Level 1 (pm class) The program the opportunity to really evaluate the Walnut Creek - Tuesday - November 10th content provided software without the chaos of an expo by OfficeMate floor or being interrupted by another DECEMBER (Ron Kovisto and practitioner. It was great to see every- Frame Styling (am class) Michael John- one receive such thorough explanations Maximize Optical Sales (pm class) son, O.D.) and to all their questions.” Irvine - Thursday - December 3rd MaximEyes (Christy Monoian and Todd Thank you to all participants for keep- Frame Adjusting (am class) Jones, O.D.) was, at first, a little over- ing the content and quality of PEN Inventory Control (pm class) whelming, but as the day progressed Pleasanton - Tuesday - December 8th programs the highest. Your success all questions were answered, and the is our success! Watch for additional Doctor Seminars individual needs of each practice were seminars coming soon. addressed. Act NOVEMBER Now! Becoming a Medically Based Practice Have you “Saved the Date?” Presented by Aaron Lech, O.D. Irvine - Thursday - November 12th PIO 2010 JANUARY 2010 Preserving Independent Optometry Medicare Billing & Coding 2010 Presented by John A. McGreal, O.D. March 26-28, 2010 Glendale - Saturday, January 16th Portola Hotel & Spa - Monterey, CA Irvine - Sunday, January 17th The attendees at PIO 2009 were so impressed Sacramento - Saturday, January 30th with the program that nearly 75% of them have Pleasanton - Sunday, January 31st officially “Saved the Date” for PIO 2010! Staff Education Sponsors: ABB CONCISE, CIBA VISION, ELOA, Hoya Call today to reserve your seat for these important programs! Vision Care, Marchon Eyewear, Safilo USA, Vista Int’l Insurance Brokers 800-444-9230 www.PrimaryEye.net 800-444-9230 Primary Eyecare Network Free Form Lenses Demand Precise Measurements by Terry Theiss One would think that lenses with and another one fixed off to You are standing at your patient’s right side. a name like “free form” would be the outer edge. Position the This is the view you see through the pupilometer. Moveable forgiving and easy to fit. But the fixed line at the front of the Cornea Line truth is exactly the opposite. To- corneal surface. Move the day’s new lenses require more at- moveable line to where the Fixed Line Frame tention to detail than ever before. lens is in the frame. Read the We will discuss the six vital steps vertex distance off the alternate scale marked on top of required for successful fitting the pupillometer, which you’ve likely never used before. Terry Theiss of free form lenses so that your You must ultimately guess about where the back of the CPOT, ABOC, PEN patients go home happier than optical lens will be, but doing this would be better than Instructor ever. doing nothing or simply making a rough measurement with a ruler. Step One: Prefit the Frame Fully adjust the frame to the patient before taking any mea- Step Four: Measure Pantoscopic Angle surements. Pay close attention to temple spread so that This measurement accounts for the tilt of the face form won’t change during wear. In other words, the frame front. Many companies have if your patient has a wide face, be sure that the frame is devices that will do this. Some are easier wide enough. A broad face in a narrow frame will eventu- to use than others. If you can’t find one, ally spread the temples, thus changing the face form. an ordinary protractor will work. Once you have attached a string to its mid- Send this exact frame to the lab. It will save you a lot of time point, then attach a small weight (like a when delivering the new eyewear. metal washer or a fishing weight) to the Step Two: Measure Face Form end of the string. Stand to the side of your patient. Sim- Face form, sometimes known as ply hold the flat edge of the protractor up to the angle of facial wrap, is not difficult to mea- the frame front, and read the number where the string sure if you have the right tool. crosses the degree scale. Contact your lens representative Step Five: Take Mono PDs and be sure that you have what- Monocular PDs are an absolute must for both distance ever the company recommends. Most have an easy-to-use AND near. Unequal insets from distance to near are nor- chart that you place the glasses on to measure the curve mal and should be used when making the lenses. Binocu- of the frame front. If you don’t know how to use the chart, lar measurements are useless. again... ask your rep! Step Six: Verify the Rx Step Three: Measure Vertex Distance Verification using the written Rx to check a job is no longer This is possibly one of the most critical possible. The lab will probably send you the compensated measurements if the patient’s Rx is +/- 6.00- Rx. The Rx has been changed ever so slightly to customize 7.00D and above. The lab may also want to it to the patient, based on all the very specific measure- know what vertex distance the examining ments you submitted. Be sure to use the compensated Rx O.D. used when determining the Rx. The when checking the job at the lensometer. most accurate way to measure vertex dis- tance is using a distometer. This device has Yes, many companies will tell you that “default” measure- two “scissor-like” tips, one of which rests on ments are used instead of the ones discussed above. How- the patient’s closed eyelid, and the other ever, all agree that the outcome is far superior when ac- touches the back surface of the lens. The tual measurements are provided. True customized lenses distance is read on the scale at the bottom, and you add cannot be manufactured for a patient without knowing 1mm to allow for the thickness of the patient’s lid. the relationship of the frame to the patient’s face. It’s a great time to practice these measuring skills, because all Some brands of pupillometer may be used as well. Hold lenses in the future will be fully customized and the device as normal, but stand to the side of your patient. will require this level of fitting knowledge. Best Look through the viewer. You should see the moveable line of luck to all of you! Maximize Your Practice Potential through Education of Doctors & Staff Primary Eyecare Network November / December 2009 Event 1 Becoming a Medically Based Practice Presented by Aaron Lech, O.D. Irvine, Hilton-Orange County Thursday, November 12, 2009, 8:00am - Noon Includes Breakfast $145 (Non-Members $165) per attendee Expand the Scope of Your Practice: Gain practical knowl- edge on how to access patients through various insurance plans. Learn how to negotiate favorable contracts and lay the foundation for incorporating the medical model. Seminar in- Act Now! cludes detailed updates on glaucoma certification. Earn four COPE credits. Event 2 Medicare Billing & Coding 2010 Presented by John A. McGreal, O.D. Glendale, CA Saturday, January 16 , Glendale Hilton th Irvine, CA Sunday, January 17 , Hilton-Orange County Airport th Sacramento, CA Saturday, January 30 , Hilton Arden West th Increase your practice revenue by learning about Pleasanton, CA correct levels of billing that can instantly improve your Sunday, January 31 , Pleasanton Marriott st practice’s profitability. $160 (Non-Members $195) per attendee Doctors are encouraged to bring key staff members with them to these training sessions. To register complete form on reverse side or call 800-444-9230. Primary Eyecare Network • www.PrimaryEye.net WEB1109 Register Today for these Upcoming Events Event 1 Event 2 Becoming a Medically Based Practice Medicare Billing & Coding 2010 Presented by Aaron Lech, O.D. Presented by John A. Mc Greal, O.D. Irvine o Glendale o Irvine o Sacramento o Pleasanton (List all attendees for this event) (List all attendees for this event) 1. ______________________________________________________ 1. ______________________________________________________ 2. ______________________________________________________ 2. ______________________________________________________ 3. ______________________________________________________ 3. ______________________________________________________ 4. ______________________________________________________ 4. ______________________________________________________ Call 800-444-9230 or fax completed form to 925-838-9338 Practice _______________________________________________ Contact _______________________________________ PEN ID# _________ Phone __________________________ Email _______________________________________________________ Non-Member Billing o Visa o Mastercard Name on credit card __________________________________________________ Credit Card # _______________________________________________________________________________ Exp. Date ________________ Billing street address ______________________________________________________________________ Zip _______________________ Primary Eyecare Network • www.PrimaryEye.net • 800-444-9230 WEB1109 PEN Family Serves the Community Project Homeless Connect sent out an urgent request and the following PEN Mem- Longtime PEN member, Tommy Lim, O.D. (San Jose), re- bers answered the call: James Cooperman, O.D. (Fountain cently told us about his experience with Project Homeless Valley), Richard Hoffman, O.D. (L.A.), James Kurata, O.D. Connect™ (PHC) last June; “What started out as a simple (L.A.), Barry Leonard, O.D. (Panorama City), and Robert favor to a colleague has now changed the way I look at the Shapiro, O.D. (Torrance). growing segment of our population – the homeless.” RAM volunteers provide free care to tens of thousands of The mission of PHC is to con- uninsured or underinsured people every year. These two nect San Francisco’s homeless events alone served nearly 10,000 patients over 11 days with the system of care that giving more than $4.4 million dollars worth of care. will help them move off the For more information about RAM, visit www.ramusa.org. streets and into housing. Every World Sight Day Challenge two months, over 1,000 com- The week of October 8th, PEN staff members took part in munity volunteers provide a the World Sight Day Challenge, a fundraising event orga- one-stop shop of health and nized by Optometry Giving Sight in recognition of “World human services where home- Sight Day,” a VISION 2020 international event to raise less participants are able to awareness about blindness and vision loss. Staff took part accomplish in one day what in events encouraging PEN Members to give back to the might normally take them global optometric community by becoming involved. Examining a patient at PHC eight months. Dr. Tommy Lim For more information about Optometry Giving Sight Dr. Lim says, “The one thing and the World Sight Day Challenge, I will remember most was the look on the patients’ faces contact PEN@PrimaryEye.net. when I offered my hand to introduce myself to them. Some- thing as simple as a handshake was confirmation to these patients that they were respected as human beings.” For more information about PHC or to volunteer for Transforming lives through the gift of vision an upcoming event, call 415-503-2123 or visit www.projecthomelessconnect.com. Give the gift of vision to Goal people in developing coun- $25,000 Remote Area Medical tries who need your help! In July, two members of the PEN family, Robert Levine, 20k PEN’s goal is to raise $25,000 O.D. (San Rafael) and Mary Schmidt (PEN Instructor/Con- by PIO 2010 on March 26-28 sultant), traveled to Wise County, VA where they donated in Monterey, CA. 15k their time and expertise at a three-day event with Remote Area Medical (RAM)… an organization that provides free Please help PEN reach its goal…simply health care to people in underserved areas of the world. contact the PEN office at 800-444-9230 10k (Read about Mary’s previous experience with RAM by vis- or PEN@PrimaryEye.net and ask to have iting www.primaryeye.net/eduarticles.html and choosing a monthly, yearly, or one-time donation billed to your PEN statement. $5,000 “What I Did This Summer.”) Later, Mary alerted PEN that a RAM event scheduled for Thank you for giving August in Los Angeles was without volunteer O.D.’s. PEN the gift of vision! Baby News! PEN staff member Tina Marie Franco (Optometric Billing & Consulting Representative) recently gave birth to a new baby boy. Easton Quinn (7lbs 11oz & 19.25 inches) was born on September 24th at 6:12pm. Congratulations Tina! www.PrimaryEye.net 800-444-9230 Primary Eyecare Network Your COA Contribution Made Simple Did you know that you could make your contribution to the COA through your PEN Membership? And it may be conveniently and automatically made in monthly installments! If you would like to add your COA contribution to your PEN Statement please call 800-444-9230. Monterey Symposium Show Specials Receive 25% off your entire order including 2010 Medicare pre-orders! Enter PEN’s drawing for a free seat at PIO 2010! Meet us at Monterey Symposium November 20-22, 2009, Booth #303. Request a complimentary Exhibit Hall Pass by calling PEN at 800-444-9230, option #5 or emailing Mary@PrimaryEye.net! Classified For Lease…27 year old practice, 2100 sq ft office on a busy corner in Chico CA, one lane, three exam rooms, beautiful dispensary, one mile to CSU Chico, $25,000, low rent, flexible lease, possible owner financing. Contact: Dr. Jenkins 530-895-3123 or email email@example.com. Primary Eyecare Network 3000 Executive Parkway Suite 310 San Ramon, CA 94583-4255 800-444-9230 • www.PrimaryEye.net. Providing practice enhancement services and products to Doctors of Optometry since 1984.
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