Have you given much thought to what it takes to dispense eyewear to musicians? Does that premise sound somewhat limited in reach to you? Well with his L&T RxPertise feature, 20/20’s Palmer R. Cook, OD, is here to prove that eyesight needs intensive focus in more ways than one and just as with his provocative and informative dispensing scenario for dealing with photographers a few issues back, he once again demonstrates that going deep on specific engagement with a patient is, in fact, the ONLY way to go.

Cook is a master at this specializing approach, and the reason it continually sparks my interest (as well as it should yours) is because his systematic and precise approach to these individual career and lifestyle interests lays a groundwork of itemization that literally instills a formula for specific challenges when it comes to dealing with every one of your patients.

I remain amazed by optical professionals complaining about the sometimes overt and complex demands of their patients as regards eyewear choices, lens alternatives, frame materials and the multitude of real life vision challenges encountered by said consumers. Yes, the layman terminology can be tedious and quite nearly alien. Certainly time is of the essence but, in fact, their vision care is preciously in YOUR domain and you have what basically amounts to a sworn duty honoring that obligation.

Nuances and demands of any career can feel tedious and time-consuming, especially as regards interactions in any face-to-face service situation. I get it. I get it. But even the balance of your effort-to-profit-to-customer/patient satisfaction is in your power based on your attention to services, staffing, product mix and presentation. Certainly it is a lot to think about but vision care for any eyecare professional demands nothing less.

Two of my lifelong best friends, both professional musicians (both, in fact rock bass players), are quoted briefly in the “Music to Their Eyes” feature. As I was musing on the power of Cook’s dispensing scenario of finding the right eyewear for top performance for musicians, I couldn’t help but think of the countless times I witnessed my buddies Donnie Nossov and Mark Polott deliver thundering, potent bass to some of the most incredible live and recorded rock songs with total disregard to the size of the audience, the venue or the (yipes!?) compensation. For them, it is ALWAYS about the music. For you, it is ALWAYS about the vision.

James J. Spina