Eyeworld

Heading Name title Contact Name: email P RACTICE MANAGEMENT 110 | EYEWORLD | APRIL 2022 Social media: Find your sweet spot Not all social media platforms are created equally, and not all are worthwhile and nec- essary for everyone. While Facebook remains king with 2.9 billion active users, 2 finding the niche platform to focus on and engage users is a worthwhile endeavor for any business. For restaurants, Facebook is challenging the need for having a website by offering business owners features and tools to upload menus, book reservations, and share endless photos and videos of the business to their audience—all for free and without the need for site updates, do- main renewals, costly server subscriptions, and security applications. Considering the ease of maintaining a social media account, businesses that are active on relevant platforms can engage their audience in real time and give users the impression of an active, engaged business. For ophthalmic practices and ASCs, platforms like Facebook and LinkedIn offer mediums to raise brand awareness through shared content and professional networking. A comprehensive social media strategy that focuses on select plat- forms and niche audiences will increase brand awareness and drive site traffic. While content creation is central to building a brand, this time-consuming and often expensive task can be manageable. For example, a business doesn't need to spend the entire day creating a post for the business. Sharing a relevant link from the business news feed with a few words in the post title is often just as effective as spending all day creating a unique post. Brands should experi- ment with content, formats, and audiences to find their sweet spot. familiar with the brand, and if that business cre- ates and shares reliable, fresh, engaging content for users to explore, the more positive the public perception of that brand will be. Building and maintaining a reputable brand online doesn't have to be overwhelming. If a practice is concerned about their branding, a great place to start is auditing the online footprint of the business. A company should be familiar with and actively practicing how users find them online. For example, Google search the business name and investigate the results. Depend- ing on the business age, industry, and competition, a company may have just a few results or pages and pages of results. Again, 95% of traffic will come from the first few results, so focus efforts on these and these alone. The search results appear the same for anyone using the search engine, so if there are discrepan- cies such as misspelled names, broken links, dated or expired in- formation, these will be viewed by searchers (potential custom- ers). For most businesses, their website and Facebook (Meta) account are their number 1 and 2 results. For industries like ophthalmology, the Google My Business listing, which appears as a multimedia card on the righthand side of the screen, is a very important touchpoint. Ide- ally, an ophthalmology practice should have these three listings (website, Facebook, Google My Business) all appear at the top of the results page, with function- ing links and up-to-date business information. The goal of brand- ing is to have consistency across all listings. If a company is con- sidering a rebrand, an important task will be to find and identify everywhere the company is listed online, as all of these will need to be updated. IMPORTANT PRODUCT INFORMATION: CLAREON ® FAMILY OF IOLS CAUTION: Federal law restricts these devices to sale by or on the order of a physician. INDICATIONS: The family of Clareon ® intraocular lenses (IOLs) includes the Clareon ® Aspheric Hydrophobic Acrylic and Clareon ® Aspheric Toric IOLs, the Clareon ® PanOptix ® Trifocal Hydrophobic IOL, Clareon ® PanOptix ® Toric, Clareon ® Vivity™ Extended Vision Hydrophobic Posterior Chamber IOL and Clareon ® Vivity™ Toric IOLs. Each of these IOLs is indicated for visual correction of aphakia in adult patients following cataract surgery. In addition, the Clareon ® Toric IOLs are indicated to correct pre-existing corneal astigmatism at the time of cataract surgery. The Clareon ® PanOptix ® lens mitigates the effects of presbyopia by providing improved intermediate and near visual acuity, while maintaining comparable distance visual acuity with a reduced need for eyeglasses, compared to a monofocal IOL. The Clareon ® Vivity™ lens mitigates the effects of presbyopia by providing an extended depth of focus. Compared to an aspheric monofocal IOL, the lens provides improved intermediate and near visual acuity, while maintaining comparable distance visual acuity. All of these IOLs are intended for placement in the capsular bag. WARNINGS/PRECAUTIONS: General cautions for all Clareon ® IOLs: Careful preoperative evaluation and sound clinical judgment should be used by the surgeon to decide the risk/benefit ratio before implanting any IOL in a patient with any of the conditions described in the Directions for Use that accompany each IOL. Physicians should target emmetropia, and ensure that IOL centration is achieved. For the Clareon ® Aspheric Toric, PanOptix ® Toric and Vivity™ Toric IOLs, the lens should not be implanted if the posterior capsule is ruptured, if the zonules are damaged, or if a primary posterior capsulotomy is planned. Rotation can reduce astigmatic correction; if necessary lens repositioning should occur as early as possible prior to lens encapsulation. For the Clareon ® PanOptix ® IOL, some visual effects may be expected due to the superposition of focused and unfo- cused multiple images. These may include some perceptions of halos or starbursts, as well as other visual symptoms. As with other multifocal IOLs, there is a possibility that visual symptoms may be significant enough that the patient will request explant of the multifocal IOL. A reduction in contrast sensitivity as compared to a monofocal IOL may be experienced by some patients and may be more prevalent in low light- ing conditions. Therefore, patients implanted with multifocal IOLs should exercise caution when driving at night or in poor visibility conditions. Patients should be advised that unexpected outcomes could lead to continued spectacle dependence or the need for secondary surgical intervention (e.g., intraocular lens replacement or repositioning). As with other multifocal IOLs, patients may need glasses when reading small print or looking at small objects. Posterior capsule opacification (PCO), may significantly affect the vision of patients with multifocal IOLs sooner in its progression than patients with monofocal IOLs. For the Clareon ® Vivity™ IOL, most patients implanted with the Vivity™ IOL are likely to experience significant loss of contrast sensitivity as compared to a monofocal IOL. Therefore, it is essential that prospective patients be fully informed of this risk before giving their consent for implantation of the Clareon ® Vivity™ IOL. In addition, patients should be warned that they will need to exercise caution when engaging in activities that require good vision in dimly lit environments, such as driving at night or in poor visibility conditions, especially in the presence of oncoming traffic. It is possible to experience very bothersome visual disturbances, significant enough that the patient could request explant of the IOL. In the parent AcrySof ® IQ Vivity™ IOL clinical study, 1% to 2% of AcrySof ® IQ Vivity™ IOL patients reported very bothersome starbursts, halos, blurred vision, or dark area visual disturbances; however, no explants were reported. Prior to surgery, physicians should provide prospective patients with a copy of the Patient Information Brochure available from Alcon informing them of possible risks and benefits associated with these IOLs. ATTENTION: Reference the Directions for Use labeling for each IOL for a complete listing of indications, warnings and precautions. © 2022 Alcon Inc. 02/22 US-CLI-2100004 continued from page 108

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