I recently had the opportunity to do something I’d never done before: attend a conference that had absolutely nothing to do with optometry. Now some of you will ask, “Don’t you go to enough of those things as it is?”
The recent news in our profession was an announced partnership between Opternative and 1-800-Contacts.1 With InstaRx powered by Opternative, customers can “stay home, eat some ice cream, and get a vision exam” according to the 1-800 Contacts website.
Much has been written about Opternative, and I will not rehash what the product is and what it purports to do. I will say the product presents a clear and present danger to the eye health of the unsuspecting public. We can argue the merits of disruptive technology, but the bottom line is the product as currently marketed as an “eye exam” is a public health threat.
At a recent meeting I attended one of the discussions included a quick and brief outline of what is termed SWOT. SWOT stands for Strength, Weaknesses, Opportunities, and Threats. The idea here is that a scan of the internal and external environment is an important part of a strategic planning process for any business.