AOA drives national discourse on optometry and importance of in-person eye care

Resulting from the AOA’s 24/7/365 media advocacy, an Aug. 20 article in The New York Times shined a spotlight on optometry’s expanding thought leadership and authority in primary eye health and vision care, spreading awareness of the importance of in-person care with a doctor of optometry.

The article, aimed at dilation, in particular, originated with a request to the AOA seeking optometric expertise on the value of comprehensive eye exams with messaging led by AOA President Steven T. Reed, O.D.,  and AOA Director of Clinical Resources Andrew Morgenstern, O.D. In an effort to deliver a balanced article, the reporter engaged ophthalmology, reinforcing that “recommendations of optometrists and ophthalmologists diverge.”

As examined in the article, “the guidance from the American Academy of Ophthamology is entirely different: That group says most young healthy adults don’t need annual…exams,” continuing the organization’s messaging that undermines the criterion standard in patient care.

The news story sparked a healthy conversation—nearly 400 posts were submitted by readers—on eye and vision care in general including the role of optometrists in eye care, how technology can enhance detection of eye conditions, and prevention in preserving patients’ quality of life. Through the conversation, the voices of promoting responsible, regular, in-person eye care and the personal, life-preserving results of annual eye exams prevailed.

The latest AOA coverage grew out of the AOA working to keep a pulse on emerging trends and news across the health space to identify new ways to break through the complex media landscape, as more and more reporters seek out AOA doctors to spotlight their expertise.

Many people see eye and vision care as essential and life-sustaining, especially when something goes wrong, Dr. Morgenstern says, noting that technology has made it easier to detect diseases of the eye earlier and start treatment sooner, potentially bettering a patient’s outcome.

But some underestimate its value and how eye disease can be prevented or its progression slowed with eye care.

“You can drink all the matcha tea you want, but it’s not going to be better than looking in the back of the eye to make sure there are no diseases,” Dr. Morgenstern says.

Sight-saving care

The AOA’s messages are breaking through.

The New York Times posts—authored by self-identified patients and eye care providers—remarked on how eye care providers had spared them catastrophic harm.

Said Andrea: “My annual dilation caught a large melanoma in my right eye. I was 35 and had just had a baby. I will always advocate for dilation. The reasons not to are minimal.”

“Optometrists are as skilled as ophthalmologists in performing eye exams,” Siennagin said. The difference? Ophthalmologists perform surgery, Siennagin said.

“Optometrists diagnose disease and can dispense medication,” the post continued. “I have been going to an optometrist for many years and have never felt as though I was getting second-hand care.”

Johnny Piazzolia thought his eyesight was just “perfect” until it wasn’t. Diagnosed with age-related macular degeneration (AMD), Piazzolia’s optometrist referred him immediately to a retina specialist. In early stage, AMD can be asymptomatic.

“Moral of the story: don’t believe what eyes are telling  you!” Piazzolia wrote.

Take care of your eyes

In the comments, some patients lamented costs and inconvenience of blurriness due to dilation. But others spoke up for dilation’s benefit: giving doctors of optometry a better view of the retina and enabling them to better detect and diagnose eye conditions.

A mother and child never sought out eye care, a post read. “It is not something that even crossed my mind,” jojo wrote, until the mother was diagnosed with “severe” glaucoma.

“Now I get my exam with dilation yearly,” jojo added. “…It's a small price to pay for prevention.”

“L” agreed.

“I am now retired, and I have gotten a full dilation exam of BOTH eyes at least once a year, every year, since I was 25,” says L, who was diagnosed by his ophthalmologist with a partially detached retina. “I would never dream of skipping that exam.

L added: “…they can't help you if you don't go in for an exam!”

Elizabeth, a self-described optometrist, took the opportunity to refute “misinformation.” In the conversation, Elizabeth described the differences between opticians, optometrists and ophthalmologists; and how optometrists are indeed considered physicians under Medicare.

“Waiting for symptoms means missing vision- threatening conditions,” said Laura, who also identified as an optometrist. “I’m an optometrist and regularly find retinal problems in asymptomatic patients, some which require immediate treatment.”

Vision is way too important to skip a needed exam, BJ wrote. 

Said EyeDocInCA: “…an eye exam is not just about health surveillance. It's very much about ensuring your visual system is performing optimally for the things you engage in day to day: school, work (screens), sports, hobbies. Many if not most patients are unaware their visual system is under-performing. Add to that fact that more than 80% of the population has some sort of refractive error such as myopia, hyperopia or astigmatism. Get your eyes checked yearly. You'll thank me later.”

In the media

⏩Building on the momentum of the successful launch of The Eye and the latest Eye Deserve More campaign, the AOA will be conducting a satellite media tour Sept. 27 featuring AOA Trustee Belinda R. Starkey, O.D., discussing the connection between eye health and technology and releasing a MAT article (a branded, consumer-facing article distributed to a network of print and online news publishers) to more than 1,000 local media outlets nationwide to educate Americans on the power of their visual system and advocate for in-person care with an AOA doctor of optometry.

From issuing consumer alerts on eyedrop recalls and the dangers of online vision tests, to capitalizing on the solar eclipse, the Summer Olympics and back-to-school season, the AOA leverages significant developments in eye health and cultural moments to share important messages about the value of optometry and the unique benefits of in-person eye exams year-round.

In fact, links to AOA’s doctor locator tool and messaging around the importance of in-person comprehensive eye exams and eye care best practices were included in more than 91% of articles and broadcast segments mentioning the AOA in 2023. This year alone, the AOA has generated more than 5 billion impressions from 2,500 earned media placements, including CNN, FOX News, U.S. News & World Report, CNET, USA Today and more. 

The voices of optometry

What can doctors of optometry do to raise public awareness? Be willing to or keep talking to patients about the profession and what optometrists’ care can do for them, Dr. Morgenstern says.

“We need to talk about how the earlier we find diseases, the easier it is to treat,” he says. “To talk about the prevalence of diabetes in the population. How many health conditions can be found from a comprehensive eye exam.”

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