NEWS spectrum

Board Certification Passes

At the American Optometric Association's (AOA) annual meeting on Friday June 26, following about eight hours of deliberations and discussions, members voted 1,126 to 887 in favor of participating in the creation of the American Board of Optometry (ABO), and to recommend — with several changes — that the ABO follow a model for optometric board certification that was developed by the Joint Board Certification Project Team (JBCPT). The AOA is one of six optometric organizations that formed the JBCPT in 2007 to examine the issue of optometric board certification and propose a model for certification and maintenance of certification that is attainable, credible, and defensible.

"Our members' actions…indicate that optometrists see the need for a mechanism to clearly demonstrate continued competency to patients, legislators, and payers," said Randy Brooks, OD, president of the AOA. "The creation of the American Board of Optometry will provide a unified national platform to establish and demonstrate competency and value and will position our profession solidly for the future."

The approval process of certification includes board certification and maintenance of certification for optometry and authorizes the AOA to participate in the development, formation, implementation, and governance of the ABO and will give the ABO the authority to officially develop the model for board certification.

"The next step is to clarify exactly what was approved," said Dr. Brooks. "Most significantly, the motion calls for the American Board of Optometry to base its plan 'predominantly' on the JBCPT model and for granting increased point credit for 'Experience in Practice' toward qualification to take the initial certification examination. After the ABO is formed, it is likely it will make some additional refinements, based on further input from the profession."

The entire resolution is available on the AOA's Web site at www.aoa.org. Formal adoption of this resolution is subject to final action by the AOA's Judicial Council.

FDA Taking Steps to Improve CL Safety

The U.S. Food and Drug Administration says it is working to improve contact lens safety by working with consumers, practitioners, and manufacturers.

The FDA has developed a new video on contact lens safety, available on the FDA's Web site (www.fda.gov), along with an in-depth Consumer Update article. The video and the article stress the importance of emptying the solution out of the contact lens case after each use and using the rub-and-rinse method for added effectiveness.

In early 2009, the FDA convened a workshop called "Microbiological Testing of Contact Lens Care Products," in collaboration with several eyecare professional groups, to develop consensus on test methods for evaluating contact lens solutions. Based on discussions from this workshop and from a 2008 meeting of the agency's advisory panel for ophthalmic devices, the FDA is developing manufacturer guidance on potential labeling changes for these products.

In May 2009, the FDA's Center for Devices and Radiological Health issued a letter to manufacturers of contact lens multipurpose solution products that include an option for cleaning without a step for rubbing the lenses. This letter informed these manufacturers of the panel's conclusion that there is improvement in lens care when using a rub-and-rinse regimen as compared to a rinse-alone regimen, which omits the rubbing step. The direction to rub and rinse contact lenses, based on the advice of an eyecare professional, has always been part of the labeling for multipurpose contact lens care products.

B&L Spotlights ReNu, SofLens DD

Bausch & Lomb has announced a renewed focus on its ReNu brand of lens care solutions through a U.S. consumer needbased rebranding effort that introduces practitioners and consumers to ReNu Fresh Lens Comfort and ReNu Sensitive Eyes.

To support its renewed commitment to lens care solutions and other eyecare products, B&L has also established a dedicated U.S. sales force called the Eye Care Specialist (ECS) team. Tasked with reaching out to the medical community and driving engagement, the ECS team is currently focusing on reaching eyecare practitioners in the eastern half of the United States. The program may also expand to the western half of the country next year. The team is primarily responsible for engaging with eyecare practitioners and keeping them updated on the benefits of B&L products for their patients and their practice.

To support the introduction of ReNu Fresh Lens Comfort, formerly ReNu MultiPlus, B&L has launched a fully integrated consumer marketing campaign that includes the Web site www.renufresh.com, a free-standing advertising insert (FSI) distributed in newspapers nationally, in-store shelf talkers and banners, and an online advertising and search keyword campaign. The site features lens care information and tips for consumers and includes a Bausch & Lomb Wear & Care video and a coupon for Fresh Lens Comfort.

To support the rebranding of the Sensitive Eyes solution, formerly ReNu Multi-Purpose Solution, B&L will also launch a similar fully integrated consumer campaign campaign that includes the Web site www.renu.com.

B&L has also initiated a national consumer online marketing campaign surrounding the U.S. launch of SofLens Daily Disposable contact lenses. This multi-faceted campaign targets adults ages 25 to 34 and is designed to generate knowledge and interest in the benefits of wearing daily disposable lenses.

The online campaign drives consumers to www.soflens.com where they can participate in a number of limited-time promotions, including a free trial offer for SofLens Daily Disposable lenses. Through an interactive demonstration, site visitors also can discover for themselves how the High Definition Optics in the lens help reduce the appearance of blurriness, halos, and glare. The site also features a "doctor locator" function.

Vistakon Names New President

Vistakon has named Dave Brown its new president, Vistakon, Americas. In his new role, Mr. Brown will be responsible for the Vistakon United States and Canadian businesses.

In 2006, Mr. Brown joined Johnson & Johnson Vision Care as vice president, World Wide Vision Care Franchise. During his tenure, he introduced products including Acuvue Oasys for Presbyopia and Acuvue Oasys for Astigmatism.

Before Johnson & Johnson Vision Care, Inc., Mr. Brown served in several Johnson & Johnson companies. In 1998, he joined Independence Technology, LLC as vice president, Sales & Marketing. In 2003, he became general manager, OrthoNeutrogena, division of Ortho-McNeil Pharmaceutical, Inc.

In Memory of Dr. Pat Cummings

Pat Cummings, OD, FAAO, Vistakon America's Region vice president, Professional Development Group, was killed on July 11 when a private plane in which he was a passenger crashed in St. Johns County, Fla.

Dr. Cummings graduated from Pacific University College of Optometry and was a member of a private group practice in Sheridan, Wyo. He served as a consulting optometrist at the Veteran's Administration Hospital in Sheridan for more than 20 years and was on staff at the Sheridan County Memorial Hospital. He also served as an adjunct clinical faculty member at Pacific University College of Optometry. Dr. Cummings joined Vistakon in December 2003.

Dr. Cummings was a member of the Aerospace Medical Association and a charter member of the American Optometric Association's Contact Lens & Cornea Section and its Sports Vision Section. He was elected to the AOA Board of Trustees in 1994 and served as its 81st president in 2002-2003. The Sheridan College presented the Golden Opportunity Outstanding Alumni Award to him in 1998. Dr. Cummings was also recognized twice as the Wyoming Optometrist of the Year and as the Great Western Optometrist in 2000. He was a member of the Florida Optometric Association and the Northeast Florida Optometric Society.

"Pat Cummings was a skilled doctor, a gifted leader of the AOA, a powerful voice for the profession in his work at Vistakon, and a tireless champion for public health," said AOA President Randy Brooks, OD. Dr. Brooks particularly noted Dr. Cummings' work on the AOA's Healthy Eyes Healthy People and the InfantSEE programs. He said, "He used his leadership skills and passion in service of those who were most in need. In doing so, he raised up our whole profession."

"Pat was an extraordinary man, widely respected and admired by his colleagues and peers. He will be greatly missed by those of us who knew him," said Dave Brown, president Vistakon Americas.

A scholarship fund has been established by the AOA in Cummings' honor. Donations may be sent to: Dr. Pat and Patrick Cummings Memorial Fund, Optometry's Charity, AOA National Office, 243 N. Lindbergh Blvd., St. Louis, Mo.