Our Services

Defocus Media is the pulse of the optometric industry. Our expertise at Defocus Media is creating completely custom social media services for eyecare professionals. Our company manages social media networks for optometrists, including Facebook, Twitter and Instagram. In addition to providing social media management for optometrist, we assist in providing eyecare professionals with the latest in optometric industry news, eyewear trends and discussions of the hottest topics in the eyecare profession.

Social Media Management for Optometrists

We offer three packages to bring your social media accounts to perfect 20/20 clarity. Our packages allow you to choose topics for post customization based on the services your office provides.

MicroFocus Package

Motivated to manage your own social media? We’ve got you covered with a day-by-day road map to drive engagement on your social media feed.

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Fixed Focus Package

This package is ideal for a practice that has an established social media presence, but wants to pass over the day to day management to our team.

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HyperFocus Package

Looking for a full-fledged social media assault? This package will build an entirely customized and unique social media presence.

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Podcast Episodes

Stay up to date with the latest in optometry industry news, eyewear trends and the hottest topics in our profession on the Defocus Podcast.

Optometry Podcast: Johnson and Johnson Vision Featuring Dr. Weslie Hamada

September 18, 2017
“My contacts are just so dry. I can’t wait to take them out at the end of the day.  I was really hoping to try dailies this year because my friend says hers are so comfortable.” Your heart flutters with the ease of this solution! Every day trying to convince people their lenses could be so much more comfortable if they would change to daily disposable lens technology, and this brilliant patient already knows that’s what they want. “Definitely I agree there is much newer technology that can help!” you say. Then, a catch in your throat. That prescription – high astigmatism, and ….oblique…. Well, fear no more those unhappy oblique astigmats that have been unable to enjoy daily disposable comfort. This summer Johnson and Johnson Vision launched Acuvue Oasys 1 Day for Astigmatism, the first daily lens to accommodate oblique axis parameters. With exceptional lens comfort and the dual axis design stabilization Acuvue lenses set known for, the introduction of this new lens has seen quick adoption among ODs. In addition to new lens technology, JJV has been making news with several key acquisitions in 2017. Earlier this year Johnson and Johnson acquired AMO, adding Blink tears, Revitalens contact lens solution, and the Tecnis IOL designs to their eyecare portfolio. Last month the acquisition of MGD leader TearScience, makers of Lipiflow, was announced to close by the end of the year.  With a newly expanded eyecare portfolio, JJV is poised to become an even larger player in the world of eyecare. Dr. Weslie Hamada, Associate Director of Professional Affairs at JJV discusses the changes we’ve seen this year and the potential for new innovations that these acquisitions could lead to in the near future for optometry. One of these innovations is the recently founded Advocacy Academy.  It’s a streamlined platform where ECPs can stay up to date on legislation being proposed that affects our profession, making it easy to get involved on Capitol Hill by facilitating access to your legislators via phone and email. JJV continues to strive against online contact lens vendors who are trying to strip the authority of a doctor’s contact lens prescription in the proposed changes to the Fairness to Contact Lens Consumer Act. You can get involved by signing up for the Advocacy Academy, and reaching out to your local legislators to let them know just how much you do for the care of your patients.

Optometry Podcast: Intense Pulsed Light Therapy with Dr. Richard Adler

September 11, 2017
With the newly published DEWS II Report still just beginning to make its’ impact on our diagnosis and treatment strategies in dry eye, the timing is perfect to begin rethinking our standard treatment protocols.  Topical anti-inflammatories, punctal plugs, heated compresses, and omega supplements are treatments we’ve been recommending for a decade with variable results.  Dr. Richard Adler, ophthalmologist and ocular surface specialist at Belcara Health outlines why Intense Pulsed Light (IPL) treatments are quickly becoming a go-to treatment for chronic ocular surface inflammation across eyecare and should be thought of as an important addition to your dry eye treatment regimen. IPL originated as a breakthrough dermatology procedure targeting the telangiestatic vessels associated with facial rosacea.   High output flashes of light in the wavelength of 500 to 1200 nanometers are applied to skin, where the high heat energy acts to photocoagulate the small telangiestatic blood vessels and thus improving cosmetic appearance. Anecdotally, many doctors were surprised to find their patients returning after facial treatment stating their dry eye symptoms were better too. By coagulating the telangiectasia, the associated inflammation around the vessel also resolved, seemingly resulting in a quieter ocular surface.  Around 2012 pioneering ocular surface specialists adopted the technology to specifically treat ocular rosacea and associated ocular surface inflammation. The results have been impressive. A 2014 study of 100 patients diagnosed with meibomian gland dysfunction and dry eye syndrome showed statistically significant improvement in in edema, facial telangiectasia, lid vascularity, meibomian gland severity score, and OSDI score from pre-treatment measurements to final visit. Tear break up time also showed a statistically significant improvement, as did the quality and quantity of meibomian gland oil secretion. On average patients needed 3 to 6 treatments spaced 4 to 6 weeks apart. The exact method of action for why meibomian gland function improves is still unknown, but Dr. Adler discusses the common theory that the thermal effect of the pulsed light acts to melt and soften meibum, as well as reducing the bacteria and parasitic load on the lid margin that might be exacerbating inflammation. Because IPL is not technically a laser treatment, state laws may allow easier adoption among optometry practices as well. Whether you choose to investigate adding this treatment to your own in office arsenal, or establish a referral network with ophthalmology in your area, the potential for IPL to improve your patient’s ocular surface inflammation is an excellent new addition that deserves to be included in our mainstay dry eye protocol.

Optometry Podcast: The Lens Butler Interview Featuring Beth Samenuk

September 4, 2017
With more than 2000 subscription box services registered in the USA, and a whopping 3,000 percent growth in the industry since 2014, it’s no surprise that contact lens companies are quickly jumping on the subscription craze.  But from Hubble Contacts trying to convert patients to ancient Frequency 55 material technology (good luck with anyone enjoying that comfort) with their flashy marketing campaigns, to Sightbox signing away contact lens sales from the doctor in exchange for reimbursing the exam, the subscription box market has seemed exceedingly non-OD friendly to date.  That’s a concept that Beth Samenuk, co-founder of The Lens Butler is trying to overturn. With previous experience as a lauded pharmaceutical representative at Alcon, Samenuk says the idea for The Lens Butler was born as she noticed great new technology was coming with a pretty hefty price tag.  When Dailies Total 1 Multifocal launched, she knew the technology would help so many people, but she also felt that many patients would struggle to justify the cost.  To make the pricing of more expensive lens technology more palatable, the idea for a monthly subscription fee service was born.  By breaking down the cost into easy monthly installments with boxes that arrive every month, patients weren’t faced with that large up front price tag, but could still get signed up for a complete year supply.  In addition to helping with cost, her market research also showed getting new lenses every single month would be a great reminder for compliance with contact lens disposal. But with a history of working closely with eyecare professionals, Samenuk knew the key to a successful subscription service was to partner with doctors, not with patients.  The Lens Butler model is designed to allow the doctor’s office to sign patients up for monthly shipments so the office is not having to keep track of ordering and shipping in those smaller amounts, but at the same time, the boxes arrive branded with the doctor’s office logo and brand messages.  The office can choose to send personalized advertisements or promotional materials in each box, discussing dry eye services or a promotion for a new pair of sunglasses if they bring the coupon back in for example.  Her goal was to make the subscription service a way to bring the office closer to the patient by creating monthly touch points, not a way to take the patient away from the office. As more innovators and technology enter the marketplace, we are faced with finding ways to utilize new ideas to bring eyecare into the future. “Not all new technology is disruptive,” states Samenuk.  You can learn more about The Lens Butler by reaching out here.

Optometry Podcast: Ocular Aesthetics with Dr. Jenny Redfern

August 28, 2017
Inspiration comes from unlikely places.  Dr. Jenny Redfern never considered herself a beauty expert as a student at the University of Missouri-Saint Louis College of Optometry, or even as a practicing doctor in the St. Louis area.  She hardly ever wore makeup and her skincare routine was nearly non-existent.  But as a practitioner, she noticed how often patients were seeking her advice for ocular aesthetic products, and her own battle with dry eye and extremely short lashes sparked an interest.  In just a short time, she’s established herself as a guru in ocular aesthetics on online Optometry forums like ODs on Facebook and the Ocular Surface Disease Facebook Group. Her passion is a complicated topic – while women and men are striving for healthier skin, brighter eyes, and cosmetic or surgical enhancements to common complaints like baggy under-eyes and thin or broken eyelashes, the toll on the ocular surface from many treatments and products are well documented.  As optometrists, we must be the experts about how treatments and products our patients utilize may affect their eyes.  Dr. Redfern feels there is a balance to strive for here: some doctors are quick to dismiss all beauty products and treatments as something their patients should inherently avoid, but a wholesale condemnation to never use any products is a quick way to get a patient never to come back.  Instead, Dr. Redfern focuses on making recommendations about the dangers certain products or treatments may have, and trying to find the best and safest options for her patients’ aesthetic needs. For example, a patient with dry eye desiring longer lashes faces many possible side effects with the available products and treatments on the market. Prescription Latisse and most over the counter lash growth products have prostaglandin analogues, which could cause lid inflammation, irritation, and perhaps even exacerbation of Meibomian gland dysfunction.  All studies on the possible side effects of prostaglandins on the ocular surface, however, are extrapolated from using prostaglandins as glaucoma medication, directly in the eye.  That’s the biggest issue with especially over the counter cosmetics – there’s just no dry eye study data available to truly discuss the risk profile to our patients due to the way the FDA regulates (or fails to regulate) this category of products.  Cosmetic procedures like false eyelashes can cause irritation, lid swelling, SPK, and hordeola; lash perming or tinting procedures can also cause chemical-induced SPK. These patients are seeking advice on procedures to improve their appearance, but may not know the risks associated involved. That’s where Optometry comes in! Dr. Redfern encourages doctors to stay active in reading about ocular aesthetic products and procedures so that you can initiate these conversations with patients and become the go-to expert in your community.  The practice building opportunities abound, especially if you consider the possibility of retailing products that you personally support in the office.  Some doctors are choosing to become consultants for aesthetics brands to help boost their bottom line in the office while expanding the scope of what

Our Team of Experts

Defocus Media is run by two successful Millennial optometrists and social media entrepreneurs, Dr. Jennifer Lyerly and Dr. Darryl Glover.  They have proven track records of successfully engaging online readers and followers, and are bringing their expertise to your media accounts.

Meet the Social Media Gurus

Dr. Jennifer Lyerly

Dr. Darryl Glover