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.

See features

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.

See features

HyperFocus Package

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

See features

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: Sightbox Interview Featuring Peter Menziuso

October 23, 2017
If the rate of change in optometry this year has your head spinning, hold on tight with this next one.  On September 18th, Johnson and Johnson Vision announced the acquisition of Sightbox, an online contact lens subscription box service that sells Acuvue contact lenses, and yes, contact lenses from the three other major contact lens manufacturers direct to consumer.  It was a move that surprised many ODs, but as we look beyond the surface, this acquisition says so much about the current state of our profession and healthcare as a whole. Nationally, 18% of contact lens sales are made online (https://www.clspectrum.com/issues/2017/january/contact-lenses-2016), and Peter Menziuso, President of JJV North America, sites that market research performed in considering the acquisition of Sightbox implies not only will that number continue to rise, but that those patients that are online shoppers are loyal to the method, and will not be recaptured back to in-office sales.  When doctors rail against Sightbox as taking away their ability to sell contact lenses in office, Menziuso counters that patients using Sightbox were never going to purchase in office anyway.  These patients had already made the decision to become online consumers, and the challenge JJV was facing was how to take dedicated online consumers and keep them in innovative contact lens technology.  How could JJV still keep this type of patient whole to coming in to an office to see their optometrist and be advised about new, healthier, and better performing contact lens technology when many online vendors are offering contact lens prescription renewal services from their cell phone.  Getting the patient in the chair is the challenge that JJV is hoping to address with Sightbox.  Online prescription renewal services do just that – renew the prescription the person is already wearing.  With JJV focused on bringing new product in both monthly and daily category lenses to the table, it’s in their interest as a company to have patients fit into new products, just like it’s in the interest of all major contact lens manufacturers to continue to promote a marketplace of innovation and new product development, and that’s a major reason why online contact lens services have raised enough attention that now a major vendor wants to get into the game. How it Works A patient that signs up for Sightbox would provide their current optometrist’s name or the location they want to be seen in if they don’t have a current doctor. Sightbox then calls the specific provider or the nearest local provider to set up agreement for process: Sightbox will pay the exam and the contact lens evaluation services at your “usual and customary” rate on the day of the exam.  The contact lens prescription found at the time of service will be filled by them.  Providers can choose to accept this payment method, or decline and then Sightbox will find a new provider for the patient in question. In talking with Menziuso on this podcast, it was refreshing to hear no false reassurances about how

Optometry Podcast: The Student Experience featuring Amrik Tiwana

September 25, 2017
A recent trip back to my alma mater revealed an exciting movement on the campuses of optometry schools around the country. Students today are hyper focused on their careers: planning niche practice opportunities as they consider externiships and residencies, branding themselves as ambassadors for optometry in their social media accounts, networking in and out if the classroom from the first time they step on campus.  Today’s optometry classes are more engaged, more self aware of their calling in the profession, and more excited about the possibilities that await them in their career then any before them! Amrik Tiwana, SCO 2019, is one such leader. After an undergraduate degree in public broadcasting and a stint in advertising management, he felt a passion to give back to his community, and ocular healthcare became that platform. But as a first-year student, he fell into the common traps of many new students in optometry campuses. The hours were grueling; the course work intense. He didn’t see how he’d make time for anything but studying.  By second year he had realized his mistake and doubled down on participating in clubs, student leadership, and community service events that had originally inspired him to enter optometry school.  He outlines his tips for making the most of his optometric education in this week’s podcast, and gives insight into his generation’s unique skill set to move the profession forward as they enter the optometric workplace.  You can follow along with Rik’s optometric experience on his Instagram account @Optometry_Rik.

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.

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