October | November - Missouri Optometric Association

October | November 2008
A l s o
I n s i d e
T h i s
I s s u e
Dr. James Hunt
Optomemtrist of
the Year
Dr. Ryan Powell
Young Optometrist
of the Year
Jennifer Ross
Paraoptometric of
the Year
HHS Proposes
Adoption of
ICD-10 Code Sets
MSBA, MASA, and
the Children’s
Vision Law
October First
Prescription Pad
Guidelines
MOA/Industry
Alliance Day at
UMSL
Paraoptometric CE
Opportunity
Thank You
Jamaica Spring CE
New Members
Calendar of
Events
Optometric
Society Reports
Missouri Optometric Association
Hosts Exciting Annual Convention
The beautiful Chateau on the
Lake in Branson served as a
most gracious host for the
2008 Annual MOA Convention
October 9th- 12th.
From the absolutely wonderful
weather and breath taking
views enjoyed by the golfers to
the simply elegant presidential
banquet, the meeting was a
success.
There was high quality
continuing education
interspersed with Dueling
Pianos, a Para Mixer, and a
great exhibit hall along with
the MOA Presidential Reception
and Banquet.
Every day was busy with
activities beginning with a golf
tournament at Ledgestone Golf Course. Forty-one golfers participated in the
event that was chaired by Dr. Thomas Cullinane.
This year’s continuing education and
speakers featured such names as
Dr. Ernest Bhend, Dr. Leland Carr, Dr. John
Crane, Dr. Shane Kannarr, Dr. Francis
Jansen, Dr. Thomas Landgraf, Dr. Larry
Meyer, Dr. Jeffery Miller, Dr. Daniel Osborn,
Dr. Andrea Thau, Dr. Michelle Welch, Dr.
Richard Wilson, Dr. Timothy Wingert, Dr.
Jeffery Weaver, and Kim Scheidler.
See Convention, page 5

October | November 2008
President’s Message
I want to begin by thanking each and every one of you
for showing your support for the Missouri Optometric
Association and our great profession of optometry.
Optometry...why do we practice this profession?
I’m not here to tell you why you specifically practice
optometry, because all of us have made that decision
for different reasons. However, I am here to challenge
your thinking about optometry.
• We know optometry is ranked in the top 10
to 15 best jobs in the country by numerous
publications. The outlook for demand is positive
although we have many battles ahead.
Wes Kemp, O.D., MOA President
• We know optometry allows us to feed our families and in most cases have a
decent and comfortable lifestyle.
• We know in this day and age when many are losing their jobs, the economy
is tight and there’s not a lot of optimistic talk about the future, people will
continue to need healthy eyes, and good vision to perform in society. Look at
Third World countries and see how they struggle when vision and eye health
care is not taken care of properly.
It is a service to humankind we need to reflect on. I seriously believe if we took
away the fact that our profession is ranked in the top 10 best jobs, if we took
away quality of life and income that we receive for our services, and even if we
took away the consistent need for healthy eyes, most of us would still be in this
profession because it is our nature to serve and help others.
If we took the Meyers Briggs Personality Scale, I believe most of us would score
high in the area of caring for others.
There are many hoops we have to jump through and many opportunities to become
disgruntled with our jobs. Things like:
• dealing with insurance companies which many times brings out the worst in
us;
• being concerned about potential threats of lawsuits;
• dealing with the frustration of health care, as the rules continue to change,
sometimes daily; and
2
• dealing with the thoughts that optometry is not what we thought it was going
to be because of incorrect expectations. Continued, next page.

October | November 2008
President’s Message, continued from page 2
However, service to others is what is important and what we need to focus on.
There are things that we need to address this year and in the near future of the
MOA.
• We need to work with the MOA Public Relations Committee in helping us work
through some of the bad publicity that we have received from the Children’s
Exam Law. Although this law is for the good and welfare for the children of
Missouri, it has been disseminated in the media as self-serving and a bother
for both parents and school districts. We need to push forward and continue
to inform the public how important vision is to the learning process and not
assume that parents know that information.
• We need to evaluate and address any legislation that deals with access and
freedom for patients to choose the providers they wish to use. This issue will
affect patients and doctors both in rural and metropolitan areas and is in the
best interest of our patients.
• We need to continue to assess our scope of practice. Because of the changes
in technology, we have to continually be looking for how we can affectively
treat and take care of our patients. Because of new technology, such as
nanotechnology, the way we treat patients will be dramatically different in
the years to come. If we say we are happy with our current treatment regime
and it becomes obsolete in ten years, where does that leave us? We do not
have a choice because we are a legislated profession. We have to continually
be changing, because we want to offer excellent vision and ocular health care
with the latest and most updated treatment available.
My greatest concern is for the involvement of members in our Association. I
understand that it takes time away from family, duties of the office, and other
interests that we have to be involved in the association. But the Association
protects and promotes us in the future of our profession. I know older doctors
may say, “I have put my time in and I am tired of the associations work” and the
younger doctors may say “I have no interest in being involved because of the time
factor and effort.”
We have to meet somewhere in the middle.
I hope many of the older docs will reflect on how privileged we are to have
had this life and career in optometry. I hope we will push forward and promote
optometry for the next generation so that they may also enjoy this profession. I
hope that we will be challenged and encouraged by the younger ODs to maybe get
a little spark back to help our profession.
3
Conclusion, see President’s Message, page 9

October | November 2008
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4

October | November 2008
Convention, continued from page 1
The Friday Awards Luncheon featured Dr. Mark Curtis as Master of Ceremonies. Dr.
Jeffery Weaver presented the AOA Years of Service Awards. Dr. Gregory Goetzinger
presented the MOA Years of Service awards. The Paraoptometric of the Year Award
was presented to Jennifer Ross of Warrensburg, MO, by Steve Sutherlin of Sutherlin
Optical.
The MOA Young Optometrist of the Year Award was presented to Dr. Ryan Powell
of Kansas City, MO for all his efforts and dedicated service to the MOA, serving on
several state offices, committees and positions, his leadership in the community,
and service to the visual welfare of the public. The award was presented by his
father, Dr. Jeffery Powell.
Dr. James Hunt of Doniphan, MO was honored as the 2008 MOA Optometrist of the
Year. His involvement in the association includes co-editor of the Vision Newsletter,
MOA Trustee, MOA Exhibit Hall Chairman, Paraoptometric Liaison, multiple
office holder in his society, MOA committee member and the 2007 MOA Young
Optometrist of the Year. His award was presented by Dr. Kyle Brost.
The MOA Auxiliary gave two $3000
student scholarships. One was given
to Kylie Divine and one to Shawn
Yarnell. The Missouri Optometric
Foundation gave a $1000 scholarship
to Kylie Divine for her leadership at
the University of Missouri College of
Optometry.
The MOA business sessions were
dominated by discussion about Scholarship recipients Kylie Divine and Shawn Yarnell
the Articles of Agreement Change
allowing two trustees with one vote from the St. Louis Optometric Society. The vote
by membership passed that amendment along with an MOA dues increase. Reports
were given by American Optometric Association Trustee, Dr. Andrea Thau and North
Central States Optometric Council President Dr. Scott Ream. There was a budget
presentation by Dr. Wesley Kemp and a Children’s Vision Commission report by Dr.
Mike Frier. Dr. Scott Burks, the AOA PAC Chairman graciously gave up his allotted
amount of time to allow others more time with their presentations.
The Exhibit Hall was a success with over 50 exhibitors and several prizes given
away to MOA optometrists during the two days the exhibit hall was open.
5
The Saturday night Presidential Banquet was well attended and featured the
installation of the new MOA officers and trustees and the traditional passing of the
gavel to the new MOA President, Dr. Wesley Kemp.

October | November 2008
Dr. James Hunt
Honored as MOA
Optometrist of the Year
Branson, Mo-- Dr. James Hunt, with
practices in Doniphan and Piedmont,
Missouri, was presented with the
Optometrist of the Year Award at the
Missouri Optometric Association’s
(MOA) 2008 Awards luncheon on
October 10 held at the Chateau on
the Lake in Branson, Missouri.
The Optometrist of the Year award
is presented to an optometrist who
has proven to be an outstanding
practitioner. In order to qualify
for the award, a candidate must
demonstrate a mode of practice that
shows concern and involvement
within the association and the
profession and make a significant contribution to the community. His involvement
in the association includes co-editor of the Vision Newsletter, MOA Trustee,
MOA Exhibit Hall Chairman, Paraoptometric Liaison, multiple office holder in his
society, and MOA committee member. “This is the highest compliment a doctor of
optometry can receive from his profession,” Dr. Hunt said of his honor.
Dr. Hunt is a graduate of Arkansas State University and the Inter American
University School of Optometry. Dr. Hunt did receive the Leadership Award in
recognition for his excellent performance while in optometry school. He has been
a clinical examiner for the National Board of Examiners in Optometry, and is an
associate faculty member at the Inter American University School of Optometry.
The MOA has also recognized Dr. Hunt as the Young Optometrist of the Year at its
annual Convention in 2007 in St. Louis, Missouri. According to Dr. Hunt, “I was
completely shocked when I was announced as the winner of this year’s award;
because I have not heard of any MOA member winning Young Optometrist of the
Year and then Optometrist of the Year at the following convention. I am beyond
words to have been named Optometrist of the Year. It is an honor just to be
nominated by my peers.”
Dr. Hunt enjoys practicing optometry in the Ozarks of Missouri and being with his
wife, Evelyn, their four kids--Bryanna, Rachel, Jack, and James--along with three
grandchildren.
6

October | November 2008
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7

October | November 2008
Dr. Ryan Powell
Honored With Young
Optometrist of the Year
Branson MO--Dr. Ryan Powell
of Insight Eyecare Specialties
was presented with the Young
Optometrist of the Year Award at the
Missouri Optometric Association’s
(MOA) 2008 Awards luncheon on
October 10 held at the Chateau on
the Lake in Branson, Missouri. The
awards luncheon is part of the MOA’s
annual Convention and Education
Forum.
The Young Optometrist of the Year
Award is presented to a Missouri
optometrist who has been in practice
less than ten years and shows
leadership in optometry and service
to the visual welfare of the public.
Dr. Powell serves as the InfantSEE
state coordinator for Missouri and on the Missouri Optometric Association Board of
Directors. He was the MO-PAC chairman from 2002 to 2005.
Dr. Powell received a Bachelor of Science Degree from the University of Missouri
at Columbia in 1996. He was a Cum Laude graduate of Southern College of
Optometry in 2002. He was voted class president and a member of the Gold Key
Optometric Honor Society and the Beta Sigma Kappa Honor Fraternity.
Dr. Powell was recognized for all his efforts and dedicated service in promoting
optometry in Missouri. He is the owner of Insight Eyecare Specialties with 4
locations in western Missouri. He has associate doctors including Dr. Patrick
Whitworth, Dr. Andrea Keele, Dr. Lee Anne Whitworth, Dr. Glade Whitworth, and
Dr. Irv Fudemberg working at his offices in Kansas City, Independence and Rock
Port, Missouri.
Dr. Powell was presented with the Young Optometrist of the Year Award by his
father, Dr. Jeffery Powell. When Dr. Ryan Powell went to the podium to accept he
was accompanied by his wife of 11 years, Amy, and their three children, Andie,
age 9; Landyn, age 8; and Jake, age 5.
8

October | November 2008
Jennifer Ross Honored as
Paraoptometric of the Year
Jennifer Ross was voted 2008
Paraoptometric of the Year for the state of
Missouri.
The Paraoptometric of the Year Award is
sponsored by Sutherlin Optical. Jennifer
Ross was presented the Paraoptometric
of the Year Award by Steve Sutherlin of
Sutherlin Optical. She is the Research
Coordinator with InSight Eyecare in
Warrensburg, Missouri.
Jennifer is currently active on the Missouri
Board of Directors for the Missouri
Paraoptometric Association. She has been
in the optical profession for 27 years.
She has passed her CPOA (Certified
Paraoptometric Assistant) and ABOC (American Board of Opticianry Certified)
exams.
A touching moment during the awards luncheon was when Jennifer’s family
surprised her by being at the ceremony, but out of sight, so they could join her at
the podium. Jennifer was joined by her husband of 33 years and three daughters.
She also has one son-in-law in the Army and five grandchildren.
President’s Message, from page 3
Younger ODs...I encourage you to share your vision and eagerness with the older
docs, to want to step up and invest in your profession. You cannot sit back and
do nothing, for it will be taken away from you and all the hard work from the
previous generations will have been for nothing. Visit and learn from the older
doctors, learn from their successes and yes…..their mistakes. It is going to take an
effort by all of us to continue to keep our profession heading in the right direction
and keep focused on serving patients, which in the end is what we are all about.
In this day and age when the media and society state and portray “it is all about
me,” it is not. Change that mindset — it is about serving others. With that in mind,
it is my pleasure and honor to serve the MOA and its great members.
9

October | November 2008
HHS Proposes Adoption
of ICD-10 Code Sets and
Updated Electronic Transaction
Standards
by Rich Wilson
According to HHS, the proposed new diagnoses
codes, ICD-10, are designed to improve disease
tracking and speed transition to an electronic
health care environment. The new codes will
become effective October 1, 2011, and will
greatly expand the number of codes; allowing
for quality reporting, pay-for-performance, biosurveillance,
and other critical activities.
In 2000 the ICD-9 codes, under authority
provided by the Health Insurance Portability
and Accountability Act of 1996 (HIPAA), code
sets were adopted for use in the administrative
transactions by both the public and private
sectors to report diagnoses and inpatient hospital procedures. Covered entities
required to use the ICD-9-CM code sets include health plans, health care
clearinghouses, and health care providers who transmit any electronic health
information in connection with a transaction for which a standard has been adopted
by HHS.
Having been developed three decades ago, ICD-9 is now viewed as outdated
because of its limited ability to accommodate new procedures and diagnoses. ICD-9
contains only 17,000 codes and is expected to start running out of available codes
next year. In contrast, the ICD-10 code sets contain more than 155,000 codes and
accommodate a host of new diagnoses and procedures. The additional codes will
help to enable the implementation of electronic health records because they will
provide more detail in the electronic transactions.
Implementing these new codes will cost practices money for software changes,
training, and lost revenue while learning how to use the new system. Cost
estimates are divided by the size of the practice: A typical “small” practice is
comprised of three physicians and two impacted administrative staff, a typical
“medium” practice is comprised of 10 providers, one full-time coder, and six
impacted administrative staff, and a typical “large” practice, comprised of 100
providers, with 64 coding staff comprised of 10 full-time coders and 54 impacted
medical records staff.
10
Continued, see HHS page 21

October | November 2008
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Clarion XS is a new antireflection coating that incorporates our XTC technology, a premium AR
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11
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October | November 2008
MSBA, MASA, and the
Children’s Vision Law
by Mark Curtis, O.D.
This past spring, I was elected to
our local school board. It has been
challenging, rewarding and eyeopening.
It has also offered me a
unique perspective about the new
Children’s Vision Law.
As a father of twin 5-year olds, I
can vouch that our kindergartners
are learning to read and write much
quicker than what you and I did at
that age. Also as an optometrist, I
understand the visual demand that
these young children face on a daily
basis. Now, as a school board member,
I see the connection between healthy
vision and standardized tests scores.
These scores ultimately determine the success, or failure, of a school district.
The Missouri School Board Association (MSBA) and the Missouri Association of
School Administrators (MASA) held their annual convention at Tan-Tar-a on the
weekend of October 23-26th. I did a presentation about the Children’s Vision Law
there. I was very lucky to have Dr. J.D. Roberts in the crowd. He is an optometrist
who serves on the school board in Monett, MO. His input into the presentation
was invaluable. The presentation covered basic vision disorders, history of the
law, details about the law (including the sunset provision, “opt out” option and
no penalties) and the difference between a screening and an eye examination.
I also covered the role of the Children’s Vision Commission. We answered many
questions, primarily about tracking results from the exams. I re-assured everyone
that the commission was working very hard to streamline the reporting process.
I also had the opportunity to discuss the law with several school districts in some
informal meetings. From these discussions, it became very clear that the range
of understanding about the law across Missouri is vast. Some schools have fully
implemented it and are already seeing the fruits of their labor. Other school
districts have gone as far as only giving out “opt out” letters to parents. The
majority of schools are somewhere in the middle. They know about the law, they
think it’s a good idea, but they don’t know how to implement it.
See, CVLaw, page 23
12

October | November 2008
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13

October | November 2008
October First
Guidelines for Using
Prescription Pads for
Medicaid Recipients
As of October 1, 2008, your
pharmacist could turn away
prescriptions not written
on counterfeit-proof paper.
Medicaid now requires all
prescribers to use a tamperproof
prescription pad to protect
against prescription tampering,
forgery and copying to make
illegal prescriptions.
To be compliant with the rule, a
prescription pad must contain these three characteristics listed below:
1. It must be designed to prevent unauthorized copying of a completed or
blank prescription form. Examples include a high security watermark on the
reverse side of the blank or thermo-chromic ink.
2. It must be designed to prevent erasure or modification of information written
on the prescription pad. An example would be tamper-resistant background
ink that shows erasers or attempts to change written information.
3. It must be designed to prevent the use of counterfeit prescription forms.
Examples would be sequentially numbered blanks or duplicate or triplicate
blanks.
In March of 2008 prescribers were required to meet only one of the above
requirements. Some physicians opted for band-aid fixes such as a stamp, sticker
or checkbox as a short-term solution. These solutions will not longer be acceptable
as of October first.
Tamper resistant pads are available from the AOA or from optometric and medical
supply catalogs. If your practice uses electronic medical records software, tamperresistant
laser paper is available from printing vendors.
14

October | November 2008
MOA/Industry
Alliance Day at
UMSL-College of
Optometry
Ken Detring, O.D.
On October 14th, a panel of
practicing optometrists and
representatives from the
executive Level of the Industry
Alliance presented information
on the MOA as well as a panel
discussion to 4th , some 3rd,
and 2nd year UMSL College of
Optometry students.
Issues discussed included how
to decide where to practice, how
to find a practice to join or what
to expect, who to contact to
determine a location for starting
a practice, and practical issues about the first years as a Doctor of Optometry.
MOA Members who participated were Dr. Scott Burks, Dr. Wes Kemp, Dr. Jamal
Fox, Dr. Erin Sullivan, Dr. Ken Detring, and representing UMSL, Drs. Howard
McAlister and Tim Wingert.
Participating on behalf of the Industry Alliance were Steve Sutherlin and Scott
Kitzerow (Sutherlin Optical), Craig Hausmann (Midland Optical), Kevin Chism
(Ozarks Optical), and Carl Klein and Tom Fischer (Hoya Vision).
A cocktail hour and dinner was held that evening at the Ameristar Casino,
arranged by Dr. Craig Sorce. The doctors, students, and lab representatives
gathered to discuss issues in a more relaxed atmosphere and one on one basis
surrounding post-graduation years and have some fun as well.
15

October | November 2008
With Deepest
Appreciation
Please accept my heartfelt Thank
You for the beautiful flowers and
plants, cards, memorial contributions,
thoughts, prayers and condolences at
the sudden death of my mother.
I am overwhelmed at the outpouring
of concern for me and my family, and
I find it most difficult to express my
gratitude for everyone’s comforting kindness and thoughtfulness.
Our Lord blessed and enriched the lives of me and my family with the love of our
wonderful mom. She had dementia, and our prayers for a quick and peaceful death
for her were, most gratefully, answered.
Thank you most sincerely,
Linda
Make Plans to Attend
Spring CE in Jamaica
We are repeating a destination for the
first time! Join us when we return to
the Grand Lido Braco in Jamaica.
The land only package is $1,180 per
person based on double occupancy
and includes:
•
•
•
•
•
•
•
•
room and all meals (including 24 hour in-room dining and premium
cocktails)
scuba diving, water skiing, sailing, windsurfing, kayaking, or snorkeling
golf (includes green fees)
fitness center and sauna/steam room
disco
laundry service
airport transfers
Ten hours of continuing education provided by Dr. John Warren. ($350)
16
Airfare will be arranged separately and you have the choice of numerous airlines
(you may use your frequent flier miles!). Contact Robin Smith at Midwest Travel for
flight arrangements (1-800-728-5387). Contact the MOA office 573-635-6151 for
additional information and to reserve your spot on the beach!!!!

October | November 2008
Paraoptometric Continuing
Education--Get Credit for What
You Know
We Want What You Have
Help other paraoptometrics benefit from your
knowledge
• Do you have a special system for billing and
coding?
• Do you know how to deal with “special”
patients?
• Do you have good communication skills?
• Is there a pre-test, instrument or procedure that you are proficient in
performing?
Why not share your knowledge with other paraoptometrics?
The AOA Paraoptometric Section (PS) Online Continuing Education Committee
is looking for authors. Each year, the PS provides six hours of free continuing
education opportunities through articles posted on the AOA member Web site.
What are the benefits of having your article published on the Web site?
Not only will you gain recognition for your article, but you may also receive three
hours of continuing education. Your article will be scheduled for posting in 2009,
so there’s plenty of time to complete your 1,500-word article.
Have the knowledge but are afraid of the writing process?
Don’t worry, the Continuing Education Committee will guide you through the steps
and mentor you as you work on your article. You don’t have to be a published
or seasoned writer. Many of our authors have found the writing experience very
rewarding. One of our recent authors was mentored by Rebecca Johnson, CPOT,
and writing the article was educational, easy and FUN! Completing an article
boosts self-confidence and, as an extra incentive, authors whose articles are
published receive three CE credits for each one-hour CE article they write. What a
great way to earn CE and share your knowledge with others!
We are looking for articles on any topic of interest that would provide education
to paraoptometrics. The subject could be practice management, contact lens,
glaucoma, or any topic that would help paraoptometrics in their day-to-day job
responsibilities.
17
Your article may be written for basic, intermediate or advanced levels of
knowledge. For more information on guidelines for authors, contact the PS
manager at JVMurphy@aoa.org or call 800-365-2219, ext. 4222.

October | November 2008
Optometric Society Reports
Central Missouri Optometric Society
Trustee: Jeffrey M. Gamble, O.D.
August CMOS meeting was held at D. Rowe’s in Columbia. The meeting was
sponsored by Mike Burke of Coopervision. The meeting was well attended, and Mike
was able to bring everyone up to speed on Coopervision’s line of contact lenses as
well as express his company’s support for Missouri optometrists.
September CMOS meeting was held at Grand Cru and was sponsored by Steve
Kidwell of BioVisions. The presentation was centered on the technology and
clinical application of the Macuscope. A representative of the company had a unit
available for area optometrists to measure their own macular pigment density. The
presentation was informative and well received.
Officers for CMOS will remain the same as last year except for the addition of Sally
Bodenhamer as Vice President. The remaining positions for the CMOS board are
Heather Webster as President, Rob Bernskoetter as Secretary, and Andy Kramer as
Treasurer.
CMOS does not have a meeting in October due to the MOA Convention. Our next
meeting will be Tuesday, November 25th.
Greater Ozark Optometric Society
Trustee: Scott M. Burks, O.D.
We had our second annual legislative thank you dinner on October 21st. It was
a great success and had 10 area legislators attend along with a few spouses.
We keep the evening informal and use it as opportunity to socialize with our
representatives and senators.
GOOS hopes to have a productive year, and we are planning to have several CE
opportunities this year to help area ODs meet the new CE requirements.
Continued next page
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October | November 2008
Society Reports, continued from page 18
Kansas City Optometric Society
Trustee: John Gelvin, O.D., F.A.A.O.
The Kansas City Optometric Society has had maximum turnout for our 2008
society meetings. We are working hard to find meeting places that allow more
doctors. It is getting more difficult to find appropriate restaurants that service
groups over 60. We are pleased with the involvement. Please bear with us as we
work towards a positive alternative to meeting locations.
The KC Board has been working on updating the bylaws of the society. This will be
discussed at the next two society meetings. October’s meeting centered around
practice management and marketing. This meeting was graciously sponsored by
Allergan. November’s meeting will be our first meeting down at the new Power &
Light District. This meeting is being sponsored by Vistakon.
Our December meeting will be our Christmas extravaganza! We will have our
new Executive Director, Dr. LeeAnn Barrett, and our new MOA President, Dr. Wes
Kemp, present at that meeting.
Northeast Optometric Society
Trustee: Mindy Blackford O.D.
The NEOS met on Wednesday September 10 at the Pear Tree Restaruant in
Bevier, MO. MOA President, Dr. Greg Goetzinger, and MOA Exective Director, Dr.
LeeAnn Barrett, were guests. Dr. Goetzinger discussed the upcoming convention
and other issues we are currently facing in Missouri. Dr. Barrett updated the
group on the changes and happenings at the MOA office.
Southeast Optometric Society
Trustee: James Hunt, O.D.
The important business conducted at our last society meeting was the election
of officers for the upcoming year. The 2009 SEOS President is Dr. Ken Detring
of Jackson, MO. Our Vice-President is Dr. Kayce Strohmeyer of Cape Girardeau,
MO. Our Secretary/Treasurer is Dr. Dan Obermark from Sikeston, MO. The MOA
Trustee is Dr. James Hunt of Doniphan, MO.
Many of our SEOS members made it to the MOA Fall Convention in Branson,
MO. There were many nice comments made about the convention. Our society
donated a fishing theme basket to the MOAA. The profits from the auction of the
different society baskets will be used to grant additional scholarships to optometry
students. A big thanks to Evelyn Hunt for her help on the SEOS basket.
19

October | November 2008
Society Reports, continued from page 19
Southwest Optometric Society
Trustee: Erica Burton, O.D.
Southwest Optometric Society Report Southwest Optometric Society’s most
recent meeting took place in September. Dr. Frank Shaggets, MD, a local ear,
nose and throat specialist sponsored the meeting and provided education to our
membership on lid, sinus, and lacrimal repair procedures. This included a review
of pre and post-operative care needed for our patients. Officers were elected and
include: Dr. Jeremy Fast, president; Dr. Chad Moore, president-elect; Dr. Melissa
Brown, secretary/treasurer; and Dr. Erica Burton, trustee. Reports were given
by each officer and the calendar was reviewed for the upcoming year. Our final
meeting of 2008 will be a Christmas party including spouses.
St. Louis Optometric Society
Trustee: Jeffrey L. Weaver, O.D. | Associate Trustee: Thomas J. Cullinane, O.D.
Meetings
The Saint Louis Optometric Society continues to meet monthly, the second
Tuesday of the month, at the St. Louis Marriott West.
The August 12 meeting featured Gregory Raeman, COE, of the Eye Care Business
Advisory Group delivering “Practice Management Update.” His presentation was
generously sponsored by Allergan. On September 9, Barnes Retina Institute
sponsored a “Vitreo-Retinal Update” by Drs. Kevin Blinder and Gaurav Shah. They
emphasized diabetic macular edema, histoplasmosis syndrome and age-related
macular degeneration. The October 14 meeting, sponsored by Cooper Vision,
was highlighted by Dr. John Schachet discussing “Contemporary Silicon Hydrogel
Lenses and Other CL Potpourri.”
Senator Jeff Smith Event
On Saturday, July 19, approximately 2,000 people attended Senator Jeff Smith’s
(D-St. Louis) 3rd annual 3-on-3 Basketball Tournament and Community Fair at
Fairground Park. The event offered free school supplies, books, food and drinks,
health screenings and information about a myriad of useful services. SLOS had a
very visible presence, providing vision screening to approximately 100 attendees.
Thank you to all who helped in this event, especially to Dean Larry Davis for use of
the UMSL College of Optometry’s Vision Van.
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SLOS Trustee Issue
The Saint Louis Optometric Society would like to thank Missouri optometrists for
their trust in approving the amendment to the MOA Articles of Agreement allowing
SLOS to have two trustees (one vote). We believe that we will be able to continue
to show the wisdom of this decision through increased success in our legislative
efforts for the benefit of all optometrists across the Show-Me State.

October | November 2008
Society Reports, continued from page 20
West Central Optometric Society
Trustee: Jason Lake, O.D.
The West Central Optometric Society did not meet during the last period. However,
we had excellent attendance at the MOA convention and continue with an email
campaign to increase membership and PAC donations.
HHS, from page 10
While most optometric practices fall into the small to medium categories, these
costs are going to be significant: for a typical small practice, Nachimson Advisors
estimates the total cost impact of the ICD-10 mandate as $83,290; for a typical
medium practice, $285,195; and for a typical large practice, the total cost impact
of the ICD-10 mandate as more than $2.7 million.
Requiring five times as many codes as the previous code set, the proposed rule
would impact every aspect of business operations for physician practices and
clinical laboratories and produce significant added costs in six key areas: Staff
Education & Training, Contract Analysis, and Changes to Superbills, IT System
Changes, Increased Documentation Costs, and Cash Flow Disruption.
21

October | November 2008
Hannibal
800-325-4676
Lenexa
800-397-2020
22

October | November 2008
Welcome New Members
The Missouri Optometric Association is pleased to welcome the following new
members. Please introduce yourself the next time you see them at an MOA
sponsored event!
•
•
•
•
•
Glenn A. Branson, O.D.
Donna L. Currier, O.D.
Kevin M. Gardner, O.D.
Jennifer K. Howard, O.D.
Audrey B. Wood, O.D.
The Missouri Optometric Association-Paraoptometric Section is pleased to see
their ranks continue to grow with the addition of the following new member.
• Christine H. Adams
CVLaw, from page 12
Helping school districts implement the law can’t be done at the state level. It
can only be done effectively at the local level. This is where you, the local vision
expert, need to get involved. I encourage you to be part of a “community vision
team.” Sit down with your elementary school principal, school nurse, social
worker, etc. and discuss how to get every kindergartner an eye exam. There is
no cookie-cutter approach to this. Urban schools may have to implement this
different than rural schools. Big schools will do it differently than small schools.
But no matter the situation, every child deserves to start off school with good
vision.
It is estimated that 70% of kindergartners have vision insurance already. Many
parents are more than willing and able to pay for the exams because they see
its value. But, please consider donating exams for the children who can’t afford
them. You don’t need to be the one deciding who gets a donated exam. Let the
schools determine that for you. If you work with the schools closely and develop
a good rapport with them, they will ask for help only for children in real need.
Before you know it, you’ll be the town hero. Enjoy the limelight!
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October | November 2008
Calendar of Upcoming Events
2009
January 15-20
Spring CE
Grand Lido Braco, Jamaica
January 25-26
MOA Legislative Conference
Capitol Plaza Hotel
Jefferson City, Missouri
February 13-15
Heart of America Contact Lens Society
Kansas City, Missouri
May 29-31
MOA Leadership Retreat
Lodge of the Four Seasons
Lake Ozark, Missouri
June 24-28
Optometry’s Meeting
Washington, D.C.
2010
January 9-10
MOA Legislative Conference
Capitol Plaza Hotel
Jefferson City, Missouri
June 4-6
MOA Leadership Retreat
2011
January 8-9
MOA Legislative Conference
Capitol Plaza Hotel
Jefferson City, Missouri
June 3-5
MOA Leadership Retreat
October 1-4
MOA Annual Convention
Lodge of the Four Seasons
Lake Ozark, Missouri
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October | November 2008
Leadership & Staff
Staff
Executive Director
LeeAnn Barrett, O.D.
moaed@moeyecare.org
Finance Manager
Linda McDowell
linda@moeyecare.org
Executive Assistant
Jay Hahn
jay@moeyecare.org
Governmental Relations
Consultants
Jerry W. Burch
P: 573/636-4599
jburch@embarqmail.com
J. Scott Marrs
P: 573/636-5873
smarrs@embarqmail.com
Legal Counsel
Marc H. Ellinger
P: 573/634-2500
mellinger@blitzbardgett.com
Officers
President
Wesley D. Kemp, O.D.
P: 417/777-9000
weskemp@alltel.net
President-Elect
Ryan H. Powell, O.D.
P: 816/476-4017
drpowell@insighteyecarespecialties.com
Treasurer
Duane Thompson
P: 660/258-7409
datbat@cebridge.net
Secretary
Debbie Hettler, O.D.
P: 573/814-6575
dhett@aol.com
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Immediate Past President
Gregory J. Goetzinger, O.D.
P: 417/359-0600
eyedrg@carthagevisionclinic.com

October | November 2008
Trustees
26
Central Society (5)
Jeffrey M. Gamble, O.D.
P: 573/874-2030
jmgamble@socket.net
Greater Ozark Society (8)
Scott M. Burks, O.D
P: 417/345-2901
smbod1@gmail.com
Kansas City Society (3)
John B. Gelvin, O.D
P: 816/525-3937
jgelvin@omnikc.com
Northeast Society (2)
Mindy M. Blackford, O.D.
P: 660/665-6262
mindymblackford@hotmail.com
Northwest Society (1)
Jeffrey H. Powell, O.D.
P: 660/582-4022
jpowell@nwmsky.net
Southeast Society (9)
James M. Hunt, O.D.
P: 573/996-3937
drhunt204@yahoo.com
Southwest Society (7)
Erica S. Burton, O.D.
P: 417/682-3301
sbeyecare@sbcglobal.net
St. Louis Society (6)
Jeffrey L. Weaver, O.D.
P: 314/991-4244
jlweaver@aoa.org
St. Louis Society - Associate Trustee
Thomas J. Cullinane, O.D.
P: 314/579-0909
seeingme@sbcglobal.net
West Central Society (4)
Jason S. Lake, O.D.
P: 660/747-2000
lake.od@juno.com

October | November 2008
Committees
Administrative Services
Rob Bernskoetter, O.D.
P: 573/874-2030
rbern@socket.net
Affiliated Organizations
Kenneth C. Detring, O.D.
P: 573/243-2020
detring@yahoo.com
Clinical/Educational
Bradley C. Lewis, O.D.
P: 417/886-5444
bradclewis@gmail.com
Coordinating Committee
Wesley D. Kemp, O.D.
P: 417/777-9000
weskemp@alltel.net
Governmental Affairs
Tom Culllinane
P: 314/579-0909
seeingme@sbcglobal.net
Membership Services
Scott Ream, O.D.
P: 417/264-7418
sream1@aol.com
Public Relations
Kyle Brost, O.D.
P: 573/334-8595
drbrost@charter.net
Third Party Payments
Rich Wilson, O.D.
P: 816/353-1872
rwilson@bso-ae.com
Convention Planning
Duane A. Thompson, O.D.
P: 660/258-7409
datbat@att.net
Affiliated Organizations
Paraoptometric Chair
Cherie Harris
P:573/334-2020
cherie_harris@hotmail.com
MOAA President
Beth Thompson
P:660/258-7409
datbat@cebridge.net
MOF President
Rex Newcomb, O.D.
P: 417/468-6682
rands289@msn.com
State Board President
James Bureman, O.D.
P: 417/887-3900
jbureman@missourieyecare.com
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October | November 2008

October | November 2008
About VISION
VISION is published bimonthly by the Missouri Optometric Association.
100 East High Street, Suite 301
Jefferson City, Missouri 65101
P: 573/635-6151
Editors of Publications:
Lee Ann Barrett, O.D.
1201 West Broadway
Columbia, Missouri 65203
P: 573/445-8636
F: 573/446-9122
lbarrettod@sbcglobal.net
James M. Hunt, O.D.
204 Washington St
Doniphan, Missouri 63935
P: 573/996-3937
F: 573/996-3937
drhunt204@yahoo.com
Send all unsolicited articles, news, and advertising to the MOA Central Office. All
opinions and statements of supposed fact in signed articles do not necessarily
reflect the views and policies of the Missouri Optometric Association.
Deadlines are the first of January, March, May, July, September, and November.
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