American Optometric Association’s Third Party Center Launches RethinkEyecare.com Website By Staff Monday, July 15, 2013 12:27 AM ST. LOUIS—The American Optometric Association’s Third Party Center has announced the launch of the website rethinkeyecare.com to promote “reducing costs, improving care and expanding patient access” by including eyecare services delivered by optometrists as a primary benefit in health plans. Designed to illustrate the benefits of integrating eyecare services into health plans, the website includes information about the cost savings that can result from encouraging patients to visit their optometrists for medical eyecare instead of their primary care physicians or emergency rooms. For example, a white paper on “Eye Health and Accountable Care” indicates ways of achieving overall cost savings of $0.18 per patient per month while improving clinical outcomes. Two other white papers on the site cover what optometrists need to know and what they need to do about participating in accountable care organizations. Also hosted on the rethinkeyecare.com site is a UnitedHealthcare report on “Integrating eyecare with disease management: It’s not just about diabetes anymore” that VMail reported on June 17, 2013, which also explains how integrating eyecare with medical benefits can help improve the management of many diseases, leading to better health outcomes and lower costs. Other information, including statistical information about the optometric profession and its expected growth along with ways of improving optometric care in the new era of health care reform are also found throughout the site. According to Stephen Montaquila, OD, representing the AOA’s Third Party Center, one challenge the website is intended to address is “to counter the misconceptions that benefit decision makers have about who we are and what we do.” In addition, the website is intended to illustrate the best ways of ensuring that “patients have unencumbered access to optometrists,” and the ways in which to provide “integrated, cost-effective and coordinated care,” he told VMail.