Ophthalmology Business

JUL 2013

Ophthalmology Business is focused on business topics relevant to the entrepreneurial ophthalmologist. It offers editorial, opinion, and practical tips for physicians running an ophthalmic practice. It is a companion publication of EyeWorld.

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TM www.OphthalmologyBusiness.org EYE ON YOUR MONEY P. 12 BROWN TO BLUE P. 8 July 2013 Vol. 4, No. 2 TIPS FOR MARKETING AN OPTICAL DISPENSARY P. 14 TM July 2013 www.OphthalmologyBusiness.org The ethics of speaking up P. 20 An ASCRS Publication Donald R. Long Publisher don@eyeworld.org Julio Guerrero Graphic Design julio@eyeworld.org Stacy Majewicz Editor stacy@eyeworld.org Jena Passut jena@eyeworld.org Daniela Galeano Production Assistant daniela@eyeworld.org Jeff Brownstein Sales jeff@eyeworld.org Paul Zelin Sales paul@eyeworld.org ASCRS Publisher: OPHTHALMOLOGY BUSINESS is published quarterly by ASCRS Ophthalmic Services Corp., 4000 Legato Road, Suite 700, Fairfax, VA 22033-4055; telephone 703-5912220; fax 703-273-2963. Printed in the U.S. From the publisher T his issue of Ophthalmology Business explores a variety of topics, including the value of a website for your practice, a new laser procedure that could permanently turn brown eyes into blue eyes, and new mobile health applications for physicians and patients. A practice website can help bring potential new patients through your office door, but many practices are not using their online presence to its fullest potential. In "Six ways to generate more leads from your ophthalmology website" (page 6), search engine optimization specialist Tammy Smith offers valuable tips for building a strong online brand and ultimately bringing in more qualified leads. Developed by Strōma Medical Corporation, a new laser procedure in pilot development could turn brown eyes into blue eyes, permanently. Senior staff writer Erin L. Boyle spoke to members of Strōma Medical's Medical Advisory Board for more information on the idea behind the procedure, how it works, and its potential for the future (see "Brown to blue: Procedure change eye color," page 9). "Mobile health is revolutionary because, by definition, it transforms the provider-patient relationship. While patients are able to use these growing technologies to further improve quality, efficiency, and access to their care, we as providers can simultaneously use these technologies to enhance our delivery of care to patients and optimize treatment results," said Richard M. Awdeh, MD, editor of the "Technology in ophthalmology" column. In "Diagnostic apps helpful to ophthalmologists, patients," on page 18, senior staff writer Erin L. Boyle looks at mobile health applications, some that aid physicians with making a diagnosis and others that are geared toward patients. In "'Second look' financing" (page 24), Bill Rabourn explains how the economic downturn has impacted patients' options for financing procedures such as LASIK. According to Mr. Rabourn, "You need a 'second look' credit source that can maximize approvals, not only for those with challenged credit, but also for those with good credit who cannot be approved by traditional lenders." These are just some of the informative articles you will find in this issue. Thank you for reading! Editorial Offices: OPHTHALMOLOGY BUSINESS, 4000 Legato Road, Suite 700, Fairfax, VA 220334055; 703-591-2220; fax 703-273-2963; email: stacy@eyeworld.org. Advertising Offices: ASCRSMedia, 4000 Legato Road, Suite 700, Fairfax, VA 22033-4055; toll-free 800-451-1339, 703-591-2220; fax 703-273-2963; email: cathy@eyeworld.org Copyright 2013, ASCRS Ophthalmic Services Corp., 4000 Legato Road, Suite 700, Fairfax, VA 22033-4055. All rights reserved. No part of this publication may be reproduced without written permission from the publisher. Letters to the editor and other unsolicited material are assumed intended for publication and are subject to editorial review and acceptance. Donald R. Long Publisher, Ophthalmology Business July 2013 • Ophthalmology Business 3

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