Ophthalmology Business

OCT 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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continued from page 12 "I believe we're approaching a new era. We're on the cusp of hopefully taking a step where the traditional M&M conference can be expanded to a global scale," he said. Social media has both its benefits and concerns, with one benefit being its expanded reach around the world; one concern is, with the expanded reach, those without adequate training or experience might enter the space as authorities, Dr. Arroyo said. "I don't think that opening up that process to everyone is beneficial. I think it might actually be counterproductive. Figuring out mechanisms for who should or can participate is one of the issues that comes up," he said. Social media has been especially beneficial, Dr. Oetting said, in helping promote the "just in time" educational approach that has become popular with residents. He said the approach provides two to three minutes of directed education. For instance, if a surgeon or resident is looking to implant or learn how to implant a Malyugin ring, he or she can go online and watch several videos of it being implanted. "It's clearly the way [education is] going," Dr. Oetting said. "There's too much to learn for our residents— there's too much to learn for all of us, really. You can't waste time with intellectual inventory that's not useful. You can't burden yourself with that." He said when surgeons need more educational assistance, they Sites of interest • www.EyeRounds.org • cataractsurgeryforgreenhorns. blogspot.com • www.bidmc.org/Centers-andDepartments/Departments/ Surgery/Ophthalmology/ For-Healthcare-Providers/ The-Endoscopic-View.aspx • eyetube.net can seek it online through peer videos and commentary that presents information about surgical issues they are encountering. "Now what you can do is, the night before you're going to use a new lens or a new instrument, or [a procedure] you haven't done in a while and you want to refresh yourself, you can find this 'just in time' little pearl of information," he said. "There's so much content available now along those lines that it's changed everything." How to get involved For physicians interested in taking a bigger part in social and digital media, Facebook or video-sharing sites are a good place to start, Dr. Oetting said. While it takes work to record a video in the operating room, edit it, and upload it onto the internet, the effort is worth it, he said. "If you put a nice video online that is narrated and people think it's worth two or three minutes of their time to look at it, oftentimes they'll comment and then everybody gains. I think that's the coolest thing about it—that you can learn yourself and you can help others to learn," he said. Dr. Arroyo said that one of the biggest incentives for him in running "The Endoscopic View" is that editing his videos has made him a better surgeon. "It provides important feedback for me, which I think has led to me making better decisions and having better results," he said. Dr. Oetting said that the American Academy of Ophthalmology and ASCRS forums also can be excellent places for surgeons to enter into the social media space, taking part in discussions there, and sharing pearls and tips. In addition, posting videos on Eyetube or YouTube can be helpful, he said. Another idea is to start a blog, an easy-to-do-process through blog hosting websites, where surgeons can directly reach an audience on their subspecialty or interest. "Let's say you encountered some interesting complications with the femto-laser and you want to have an unbiased forum about that," Dr. Oetting said. "That would be a nice thing to start a blog on. You could start writing about your experiences on that [while] other people are going through the same thing, but maybe you're six months ahead of the learning curve, and you can help people. I think if you do it because of a desire to educate, a desire to help, it will succeed." OB Editors' note: Drs. Arroyo and Oetting have no financial interests related to this article. Contact information Arroyo: jarroyo@bidmc.harvard.edu Oetting: thomas-oetting@uiowa.edu October 2013 • Ophthalmology Business 15

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