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.

Issue link: http://digital.ophthalmologybusiness.org/i/197424

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TM www.OphthalmologyBusiness.org MANAGING PATIENT EXPECTATIONS P. 6 THE ADGENCY ADVANTAGE P. 20 Vol. 4, No. 3 FROM ONLINE TO CLINIC P. 23 TM October 2013 October 2013 www.OphthalmologyBusiness.org The greatest smart money An ASCRS Publication secret to financing ophthalmic equipment and other major capital outlays P. 16 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 A ccording to the American Medical Association, the number of women physicians among all specialties leaped from 195,500 in 2000 to nearly 309,700 in 2011. In ophthalmology, the percentage of female physicians increased 63% in that same time period, from 2,628 in 2000 to 4,131 in 2011 (compare that to only 395 in 1975). In this issue's cover feature, "Carving a path for female ophthalmologists," contributing writer Vanessa Caceres explores the benefits and challenges that women physicians face. She interviewed women and men in the field and compiled their advice for better managing a new ophthalmic career and trying to strike a work and family balance. What do you say to a patient who comes to your office excited to have laser vision correction surgery, but tomography shows a flag during preop testing? Or perhaps the patient does not understand that any kind of laser vision correction is not going to prevent presbyopia. In "Managing patient expectations," four surgeons share what they tell patients who may be less-than-ideal candidates for refractive surgery or who have unrealistic expectations about the surgery. Through surgical video postings, discussions online about difficult cases, and pearls shared on blogs and other forums, social media sites including Facebook, YouTube, and society pages can provide surgeons multiple ways of connecting and educating. Two ophthalmologists share their experiences with social and digital media websites in "Social, digital media excellent platform for peer, resident education." Targeting communities where the majority of residents come from another country or speak a language other than English can be a great way to build your refractive business as well as cataract or routine eyecare. However, you'll want your marketing efforts targeted toward a niche cultural market to take a thoughtful approach—you can't just take what you do in English, translate it, and wait for the new business to come. "Grow your practice by attracting a new cultural niche" offers 11 ways to make your marketing to a niche cultural market more effective. You will find these and more articles in this issue of Ophthalmology Business; we hope you enjoy them. 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 October 2013 • Ophthalmology Business 3

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