Ophthalmology Business

SEP 2014

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/369322

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September 2014 Donald R. Long Publisher don@eyeworld.org Julio Guerrero Graphic Design julio@eyeworld.org Stacy Majewicz Editor stacy@eyeworld.org Carly Peterson Production assistant carly@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 703-591- 2220; fax 703-273-2963. Printed in the U.S. Editorial Offices: OPHTHALMOLOGY BUSINESS, 4000 Legato Road, Suite 700, Fairfax, VA 22033-4055; 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 2014, 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. TM September 2014 • Ophthalmology Business 3 www.OphthalmologyBusiness.org Vol. 5, No. 3 From the publisher F emtosecond laser cataract surgery, the ever-widening selection of premium lenses, and various methods of astigmatic correc- tion are driving a fusion of the cataract and refractive subspe- cialties. A number of practices—including those that already have femto, those that do not yet have femto but are likely to offer it in the near future, as well as those still "on the fence" about femto— are realizing the need to rethink the great divide between the two sides of their practices and how they package cataract surgery. Now is the time to evaluate and change the culture and orientation of the practice, with an eye to rebranding cataract surgery as refractive cataract surgery, regardless of whether you currently offer the femto cataract procedure. William B. Rabourn Jr. and Louis Pennow explain how practices are doing that in "Blurred line, sharp focus." Also in this edition of Ophthalmology Business, medical ethicist John D. Banja, PhD, addresses an issue that can be very uncomfortable: confronting a colleague who you suspect is engaging in fraudulent acts. He suggests steps you might take, including collecting and verifying all relevant information, contacting the problem physician and getting his/her side of the story, and developing a plan with a concrete outcome to fix the wrongdoing. While this may be difficult, "If physicians want to maintain the public trust, they must earn it, which can occasionally entail their being brave, putting justice and their patients first, and doing the hard but right thing," Dr. Banja said. Are you looking to expand your practice outside of the clinical setting? According to Vance Thompson, MD, founder of Vance Thompson Vision, eyecare professionals may want to explore becoming active in research and product development. Check out the article on page 20 to read why Dr. Thompson thinks this can enhance a business while also increasing professional growth and job satisfaction. These are just some of the useful articles you will find in this edition of Ophthalmology Business. Please feel free to contact us if there is a topic you would like to see discussed here. Thank you for reading! Donald R. Long Publisher

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