Ophthalmology Business

SEP 2016

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/717501

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September 2016 • Ophthalmology Business 3 www.OphthalmologyBusiness.org Vol. 7, No. 3 TM September 2016 Donald Long Publisher don@eyeworld.org Stacy Jablonski Editor stacy@eyeworld.org Julio Guerrero Graphic design julio@eyeworld.org Susan Steury Graphic design assistant susan@eyeworld.org Carly Peterson Production assistant carly@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 2016, 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. From the publisher T he ethics of treating friends and family is a relatively common topic. In general, the American Medical Associa- tion states that "physicians should not treat themselves or members of their own families," but many physicians don't think there is anything inherently wrong in doing it. "The issue always is if you're taking care of someone who is close to you, will that color your judgment so maybe you don't do things exactly right?" said Richard Tipperman, MD. Read more in "Operating on people you know: Should you? Shouldn't you?" and decide for yourself if you think operating on someone you know well is a reasonable thing to do. Many ophthalmic practices looking to market LASIK face the issues of choosing the right LASIK message and medium to connect with potential patients and getting the most out of their marketing dollars. Practices need to adapt their marketing tactics to current conditions, and using multi-market surveys can illuminate the needs and motivations of potential LASIK patients. What factors are influencing patients' decision to have LASIK? How will they pay for the surgery? Where do they go to first for information about LASIK? Medical Consulting Group asked these questions and more in an eight-market survey conducted in 2015. See the results and takeaways in "How potential patient research improves your LASIK marketing." In "Website uses crowdsourcing to solve tough medical cases," we explore the idea of letting a variety of people weigh in on a question. On the website CrowdMed, users post a case description, and medical pro- fessionals provide clues or answers that help lead to a diagnosis. Could this have potential applications in ophthalmology? A study published in Current Opinion in Ophthalmology found that crowdsourcing has been used to help pinpoint images from patients with diabetic retinopathy, distinguish normal optical discs from abnormal ones, and for quick manual segmentation of optical coherence tomography. To close out the issue, Paul Stubenbordt, CEO of Stubenbordt Medical Marketing, provides 10 tips to help ophthalmologists build better websites and take advantage of search engines and social media to engage with patients and ultimately grow their practices. Did you know that you should be rewriting about 20% of your website's content every 3 to 6 months? Or that everything patients search for on your website should be found within one click? Learn more in "Ten tips for mastering web marketing." There are even more useful tips, helpful hints, and questions to consider in this issue of Ophthalmology Business. If you are interested in writing or have an idea for an article, please don't hesitate to contact us. Thank you for reading! Don Long Publisher

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