Ophthalmology Business

JUL 2017

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/838341

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TM From the publisher T his issue's feature article presents several scenarios where communication gaps, language barriers, and misunderstand- ings impacted patients' care. "Communication with patients is a non-technical skill that you have to practice and work on if you want to do it well," Michael Marks, MD, said. Read "Patient-physician communication: Overcoming barriers for better overall health management" to learn about the potential issues and tips for improving communication, such as watching patients' body language and encouraging patients to bring a family member or profes- sional translator to the appointment. Are you looking to grow your practice with refractive cataract surgery? If so, you will want to check out "10 tips to grow your refrac- tive cataract practice." In this article, John Hovanesian, MD, shares helpful advice, such as being clear about price and following up on the outcome. David Hardten, MD, and Kevin Corcoran, COE, offer their insights as well, which include addressing astigmatism during surgery and having a plan for unhappy patients. With more patients venturing online to choose an eyecare provid- er or find other ophthalmic information, it is essential for ophthalmic businesses to develop and optimize their online presence. According to Medical Consulting Group, most successful online presences are devel- oped and sustained using four common tactics: building a technically sound website, composing content that patients will actually read, crafting an engaging and aesthetically consistent website design, and coordinating interactive social media and online marketing campaigns. Read "Online and in sight: Building a prominent online presence" to find out more. Ophthalmology practices can benefit from reaching out to local healthcare entities for insights; they may provide information that can help practices grow or avoid trouble down the road. "Some practices who were deeply concerned about their position in the market have had their fears laid to rest," John Pinto said. "Other practices that were pushing hard to go in a particular direction learned that would not be a good direction to go in or something would be blocked for them, so it saved them a lot of money in what would have been wasted efforts." Mr. Pinto and Mark Kropiewnicki discuss who to talk to and what to ask in "When to talk to local market leaders." We hope that you have a chance to relax and enjoy time with family and friends this summer. If you are able to get away, take Ophthalmology Business with you, and if you have an idea for a future article, please contact us. Thank you for reading! Donald Long Publisher digital.OphthalmologyBusiness.org Vol. 8, No. 2 July 2017 • Ophthalmology Business 3 July 2017 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 Jaclyn Talon Sales jaclyn@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 2017, 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.

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