Ophthalmology Business

NOV 2012

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/94767

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Page 4 of 20

TM November 2012 www.OphthalmologyBusiness.org Vol. 2, No.4 Making your patient education message ECHO P. 8 Making it clear P. 18 eZINE TM From the publisher November 2012 www.OphthalmologyBusiness.org A Retirement done right, part 4: Moving on P. 14 An ASCRS Publication Donald R. Long Publisher don@eyeworld.org Julio Guerrero Graphic Design julio@eyeworld.org Jena Passut Editor jena@eyeworld.org Stacy Majewicz Managing Editor stacy@eyeworld.org Daniela Galeano Production Assistant daniela@eyeworld.org Advertising Sales Jeff Brownstein jeff@eyeworld.org Paul Zelin paul@eyeworld.org ASCRS Publisher: OPHTHALMOLOGY BUSINESS is published quarterly by ASCRS Ophthalmic Services Corp., 4000 Legato Road, Suite 700, Fairfax, VA 22033-4003; telephone 703-591-2220; fax 703-591-0614. Printed in the U.S. Editorial Offices: OPHTHALMOLOGY BUSINESS, 4000 Legato Road, Suite 700, Fairfax, VA 22033-4003; 703-591-2220; fax 703-591-0614; email: jena@eyeworld.org Advertising Offices: ASCRSMedia, 4000 Legato Road, Suite 700, Fairfax, VA 22033-4003; toll-free 800-451-1339, 703-591-2220; fax 703-591-0614; email: cstern@eyeworld.org Copyright 2012, ASCRS Ophthalmic Services Corp., 4000 Legato Road, Suite 700, Fairfax, VA 22033-4003. All rights reserved. No part of this publication may be reproduced without written permission from the pub- lisher. Letters to the editor and other unsolicited materi- al are assumed intended for publication and are subject to editorial review and acceptance. November 2012 • Ophthalmology Business eZine 5 Donald R. Long Publisher, Ophthalmology Business s a physician, you know that connecting with your patients means more than making eye contact while in the exam room. Even when you're not there, your patients hear and see your advice, and it's up to you to make sure that message is absorbed. In this issue of Ophthalmology Business, contributing writer Faith A. Hayden explores a new tool that helps physicians with outreach and patient education ("Making your patient education message ECHO," page 8). Meanwhile, some patients may be "health illiterate," meaning they aren't grasping what you're trying to tell them, both in what you say and in your written instructions. Contributor William B. Rabourn Jr. offers advice on how to deal with this sticky situation ("Feeling misunderstood? Ignored? How to improve your patients' health literacy," page 10). Building on the premise that it's important to make written materials as understandable as possible is contribut- ing writer Vanessa Caceres ("Making it clear," page 18). Finally, what if retirement is in your future? Ophthalmology Business finishes up its series on "Retirement done right" by con- tributing writer Stephanie Graham ("Part 4: Moving on," page 14). As always, thanks for reading.

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