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September 1, 2010
Having practiced Ophthalmology for several decades now, what astounds me is my patient’s perception of the role of spectacles in the context of their overall eye health. Just this week I saw a patient in his mid seventies with multiple eye problems. He was in for his annual exam as a glaucoma suspect with large optic cups and borderline IOP; he also had sufficient macular pigmentary changes to warrant a discussion of AREDS, moderate guttata and nuclear and cortical cataracts. I explained each of these conditions and their implications for vision, and then inquired if he had any questions. I expected questions to further clarify these significant medical conditions, but I got the reply, “how about my glasses, Doc?” In the minds of many patients, glasses is what the eye exam is all about and the medical conditions are ancillary.
For younger patients indeed glasses and disease screening is what the eye exam is all about. Fortunately today spectacle frames can function as a fashion accessory and lenses can be made unobtrusive with high index materials and anti-reflective coating. For many folks glasses are worn all the waking hours making the appearance of the glasses even more important.
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Robert C. Campbell, MD
Parkwood Eye Center,
Elkin, NC
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While pathology is at the forefront of our minds, patients are interested in glasses. This presents an opportunity for our practices since glasses typically fall into the category of retail business and are less constrained by government, insurance and managed care. Our optical dispensaries have another advantage that we may easily overlook, but can put to good use. That is the trust that we have earned from our patients over the years. Our patients trust us and expect us to guide them appropriately in choosing their glasses. Often an elaborate marketing budget to promote our optical dispensary is less important than taking time to educate patients on the features and benefits of the frames and lenses that we offer.
Traditionally Ophthalmologists have been reticent to promote their optical or even have an optical dispensary. Ubiquitous refractive surgery marketing has largely ameliorated our reticence regarding optical dispensing, but still there is a desire to minimize aggressive marketing for most comprehensive ophthalmologists. I have given considerable thought about how I feel when I am the recipient of targeted marketing. I have a personal interest in biomedical applications of polymers and have purchased books on the topic from Amazon. Periodically Amazon will send me an electronic message about a new book on the topic that I particularly enjoy and in fact have purchased in the past. I appreciate knowing about the new book as it corresponds well to topics and authors that I like.
In each case when I have been the recipient of targeted marketing efforts I have been pleased that the vendor has presented me with options that interest me. I think the same is true for our efforts to provide products and services that our patients have expressed that they are interested in. A patient portal can provide us with insight on patient interests on all the refractive services i.e. refractive surgery, contact lenses and spectacles and gives us the opportunity to intelligently respond to their needs before they ever arrive at the office.
I believe this is the way of the future.
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