Eyeworld

EW MEETING REPORTER January 2011 123 cataract surgery," he said. "That's probably one of the most feared out- comes." Dr. Mieler discussed various controversies such as vitrectomy ver- sus the vitreous tap, choice of in- travitreal antibiotics, and the choice and role of intravenous antibiotics. "Antibiotics, of course, have been key to stabilizing most infec- tions," he said. "But there is still some controversy about the best an- tibiotics of choice." Also, "There's no apparent bene- fit from the use of systemic intra- venous antibiotics," he said. For the general management of endophthalmitis, Dr. Mieler recom- mended a vitrectomy or vitreous tap with antibiotic injection of van- comycin 1.0 mg and ceftazidime 2.25 mg. He also recommended that the patient be sent home on topical fluoroquinolone q.i.d. and oral mox- ifloxacin 400 mg/day for 5-7 days. Editors' note: Dr. Mieler has financial interests with Alcon, Allergan, and Genentech (South San Francisco, Calif.). Dr. Warren has financial inter- ests with Alcon, DORC (Exeter, N.H.), and Genentech. Effective marketing tracking methods Tracking marketing dollars and new patient leads may seem like a daunt- ing task, but it is manageable with a good staff that doesn't get behind. Debi L. Dilling, director of market- ing, Snead Cataract, Fort Myers, Fla., gave a talk on how to effectively track your marketing efforts. "Tracking is very important to our network of doctors," she said. "Nothing is going to tick off an OD like not getting paid for referring pa- tients." Tracking methods are only as good as the information received, which is why it's imperative to in- form staff of any changes in your marketing strategy. "I have a monthly internal newsletter where I announce any new marketing strategies and plans," said Ms. Dilling. "The last thing I want is for the staff to be taken off guard. If we are offering a free screening or evaluation, I want them to know." If front desk staff is reluctant to ask new patients how they heard about your practice, it's important to hold them accountable. One way is to enforce patient follow-up calls after the initial visit if the staff failed to get the information the first time. Quarterly reporting is another helpful tool, as it allows you to ad- just your marketing budget based on actual numbers and facts, keeping your marketing on track with sea- sonal fluctuations. Ms. Dilling also recommended measuring tracking on a 3-year basis for the most accu- rate estimates. Editors' note: Ms. Dilling has financial interests with Snead Cataract. continued on page 124

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