Eyeworld

EW INTERNATIONAL 142 March 2015 according to the PM Society. "Be- cause of the scale of the Medline dataset, such maps robustly mirror real-life professional relationships." The result was the creation of an interactive KOL map, which could be used to identify global, regional, and local KOLs, as well as rising stars. The project won an Innovation Award from the PM Society. Recipe for digital success Digital education is, if an analogy can be made with cooking, 2 parts cool and 1 part efficacy. In order to master it, follow this recipe: • Keep an eye on high-tech blogs like Techcrunch.com and Mash- able.com. Look for consumer technologies that amaze you, and think about how to partner with those technologies to drive your own ophthalmology product or brand forward. Making education fun, interactive, and even emo- tional pays dividends. • Consider interesting digital trends everyone seems to be talking about on an engaged, intellectual level. Big Data is one. Bayer found a way to make it apply to KOL relationships. Consider other ways to brainstorm how Big Data meets ophthalmology. • Start with the problem in mind, and set up your digital strategy or tactics to solve it. The PM Society did not heavily award use of social media this year. That is not to say Facebook does not work, but there is much more to digital marketing and education than that. Even standard websites can tell a good digital story and have better, more targeted results than if the strategy is just to "be more active on Facebook." EW IMPORTANT PRODUCT INFORMATION FOR CENTURION® VISION SYSTEM CAUTION: Federal (USA) law restricts this device to sale by, or on the order of, a physician. As part of a properly maintained surgical environment, it is recommended that a backup IOL Injector be made available in the event the AutoSert® IOL Injector Handpiece does not perform as expected. INDICATION: The CENTURION® Vision System is indicated for emulsification, separation, irrigation, and aspiration of cataracts, residual cortical material and lens epithelial cells, vitreous aspiration and cutting associated with anterior vitrectomy, bipolar coagulation, and intraocular lens injection. The AutoSert® IOL Injector Handpiece is intended to deliver qualified AcrySof® intraocular lenses into the eye following cataract removal. The AutoSert® IOL Injector Handpiece achieves the functionality of injection of intraocular lenses. The AutoSert® IOL Injector Handpiece is indicated for use with the AcrySof® lenses SN6OWF, SN6AD1, SN6AT3 through SN6AT9, as well as approved AcrySof® lenses that are specifically indicated for use with this inserter, as indicated in the approved labeling of those lenses. WARNINGS: Appropriate use of CENTURION® Vision System parameters and accessories is important for successful procedures. Use of low vacuum limits, low flow rates, low bottle heights, high power settings, extended power usage, power usage during occlusion conditions (beeping tones), failure to sufficiently aspirate viscoelastic prior to using power, excessively tight incisions, and combinations of the above actions may result in significant temperature increases at incision site and inside the eye, and lead to severe thermal eye tissue damage. Good clinical practice dictates the testing for adequate irrigation and aspiration flow prior to entering the eye. Ensure that tubings are not occluded or pinched during any phase of operation. The consumables used in conjunction with ALCON® instrument products constitute a complete surgical system. Use of consumables and handpieces other than those manufactured by Alcon may affect system performance and create potential hazards. AEs/COMPLICATIONS: Inadvertent actuation of Prime or Tune while a handpiece is in the eye can create a hazardous condition that may result in patient injury. During any ultrasonic procedure, metal particles may result from inadvertent touching of the ultrasonic tip with a second instrument. Another potential source of metal particles resulting from any ultrasonic handpiece may be the result of ultrasonic energy causing micro abrasion of the ultrasonic tip. ATTENTION: Refer to the Directions for Use and Operator's Manual for a complete listing of indications, warnings, cautions and notes. © 2015 Novartis 1/15 CNT15005JAD Medical education continued from page 141 A delegate interacts using Google Glass at an ophthalmology exhibition. Source: Matt Young " Look for consumer technologies that amaze you, and think about how to partner with those technologies to drive your own ophthalmology product or brand forward. Making education fun, interactive, and even emotional pays dividends. "

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