Eyeworld

Copyright 2015 ASCRS Ophthalmic Corporation. All rights reserved. The views expressed here do not necessarily reflect those of the editor, editorial board, or the publisher, and in no way imply endorsement by EyeWorld or ASCRS. 8 Before adopting new technology, surgeons need to lay groundwork with staff and patients A t the Centre for Sight Group of Eye Hospitals, we were early adopters of refractive laser-as- sisted cataract surgery (LACS). When we implemented this technology, we meticulously prepared our practice and patients—essential steps that are key to success. Preparing the foundation When incorporating a new technology, the price must be right. If a premium procedure is underpriced, it will devalue it and diminish returns. However, if it is overpriced, the fee will be restrictive. Before we launched this procedure, we offered presentations to our staff that explained the technology. Femtosecond cataract surgery became our buzzword as we spread the word to all of our staff, from the front office to physicians in all of our departments. We identified core team members, including physicians, optometrists, and counselors, developing a network of femto cataract experts. Training continued after installation of the technology, including the surgical team, staff, and counselors. When imple- menting the procedure, the team exam- ined patient flow. Spreading the word When LACS is promoted, it must be differ- entiated strongly from standard cataract surgery performed by others. Our staff informs patients that this new blade-free technology makes surgery simpler, reduces phaco time, and may increase accuracy. We also can correct preexisting astigma- tism, and recovery will be faster. We begin spreading the word at recep- tion. All patients receive an informational brochure regarding LACS when they regis- ter, regardless of their age. Patients should continue to receive these messages in the waiting area via an interactive computer, signboard, or other means. Our optometrists discuss LACS with patients, and physicians offer it as the default cataract procedure. Subsequently, our senior consultant confirms the patient's interest, and the counselor discusses the pros and cons and cost-benefit ratio of LACS, schedules the patient for an appointment, and follows up with the patient. To market the procedure externally, clinicians can advertise in newspapers and magazines, provide informational lectures, and network with general practitioners, creating brand awareness about this advanced technology available at their premium center. An online presence, em- ploying social media, is also necessary. Tricks of the trade Our practice now performs 80 or 90 LACS cases per month, and all staff members play a role. We offer them team rewards as motivation when a record number of procedures is reached in a month. It is im- portant to set targets and track the num- ber of procedures performed each month. Practices should remember that marketing generates leads, but not cases. We track our leads and determine what works. When potential candidates contact us about the procedure, staff members respond promptly and schedule appoint- ments. A dedicated refractive counselor connects with patients and continues to follow up. LACS must be treated as a premium procedure. Patients should be treated exclusively and have a quicker and more efficient preoperative, intraoperative, and postoperative experience. They desire premium services and are willing to make the investment if they believe the results are worthwhile. Conclusion To achieve success in offering LACS, sur- geons must believe in it and share their enthusiasm with their team. Patients will believe in this technology only if the en- tire surgical team believes in it. Surgeons must prepare to lead in this process, choosing technology that works. The power of the laser will help convince patients. With these results, the technolo- gy potentially will pay for itself. Integrating LACS into your practice by Mahipal S. Sachdev, MD Dr. Sachdev is chairman of the Centre for Sight Group of Eye Hospitals in New Delhi, India. Monthly growth in LACS laser procedures

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