Eyeworld

December 2016 • Ophthalmology Business 11 desires of a specific market. Howev- er, if the goal is to expand to other markets, performing a multi-market survey of the desired locations is advisable. Those unable or unwilling to perform any kind of potential patient survey may rely on the com- bined multi-market survey results performed by others. While this tactic does not provide the marketer with exact market characteristics, it can reveal general trends among the majority. Without collecting or refer- ring to pre-collected market survey results, a practice may be investing in the wrong message or audience, or even missing an opportunity to reach a whole new group of potential patients. MCG used its multi-market survey to update its own LASIK marketing strategy by reviewing the Mr. Rabourn is founder and managing principal of Medical Consulting Group in Springfield, Missouri. He can be contacted at bill@medcgroup.com. combined eight-market results. Not- ing the majority of potential LASIK patients' interest in affordability and their tendency to go to a regular eye doctor for advice, MCG decided to focus its messaging on removing barriers to consideration for patient prospects, driving consumers from a financial perspective by encouraging practices to offer and tout affordable payment options, and acknowledg- ing the importance of OD referral programs. However, by narrowing its focus on individual markets, MCG discovered that a younger group of potential patients is emerging in certain areas and should not be overlooked. Messaging should keep this group's interests in mind, as well as where they are most likely to view LASIK advertisements. Simply by participating in reg- ular market research, practices can determine to which marketing strate- gies and messages their potential pa- tients are more receptive. A relevant message is more likely to generate a significant return on a practice's LASIK marketing investment. OB by Liz Hillman, Staff Writer A survey of nearly 800 doctors in Barcelona found that of those who responded, 49% admitted to not having a primary care physician themselves, and 47% did not attend preventative health visits provided by their employer. 1 The survey found that more than half (52%) said they asked personal health advice from their colleagues, but less than half (48%) followed that advice. Eighty- two percent said they wrote their own prescriptions. A more recent survey of 337 in- ternal medicine residents in the U.S. found that half had a primary care physician but nearly 80% did not have an annual physical. 2 Two out of three surveyed said they missed doctors' appointments due to their training schedules. And yet, 70% said they felt their performance in "A lot of doctors say they feel like they wear a magic white coat: Disease is out there and not with me," he said. "They're trained to look at disease in someone else, but not in themselves." "One doctor said as he was driving home, he felt some pain in his shoulder and in his back. He went home and pulled out his old med school textbook and read a heart attack could present that way. So he got in his car and drove himself back to the hospital," Dr. Klitzman said. There are dozens of studies and surveys looking at how physicians and residents take care of them- selves—or don't—from all over the world. These look at everything from psychological issues to stressors to burnout to diet and exercise to more extreme sickness. Overcoming denial and stigma to do what's right for your health E xtensively trained to recognize and treat illnesses and ailments in others, some admit doctors, while good at taking care of their patients, might not be so at taking care of them- selves. Robert Klitzman, MD, professor of psychiatry, director of the Masters of Bioethics program, Columbia Uni- versity, New York, and author of the book When Doctors Become Patients, said there are a number of problems that can arise with medical profes- sionals and their own health care behaviors. When physicians get sick continued from page 10 continued on page 12

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