Eyeworld

125 September 2017 EW MEETING REPORTER transmission—and disadvantages— IT security, cost of data manage- ment, and decreased patient interac- tion, to name a few. Dr. Al-Aswad then provided an overview of a mobile, teleophthal- mology screening program she and her team have established in New York. A truck with all the relevant testing equipment goes into the community to evaluate underserved patients for cataract, glaucoma, macular degeneration, and diabetic retinopathy. Data from these exams is transmitted in real time to oph- thalmologists or optometrists who can conference with patients about their needs at that time. With current technology, Dr. Al-Aswad said telemedicine is fea- sible and can play a major role in blindness prevention, but there are still barriers that need to be over- come, including security, regulatory issues, and need for standardization. Andrea Lora Kossler, MD, Palo Alto, California, presented on neurostimulation for treatment of ocular surface disease, detailing research that stimulated the lacrimal gland and nasal ethmoid nerve to stimulate natural tear production. Both proved safe and effective, but the latter resulted in a more signifi- cant and even bilateral tearing effect through what the researchers think is stimulation of the afferent branch of the tearing reflex. TrueTear (Allergan) delivers this stimulation with an intranasal device that is already FDA approved, but Dr. Kossler said her team is working on an implant for the nasal septum as well. Ruth Sahler, Perfect Lens, Irvine, California, described early research on technology that could change the multifocality, toricity, spherical aberration, and asphericity of an already implanted IOL in a short procedure using a femtosecond laser. EW Editors' note: Ms. Sahler has financial interests with Perfect Lens. Drs. Al- Aswad and Kossler have no financial interests related to their presentations. cludes familiarizing yourself with any research or studies that might be mentioned. 6) Be compliant. Dr. Matossian said it is important to understand the rules, attend any compliance training required, and pay close attention to staying within the lines regarding what can and cannot be stated, disclosures, and compensation. If you are unsure, ask, she encouraged. 7) Be realistic about your time. Don't over commit to industry projects, she said, and be quick to offer an alternative time in case of sched- ule conflicts. A lively Q&A with the audience followed with discussion on how those in academia can get involved with industry, the importance of filming your own videos for pre- sentations, and how to handle the potentially awkward situation of if you're having an issue with a prod- uct made by a company you have a relationship with. In the end, "remember you're never a hired gun," one attendee from the audience said. "This is your reputation and what you believe in." Editors' note: Dr. Rowen, Dr. MacDon- ald, and Dr. Matossian have financial relationships with various ophthalmic companies. Next generation technologies Rounding out the meeting was a session that covered three next-gen- eration technologies: teleophthal- mology, neurostimulation for ocular surface disease, and adjustable IOLs. Telemedicine is technically not a new concept, Lama Al-Aswad, MD, New York, said, adding that developing countries are currently on the forefront of delivering care in this way. However, she thinks telemedicine is something that will transform ophthalmology in the U.S. in the coming years. Dr. Al-Aswad discussed various iterations telemedicine can take, as well as several potential advantag- es—service to isolated communities, ease of sharing information between doctors, decreased outpatient visits, cost savings, and reduced disease Presentations given while work- ing with industry should involve state-of the-art content, should be well-edited, rehearsed, and enter- taining. In addition, one should have a polished and business-like appearance. If you are serving on a panel, Dr. MacDonald highlighted the impor- tance of not interrupting, active listening, watching one's tone, and complementing others on the panel. Good board etiquette, Dr. MacDonald said, involves reading and reviewing all the permitting literature, paying attention during meetings without interrupting, and contributing with the appropriate tone when you have something important to say. Cynthia Matossian, MD, Doylestown, Pennsylvania, said she thinks working with industry will make you a better ophthalmologist. "You're going to be learning more, knowing what's in the pipeline, bringing it back to your coworkers, your team, and your patients, and ultimately your patients will benefit. But there are rules to playing well in the sandbox," she said. Dr. Matossian offered seven pearls on this front. 1) Be proactive. Don't wait for indus- try to come to you, Dr. Matossian said. Offer to participate and don't be put off by smaller projects. 2) Be responsive and timely, answer- ing requests in a timely man- ner, meeting deadlines without requiring industry to follow up with you. 3) Be upfront. While you can work with multiple companies, even competitors, Dr. Matossian said you need to be forthright with all parties about that. 4) Be ethical. "Don't engage with a company or product that you don't believe in or don't have expertise in," Dr. Matossian said. "Speak about your true experi- ence." 5) Be prepared. Dr. Matossian en- couraged attendees to ask industry representatives questions about the goals and key messages to focus on. Also, review and practice presentations in advance. This in- off, dedicated research hours, or other items you might prioritize as personally important. The goal in the end is for both parties to reach a win-win, which means you'll need to get buy-in from the other side, not just sell your own points, Dr. Nijm said. Editors' note: Drs. Nijm and Lee have no financial interests related to their presentations. Getting in with industry Sheri Rowen, MD, Newport Beach, California, moderator of a session that focused on working with industry, encouraged all of her colleagues to get involved with industry in some way. Dr. Rowen highlighted ways that she thinks the physician-industry relationship can further professions, medicine in general, and positively impact patient care. "When you are going to start speaking for a company, speak about what you love and believe in be- cause when you're passionate about what you're talking about, it will be received by your audience," Dr. Rowen said during the session. Adam Gundaker, Ethis Com- munications, White Plains, New York, discussed the different roles ophthalmologists could play in a partnership with industry, but his ultimate message was if you want to get involved, you need to be proac- tive. "You need to ask," he said. Once you are involved with industry, Mr. Gundaker said it's im- portant to be engaged and provide value. Susan MacDonald, MD, Bos- ton, went deeper into the various ways ophthalmologists can develop better relationships with industry, starting with email etiquette. If in- dustry invites you to something via email, for example, Dr. MacDonald said it's important to respond that day, telling them you are at least looking at your schedule and that you will get back to them with an answer within a reasonable amount of time. In doing so, you're com- municating that you're on time and you're together, she said.

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