Eyeworld

TM From the publisher M any physicians agree that the business side of ophthal- mology is changing. While medicine's primary focus is still patient care, various factors have physicians thinking more about how to manage and grow their practice. On the flip side, investors are looking at the healthcare prac- tice space, including ophthalmology, as never before. "Healthcare has become a business, and people think about it and run healthcare like a business. As a result, that's created a lot broader interest in a bigger group of players in the healthcare industry, such as private equity and corporations," Rajesh Kothari told Ophthalmology Business. In this month's feature article, "Innovation in the delivery of eyecare," we explore the perspectives of practices and private equity on this topic. In this issue, we also look at the concept of "alert fatigue." With electronic health record systems, alerts listing alternate medications, potential side effects, medication conflicts or allergies, and more pop up dozens of times a day. How- ever, physicians often find the information clinically inapplicable or irrelevant, and have become prone to glossing over the alerts. This situation can become a patient safety issue when an important piece of information gets lost among all the noise. Read more in "How ophthalmologists are impacted by 'alert fatigue.'" Online advertising is crucial for a business, but it can be complicated. One of the most difficult aspects of online advertising is sorting out the terminol- ogy—search engine marketing, pay-per-click advertising, cost-per-click, search network and display network ads, and Google AdWords. It is important to learn what these terms mean, how they are related, and how to correctly incorporate them into an ophthalmic business' online marketing strategy. Doing so could significantly improve marketing return on investment and attract patients. Learn more in "Reaching more patients with Google AdWords search engine marketing." A study was recently published in the Journal of Cataract & Refractive Surgery that assessed resident training and preparedness for cataract surgery. A survey was sent to all ophthalmology residency programs within the U.S. and asked about an array of tools, from simple steps such as reviewing the charts in prepa- ration for surgery or having a traditional didactic lecture to spending time in the wet lab and using pricey surgical simulators. The results may surprise you. Read about them in "Training residents for success." You will find these articles and more in this issue of Ophthalmology Business. If you are interested in writing for the magazine, please contact us to share your ideas. As always, thank you for reading! Donald Long Publisher digital.OphthalmologyBusiness.org Vol. 8, No. 3 September 2017 • Ophthalmology Business 3 September 2017 Donald Long Publisher don@eyeworld.org Stacy Jablonski Editor stacy@eyeworld.org Julio Guerrero Graphic design julio@eyeworld.org Susan Steury Graphic design assistant susan@eyeworld.org Carly Peterson Production assistant carly@eyeworld.org Paul Zelin Sales paul@eyeworld.org Jaclyn Talon Sales jaclyn@eyeworld.org ASCRS Publisher: Ophthalmology Business is published quarterly by ASCRS Ophthalmic Services Corp., 4000 Legato Road, Suite 700, Fairfax, VA 22033- 4055; telephone 703-591-2220; fax 703-273-2963. Printed in the U.S. Editorial Offices: Ophthalmology Business, 4000 Legato Road, Suite 700, Fairfax, VA 22033-4055; 703-591-2220; fax 703-273-2963; email: stacy@eyeworld.org. Advertising Offices: ASCRSMedia, 4000 Legato Road, Suite 700, Fairfax, VA 22033-4055; toll-free 800-451-1339, 703-591-2220; fax 703-273-2963; email: cathy@eyeworld.org Copyright 2017, ASCRS Ophthalmic Services Corp., 4000 Legato Road, Suite 700, Fairfax, VA 22033- 4055. All rights reserved. No part of this publication may be reproduced without written permission from the publisher. Letters to the editor and other unsolicited material are assumed intended for publication and are subject to editorial review and acceptance.

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