OD Co-Management: Revolutionize Your Practice with Winning Partnerships

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1 OD Co-Management: Revolutionize Your Practice with Winning Partnerships Stanley B. Teplick, MD Adjunct Professor of Ophthalmology Pacific University College of Optometry

2 A New Paradigm A new breed of techno-savvy patients demanding state of the art vision correction technology will drive providers to develop new and creative relationships. 3

3 Refractive Procedure Growth 1,000, , , , , , , , , , Source: Marketscope 4

4 And Stagnation 800,000 procedures Source: Marketscope 5

5 But Penetration of LASIK is Still Low 12% Demand is still high Withstood the test of time Afford > afraid 6

6 Consumer Adoption Google Glass Kale LVC PC Tablets Cell Phone Innovators Early Early Late Laggards Adopters Majority Majority 7

7 LASIK Demographics ARE Changing Gen Y Gen X 15 Young Boomers Time 8

8 Changing Demographics Boomers Gen X Gen Y Musical Influence Beatles Alt Pop Drug of Choice Pot ETOH OTC, Rx, OPMC Education College/Trade Grad School Less Technology Challenged Computer Mobile Art Classic Graphic Body Procedure Premium IOL LASIK Monovision Femto/WFG Marketing Reverse Mortgage Urinary Retention (or its opposite) Anti-Aging ED #1 Target 9

9 Gen Y What Do They Want? High tech atmosphere Refreshments, WiFi, Cell Phone in Office Web/ /text contact and scheduling Sensible financial options State of the art equipment Concierge type service, no waiting Integrated care among providers 10

10 A New Paradigm Old Model Comanagement New Model Integrated Eye Care Purchaed istockphoto LP used in RF

11 History of Comanagement Why Can t We Just Work Together R. King, OD 12

12 Historical Note Ancient turf wars Inherent bigotries Total separation of practices Lack of communication Professional pride Clubbiness 13

13 MD Comanagement Styles See patient--keep patient See patient--refer back to OD Refer OD difficult contact lens fits Build a strong relationship with ODs Co-manage cataracts with Medicare modifiers Terminate primary care/dedicate to surgery Support Optometry as primary care provider 14

14 What Does Ophthalmology Want? Access to surgical patients Access to new technologies Protection from managed-care and Medicare cuts Competitive advantage 15

15 What Does Optometry Want? Access to primary care patients Education Quality surgical results Co-management Equity opportunities Parity with ophthalmology LASIK can only be performed by a trained ophthalmologist and for specified reduction or elimination of myopia, hyperopia, and astigmatism as indicated within the product labeling. 16

16 Evolving Factors Factors driving towards integration Lower surgical volumes, lower insurance reimbursement, competition, desired access to Optometric patient base Factors driving away from integration Increased pressure from professional groups and medical boards Competition for managed care panels Promotion of Comprehensive Ophthalmologist Fear of Optometric surgeon 17

17 2002 Joint Position AAO and ASCRS Justifiable circumstance Surgeon unavailable Patient cannot travel Not to be a routine management style Not an inducement to refer Patient must be informed of arrangement 18

18 Joint Position of AAO and ASCRS Must be clinically appropriate and in the patient s best interest MD must confirm OD is legally entitled and trained for the care Patient must have access to the surgeon Fees must reflect fair market value for services performed 19

19 2001 Oregon Medical Board The Oregon BME expects operating Ophthalmologists to be responsible for the total perioperative care of patients on whom they perform surgery this responsibility cannot be transferred to Doctors of Optometry. 21

20 Integrated Care Pearls Nine Pearls for Today s Integrated Eye Care Network 23

21 #9 - Make it Easy to Refer 25

22 #8 Develop Ethical Fee Structures MD collects OD fees OD collects MD fees An LLC or PC collects all fees Set and collect your own fees Fee reduction to reflect co-management Avoid financial schemes Fees should reflect value of service 26

23 #7 Use Uniformed Documentation 28

24 #6 Ensure Consistent Informed Consent Optometrist understands exactly what their patient will experience at the LASIK center Share results and statistics Alert to new technology and broadened range of treatment Ensure understanding of common associated issues such as dry eyes, pupil size, astigmatism Access to all pre and post op forms including written informed consent 30

25 #5 Reinforce the Role of the Surgeon Factors opposing Surgeon is the cutter Institutional entry into specialized medicine Direct to consumer advertising LASIK World Clear Choice Dental Implants Spinal Surgery Centers Cancer Centers of America Factors supporting only you (and your patients) 30

26 #4 Provide Continuing Education 29

27 #3 Develop Creative Co-Marketing Include OD portal on your website Link to OD websites Like OD practice page Friend OD personal page Connect with OD practice on Linkedin Create Text message campaigns Place QR code promotions in the OD office Encourage use of smartphone apps 30

28 Text Message Campaigns Personal images 35

29 QR Code Campaigns Personal images 36

30 QR Code Campaigns Personal images 37

31 Smartphone Apps Personal images 38

32 Smartphone Apps Personal images 39

33 Smartphone Apps Personal images 40

34 Smartphone Apps Personal images 41

35 #2 Understand and Utilize Online Review Sites Word of Mouth Online Review Sites Broadcast Media Mobile Apps Cycle of Marketing Mailings Text Message/QR Codes Website Social Networks 31

36 #2 Understand and Utilize Online Review Sites Personal images 31

37 #1 Develop/Enjoy Lasting Friendships 32

38 A New Paradigm Personal images It s up to us as practitioners to pioneer and evolve relationships which enhance patient care and optimize results, respecting the quality of care we each deliver. 43

39 Stanley B. Teplick, MD Adjunct Professor of Ophthalmology Pacific University College of Optometry AMO University & ilasik are trademarks owned by or licensed to Abbott Laboratories, its subsidiaries or affiliates. All other trademarks and trade names are the intellectual property of their respective owners.

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