Healio
Healio
Issue: November/December 2010
November 01, 2010
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Success stems from the ground up

Issue: November/December 2010
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For a premium IOL practice to be successful, all of its employees must be committed to – and realize the benefits of – the premium technology, according to Jeffrey Whitman, MD. At the Key-Whitman Eye Center in Plano, Arlington and Dallas, Texas, Dr. Whitman and his staff live out this mantra each day. “From the person who answers the phones on up, we are all committed to premium IOLs,” Dr. Whitman said. “[The doctor must] believe in it strongly enough to make sure he’s had staff meetings, e-mails and whatever else is necessary so that everyone in the practice gets it.”

Educating the patient prior to his or her initial appointment is also crucial. The practice not only introduces the concept of premium IOL technology on the phone when patients call regarding cataract consultations, but also sends out introductory packets with patient forms and informational brochures about the different premium lenses before the first visit. “Many surgeons will run videos in their office about the lenses; however, I don’t think that’s the best time to educate the patient,” Dr. Whitman said. “I think you need to start working on them before that.”

Key-Whitman Eye Center also offers free, monthly premium IOL seminars, where interested individuals can learn more about the lenses without a formal consultation. (Images by LM Photography)

When operating on a premium IOL patient with astigmatism, Dr. Whitman performs limbal relaxing incisions at the same time as part of the premium package. This package includes everything from the patient’s surgical experience, anesthesia, all surgery-related expenses and a year of follow-up.
Clinic manager, Linda Foster, COT, discusses a patient’s chart with Dr. Whitman following a routine cataract exam.
Patients should have the opportunity to learn about all of the options available to them, including premium IOLs, and to document their decisions. “We have a sign-off sheet at the end of [the patient’s] counseling, where they initial by the lens that they picked. On there will be all the premium lenses, toric lenses, a monofocal lens with limbal relaxing incisions, and a monofocal lens,” Dr. Whitman said. “They sign by the one they’ve chosen, because we’ve had patients who’ve threatened legal action because they thought we were profiling.”

Director of Nurses, ASC and LASIK Center, Nikki Hurley, RN, BSN, preps a patient for surgery. “What sets us apart here is the longevity of the staff,” said Hurley, a 15-year veteran at Key-Whitman. “Other practices’ staff come and go, but folks here stay. That says a lot.”
The offices’ various reception areas give patients a comfortable, inviting atmosphere in which to relax while waiting for their surgical consultation or optical visit.
The offices’ various reception areas give patients a comfortable, inviting atmosphere in which to relax while waiting for their surgical consultation or optical visit.

The entire Key-Whitman staff – from the front desk workers to the bookkeeper, to the technicians and beyond – is committed to the success of the practice and “share in the joy” of the premium practice, according to Dr. Whitman. Each position/department has quarterly goals; if those goals are met and the quarter is profitable, the staff members receive bonuses.
As a larger practice with three locations throughout Texas (including the Dallas branch, shown above), Key-Whitman Eye Center has used mediums such as television, radio, print and the Internet to advertise its services. However, Dr. Whitman said that smaller practices can, and should, be creative with their marketing, as well. He suggests considering advertising in local church and synagogue bulletins, which often only charge modest prices. Additionally, video advertising in health clubs and, in smaller markets, local radio can have a tremendous marketing impact.
It’s very important that all aspects of a premium practice, including an optical center, are offered to patients, according to Renee MacDonald, optical manager and optician. “Experienced, certified opticians are not in a lot of practices,” said McDonald, who has been with Key-Whitman Eye Center for 10 years.

It’s very important that all aspects of a premium practice, including an optical center, are offered to patients, according to Renee MacDonald, optical manager and optician. “Experienced, certified opticians are not in a lot of practices,” said McDonald, who has been with Key-Whitman Eye Center for 10 years.
Refractive coordinator, Susan King, COT, a 24-year Key-Whitman employee, said that she has the same discussion with each patient, emphasizing the importance of having family members present for the final surgical decisions. “A patient’s son or daughter might speak up, saying, ‘Mom, you know you have to have the money put away. This is important,’” she said.
A critical point to remember as a premium IOL surgeon, according to Dr. Whitman, is to communicate with the patient. “We need to have an opinion on the lens that’s best for the patient, tell them why we have that opinion, and that we don’t want them to take the decision lightly,” he said. “This is the lens that they’re going to be looking through for the rest of their lives.”

When asked how he might incorporate femto-phaco into his practice, Dr. Whitman said that he would likely include the service as part of a larger package; the biggest issue, however, is how to charge the premium patient for the service, because they are already paying a higher cost than traditional cataract surgery patients.
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