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Why Operation Optometry Prescribe?
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Primary Care Optometry News launches Operation Optometry Prescribe as part of the movement we see underway among our Editorial Advisory Board members and optometric educators through out the country. Now that the TPA revolution has spread to every state but one (and D.C.), it's time to put into practice those hard-won privileges.
But nothing is more difficult than changing behavior. The first step for many ODs will be to admit a personal problem: bad prescribing habits. Want to know one of the worst? Not prescribing at all.
Perceptions count
In all but a few enlightened corners, I've heard the same blanket statement: "optometrists don't prescribe our products." The result of this perception that ODs don't prescribe? Lack of industry support for optometric associations, conferences, research, continuing education and (here's where I'll declare a financial interest) publications. But more important for you personally, it means a lack of industry support for their sales representatives to visit your office.
Consider showing the pharmaceutical companies some sympathy — when the Clinton team came to Washington in 1992, of course they took a few shots at health care professionals for running up costs. But they launched a total assault on "overcharging" by pharmaceutical companies that, although it failed to recruit many allies for health care reform, certainly put the pressure on companies to cut costs so they could reduce prices.
Drug companies being pressured
The pressure has increased with the de facto health care reform that occurred: managed care. Major providers wield enormous power through their drug formularies. How generous do you think the drug companies can be these days with sales reps and samples? I've talked to a few executives at ophthalmic pharmaceutical companies, and they all say the same things.
Sales forces will be shrinking. The pharmaceutical industry is downsizing just like many other U.S. businesses.
Low prescribers will be unvisited. With a cost of several hundred dollars per sales call, companies will be looking at which practitioners generate sales and which don't.
Samples will become more scarce. As with contact lens solution starter kits, traditional sales tools are being re-examined. Executives and sales reps say that it's impossible to make money giving away 10% to 20% of a product line.
What the companies are waiting to see is the rise of optometry as a true therapeutic profession. With the relatively recent TPA approvals in such large states as California, New York and Pennsylvania, this seems very likely to happen. To retool an old saw, however, all that will be necessary for the TPA revolution to falter is for the optometric community to do nothing.
So in this issue you'll find our regular features "TPA legislation," page 12, and Ocular Pharmacology by columnist Dr. Bruce Onofrey, page 15. Every issue will now also feature TPA Notebook, a review of a major class of drugs applicable in primary eye care. Filling out the Operation Optometry Prescribe section this month are a commentary piece on using pharmaceutical samples ("Prescription writing," by Dr. Lou Catania, page 11) and an analysis of prescribing patterns in several key TPA states ("TPA laws in place," page 10). What do you think? Please call, write, fax or e-mail me at the address below. With your participation, we hope to make Operation Optometry Prescribe a service to the profession.
For Your Information:
- Joseph Hoffman is Editor-in-Chief of Primary Care Optometry News and can be reached at (800) 257-8290; fax: (609) 853-5991; e-mail: jhoffman@slackinc.com; or mail at 6900 Grove Road, Thorofare, NJ 08086.