Ophthalmic Professional: A Publication For the Staff

New publication provides critical information for staff to help them drive practice success.

Doug Parry, publisher of Retinal Physician and Ophthalmology Management, introduced the launch of a new ophthalmic publication, Ophthalmic Professional, in Chicago during the annual meeting of the American Academy of Ophthalmology. The event, sponsored by Thrombogenics, drew about 125 ophthalmic professionals who heard a brief introduction to the publication and an update on ocriplasmin (Jetrea), a new Thrombogenics product, then enjoyed a wine-tasting and food-pairing led by wine sommelier, Paul Karpecki, OD.

“Ophthalmic Professional is your publication – it is focused on and oriented to the roles and responsibilities of staff members. During the last year, I’ve been told by many staff members that there was a big need for a publication geared to what they do,” said Parry.

Parry stated that the idea for Ophthalmic Professional came through discussion with key editorial board members of Ophthalmology Management. “We were talking about the state of the nation of the ophthalmology practice — and through our discussion, it became readily apparent that due to growing patient volume and economic pressures and challenges, the contribution and role of staff will be critical to practice success.”

Jane Shuman, COT, COE, OCS, co-editor-in-chief of Ophthalmic Professional, enjoys herself at the publication’s launch.

Parry said this led to the awareness that in order to address the needs of ophthalmic technicians, nurses, administrators, and managers — it would be crucial to involve key staff management leaders. One of these leaders is now the co-editor-in-chief of Ophthalmic Professional. Bruce Maller has been a leading consultant to ophthalmology practices during the last two decades plus.

At the launch, Mr. Maller stressed the importance of finding a “niche” in the industry. “When I’m in practices, I can clearly see the details that really make a difference in terms of delivering fantastic patient care — from the person who answers the phone, to the folks in the back office, to the people that interface with patients in the business office. I call them the unsung heroes, the people who make it happen every day in the trenches,” Maller stated. “Often, these folks don’t have access to the same type of information or resources that physicians and practice managers have, so we’re focused on bringing practical, tangible counsel to the folks who we felt in some respects are overlooked by industry.”

Maller recommended they bring Jane Shuman on board to help with the publication.

Shuman COT, COE, OCS, is President of Eyetechs, Inc., which focuses on teaching, education and training for the ophthalmic staff in the back office.

“I have to say that many, many years ago when I still hardly knew my cornea from my retina, I looked forward to the office copy of the Journal of Ophthalmic Nursing and Technology,” said Shuman. “I missed it when it was gone and Ophthalmic Professional is actually an opportunity to bring that back — but in the 21st century and including the full team. So, we’re combining information for the front and back ends of the office, so they can hopefully reach a shared understanding of what it takes to get a patient through a visit satisfactorily and efficiently while meeting all of the new requirements and regulations,” concluded Shuman.

Thrombogenics Takes the Stage

The publishers of Ophthalmology Management and Retinal Physician partnered with Thrombogenics at the launch of the Ophthalmic Professional. “Thrombogenics is a highly valued partner to the ophthalmic industry and also to Retinal Physician, Ophthalmology Management and Ophthalmic Professional,” said Parry at the event. “They believe in the support of the practice, technologies, and really getting behind staff.”

Randy Gubler, the West Region Manager for Sales and Reimbursement for Thrombogenics, said the launch aligned with his company and what they’ve been trying to do in terms of connecting with staff, practice managers and technicians as they’ve built up to the FDA approval and future launch of Jetrea.

Doug Parry, publisher of Ophthalmic Professional, says that the publication is “focused on and oriented to the roles and responsibilities of staff members.”

“We received FDA approval for Jetrea on October 17th, which has been very exciting. Our approval is for symptomatic vitreomacular adhesion. The most commonly reported adverse reactions in patients treated with Jetrea included, among others, vitreous floaters, conjunctival hemorrhage and eye pain,” said Gubler.

Thrombogenics, a European biopharmaceutical company, is anticipating a January launch. “We’re excited to get out and work with you in the coming weeks and we look forward to talking with you about our comprehensive patient access programs for reimbursement,” said Gubler. “We want to make sure your physicians, and more importantly, your patients have access to Jetrea.”

Food and Fun

Dr. Karpecki, a leading optometric practitioner and sommelier contributes to the pages of Ophthalmology Management with his column, “The Wine Observer.” Dr. Karpecki concluded the evening’s event by sharing his knowledge and love of wine. OP