Surgical Technology

Taking advantage of New Surgical Technologies

Lake Eye Associates demonstrates how to overcome the challenge of integrating new surgical technologies into the ophthalmology practice.

Lake Eye Associates Staff

Scott Wehrly, MD (left) and Scot Holman, MD at work with Lake Eye Associates’ femtosecond laser system.

Since opening its first office in 1977, Lake Eye Associates in Tavares, Fla., has prided itself as a pioneer in ophthalmology, particularly in the area of researching and adopting new technologies. For many practices, taking on new technology presents specific challenges, such as deciding which surgical “breakthroughs” are worth acquiring. Once the technology is deemed beneficial, more questions arise: How do you train staff to assist in its use? How will you integrate it smoothly into your practice flow? And finally, how do you educate patients on its value and market the technology so that it becomes a true practice asset?

In this article, the doctors of Lake Eye offer step-by-step guidance on how your practice can evaluate and take advantage of all that the latest technology has to offer.

Making the Right Decision

With so much technology available, how does a practice decide on which to acquire, and who, ultimately, will make the decision? The first step is to do your homework by crosschecking your resources, says Scot Holman, MD. “The other surgeons and I take an active role by engaging directly with product representatives and keeping updated through various ophthalmological associations and affiliations,” he says. “This allows us to understand if the technology available matches the needs of our patients and practice.” In reviewing products, the doctors investigate:

▪ How each technology works.▪ What its hard data can confirm.
▪ How long it has been in use.
▪ Its overall success rate.

The doctors then merge their findings before making a collective decision.

Two fundamental research elements, professional associations and those surgical practices that have used the equipment and procedures, offer exposure to the latest technologies. Their hands-on experiences can help determine what investments make sense long-term.

“We spend a lot of time researching, reviewing, testing and getting patient results from other practices well before we implement any new technology or product, from equipment to lens implants,” says Lake Eye surgeon Scott Wehrly, MD.

Meeting Decision Criteria

“One of the technologies that made perfect sense to us was a femtosecond laser surgery system (LenSx, Alcon),” Dr. Wehrly says. “So many people throughout Central Florida are affected by cataracts that we wanted to be the first to embrace this ground-breaking technique.”

The computer-controlled laser system makes bladeless incisions that are stitch-free. Computer guidance allows for precision and flexibility. The procedure enables surgeons to precut the cataract for easy and safe removal, cut a custom-sized and -positioned hole that is more central to the visual axis than can be done manually, and implant a new lens designed to reduce astigmatism and provide crisp, clear vision—all in five minutes of surgical time. For most patients, the procedure, including prep work, lasts 30 minutes or less.

Nicole Rivas, COA (left) and Dawn Hughes, COA practice taking an image with a fundus retinal camera.

“The system makes my job quicker and more accurate and automated, which benefits not only me, but more important, our patients, who report overwhelming satisfaction with the process and outcome,” says Dr. Holman.

“Patient satisfaction is job one,” adds Lake Eye’s Mark Vocci, MD. “Much of our business comes from patient referrals from family and friends, so delivering a pleasant, high-quality experience has been paramount to our success.”

Integrating Technologies and Training Staff

Of course, with any new technology there comes an adjustment and training period, both for the doctors and the assisting staff members. All involved personnel must understand and be able to explain to patients the details of any new procedure or piece of equipment. Because Lake Eye has three offices, they have learned to organize their training.

“Once we decide on a new technology, we have the manufacturer come in and do intense training. We break training down by department so that everyone learns how the technology works, what it does and what benefits it provides compared to other options,” explains Dr. Holman.

This training also details how to integrate new technologies into the flow of the practice. “The entire staff trains for several weeks until everyone can comfortably and reliably inform patients about any new technology,” Dr. Holman says.

Education: a Logical Process

For many practices, educating patients and creating surefire marketing to promote new technology can be daunting. Shelby Terpstra, MD, recommends approaching the process logically. “With our methodology, first, we identify a true need among our patients for a new technology. Next, we must find a technology that addresses the needs of patients better than what is commonly available, and doctors and staff need to understand how the technology works and why it’s superior. The new technology then becomes one of the patient’s options when considering how to address their issue.”

“We make sure that the surgeons assist the staff, often the initial point of patient contact, in understanding the new technology,” Dr. Holman adds. “For example, I see patients who would greatly benefit from, say, laser cataract surgery, and I can provide in-depth information and literature before recommending surgery. We work together so the patient can get information from anyone at any point, and patients never feel ‘passed along,’ but rather, cared for by a team of unified professionals.”

Scott Wehrly, MD (left) and Scot Holman, MD of Lake Eye Associates.

Dawn Hughes (left) and Tina Kahl, COA of Lake Eye Associates. The practice coordinates training across its three facilities.

Taking a Comprehensive Multi-Media Approach

As for marketing, Dr. Holman believes in using a multipoint system. “When new technology is added, we go through all of our patient education material to be sure it is sharing the correct information and the message that we want patients to receive,” he says. “We then make sure the information is readily available to patients in our offices, on our website, and in local advertising outlets. We are very pro-active in marketing the physicians, services and technologies Lake Eye offers throughout our local market through print ads, TV, and social media campaigns—we definitely take a multi-media approach to marketing.”

The End Result: Better Patient Care

The bottom line: Do your homework, then integrate your entire team to promote the technologies your practice decides to take on. With the array of revolutionary new tools available to ophthalmology practices, the strategy for intelligently growing your practice begins with research and—when done correctly—ends with better patient care. OP