By Allen D. Leck
ADVERTORIAL
Primary Eyecare Network (PEN) will present the 2012 edition of its annual Preserving Independent Optometry (PIO) seminar on August 10-11 in Monterey, Calf.
In 2004, PEN created Preserving Independent Optometry (PIO) to focus on specific issues that needed to be addressed by the independent optometrist to ensure that their practice would not only survive but would in fact thrive in the future. Since that initial meeting, which was attended by over 250 doctors and staff, PEN has continued to enlist nationally known experts and speakers to educate attendees about what they need to do, why it is critical to do it, and then how to implement these strategies within their practice with the support and enthusiasm of their staff.
This year’s program will once again address key strategies that each and every practitioner needs to consider in creating their strategic plans for 2012 and into the future. Following are highlights of the program.
Maximizing Technology to Enhance Efficiency and Effectiveness: The advancement of technology within an independent practice is without a doubt the most significant change to the landscape of a successful practice. The 2012 PIO will focus on three key areas of technology (computerization):
1. With the introduction (requirement) of an electronic health record (EHR) system, it has become apparent that all practices must have a management system that incorporates the electronic record requirements with efficient and effective billing, scheduling, inventory control, recall, etc. At this program, PEN will not only introduce the attendees to the needs of today’s practice, but also how to implement such a system within the practice in the most efficient manner.
2. In today’s world, the private practice must have a framework in which they can leverage the opportunities on the internet. A key piece of this requirement is to integrate a total system from web site to search engine optimization (SEO), to social media. At PIO 2012, doctors and staff will be given an understanding of what is going on in the marketplace (internet) and then establish a comfort level of how it can be maximized within their individual practice. By the end of the program the doctor will know not only what it is that they really need, but also how to implement.
3. The third area is to understand how to incorporate automated marketing and communication software that automatically syncs with the practice management system to create an effortless marketing system. This would include use of e-mail and text messaging to communicate with patients about practice offerings, appointment confirmation, satisfaction surveys, etc.
PEN has invited Michael Chow, OD, a practicing optometrist, to discuss how he has successfully incorporated this technology into his practice and the positive impact it has had on his patients, the staff and the doctors. Dr. Chow will discuss specific strategies that he has used to maximize the technology and gain enthusiastic support from the other doctors and their staff. Following the “technology” segment of PIO, a Q & A session will be held with Dr. Chow, as well as the other four presenters–James K. Kirchner, OD, Jason Daniels, Joshua Brannan, Mary E. Schmidt and David Ziegler, OD, FAAO–to address the questions and/or concerns of the doctors and staff in attendance.
Creating the Multiple Doctor Practice: As we move into the future, the importance of a multiple doctor setting becomes more and more critical to ensure success. The need to expand hours, number of patients, investment in technology and instrumentation, and maximize the increasing scope of practice has dramatically impacted the single doctor setting’s ongoing viability.
PEN has brought back attorney Ron Goldman to review his “how to” requirements in establishing an associate relationship, a partnership or shared overhead. Mr. Goldman will detail what you need to do to initiate the new relationship with a clear and positive understanding between all doctors involved. This understanding is required to ensure a successful and enjoyable situation in the future. Mr. Goldman will also discuss some of the legal concerns relative to the internet and the utilization of technology within the practice.
The Patient Experience: With all of the changes in today’s market and in optometric practices, there continues to be one constant and that is the “patient experience.” It is incumbent on each and every doctor and all staff to ensure that every patient experience exceeds his or her expectation. PEN is proud to bring back Dave Ziegler, OD, FAAO, the true guru of enhancing the patient experience from scheduling an appointment to checking out. Dr. Ziegler introduces new concepts that will enhance not only the patient experience, but increase the enthusiasm and excitement throughout the practice.
With PIO 2012, Primary Eyecare Network is offering a program that provides exceptional speakers presenting topics that are critical to the independent practice in today’s competitive and ever-changing marketplace. Visit PEN’s web site at www.PrimaryEye.net/PIO for more information on this program and to register.
Allen D. Leck was president of PEN from 1989 to 2001. Mr. Leck created and developed the PIO concept for PEN in 2004. This year will be the third time he has served as coordinator and moderator. Mr. Leck currently works as an outside consultant for PEN and Alcon Vision Care.
