OSLI Retina

May/June 2013

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The Business of Retina Essential knowledge every retinal specialist needs to confront the business aspects of retina practice In the previous issue, I discussed the limitations of the prevailing business model in medicine and how physicians can take action to secure financial success for our practices within the constraints we are now facing. In this column, Dr. Sunil Gupta of the Retina Specialty Institute in Pensacola, Fla., shares insights about how retina specialists can leverage marketing, internal and external branding, and relationships with patients and other medical providers to secure our market position in today's changing health care landscape. Dr. Gupta's business acumen and willingness to think outside the box make him particularly qualified to discuss this topic. Pravin U. Dugel Business of Retina Editor Anchoring the market position of retina practices through customer service, branding, and relationship building by Sunil Gupta, MD In entering the next phase of health care, retina specialists need to realize that we bring a lot to the table. There are roughly 3,000 retina specialists in the U.S., and the country's demographics ensure that there will be plenty of work for us. We spend our lives building relationships with ophthalmologists and optometrists as our main source of referrals. The goal is to maintain our incomes and present quality of life. Sunil Gupta Our challenge will be that other providers will try to encroach on the retina space, increasingly carving out services such as intravitreal injections. From the standpoint of maintaining our position as retina specialists, we cannot just assume that because we have the training we are going to keep the market share. We have to do more to maintain our current scope of practice while working closely with our colleagues. There are a number of strategies to achieve our goals. doi: 10.3928/23258160-20130503-02 May/June 2013 ยท Vol. 44, No. 3 229

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