Practice Development Workshop

Practice Development Workshops EUROTIMES ESCRS ™ 12 - 16 September 2009 XXVII Congress of the ESCRS CCIB Congress Centre, Barcelona, Spain See www.eurotimes.org for more information

09.00 – 09.15 Introduction – Paul McGinn, barrister at law and editor of EuroTimes 09.15 – 10.00 How to Write a Business Plan Wilfrid Girard, founder and partner, Medeuronet, Strasbourg, France Ophthalmologists are surgeons – not businesspeople. Yet, in a challenging healthcare environment, business skills are becoming an essential tool in the surgeon’s bag. This workshop will explain why a thorough business plan is a necessary step in the process of growing an ophthalmology practice, as well as helping to protect it from economic downturns. EUROTIMES ESCRS ™ Practice Development Workshops Sunday September 13 Marketing your Practice (workshops free of charge but limited to 90 delegates) Monday September 14 Managing Your Practice (workshops free of charge but limited to 90 delegates) 13.00 – 13.15 Introduction and Welcome - Paul McGinn, barrister at law and editor of EuroTimes 13.15 – 14.00 Target your Market Kris Morrill, communications consultant Generic, broad-based advertising is rapidly becoming a thing of the past – plus it’s extremely expensive. Today’s consumer is looking for a message that he or she feels is speaking directly to them. This workshop will explore how to effectively use the Internet as a marketing tool to capture the consumers who are most interested in refractive procedures. 14.00 – 15.00 The Golden Telephone: Turn More Enquiry Calls into Patients Rod Solar, LiveseySolar Practice Builders Case studies suggest that a typical practice can lose tens of thousands in revenue just from poor telephone management skills. This workshop will show you how to evaluate if you are making the best out of every call. It will look at ways to motivate your staff to handle calls effectively, control conversations and overcome objections (like price) and share your unique selling propositions, so you don’t lose your enquiry to a competitor. 15.00 – 16.00 Using the Internet as a Marketing Tool David W Evans, PhD, MBA, president, Ceatus Media Group LLC This course will provide an overview of how to utilise the Internet for successful practice marketing and patient acquisition. There are two key components of successful Internet marketing; the development of the practice website and then ensuring that the website is found by consumers during their search. Each of the six primary attributes of a good practice website will be addressed. 16.00 – 17.00 Marketing and Entrepreneurship in a Multidisciplinary Practice Erik Mertens, medical director, Medipolis A multidisciplinary practice can diminish extensively the cost for personnel and infrastructure. Finding colleagues from other specialties with the same quality standard of care and who believe in the concept is hard. Once the first hurdle has been overcome, the financial benefit is significant and the multidisciplinary personnel can be implemented efficiently. 17.00 Close

10.00 – 11.00 My Life, my Practice Moderator: Sheraz Daya, medical director, Centre for Sight, Corneo Plastic Unit & Eyebank, Queen Victoria Hospital The VISSUM Project Jorge L Alio, professor and chairman of ophthalmology, Miguel Hernandez University, Alicante, Spain, and medical director, VISSUM Corporation The Alicante VISSUM (acronym of the Latin visio suma) started in 1992 following the project of the Instituto Oftalmologico de Alicante. VISSUM is a corporate organisation that tries to bring together the positive experience of integrating medical assistance in all ophthalmic subspecialties, medical research, university teaching activities and humanitarian services aiming for the highest medical and business standards. This presentation will highlight the vision that led to the creation of VISSUM, the mission of the organisation, the internal organisation of the medical staff and the business management. How to Analyse your Current Practice Position Eckhard Weingaertner, MD, EuroEyes, Stuttgart The presentation will focus on how to analyse the current practice situation especially in these difficult economic times. The presenter will discuss his own experience working in a commercial LASIK centre, how to build up such a centre, which marketing tools would be useful and how to try to keep up quality (higher priced laser vision correction) in a low price environment. In addition, it will be shown how to implement newer technologies like multifocal-IOLs into a LASIK practice. How to address and handle different age groups of patients in your practice will also be discussed. 11.00 – 12.00 Opportunities for Developing a Premium IOL Service in your Practice Supported by Moderator: Sheraz Daya, medical director, Centre for Sight,Corneo Plastic Unit & Eyebank, Queen Victoria Hospital, UK Speakers: Erik Mertens, medical director, Medipolis, Belgium James Dawes, chief administrative officer, Center for Sight, US In this one-hour module, Dr Erik Mertens and Mr James Dawes will share their expertise on how to successfully incorporate premium IOLs, such as the Crystalens HD™, into your practice. Key considerations such as the development of a business model for a premium IOL service, patient education, managing expectations and staff training will be discussed in this session. 12.00 – 13.00 Nobody is Perfect Paul McGinn, barrister at law and editor of EuroTimes Irish barrister Paul McGinn will discuss how ophthalmic surgeons should use the consent process to satisfy their patients and their lawyers. The workshop will focus on how to build a practice with patients who are not only informed about their proposed ophthalmic surgery but also about their treating surgeon, the support staff, and the institution. It will look at what surgeons should tell their patients when they seek consent for treatment and will suggest how to gauge the amount of information to provide to a patient and some tips for presenting and recording that information. The workshop will encourage surgeons to discuss their approaches to consent as they grapple with the legal requirements of their own countries. 13.00 Close. Saturday September 12 - Monday September 14 2009 Monday September 14 (continued)

Entrepreneurial Masterclass for Ophthalmologists “” “An entrepreneur is someone who pursues an opportunity without regard to resources currently held” “The main reason why people cannot get funded is that they don’t deserve it” “It is not good enough to have the germ of an idea and nothing else. Googling an idea is not enough” “If you can’t drive home the killer points, you won’t succeed” “Never forget the real hooks - the team, the market, customers, timing” “If your ‘pitch’ to potential investors is dull, you will not sell your idea” “Decision making is risky when you are in an entrepreneurial business. Some of the decisions are make or break” In this full day masterclass Prof Willey will discuss the steps to be mastered to manage a successful private practice. Prof Willey will present a case study based on a real ophthalmic surgery practice that is easily recognisable to the audience. He will discuss at length the interface between the professional and commercial facets of the practice. The masterclass will discuss a number of key issues including: n How to react to growing demands for technology and innovation; n How to provide value for money; n Who should lead and manage; In advance of the masterclass a short questionnaire will be circulated to all participants. The questions will include: n Are you growing revenues? n What are your most pressing problems? n How do you find solutions to these problems? Prof Willey will interact directly with the participants and discuss different strategies and solutions to ensure success Key targets to be addressed are: n Growth models n Entrepreneurial leadership n Organisation n Planning Prof Keith Willey says: Keith Willey, BSc, MBA Associate professor of strategic and international management and entrepreneurship at London Business School Saturday September 12 CCIB Convention Centre, Barcelona, Spain 09.00 – 17.00 Full day programme Course fee: €200 50 Places available Register online at www.escrs.org Only available to registered delegates of the XXVII Congress of the ESCRS