In today's healthcare environment, diversifying the sources of your patients is essential. Ophthalmic Practice Management Consultant John Pinto cautions doctors to avoid being the surgeon getting 80% of his cases from a few key optometrists, only to find these referring practices bought up, one by one, by competition. Don’t rely on one spokesman in your ads if you have a closed-end contract with the person.

While you may now enjoy being the sole provider of LASIK for your local fire and police departments, at very little marketing cost to your practice, what will happen when everyone has been served?