When it comes to volunteering, Americans give more of themselves than the people of any other nation in the world. They also appreciate the volunteer spirit when they see it in other places.

At its best, community outreach is a kinder, gentler, more effective combination of marketing and public relations, and it can be an immensely powerful tool for an ophthalmology practice. Reaching out to your community -- both to those who can afford to pay and those who can't -- gives your practice high visibility, establishes trust and makes your practice stand apart from your competitors. Practice growth is inevitable.

In fact, the impact on practice growth can be enormous.

Defining community outreach

Community outreach is more than a simple screening program; it means giving time and effort to your community. It means speaking to community groups and presenting yourself to the community as an educator, not just a physician. (In fact, in community outreach, a physician's primary purpose is to be an educator. This is key to the success of the program.)

Becoming an active member of your community in this way allows you to speak and work with community leaders, service organizations, churches and senior centers. Even more important, it gives you total access to the media, including newspapers, radio and television.

This is where your bottom line benefits. One article or TV news story can be equal to 20 or more paid advertisements of the same size. This can give you a marketing advantage worth hundreds of thousands of dollars over the course of a year.

However, community outreach is not a quick fix for practice growth. An outreach program takes at least 6 to 8 months to have any effect on the volume of patients coming through your doors. On the other hand, long-term results can be spectacular, as my own experiences have demonstrated.

Reaping the benefits

Consider the effect that an outreach program has had on the practice of Dr. Scott Spector.

Dr. Spector came to Norwalk, Conn., 12 years ago. After acquiring an existing practice, he became involved in every aspect of the community through community outreach. He screened at churches and senior centers; he lectured and appeared on radio talk shows. As a result, he became known as an educator who cares about his neighbors and community.

Superior clinical work, in conjunction with the only community outreach in all of Fairfield County, soon produced dramatic results. Within 2 years Dr. Spector had an office five times the size of his original digs. Today, his practice includes two more satellite offices, located in Stratford and Stamford, and a 7,600-square-foot surgical center (owned entirely by Dr. Spector) located in the lower level of the Norwalk office.

At the same time, his practice has become the best known in Fairfield County. Seventeen newspaper articles have been written about the practice, and doctors from the practice have appeared on television six times. Most impressive of all, the Norwalk practice has been named Small Business of the Year in Connecticut -- the first time a medical practice in the state has ever won this honor. (Marketing experts have estimated the value of this publicity at $350,000 to $700,000.)

Still not convinced?

For a second example, consider the success of Dr. David McCullough, one of Dr. Spector's associates. About 2 years ago, Dr. Spector acquired a practice in Stratford and named Dr. McCullough, a pediatric specialist, to the post of clinical director. Dave's charming personality and skills as a doctor made him the perfect candidate for a successful community outreach venture, and that's exactly what we've created:

�        Dr. McCullough and I have organized more than 20 screenings in the Stratford area. (Each year Dr. McCullough provides free screenings for more than 400 children from the Hall Neighborhood House, the largest inner-city day care center in the northeast.)

�        Dr. McCullough speaks before community groups, service organizations, churches and senior centers.

�        He's opened a free clinic for the underserved and uninsured in the Park City Primary Care Center.

�        He's made four television appearances and appeared on a radio talk show.

The result? Dr. McCullough's surgical volume has grown by 300% during the last year and a half.

Becoming a "force for good" in your community also has a positive impact on your staff. After all, they live in your area; the new positive image of your practice reflects on them, and the feedback they get from friends and neighbors makes them happy to be a part of the process.

Making it work

Hopefully, this has got you thinking about the possibility of adding community outreach to your own practice. But how do you get started?

First, remember that your goal is to become an active part of your community and create a reputation as someone who cares. This means not only setting up screenings and speaking to different groups, but also becoming an active member of local organizations.

Partnerships are the key to success. As I've mentioned, we work with Lions clubs, Rotary clubs, health departments, corporations, health clinics and senior centers. We even form partnerships with local optometrists and help them grow their practices by doing screenings with them.

So, begin by creating relationships with local organizations. Set up a screening. Do some volunteer work. Be seen in public. Approach local radio talk shows about appearing as a guest.

Here are some more thoughts to help make your outreach program work:

�        How much of a commitment must I make? You -- or another M.D. or O.D. from your staff -- will need to commit at least 3 hours a week for one screening. (Another staff member can set it up.) If you join organizations, allow time for attending meetings and participating in functions. You should also invest in some equipment suitable for off-site exams.
Most important, you'll have to show up at screenings and public appearances displaying warmth and compassion for every person who attends the program. (If you organize a screening without an M.D. or O.D. present, you'll never gain the confidence of the public or the media.)
There's no shortcut here; it does take time and energy to make this work. Just remember: The benefits for everyone, including you, will be substantial over the long run.

�        How do we set up a screening? Work with a hosting organization; they'll usually suggest a location. Find a date and time when you or another doctor will be available (during the week or over the weekend). Once you begin to get a reputation in the community, other groups will contact you to arrange screenings. (Remember to arrange an equal number of pro bono and paid services.)

�        How do we advertise a screening? The hosting organization will generally create flyers and may publish a newsletter. You can post messages in local newspaper community bulletin boards, or get free public service mentions on local TV and radio stations. Also, members of your staff can distribute handouts, beverage holders or other materials designed to promote free screenings at events such as fairs, festivals or sporting events, or at the mall.

�        Do I need to hire an outreach coordinator? No. However, someone must be in charge of the outreach effort. The director of your outreach program -- whether hired from outside your practice or chosen from inside your practice -- must have the ability to maintain a completely service-friendly atmosphere at every level of community outreach.
This person should never be complacent; commitment to the practice must be his or her driving force. Long hours and weekends are inevitable. (They are, however, rewarding.)
If you choose to hire an outside person, individuals with experience in the hospitality industry (such as those who've worked in restaurants or hotels and have some retail background) can do well in this kind of position. This individual should be at ease dealing with many types of people, including corporate personalities.

�        Will outreach programs work in every area? Yes. Doctors in rural America have been utilizing outreach for years; it's the only way to reach sparse populations. However, I believe the most effective outreach programs occur in and around highly populated areas where there are multiple opportunities to stand out and be recognized for your involvement in the community.

�        Which groups should we aim to serve? It's crucial to perform an equal number of educational screening forums for those who can afford to pay (such as people living in senior centers and corporate employees) and for those who can't.
Serving those who would otherwise not be able to afford treatment is a very real help to your community; it's also the thing most likely to attract media attention. In addition, community and business leaders tend to support community organizations. Your involvement will spread awareness of you and your practice, leading to substantial word of mouth referrals.
Try to involve your entire region in the outreach program. This will help to generate media attention and positive word of mouth, in addition to reaching more people who can really benefit from the services you offer.

�        Can I get companies to supply free equipment? High- tech equipment at screenings helps to get media coverage. But purchasing equipment may not be feasible.
Some companies will lend you cutting-edge equipment for this purpose. However, part of their motivation is likely to be publicity, so this kind of support becomes easier to get as your program becomes more successful.
Until your reputation in the community is established, ask for assistance and be persistent. And give the companies as much publicity as you can to encourage future support.

�        How do we get media coverage of our efforts? Be extremely persistent about contacting the media. (Note: Your contact person must be immune to having his feelings hurt.) If you're doing the right thing, the media will listen. Before you know it you'll have a very well-publicized outreach program.
(For what it's worth, we've found the coverage we've received to be very fair.)

�        Are there potential practical problems at a community screening that can be avoided? Yes. A lot of people come to a screening for a second opinion. Never, under any circumstances, fall into that trap. Be blunt: Tell them if they want to have a second opinion to make an appointment with you or refer them back to their own doctor.
Also, never take cheap shots at other practices or doctors in your area. A screening is simply a screening and can never take the place of a dilated examination.

Doing the right thing

Today, government funding for outreach programs is drying up. As physicians and businessmen it behooves us to take the initiative and serve our friends and neighbors. Besides, everyone loves a winner, and community outreach is a win-win situation. It's a national trend -- and a wonderful way to insure your prosperity in the future.

Power of Outreach

Community outreach -- as Dr. Spector's practice demonstrates -- can be a vehicle for growth and community awareness for individual practices. However, ambulatory surgical centers can also profit from an outreach program. The New Vision Cataract Center and New Vision Laser Center (both owned solely by Dr. Spector) are a prime example of how growth can be triggered by acts of community outreach.

After being open for 6 months, the cataract center began participating in Mission Cataract USA, organized about 10 years ago by Dr. Fredrick Richburg, medical director of the Valley Eye Institute in Fresno, Calif. The program, which is now available in all 50 states, provides free cataract surgery for the under-served and uninsured.

One of the criteria for a successful Mission Cataract program is the involvement of the entire region surrounding the ASC. With satellite offices located throughout Fairfield County and an already existing successful outreach program, this wasn't a problem. Stamford Community Health, Norwalk's AmeriCares free clinics for the uninsured, Bridgeport Community Health and Park City Primary Care Center all helped to find us 24 patients, half of whom were blind from lack of finances to pay for their cataract surgery. This was the largest group of patients any doctors in America had attempted to help, and Scott Spector Eye Care Centers was the first group in Connecticut to participate in the program.

What a story! The media loved it. Our doctors were featured in every newspaper in Fairfield County. NBC News was in the operating room along with Channel 12 -- the most watched TV station in the region. In all, we received more than a half hour of television coverage and were the subject of eight newspaper articles, including front page coverage in the Stamford Advocate. The following week Scott Spector Eye Care Centers was named Business of the Year -- the first time a medical practice in Connecticut ever received this honor.

And the cost of this outreach program? Expenses for Mission Cataract were minimal; Pharmacia donated the lenses and Alcon donated the surgical packs. The doctors, of course, donated their time, and the community provided volunteers. Without question, the cost of providing the free surgery was more than offset by the most successful marketing and public relations event in the 10-year history of Mission Cataract.

-- Roger Martin

(For information regarding the Mission Cataract program, contact Sheree Petree, Mission Cataract coordinator, at 800-343-7265.)

Fitting Community Outreach Into a Busy Schedule

I'm sure many doctors are concerned about finding the time to manage this kind of work. However, despite spending a lot of time doing outreach, it hasn't undercut my time with my family.

Overall, I spend 10% to 15% of my total time during the week doing outreach and about 5% of my in-office time seeing patients who aren't able to pay. To help further my work in the community, I've become president of the local Lions Club, whose mission is to preserve sight and hearing. I do a lot of Saturday vision screenings for them. I also schedule time to attend meetings and fulfill my duties as president of the group.

In spite of this extra work, I'm home by 6:30 most evenings, and I'm able to coach my kids' teams on Saturday mornings before heading out to a screening in the afternoon. In fact, I often take my kids along. They enjoy being helpful, and if they get bored my laptop computer keeps them busy.

One factor that helps to make this possible is that I'm not the administrative type. I don't spend a lot of time running the day-to-day aspects of my practice; I have a talented administrator who does that.

The bottom line is that it's rewarding, it's good for your practice and it's manageable (at least for me and other doctors I know). Doctors who want their practice to get bigger -- and who want to become better at what they do -- should go for it!

-- David McCullough, M.D.

Roger Martin is an ophthalmic and corporate consultant specializing in the growth of ophthalmic practices through community outreach. He's the nation's leading independent advocate for glaucoma and diabetes screening, with more than 28,000 hours of volunteer work to his credit. He lectures across the country and has won numerous awards for his work. He and his wife will be featured in the December 2000 issue of Connecticut Magazine as two of the six individuals who have contributed the most to the state of Connecticut. You can contact him at (203) 874-9449, or via e-mail at Lehpmartin@Juno.com.