Profiles in Practice Success
The Ritz-Carlton Treatment
It's why, this surgeon says, 85% of her referrals come from patients.

THE PRACTICE: Monica L. Monica, M.D., Ph.D., M.H.A. co-owns Lakeview Vision with her husband, Daniel A. Long, M.D.

PRACTICE SUMMARY: Lakeview Vision has two offices in New Orleans, La. Dr. Monica works out of one office, while Dr. Long works out of the other. Dr. Monica's staff includes one technician, one optician and one office employee.

SURGICAL FOCUS: Dr. Monica categorizes her caseload as being 15% refractive, 35% cataracts and 50% general ophthalmology.

PREFERRED INSTRUMENTS: For her LASIK patients, Dr. Monica uses the VISX Star S2 excimer laser.

For cataract surgery, Dr. Monica uses Alcon's 2.6-mm microkeratome, Aller-gan's SI40NB foldable lens and Alcon's 20,000 Series phaco unit.

From 1996 to 2000, Monica L. Monica, M.D., served on the Board of Trustees for the American Academy of Ophthalmology.

PREFERRED MEDICATIONS: For her dry eye patients, Dr. Monica prescribes Bion Tears, Refresh Plus Tears and GenTeal drops.

For cataract surgery, Dr. Monica uses Voltaren and Ciloxan (or Ocu-flox). "I like to use broad-spectrum antibiotics," she says.

Dr. Monica is a proponent of performing cataract surgery without anesthesia. Instead, she uses 2% Xylocaine jelly topically.

"We haven't used preoperative testing or anesthesiology personnel for the past 7 years. Patient satisfaction with the surgery is extremely high -- 98%. They can see after the procedure, drive within 24 hours and return to most lifestyle activities quickly."

GROWTH AREAS: Dr. Monica's optical has grown in the past few years. Her optical captures five to eight eyeglass prescriptions a day. She doesn't have an in-office lab, but two finishing labs are within 15 minutes of her office.

"I have the ability," she says, "to let patients go to the lab to have the lenses inserted into their frame without giving up their only pair of glasses. This is important for people on a fixed income who can't afford to have multiple pairs of glasses. They may need an eyeglass prescription change and want to keep their same frame, but they can't leave the glasses to be finished."

SLOW SPOTS: Dr. Monica doesn't participate in managed care, which she admits leads to slow spots in her practice. However, she generates plenty of business through referrals. "I don't advertise," she says. "I let my patients do that for me." Eighty-five percent of her referrals come from patients.

MANAGEMENT PHILOSOPHY: "My management philosophy is patient-driven. I provide quality access, quality care and quality service on all fronts.

"My practice is my face to the community. I'm as good as the people who work for me and the service we give as a team. I like to think that we provide the individualized attention all of us long for and enjoy when we stay at a Ritz-Carlton or shop at Nordstrom."