Viewpoint
Where are You in this Picture?

For this, our annual refractive surgery issue, we snapped a wide-angle picture of the landscape. Like a fidgety kid, this market continues to squirm and shift, so the freeze-frame is the best way to figure our what's going on at the moment. One thing is clear: It's decision-making time for hundreds, if not thousands, of ophthalmologists. Many are asking themselves whether they should give up the notion of ever entering the refractive arena. And many, who are already there, are wondering whether it's time to get out. If you're in either of those situations, this month's cover story contains useful advice to help you arrive at your answer.

Those with the gumption to go for it will need additional advice, and we've got that, too. The experts from Medical Consulting Group share what the most successful refractive practices in the nation do to minimize their financial risks. Veterans can benefit from their insights as well. In addition, key findings from a recent Health Products Research survey will show you the trends we're all up against.

PUTTING THE FUTURE IN FOCUS

And no matter where you stand now, you can take steps to improve your odds of future success. Toward that end, in this issue, you can read how to use the refractive surgery segment of your practice to send your optical numbers soaring, and learn an important marketing lesson from a dude ranch run by a family of Hicks ... really.

Finally, we check in on the changing indications and limits of LASIK and report on three emerging modalities -- phakic IOLs, conductive keratoplasty and LASEK -- that could help maintain refractive surgery as a viable option for us and our patients.

We hope this snapshot of the current market will help you picture where you want to be and get there.