PRACTICE MANAGEMENT, Help Desk

Video Journal Teaches New Techniques

■ Robert Osher, M.D., professor of ophthalmology at the University of Cincinnati and Medical Director Emeritus of the Cincinnati Eye Institute, says that he began the Video Journal of Cataract & Refractive Surgery (VJCRS), a collection of film clips that demonstrate new surgical techniques, out of frustration. "I had just completed three fellowships and I still didn't feel like I was ready to go into practice," he explains. "So I spent my first year in Cincinnati traveling once a month to visit leading surgeons around the country. It was so expensive and so inconvenient and required so much time out of the office, but I couldn't perfect the concepts by reading, nor could I master the concepts by listening to a lecture. To me, the only way to really teach surgery was through an operating microscope."

Dr. Osher's mission, he says, was to bring expert surgeons into the homes of other surgeons where they could watch the video over and over at their convenience in order to master a technique. He produced the first issue of the VJCRS in 1985.

Twenty-four years later, his idea has been so successful that the VJCRS, published quarterly, has thousands of viewers in 150 countries. The VJCRS is promoted solely by word of mouth, Dr. Osher says. Additionally, the cost of subscription is the same it was in 1985: $200 per year. Surgeons can choose their format (VHS, CD or DVD).

Each issue is 1 hour long and addresses new surgical techniques, challenging cases, the management of complications and new technology. Fifteen to 20 surgeons are typically featured on each issue. "We have a great international faculty while avoiding advertising," Dr. Osher says. His travels to every major international ophthalmic meeting each year enable him to see what he considers cutting edge and he solicits submissions from the innovators in ophthalmology.

Each issue requires approximately 3 months preparation time, which enables VJCRS to be responsive to new developments. "If something comes out that's new and exciting, surgeons see it a few months later, as opposed to print, which could take half a year to a year," Dr. Osher points out. To subscribe to the VJCRS or to purchase back issues, visit www.vjcrs.com. OM