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Opinion: Industry-Supported Education

by Howard Purcell, OD

As we look at the business of eyecare today, a few things are clear. First, in order to optimize success, one must have a keen sense of how to run a small business. In addition, differentiation, particularly as it relates to the patient/customer experience, will fuel growth. Last, but not least, superior communication skills will have a critical impact on retention.

So, in order to get your fair share of the $29 billion ophthalmic market, you will not only need to know as much as possible about the technical aspects of eyecare, but also understand the nontechnical aspects that may ultimately determine how successful you will become.

Unfortunately, for most of us, these critical success factors were given very little, if any, attention during our training. In fact, it is extremely difficult for most academic programs or on-the-job-training experiences to deliver these skills.

The programs currently offered are challenged to meet the broad range of clinical and technical skills required in order to prepare the ECP of the future for all they need to know. As a result, however, we are left on our own to learn many of the specialty clinical skills, business skills, patient/customer service skills, and communication skills. It seems clear that an industry that relies on support from ECPs could and should help to provide education that supplements and enhances what academic programs are already doing.

In fact, by working together to determine where the gaps exist and filling those gaps, the industry can provide a great service to the ECPs whom they rely on for their success.

The reality is that it's not that easy. The current environment of pharma and healthcare compliance guidelines has created an important, but sometimes restricting, barrier between the industry and the ECP.

Nevertheless, it is incumbent on the industry to work within these guidelines and in conjunction with academic programs to help supplement the curricula.

A great deal of expertise that can be shared exists within the industry walls in areas such as marketing, sales, and human resource management. The truth is, without industry support for education, the price tag for each hour of programming would be four or five times higher.

If we are to continue with this very important model of industry support for education, we must assure it is done with integrity, professionalism, and in a partnership with academia, so we are viewed as partners and not competitors. Regular dialogue will go a long way toward helping identify key areas of need.

Market research can help provide data-driven insights that will assist all parties in making the best decisions for those we hope to educate. In the end, if we succeed, the ECP, the industry and, most importantly, the patients will win. EB

Howard Purcell is vice president of customer development at Essilor.