As young doctors, you know a lot
about debt. Here I’m going to discuss a different kind of debt we
all carry on our shoulders. Your incredible education and
professional opportunity are unmatched in our profession’s history.
The flip side of this good news is that you may be working harder
than prior generations just to make a go of it. I want to challenge
you, despite the great demands on your time, to make time to service
our debt to society and our communities by giving back whenever you
can. Make it part of your business model. Optometry is a profession
entrenched in every community across the country. Our profession’s
reputation isn’t based on our glorious education, but from our
accessibility, humanity and personal interest in each patient. We’re
not “loftier than thou,” but are in the neighborhood making a
difference. You’ve inherited quite a gift: the good name of
optometry. Your generation must not lose this priceless asset.
Don’t Look
Away
I remember
thinking as a student that they couldn’t pack more into the
curriculum than they did. The amount of material we were expected to
digest every night was overwhelming. In the rush to form wonderful
doctors there’s little time to talk about our responsibility to the
communities we serve as professionals. This responsibility is real.
The lesson Hurricane Katrina taught us is that throwing money at a
problem won’t necessarily fix it. Public health is the
responsibility of the professionals in the communities they serve.
We can’t look the other way. You can’t find the need in your
community without getting involved in it. The best way to get
involved is joining a service club. What’s a service club? Rotary,
Lions and Kiwanis are just a few examples. I’m the president of a
small Rotary Club and this year we put on two free vision clinics
for the homeless, an international medical mission, raised money for
six local scholarships, gave financial support to several local
charities, obtained partial funding for a mammography machine in
India and supported a Haitian water well project. One person would
find it hard to do any of this alone. By joining with other caring
professionals, anything is possible. These kinds of clubs are truly
what make America great. Whether because of apathy, lack of time or
interest, most service clubs are struggling to get new members. Many
face closing completely. This disturbing trend is most unfortunate
for the communities they serve. Please make a point get involved in
your local service clubs. Most have Web sites that list chapters,
meeting times and locations.
Making a
Difference
If a service club
isn’t your area, join the Chamber of Commerce, give presentations to
senior groups, perform glaucoma screenings at local health fairs, or
teach children about vision at your neighborhood schools. These
don’t require a big time commitment and do make a difference.
Community involvement rewards you with great opportunities to
network. The more you can get out in the public eye, the more you’ll
grow professionally as well. I implore you to do your best to make
sure the next generation of optometrists inherits a good name. Don’t
find yourself too busy to reach out and serve the communities where
you live and practice.
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If
someone would have told me when I was in optometry school that
optometry was a profession where you’re never off
the clock, I’d have raised my eyebrows and thought that that
person didn’t have any idea what he was talking about. Back
then, I would have argued about how ridiculous and
off base that statement was. After all, isn’t optometry always touted as
the profession that offers great flexibility and a great quality of life?
Why would someone make a statement like that
implying that you’re always going to be
working as an optometrist?
The truth is that I have found that I am always “on the
clock” as an optometrist. This doesn’t mean that I’m asking, “Is one
better or is two better?” constantly. Rather, this means that I am
always selling myself. It makes sense that we sell ourselves, our
products, and our services in our offices, but what about selling
ourselves outside of our offices? To me, the work that we do outside
of our office better known as networking, often can be much more
impactful to our patients than the work that we provide in the
examination room. Networking through community involvement is one of
the easiest ways to advertise yourself to your community and
potential patients.
Earning Respect
One of the first things that I did when I decided on my
practice location was join the local Kiwanis Club. Not only did the
organization give me the opportunity to meet several people within
the community, it also gave the people within the community the
opportunity to get to know me. Since joining Kiwanis, I have gotten
involved in the local Chamber of Commerce, my church, the local
elementary schools, and a multitude of community committees. Even
though these extracurricular commitments have proven to be time
consuming, they are also the best source of advertising and “word of
mouth” for my practice. Advertising can be very expensive and is
often ineffective in getting your message across to the public. I’ve
learned that community involvement is the best way to “sell
yourself,” and the best part about this type of advertising is that
it’s free! In addition to the benefits of “selling yourself” to a
captive audience while networking, it’s equally beneficial that the
community get to experience you as a person versus the eye doctor.
My patients love to see me at community functions because they see
first hand, that my commitment to the community extends outside of
my practice. I’ve received a deeper level of respect from the
community because they know that I’m committed to every aspect of my
hometown.
Commitment to Community
One of the things that I have learned over the years is that
my patients have choices for eye care. Sometimes, my patients choose
to refer their friends, co-workers, or family member to my practice.
Why do patients return to my practice, and why do my patients choose
to refer others to my practice? The answer is simple: Patients have
witnessed that I’m committed to more than community eye care. I care
about the community.
We Want to Hear From
You! new O.D.s, what’s on your mind? Please send us your
comments, questions and column ideas. We’ll include them in
upcoming editions of the newsletter. Please e-mail us at response@newod.com |
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